If you’ve spent any length of time on the Internet, you’ve probably clicked through a quiz or two. After all, who doesn’t want to know what kind of pasta they are, or what their spirit animal is? Quizzes, while fun, aren’t just a way to pass the time. They’re highly valuable pieces of branded content as well; you can use the format to present expertise, products and services to consumers in an entertaining and interactive way. Here’s why you should consider incorporating quizzes into the content marketing for your brand.
Quizzes attract strong engagement
According to content analysis website BuzzSumo, an impressive 82 percent of users completed quizzes they were exposed to on their social newsfeeds. The average quiz is relatively short—able to be completed in just a few minutes—is full of visuals and offers the consumer new information about their favorite subject: themselves. Whether the quiz is knowledge based (How much do you know about your zodiac sign?) or personality based (Which foreign culture best suits your personality?), the element of gamification in quizzes also makes them exciting. Who knows if clicking the picture of red shoes over blue shoes means I’m better suited to a hot pink eye shadow or a neutral lipstick?
Creating timely quizzes also encourages audience engagement. Last April, beauty blog Pampadour posted a quiz called “What Should You Get Mom for Mother’s Day?” that asked shoppers questions about their mothers to help them find the right makeup gift. In 2015, Mother’s Day fell on May 10, but a Google Trends search shows that searches for Mother’s Day began increasing right about the second week of April.
Having this content available to consumers as the search trends for Mother’s Day began to spike helped Pampadour reach its audience and garner leads. Of the 357 people who completed the quiz, 229 became lead conversions, resulting in a 64 percent conversion rate.
When consumers get a lot of output (a result they like) with relatively minimal input (a few clicks around a page), it makes the interaction worthwhile and keeps them engaged. Be sure to pay attention to search trends so you can position your quiz to meet the content demand your consumers are searching for. It helps to include visuals; content that’s accompanied by images, gifs or short video clips get 94 percent more views than content without these extras.
Quizzes can influence a consumer’s purchasing decisions
Cabin in the mountains or condo at the beach? Smart watch or fitness tracker? Today’s consumers are bombarded with choices, and oftentimes providing them with a way to narrow their choices is greatly appreciated.
For example, Afar magazine published a quiz titled “Where Should You Go in 2015?” After answering seven short questions, you’re led to a page that not only gives you a personalized result, but also includes information that can lead to further content engagement. When I took the quiz, I got the result “Experience Art in Paris.” The page listed several hotspots I might enjoy based on my quiz choices and there was even a helpful travel guide resource where I could learn more about exciting French locales. Situated alongside my quiz results were several well-placed ads for hotel booking.
For the magazine, this travel quiz led to more than 5,000 new email subscribers and a 25 percent conversion rate.
Another great example is Brandeis International Business School’s quiz “What Career is Right for You?” Questions ranged from “Who’s your perfect lunch date?” to “Which movie most deserves an Oscar?”, ultimately leading to a results page with a career type best suited to your interests.
Below the quiz results is a simple, straightforward CTA the consumer can click on to learn more about the school’s graduate programs, faculty and other offerings. The content seems to be paying off pretty well for Brandeis—they receive more than 100 potential new students a month thanks to their quiz.
Providing personalized suggestions to complement personalized results generated from a quiz can help influence consumers in their purchase decisions. Plus, it’s a great way to show off your brand’s expertise in your industry. You’re essentially telling the consumer, “We know what you like, and here’s how we can help you experience even more of what you like and less of what you don’t.”
Quizzes can be shared easily
A recent BuzzSumo study reported that the average quiz is shared more than 1,900 times. If that shocks you, consider reading the book Contagious. In it, Jonah Berger lists several factors that affect a piece of content’s shareability. Simply put, people like to share things that make them look good, Berger explains. It’s part of the so-called “social currency” that comes with today’s digital lives: Most people want to come across as smart or funny or cool on their profile pages.
This is part of what makes quizzes popular: They allow us to express ourselves. If we like what the quiz says about us, we feel validated in our self-image and are far more likely to share it with our friends and family. It’s a win for brands too because quiz-sharing is basically free brand exposure—it doesn’t get better than that!
Like with any piece of good content marketing, it’s important to keep the consumer-first mindset. Make them look good. If I’m taking a brand-sponsored quiz about my spending style, I’d much rather share that I’m a “Budget-Savvy Fashionista” than a “Sartorial Scrooge.”
Quizzes are a great way to make branded content fun. Thanks to several online generators, they’re easy to create and can provide a lot of value for consumers and brands alike. If you’re not already using them, you might want to consider how to employ quizzes in your next marketing strategy.