How Quora is giving an edge to advertisers with over 100 mn monthly visitors in India

Quora, a leading platform to gain and share knowledge, today has grown to a community of 100+ million knowledge seekers monthly. Users can choose over 300K topics, which facilitates brand to always find its audience on Quora.

According to Quora, the most talked about topics in 2021 included:

  • Education
  • Entertainment
  • Technology
  • Business
  • Health
  • Commerce

Education

Not surprisingly, given the transition to online studies during the pandemic times, a little over 300 million views were seen on Education-related topics on Quora in January 2021, which was much higher than in January 2020 and January 2019.

Over 6.2 million students visit Quora monthly, but for many users, education doesn’t stop at graduation. In fact, for Quorans in India: 78% of users are interested in upskilling themselves, and 70% of the users use the Internet to learn new things.

The community’s desire for knowledge helped a number of brands find success with Quora Ads. Mindvalley, an online platform specialising in personal growth programs, acquired leads at rates comparable to other advertising platforms. Lovely Professional University (LPU) also generated 51 million+ impressions and their campaigns concluded with CTRs above 2.5%.

Entertainment

While interest in the arts spiked during the COVID-19 pandemic, people around the world continue to visit Quora to learn about and discuss their favourite movies, shows, and music platforms. Views on Entertainment-related topics jumped from a little over 200 million in January 2019 to almost 600 million in January 2021.

Streaming services were popular before the pandemic, but global lockdowns made the internet community flock to them in waves. 71% of Quora users used the Internet to watch movies, TV shows, and videos, while 51% of Quora users engaged with streaming services platforms.

According to a Global Web Index survey, 57% of Quora users use music streaming services. They are also 44% more likely to purchase music streaming services, and 155% more likely to engage with music service platforms.

For brands in the streaming space, this offers ample opportunities to reach an audience with buying-intent and a love for music platforms.

Technology

Views on Technology content on Quora also saw a spike – from a little over 200 million in January 2019 to around 500 million in January 2021. Today, over 109 million users follow the Technology topic, and content related to technology receives 400 million+ views a month. Thus, giving brands ample opportunities to increase their reach. Sixty per cent of Quora’s India users are more likely to be tech natives, and they are actively engaging with the wider tech community.

Business

For businesses, Quora offers a high-value audience in India, where 43% are more likely to be in management, 31% are more likely to be responsible for business purchases, and 59% are more likely to be managing budgets in their work roles. Brands can leverage Quorans’ search-and-learn headspace to deliver tailored Quora ads, or answer sought after questions about their industry.

Health

Ninety per cent of Quora visitors seek new ways to lead a healthier lifestyle, and with post-pandemic normalcy gradually returning, unique trends are being seen among Quora’s India users. Online citizens are continuing to use the Internet to source medical information and conduct research for health purchases. Quora users in particular are using the platform to learn about diets, medications, and specific ailments. For Quorans in India, 46% use the Internet to research health issues and products.

With 53% of Quora’s Indian users being interested in personal health, medical institutions like Apollo Hospital Group recognised their demand for accurate medical information. Apollo Hospital’s team partnered with their medical experts to answer health-related Quora questions, then used Quora Ads to deliver this content to more users.

Commerce

As per a survey by Global Web Index, Quora’s India users are 127% more likely to be shopaholics. These are shopping enthusiasts who use social media to find products, follow brands, discuss products online, and have purchased a product online in the past week. As per Global Web Index data, 92% of Quora users discover brands from ads seen on paid media, while 70% of Quora users tend to buy brands they see advertised.

With consumers actively researching and buying online, now is the perfect time to reach them through Quora Ads. Brands like Headphone Zone found success on Quora, generating 2.6+ million content views and 90+ purchases in only two months.

 

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