What does Zhihu rely on to continue the vitality of content?

但如何定义内容，每个平台都有自己不同的标准。理解周元所谓的"获得感"，就是理解智虎对美好内容的判断。

But how to define content, each platform has its own different standards. To understand what Zhou Yuan called "sense of acquisition" is to understand Zhihu's judgment of good content.

智虎对"获得感"的解释是，他们综合了近十年来社区认可的数十万条内容，通过访谈、小组讨论、问卷调查等方式收集用户的建议，提炼出内容给出的"获得感"标准，即：，"开阔眼界，带来帮助或引起共鸣。"

Zhihu's explanation for "sense of acquisition" is that after synthesizing hundreds of thousands of content that have been recognized in the community in the past decade, and collecting users' suggestions through interviews, group discussions and questionnaires, they have refined the standard of "sense of acquisition" given by content, that is, "to broaden their horizons, bring help or arouse resonance."

从这个角度看，用户可以从纷繁复杂的问答中获得"收获感"，这也是智虎近十年来在问答社区领域始终屹立不倒的原因。用户的反馈感也能促使社区中的内容生产者获得根本的动机。

From this perspective, users can get a "sense of gain" from the numerous and complex questions and answers, which is also the reason why Zhihu has always stood up in the field of Q & a community in the past decade. The user's sense of feedback can also promote the content producers in the community to gain fundamental motivation.

王豆皮用近2500字写下了自己创作的详细历史。从社区其他用户的认可，到"专家"的赞誉和关注，再到相关问答活动的获奖，再到圆桌讨论和《智湖日报》，从参加选盐沙龙到成为圆桌嘉宾。正是因为社区里的不断激励，王豆皮才能成为社区里其他用户的"利益感"回应者。

Wang Doupi wrote a detailed history of his creation in nearly 2500 words. From the approval of other users in the community, to the praise and attention of "experts", to the prize of relevant Q & A activities, to the round table discussion and Zhihu daily, from participating in salt selection salon to becoming a round table guest. It is because of the constant motivation in the community that Wang Doupi can be a "sense of gain" responder for other users in the community.

正是大量有意识地产生"获得感"内容的用户，才能让用户在消费内容时达到智湖内容"开阔视野、带来帮助或引起共鸣"的效果。

It is a large number of users who consciously produce "sense of acquisition" content that can make users achieve the effect of "broadening their horizons, bringing help or arousing resonance" from Zhihu content when they consume content.

内容生命力更长

Longer content vitality

如果说"获得感"是智虎对近十年来内容沉淀基础的高度抽象和总结，那么社区内容的提升就是社区生命力的延伸。

If we say that "sense of acquisition" is Zhihu's highly abstract and summary of the precipitation basis of content in the past decade, then the upgrading of community content is to extend the vitality of the community.

周元曾多次提到，"一个人大脑中从未分享过的知识、经验、观点和判断，永远是另一群人真正想知道的东西。"

Zhou Yuan has repeatedly mentioned that "the knowledge, experience, opinions and judgment never shared in one's brain are always the things that another group of people really want to know."

智湖要做的是，当人们心中的知识、经验和观点传递给智湖时，如何让问题、答案和用户实现更好的链接。

What Zhihu has to do is how to make the questions, answers and users realize better links when the knowledge, experience and opinions in people's minds are transferred to Zhihu.

在目前的时间节点上，智湖选择升级社区内容标准和内容分发机制，加强社区治理，同时调整社区内容结构。

At the present time node, Zhihu chooses to upgrade the community content standard and content distribution mechanism, strengthen community governance, and adjust the community content structure at the same time.

智湖提升社区内容标准，即为内容提供"获取感"标准，将在新的内容流量分配机制中占据先发优势。具体来说，符合社区标准的好内容将获得2倍以上的流量提升。通过流量支持，它还将推动内容创作者的关注度和收入增长。

Zhihu's upgrading of community content standards, that is, providing content with "sense of access" standards, will occupy the first mover advantage in the new content traffic distribution mechanism. Specifically, good content that meets the community standards will get more than 2 times of traffic promotion. Through traffic support, it will also drive the attention and revenue growth of content creators.

总之，社区内容标准实施后，优质内容的被访者数量、优质内容的数量、视频播放量都会有所提高。同时，以往在社会上积累的具有"获得感"要求的内容也会得到新的曝光。

In short, after the implementation of the community content standard, the number of high-quality content respondents, the number of high-quality content, and the amount of video playback will be improved. At the same time, the content with "sense of acquisition" requirements accumulated in the community in the past will also get new exposure.

这也意味着，在新的内容识别和流量分配机制下，创作者一方在曝光度方面会得到支持和激励，收入也有可能得到提升。创作者方面对内容的高筛选也将有助于用户提高获得感，形成社区内容生产和消费的良性循环。

This also means that, under the new content identification and traffic distribution mechanism, the creator side will get support and incentive in terms of exposure, and then the revenue is likely to be improved. The high screening of content on the creator side will also help users improve their sense of gain, forming a positive cycle of community content production and consumption.

一组数据是，在新标准的内测阶段，智湖知识、技能、观点的被访者人数增加了259%，视频数量增加了791%，影视、科技、体育等领域的视频播放数量也有所增加，企业金融和母婴家庭增长100%以上。

One group of data is that in the internal test stage of the new standard, the number of respondents of Zhihu's knowledge, skills and opinions increased by 259%, the number of videos increased by 791%, and the number of videos broadcast in the fields of film and television, science and technology, sports, business finance and maternal and child family increased by more than 100%.

领导智湖十年的周元深知，内容社区商业化的根本动力是内容。智湖也是如此。只有当内容的力量足够强大时，智虎才能找到一个与内容更加融合的商业解决方案。

Zhou Yuan, who has led Zhihu for ten years, knows very well that the underlying driving force of the commercialization of content community is content. The same is true for Zhihu. Only when the power of content is strong enough can Zhihu find a commercial solution that is more integrated with content.

事实上，在今年一季度财报发布会上，周元就强调了社区建设的重要性，"智湖将继续扩大智湖内容结构调整，加大社区生态建设力度，推动内容社区全面进步。"。

In fact, at the financial report conference in the first quarter of this year, Zhou Yuan stressed the importance of community construction, "Zhihu will continue to expand the structural adjustment of Zhihu content, increase the construction of community ecology, and promote the overall progress of content community.".

根据智湖官网账号智益生的细则，此次内容机制的升级还将涉及到社区的权重设置和内容治理，"对于社区来说，'获得感'最根本的意义是在用户和用户之间形成更强的信任关系，用户和平台。当用户"有问题，他知道"时，他可以在相应的问题下找到答案。

According to the detailed rules of zhiyisheng, an account on Zhihu's official website, this upgrading of content mechanism will also involve the weight setting and content governance of the community" For the community, the most fundamental meaning of "sense of gain" is to form a stronger trust relationship between users and users, users and platforms. When the user "has a question, he knows it", he can find an answer under the corresponding question.

一位智湖用户做了这样的总结，获得的感觉是没有付出，没有回报；有价值、共享"的知识是无限的，共享是无限的，一个好的平台能有很好的承受力，才能真正长久地生存下去

A Zhihu user has made such a summary, the sense of gain is that there is no pay, no return; Valuable, shared" Knowledge is boundless, sharing is boundless, a good platform can have a good tolerance, can really survive for a long time. "

在智湖，有很多问题像"什么样的经验是x"，还有无数的开脑问题，比如"抖腿的根源是某种精神病吗？""长颈鹿眼睛痒怎么办"地球能吃吗有趣的是，这些看似可笑的脑洞在社区中获得了专业的解决方案，这也是智虎与其他内容社区的根本区别。

In Zhihu, there are a lot of problems like "what kind of experience is x", and there are also innumerable brain opening problems, such as "is the root of leg shaking a certain kind of mental illness?"" How did giraffe eye itch to do" Can earth be eaten? " Interestingly, these seemingly ridiculous brain holes have gained professional solutions in the community, which is also the fundamental difference between Zhihu and other content communities.

虽然"获得感"是智湖新的内容标准，但智湖最早倡导"为正人君子鼓掌"。智虎内容的升级也可以理解为，他们需要为那些同时提供脑洞问题专业答案、发表新知识和有用经验、更容易听到掌声的人提供一个渠道。

Although "sense of acquisition" is the new content standard of Zhihu, Zhihu has been advocating "clapping for serious people" since the earliest days. The upgrading of Zhihu's content can also be understood as that they need to provide a channel for those who also provide professional answers to brain hole questions, publish new knowledge and useful experience, and more easily hear applause.

智湖的内容机制升级后，最简单的逻辑就是在流量激励中用"获得感"增加内容权重。社区共享的本质是表达和被认同。当这一表达方式在更大范围内得到认可和鼓励时，它将反过来促进用户产生更多符合这一内容标准的内容，并使社区成为一个不断流动的良好内容的大池。

After the upgrading of Zhihu's content mechanism, the simplest logic is to increase the weight of content with "sense of acquisition" in traffic incentive. The essence of community sharing is to express and be recognized. When the expression is recognized and encouraged in a wider range, it will reverse promote users to produce more content that meets this content standard, and make the community a big pool of good content flowing continuously.

高质量的内容是内容社区文化和氛围的基础。只有当用户认同内容时，他们才会在产品上投入时间和金钱。

High quality content is the foundation of content community culture and atmosphere. Only when users identify with the content, will they invest time and money in a product.

2021年第一季度，我们可以看到，智湖的产能在这个季度同比增长了60%。其中，3月份视频消费者平均视频消费时长是去年同期的1.6倍，一季度日均1分钟以上视频上传量同比增长17倍。值得注意的是，在智湖播出的千万视频内容中，知识视频内容的增长势头令人瞩目。对于智虎来说，这种给用户带来"获得感"的高质量差异化内容，将是智虎内容未来的重要增长点。

In the first quarter of 2021, we can see that Zhihu's capacity increased by 60% year-on-year in this quarter. Among them, the average video consumption duration of video consumers in March was 1.6 times that of the same period last year, and the average daily upload volume of videos more than one minute in the quarter increased by 17 times year-on-year. It is noteworthy that among the tens of millions of video content broadcast by Zhihu, the growth momentum of knowledge video content is remarkable. For Zhihu, such high-quality differentiated content that gives users a "sense of gain" will be an important growth point of Zhihu content in the future.

今天的智湖是一个拥有超过8500万Mau的内容社区。对志虎来说，最宝贵的财富是十年来积累的4400万个问题和2.4亿个答案。让智虎在问答社区站稳脚跟的，不仅是高质量答题者的答案，还有众多智虎用户通过点击喜欢、同意等按钮对答案的价值排序。

Today's Zhihu is a content community with Mau over 85 million. For Zhihu, the most valuable wealth is the 44 million questions and 240 million answers accumulated in the past ten years. What makes Zhihu stand firm in the Q & a community is not only the answers of high-quality question respondents, but also the value ranking of the answers by a large number of Zhihu users by clicking like, agree and other buttons.

从2014年起，司马懿就开始使用智湖的智湖应答器自己制作食物。从炖羊肉汤到煎牛排，司马懿都不能按照智虎的回答去做烤鸭、做惠灵顿牛肉。他在脑海中谈到了直湖护城河的起源。

Since 2014, Sima Yi has been using Zhihu's Zhihu responder to make his own food. From stewing mutton soup to frying steak, Sima Yi can not follow Zhihu's answer to roast pickled duck and make Wellington beef. He talks about the origin of Zhihu's moat in his mind.

"高赞的答案可能不是最好的厨艺，但一定能让人在短时间内抓住关键点，这样成功率相对较高。一些用户还会通过评论与受访者互动，帮助他们改进答案中不可理解的部分。可以说，智虎众多优秀答案的背后，不仅是被访者的功劳，更是被访者的共同结晶，点评的网友和默默赞誉和表达过多的朋友

"Gaozan's answer may not be the best cook, but it must be able to make people grasp the key points in a short time, so that the success rate is relatively high. Some users will also interact with the respondents through comments to help them improve the incomprehensible parts of the answers. It can be said that behind Zhihu's many excellent answers, it is not only the credit of the respondents, but also the common crystallization of the respondents, commenting users and friends who silently praise and express too much

这也是智虎不易被模仿、难以被新对手击败的重要原因。尽管知道答案很重要，但真正重要的属性是基于问题、答案和用户的内容生态。智湖的新内容战略将于6月推出。从六月开始，一个属于智湖的新内容时代将到来。可以肯定的是，在未来，只有具有获得感的优秀内容才会在庞大的内容池中脱颖而出。

This is also an important reason why Zhihu is not easy to imitate and is difficult to be defeated by new opponents. Although it is important to know the answers, the real important property is the content ecology based on questions, answers and users. Zhihu's new content strategy will be launched in June. From June, a new content era belonging to Zhihu will come. To be sure, in the future, only good content with a sense of acquisition will stand out from the massive content pool.

你如何理解"获得感"？你认为什么样的内容能带来收获感？

How do you understand "sense of acquisition"? What kind of content do you think can bring a sense of gain?

欢迎在评论区留言分享您的意见。我们将在文章发布后一周内从所有评论中选出一位读者，并寄出一份神秘的礼物。获奖者将在每周日的"科技周刊"专栏中公布。

Welcome to leave a message in the comments area to share your opinions. We will select one reader from all the comments within one week of the article push and send out a mysterious gift. The winners will be announced in the "tech weekly" column every Sunday.

Link：https://new.qq.com/omn/20210531/20210531A08IJH00.html

update time：2021-05-31 18:56:41