Find innovative ways to establish your brand as a thought leader in the app startup space by leveraging Quora's engaged audience.
When it comes to building brand awareness, few platforms can match the influence of Quora. With over 50% of users' opinions about brands influenced by other users' comments and discussions, this platform is an ideal place for app startups to connect with their target audience. In fact, 29% of users have even formed an opinion about a brand after seeing a Quora ad.
To get started, consider the following ad formats:
Video Ads
Create engaging video content that showcases your brand's story and captures attention as users explore topics on Quora. With memorable impressions and comprehensive messaging, videos are an effective way to establish thought leadership in your industry.
Promoted Answers
Establish your brand as a trusted authority by showcasing expertise directly within relevant questions on Quora. This format delivers in-depth engagement and positions your brand as a go-to resource for users seeking answers.
Image Ads
Create visual impact with compelling imagery that introduces your brand to new audiences and improves recall. Image ads are ideal for communicating brand identity and value at a glance.
But don't just take our word for it! Here are some success stories:
Amazon Global Selling
Amazon Global Selling expanded its global reach on Quora, reaching over 29 million content views with a CTR 2x higher than the B2B category average in India. This campaign not only increased brand awareness but also boosted credibility and drove conversions.
Asana
Asana built brand visibility by tapping into Quora's engaged audience, with one of its co-founder's answers garnering over 432,000 views and boosting the company's credibility.
TOEFL global test awareness soars on Quora
Educational testing provider ETS India saw threefold success with its Quora campaign: increasing TOEFL test awareness worldwide, strengthening its brand reputation, and deepening engagement with potential test-takers through strategic targeting and informative content.
To get started with your own brand awareness campaign, follow these steps:
Objective
Choose Awareness as your objective to optimize your campaign for maximum reach. If you're running a video campaign, choose Video Views as your objective to maximize views.
Audience Strategy
Use Broad Targeting to have run-of-site on Quora and maximize brand impressions. Layer in Contextual and Behavioral targeting to focus on Topics, Keywords, Questions, and Interests related to your industry.
Pro Tip: Use auto-targeting to let Quora's advanced machine learning determine the best audience for your goals.
Bid Strategy
Start with manual CPC bidding to establish a baseline. You can transition to CPC auto-bidding after 1-2 weeks of data. Set your target cost slightly higher than your eventual goal to gather sufficient data.
Creative Best Practices
Keep messaging clear and concise, focusing on what makes your brand unique and how it solves problems. Use brand colors and high-quality images that stand out in the feed. For Promoted Answers, provide genuine value first, with brand messaging as secondary.
Budget and Timeline
We recommend running brand campaigns for at least 4 weeks with a minimum daily budget of $50 to effectively measure impact. This timeline allows for proper frequency across your target audience segments.
Sample Campaigns
Here are two sample campaigns to get you started:
#### Campaign 1: Awareness
- Objective: Awareness
- Budget: $50-100/day
- Bidding Strategy: CPC
- Targeting: Broad auto-targeting
- Ad Format: Image Ads
- Success Metrics: Impressions, clicks, post engagement (upvotes, comments, shares)
#### Campaign 2: Video Views
- Objective: Video Views
- Budget: $50-100/day
- Bidding Strategy: CPV (maximized impressions)
- Targeting: Topic targeting related to your industry
- Ad Format: Video Ads
- Success Metrics: Impressions, views, view rate, post engagement (upvotes, comments, shares)
As Archie Hilder from Ptarmigan Media - Charles Stanley notes, "Quora's audience targeting capabilities have enabled us to extend the reach of our campaigns to wider audiences, with great results."
Don't forget to measure the impact of your advertising by setting clear KPIs focused on reach and engagement. To ensure campaign success, follow these essential steps:
Essential Brand Awareness Campaign Setup Checklist
- Define your target audience segments based on topics, behaviors, and demographics
- Create brand-focused creative assets that clearly communicate your brand's unique value
- Implement tracking and measurement tools like the Quora Pixel
- Set clear KPIs focused on reach and engagement before launching campaigns
Tips for high-performing brand awareness campaigns:
Focus on Consistency Across Touchpoints
Maintain consistent messaging, visual identity, and tone across all Quora content to reinforce brand recognition and build familiarity over time.
Balance Brand and Value Content
The most effective awareness campaigns don't just promote the brand - they provide valuable information that associates your brand with expertise and helpfulness.
Leverage Quora's Contextual Relevance
Position your brand within relevant conversations where users are actively seeking information. This creates more meaningful brand impressions than interruptive advertising.
Allow Sufficient Time for Awareness Impact
Brand building is a long-term investment. Plan to run awareness campaigns for at least 2-4 weeks with consistent measurement to properly gauge effectiveness.
Trusted by industry-leading brands, Quora's platform offers unparalleled opportunities for app startups to boost their brand awareness and drive growth.