Have you wondered how certain brands can continuously engage audiences on social media pages and generate valuable leads? It seems this success can be largely attributed to the type of content they produce. What exactly is that type of content? You too have e-books, blogs, infographics and even videos. They only go so far, in capturing interest.
If you carefully look for the type of content that has caught your attention online, the idea of quizzes will surely pop up. Over the last couple of years, Quizzes have had great success in helping brands achieve massive engagement. Would it not be great you could use a quiz to engage your audience and serve offers to people who’re more likely to buy?
By adding social media quizzes to your marketing arsenal, you’ll start creating the next big thing in content type, Interactive Content. This type of content engages the audiences, seeking input during interaction. Interactive content allow the user to steer the conversation in one direction or the other, empowering them to make better decision. On top of it, quizzes are fun and provide value to user by revealing an aspect about his personality or knowledge.
In this article, I’ll share with you how to make awesome quizzes, distribute it and follow up on leads. I’ve helped brands like Flipkart, Capgemini, Google, Congnizant create over 100 awesome quizzes. I’ll talk about nuances that go into making an engaging quiz with some examples.
CREATING YOUR QUIZ
Selecting the Quiz Type
Two types of quiz formats have given maximum engagement to brands – Personality and Knowledge Quizzes. Lets look into each type closely.
Personality Quiz: This type of quiz is likely to be titled as “What fruit suits your personality?” or “What’s your ice-cream identity?”. These quizzes help brands categorize individuals into personality types based on their answers. People get attracted to such quizzes with the notion of knowing something new, fun and unique about them. At the end of quiz, brands can insert products most suited for that personality person, in the way personalizing the products to consumer needs.
Graded Quiz: Quizzes like “How well do you know Indian Tourist Attractions?” or “How mature is your organization’s digital marketing?” fall in Graded Quiz category. These quizzes are sorts of probes to test how much someone knows about a subject. Brands often use similar quizzes to qualify leads based on their awareness about the subject. A company can pitch their product to people who seem ready to buy it, while engage the rest of audiences by serving them more content about the topic.
Creating the Perfect Questions
It is important to choose the right questions that make up a quiz. What makes a question perfect? While, there is no magic which can help you choose the right question, you should keep in mind the following list of things:
- Be Personal. Your questions must be written to mimic the same appeal of an actual quiz master. Personalize the tone of your question. The user must feel as if a friend has asked that question.
- Use Images. Images can add an extra layer of appeal to your quiz. Often users can be enticed to complete the quiz with beautiful and contextual images along with question and options. Strike a balance between the text and imagery.
- Keep Things Short. Online Quizzes are meant to be fun and not full blown examination. Keeping this short will mean more people are likely to finish and see the results page. You should aim to design quizzes with 5-7 questions, which could be answered in a minute or so.
- Ramp up the intensity. Don’t start with an alarming question. Begin with something which is simple and can be answered quickly. You can always keep the trickier or more thoughtful question later. Once the user has answered the first few questions, he is more likely to finish the quiz.
Creating Shareable Results
Once the user has completed the quiz, it’s time to go to the results sections. It is the final result page, where you’ll also have the opportunity to add a Call to Action, which can be an offer or a lead generation form. But before that, let’s discuss things you must take care of in informing the user of his result. The goal is to make the outcomes appealing enough for the user to share with his friends. This is how you can viral. Here are some ways you can make your results page shareable -
- Be positive. Positive Emotions drive more social sharing. Make sure results are expressed in way that pumps up the user and doesn’t drive his morale down. In the Bollywood Diwali Quiz, people who scored less than 10% had an outcome saying “Give Bollywood a Chance this Diwali”. It automatically puts the user into positive space despite the bad score. Chances are he is more likely to follow through on your call to action.
- Use captivating images. Remember the importance of adding images to the questions. Similarly, your results page must have relevant pictures with each of the outcomes. Because the results get shared on social media, you should use pictures to attract more people. Result pages with only texts are bland.
Include a Relevant call-to-action.
Calls to Action are requests that you put in front to audiences that finish the quiz, to take an action. Usually each outcome has one call to action, designed specifically for it. CTAs are like in return gifts you expect if the user has liked the quiz. Of course, the quiz results play an important role in nudging the user to take an action. It is of paramount importance that your CTA is in context with the outcome.
For example, if a person is poorly informed about Digital Marketing, the CTA cannot be buying online tools around digital marketing. It can be a link to your blog, which he can subscribe to read more about Digital Marketing.
Similarly, if in “What kind of fruit are you?” Quiz, a person gets “Mango” as his answer; you have a chance to pitch Mango Juices to that person and not something else.
Remember, that everyone online is smart enough to realize when he is being marketed to. You cannot trick him into doing things. However, you can be polite and authentic in your requests.
There are mainly two types of Call to Action that you can include:
1. Nurturing Leads: Based on the quiz type and outcome, you can segregate the audience into ones than can buy a product or the ones that need to be nurtured to bring them closer to purchase. In a case where the quiz taker is not ready to buy, you have to nurture that lead. In this case, ask for his minor details like email Id. Your CTA can say, “Get an interesting insight about Digital Marketing delivered every week” andhave a subscribe button.
2. Pitching Products :A part of the audience that take up the quiz, will be ideal for pitching your products. Depending upon the outcome, you can personalize the offering as well.
Again going back to the “Which fruits reflects your personality ?” Quiz, if the answer is Mango, your CTA can say, “Do the Tango, With the Mango” and direct the user to a buy button.
Remember, being honest in your marketing is important. Adding a little bit of fun is always appreciated.
PROMOTING YOUR QUIZ
Now that you’ve a quiz ready, it’s time to share it. Your facebook & twitter handles are main targets for bringing in visibility for the quiz. In case you also maintain a lead list, you may want to share it over mail.
Another source of traffic could be publishing the quiz over other platforms that have relevant audiences. Puttingup the quiz on your website is also a good start. There are certain key things you must keep in mind when sharing the quiz
Image: It is very important that you use an attractive image with the quiz whenever you share it. You want people to stop and want to take the quiz.
Headline: Your headline boosts the magic that the image does in enticing people to take the quiz. Keep it sharp, short and appealing.
Short Link: Use bitly to create a shortened link for your quiz.
So, this is it. You’re now armed with all the necessary insights to kick start the quiz creation for your brand. Quizzes are fun. It is difficult to see a good one and not finish it. Brands must design creative quizzes, which will make a difference to their content strategy. Being new & innovative always pays off.
If you’re still wondering if quizzes will work for you, why don’t you take this quiz.