Have you ever taken a trivia, knowledge or “personality” quiz or a Buzzfeed quiz and shared the results on Facebook or Twitter? They’re hard to resist! So if it seems like every day someone you know is sharing the latest “What kind of ____ are you?” quiz, it’s because these quizzes are fun to take and easy to share.
The average quiz gets shared 1900 times on social media, according to Buzzsumo.
What can your business learn about your customers from quizzes? Plenty! You can learn about your customers’ interests, which could help you decide on the kinds of products and services you offer in the future. You can also design a quiz that helps educate your customers about your products, making them more likely to purchase from you.
Even traditional media outlets have used quizzes to drive engagement on their websites and on social media. So why are quizzes so popular? The easy answer: they’re entertaining.
And doesn't the workday just go faster when you're creating something fun? I think so. So today I'm going to show you the 5 steps to adding some fun into your marketing with quizzes.
Step 1: Determine Your Goal(s)
Just like with any marketing effort, setting your goal before you design your quiz will make it more likely that you get the results you want.
Start by thinking about something you’d like to learn from your customers. Let’s say you want to narrow down the color palette for next season’s line of products, you could use a quiz to figure out your customers’ favorite colors and build your next line around their preferences.
Or, if you want to help your customers choose from a large variety of your products, you could use a quiz to help them figure out which one would be right for them
Excelerate America used this quiz to capture customer interest in a 30 Day Habit Challenge (challenge registration is closed)
Step 2: Choose a Topic
Next you need to figure out what the topic of your poll, quiz, question, or test is going to be about. Are you going casual? If so, you can ask questions about how people spent their weekend, what people like doing at the beach, whether people prefer Coke or Pepsi, and other trivial personal details. These are great, because people love sharing trivial personal details about themselves.
You can also go more formal. Set up a poll about your audience to harvest some demographic information. You can do age, gender, general location, computer platform, usage level for your product, and other such details. This will help you get a grasp on your audience, in contrast to full audience demographics available through things like Facebook Insights.
You can also pick topics about your business and product. These sorts of questions allow you to get feedback on your own presence and actions. Do people like your product? Do they have flaws they would like to see addressed? Do they experience pain points you can track down and eliminate? It’s excellent information you can use beyond social media.
Step 3: Choose a Length
Different lengths will require different resources. Longer surveys will require more of a time investment from users, which means you may need an incentive if you’re going to get high engagement. They will also require more thought put into the questions, to make sure you cover all the bases.
On top of that, it will limit the systems you can use. For example, you can do single-question polls on Twitter, but for multi-question surveys you will need to use a third party tool.
AirBnB used a simple, one question Twitter poll to gather data on where people want to spend their weekends.
Step 4: Pick a Platform
At this point, you have to decide where you want to ask these questions, and how you want to go about it. Depending on the social network you want to use, you’ll have a range of options.
For example, Instagram doesn’t have native app support, so you can’t ask directly on the platform, you have to post an image and refer people to a link, or do it organically in the comments. There are dozens of options out there, so make sure to find one that works for you.
Step 5: Monitor and Respond to Answers
Regardless of how you set up your quiz, you need to keep on top of it.
First, you need to promote it. If you don’t want to boost the post on Facebook or pay for an ad on Twitter, you at least need to post periodically to remind people it exists. Don’t re-post the poll, but rather link to it.
Next, you need to monitor the comments on the post. Some people may add options that don’t exist or point out flaws with the poll. Take note of these and either adjust the poll or keep them in mind for next time.
Most importantly, you need to respond to many of these comments. When a user asks a question about your poll, answer it. If a user has an issue, do your best to offer support. Thank people for their entries and use the comments to point out and tag winners.
Quizzes, polls, and general questions are all excellent ways to boost engagement and learn about your audience. You can cover a broad range of topics, you can turn it into an annual event, or you can even make it a fun weekly thing. It humanizes your brand in the eyes of your followers, particularly if you monitor and respond to engagement you receive.
Emily LaDrig is the Chief Execution Officer at Excelerate America, the fun, smart services for businesses looking to level up. Have you used quizzes on social media? If so, tell Emily about your experience by emailing her at email@example.com.