A new native ad was unveiled by Quora on Tuesday called Promoted Answers. This new native ad offers marketers the opportunity to promote organic content posted on the site by themselves or others. A Promoted Answer, which features a question, a portion of an answer and a link taking the user to the full answer, can be targeted in the same ways as other units on the platform.
Although all of the Quora ad units mimic the look of the site and are referred to as “native,” these new native ads are Quora’s first ad format that promotes organic content, similar to Twitter’s Promoted Tweets or Facebook’s Promoted Posts.
Here’s the ad creation interface for advertisers using Promoted Answers:
Quora stated in a blog post that this ad unit extends the reach that a number of businesses are already getting through answers organically.
Brands will be able to promote any answer they want, but the format lends itself to answers that display leadership. According to Quora, advertisers have been seeing success with the new format, adding that client DuckDuckGo’s promoted answers were seen over 200 times more than their non-promoted content. This helped to garner them millions of views.
“The format provides a flexible canvas to share detailed information about your product or service that goes beyond the characters allowed in normal ad copy and helps to facilitate engagement through upvotes, comments, and follows,” Ryan Browne, director of product management at Quora, said in the blog post. “If Quora users are already discussing your business, Promoted Answers are a great way to join the conversation surrounding your brand.”
Marketing Land’s list of what else you should know:
- Quora has been steadily rolling out enhancements to its ad platform since launching in 2017.
- Quora claims an audience of more than 300 million monthly unique visitors, rivaling Twitter and Pinterest.
- To promote an answer, get started here.