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Creative best practices for Quora video ads

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Quora video ads allow you to stand out on a text-based platform and captivate your audience with sight and sound. Use this dynamic ad format to drive performance as well as build brand awareness within your target audience.

In this article we outline ten best practices for creating video ads that will resonate with Quora’s high-intent and naturally curious audience.

Why Quora video ads?

Over 400 million monthly unique visitors come to Quora seeking answers. Our audience is knowledge-hungry, highly educated, and affluent, making the platform a strong channel for brands to engage their target audience as they are researching solutions.

Quora video ads enable you to:

  • Reach a high-intent audience: Quora users are actively seeking out information and answers. This means that your video ads are more likely to be seen by customers who are looking for your product or service.
  • Build brand awareness: When you use Quora video ads, you can reach a large global audience with your brand message. By advertising alongside relevant topics and questions, you can build brand awareness across the platform and drive more traffic to your website.
  • Drive conversions: In addition to building awareness, you can re-target users who view your video ads to return to them with compelling down-funnel messages and conversion campaigns.

Below are ten best practices to get started achieving these outcomes.

1. Define clear objectives

Before diving into the creative process, decide what you want to achieve with your video ad. Whether it’s brand awareness, lead generation, or website traffic, understanding your goals will help you tailor your ad content and measure success accurately.

Duroflex leans into its brand identity to improve awareness with a memorable ad experience.

2. Open with a hook

Attention spans are shorter than ever, so it’s crucial to grab your audiences’ interest within the first few seconds. Open with visually compelling content or intriguing questions to hold attention and entice viewers to keep watching.

SunValue captures the viewer’s attention with the opening line.

Intuit Mailchimp captures attention in the opening seconds with compelling visuals.

Nexo explains its three core offerings in the first five seconds.

3. Keep it short 

Quora ad placements support videos up to 60 seconds but we recommend keeping your ads short and engaging—around 15 to 30 seconds—so it’s more likely that people watch until the end.

SiriusXM promotes a limited time offer with a clear, concise message.

4. Optimize for mobile.

As with any digital advertising format, mobile optimization is crucial. Quora is a platform that is heavily accessed through mobile devices, so match your video ads to users’ browsing habits by keeping it concise with your brand prominently displayed.

AMD creates concise, visually compelling ads for small screens.

5. Tell a compelling story

Craft a compelling narrative that aligns with your brand’s values and resonates with your target audience. Use visual cues, emotional appeal, and relatable characters to create an emotional connection, build recall, and encourage users to take action.

Housecall Pro used a sincere testimonial to showcase its solution.

Live and Invest Overseas captures viewers’ attention with scenic photos.

Zoho drives home the point; if you want to take the power of creation to your fingertips, here is Zoho Creator!

6. Incorporate clear branding

Ensure your brand is prominently featured throughout the video ad. Incorporate your brand logo, colors, and visual elements that align with your brand’s identity.

SEMrush showcases its unique brand style with quirky design elements and bold colors consistent throughout the ad.

7. Caption your content

By default, Quora video ads are muted when they begin playing. Including subtitles or captions can help ensure your message is effectively communicated, even if viewers watch without sound. Make sure the text is legible, concise, and aligns with your brand’s visual identity.

MyHealthTeams’ captioned videos move the viewer even without sound.

Smytten uses captions for more effective storytelling.

Tradeling adds captions to enrich the narrative.

8. Delight with sound

Although many users watch video without sound, you can surprise and delight those who are listening. Be intentional about matching your audio—whether it’s music, voiceovers, or mentions of your brand—to your goals.

Newport Healthcare adds emotion to its video with the help of music.

Realme selected music that matched its young target audience.

9. Test and iterate

To maximize the effectiveness of your video ads on Quora, conduct A/B tests with creative variations. Test different visuals, calls-to-action, narratives, or even ad formats to identify what resonates best with your audience. This iterative approach optimizes your ad creative over time and improves your campaign’s performance and the chance of future gains.

Nutrabay A/B tested three different video creatives to determine what works with their target audience.

10. Monitor and measure

Regularly monitor your video ad campaign’s performance metrics on Quora. Analyze the data to gain insights and make data-driven optimizations. Our Video Ads Overview outlines the additional metrics we track for video ads.

Go the extra mile…

In the overcrowded and easily-distracted online world, incorporating video ads into your Quora marketing strategy presents a unique opportunity to connect with highly engaged audiences.

Use these creative best practices to create compelling and effective videos that resonate with your target audience, drive meaningful results, and elevate your brand’s presence on the platform.

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