You may have noticed a trend in your Facebook feed lately.
Quizzes.
Major companies have
started to utilize this trend to engage with their audience (and add a
retargeting pixel if they’re smart). Everyone from viral Internet video
company, BuzzFeed, to brands such as Disney and Airbnb has started utilizing
this type of content in their marketing strategies.
Quizzes are more than just fun, little games to play.
They’ve become one of the most shared posts across social media - some
receiving hundreds of thousands, if not millions of shares.
How Quizzes Engage
Communities
Quizzes are often presented as a way to test your knowledge
about a subject you love. An example of this would be a quiz titled, “Only the
Best Harry Potter Fan Will get a 9/10 on this Quiz”.
People who identify
as Harry Potter fans will want to take this quiz to demonstrate their
knowledge, and they’ll likely share their quiz results to reinforce they’re
part of that community.
Building a community around your brand is an important part
of building a base of raving fans and a way to narrow down your ad targeting
using pixels.
Here are some
examples of brands that use quizzes to engage their community:
Disney
In the last year, Disney has published 200 quizzes –
around 4 a week on average. The total shares of quizzes on the Disney.com site is
greater than any other site including BuzzFeed. Their top quiz, Who is your Disney Spirit Animal received
over 800,000 shares.
The official Star Wars site also seeks to engage many of its
fans through quizzes. They utilize a lot of knowledge-based quizzes for fans to
test and share their knowledge of the films. One example being, “How
Well Do You Know Star Wars: the Force Awakens?”
Airbnb
Airbnb is evolving from only offering places to stay to
offering experiences and places to eat. In order to get more families to think
about using their service, they have implemented quizzes to start that
conversation.
In their “What Kind of Family are You” quiz, they showed
different images of different locations, home styles and vacation activities to
match you up with your family’s vacation style.
Notice how in the results, Airbnb recommends places to visit
that match your vacation style, and gives you the option to share your results
on Facebook.
Now that they know what style you are, they can also
continue to serve you enticing ads that are tailored to you.
BuzzFeed
As mentioned before, BuzzFeed is known for these viral
quizzes – but what is their company selling? Advertising.
A lot of the BuzzFeed quizzes are sponsored by big name
brands like Verizon, Geico, and American Signature Furniture.
By engaging the people who are interested in these quizzes,
BuzzFeed can offer these companies a fresh list of potential buyers they can
continue to advertise to.
How Quizzes Boost
Traffic and Leads
The way these quizzes can get you more traffic is through
the mass sharing from fans. If you create a compelling quiz that your audience
resonates with, they’re very likely to share their results; allowing more
people to visit your quiz.
The way these quizzes can get you more leads depends on your
methods. Some quizzes require you to enter your name and email address to get
your results. This method will likely cut into the number of shares you get, as
not everyone will be willing to give out their info.
A better way to drive leads with quizzes is by pixeling the
people who take the quiz and then retargeting them with enticing, targeted ads
based on the quiz they took. For example, if someone takes a Star Wars quiz,
it’s likely they’re interested in the franchise. Disney can then send them ads
for Star Wars merchandise, knowing that they’re already fans.
Don’t Forget to
Promote Your Quiz
As with any campaign, getting the word out requires a
combination of free and paid efforts.
Quizzes get 75% of their traffic from social media, so
promoting them is the key to their success. Post it to Facebook, boost your
post, share to your email list.
The great thing about quizzes is they are fun, regardless of
if you’re already a fan of the brand sharing it or not. Your existing fans will
enjoy the entertaining content and potentially share it with people who may not
already know you.
If you’ve been looking for new ways to use content to boost
your traffic and leads, quizzes might just be the thing for you! Sales &
Marketing Technologies can help you develop a content marketing strategy that
works for your business. Give us a call
today at (407) 682-2222 for a free strategy session.