We’re in the midst of a content renaissance. And folks, quizzes are the secret weapon of your editorial strategy. Quizzes are fun, addictive, and made for social sharing. 82% of Facebook users that notice a quiz shared by a friend will go on to take that quiz themselves.
Recently news publishers doubled-down on quiz content. In 2013, The New York Times’ most popular piece of content was a quiz. In 2015, nine of the ten most-engaged stories on Facebook were quizzes. The combined number of shares of those nine quizzes was 10 million, and one quiz alone had over 1.9 million interactions.
So how do quizzes drive massive audience growth and killer engagement? Here are a few reasons:
Quizzes hook audiences. TrackMaven reported that quizzes have the highest click-to-conversion rate among earned media. Instead of just mindlessly skimming a blog post or eBook, quizzes command the audience’s attention and force the reader to be actively engaged with your message.
Quizzes are made for sharing. The top two factors that motivate people to share content are the desire to entertain and the desire to educate. Quizzes naturally satisfy both these desires. On average, quizzes get shared about 1,900 times. That’s no small feat, but when executed at the highest level, quizzes can yield explosive results. Even for BuzzFeed, the pioneer of viral content, quizzes generate more than 170x as many social interactions as their average content.
Check out the metrics from BuzzFeed’s hit quiz “What Career Should You Have?”:
Quizzes are personalized. Personality quizzes empower audience members to discover and share defining qualities about themselves. Knowledge quizzes encourage readers to broadcast their expertise on a certain topic to the social web. People tweak their public personas through social media. So if the ultimate goal is to craft an idealized identity, then content that endorses and proves that identity is incredibly valuable, both to the end-user and to the brand. After all, categorizing people based on their revealed personal preferences drives most marketing efforts. And to that point…
Quizzes are goldmines of valuable user data. The more information publishers and brands have about the needs and wants of their audiences, the better. Quizzes help publishers identify content opportunities and deliver valuable content to readers in the future. Quizzes curate audience data in a way that doesn’t feel threatening or invasive to the reader.
Quizzes are versatile. From quizzes that satirize politics and educate readers to quizzes that help consumers choose the right product, this content asset is perfect for driving deeper, more meaningful relationships with your audience. Interactive content like quizzes can be used to:
Increase brand loyalty through audience engagement
- Increase brand loyalty through audience engagement
- Acquire new users through social sharing
- Generate and qualify leads
- Collect valuable data and insights about your audience
Quizzes guide audience behaviors. Interactive content helps focus the reader’s attention and guide them to an end-goal. For brands that end goal could be a purchasing behavior; for publishers perhaps it’s suggested content. Consider a news quiz that assesses a reader’s knowledge on a topic then guides that reader to additional content based on their performance. By curating the user’s content experience through quizzes, publishers can help audiences navigate complex and often overwhelming amounts of information. The personalized experiences hook the audience member driving deep meaningful engagement with existing content. Plus, a high-score on a quiz encourages the reader to share his or her expertise with the world, thereby fueling new audience growth.
Takeaway: Successful quizzes drive results that are personal, relatable, and shareable for your audience. You’ll drive killer audience engagement, once you’ve captured your reader’s persona — they’ll feel like you’re creating content just for them. In return, you’ll develop meaningful, long-lasting relationships with your audience and uncover powerful insights for future content development.
Written by Brandon Chiat — Editorial Director