Social media can be a veritable minefield of content with so many highly engaging choices that audiences feel too overwhelmed to make any decisions. That’s why it’s important to make sure all content stands above the crowd.
But why does some content get attention while other content gets ignored? It could be that perfectly good information is getting left in the dust because it’s simply not fun. The good news is that there’s a smart way to make quizzes both useful to the audience and fun for them to take, which leads to a chain reaction of engagement, shares, and more engagement. Let’s look at some of the top reasons audiences engage with gamified content such as quizzes.
It Made Me Feel Good
According to AOL consumer analytics and research vice-president Christian Kugel in a recent AdWeek article, "Marketers are good at knowing when and where consumers access content,” but where they may be failing is at understanding why consumers are choosing to engage with content across platforms.
One simple reason is that it makes them feel good. An AdWeek infographic listed “Inspiration” as among the top reasons that audiences interacted with content. Inspiration can take many forms, and quizzes can be an excellent source of both knowledge and delight for audiences.
For example, when International Volunteer HQ wanted to help new audiences learn about potential volunteer opportunities around the globe, the organization created a beautiful online quiz that helped audiences narrow the list from a globe full of volunteer positions, offering opportunities based on personal preference while still allowing for inspiration with engaging information about each selection. This quiz was proof positive that content can be both valuable and fun at the same time.
It Gave Me Specific, Useful Information
These days, most information is available at a tap, and audiences are more impatient to be in the know than ever before. Interactive quizzes can be a valuable way to help audiences narrow their choices without becoming overwhelmed by information. In fact, 16% of consumers engaged with content “To Be In the Know,” according to AdWeek.
A lengthy product list can be off-putting to casual audiences, but a fun quiz can make all the difference to top-of-the-funnel users who are looking for a bit of background information before diving in too deep.
Teen Vogue recently ran a great quiz called “What Kind of Car Should Be Your First One.” Not only were the graphics engaging and the questions hyper-focused and fun, but the results gave users, presumably teens new to the driving scene, specific suggestions for reliable cars along with information about the best cars for teenage drivers.
My Friends Took It
Humans are social creatures, and positive experiences are actually contagious. According to a recent study, people who viewed positive images reported feeling even more positive emotions when told a friend in the next room was viewing the same emotionally charged pictures.
The same holds true when we take a great quiz or come across some good content; we simply can’t wait to share. So make sure all content, but especially quizzes and quiz results, come with easy to use sharing buttons. Taking a quiz is only half the fun. Inviting others brings it full circle!
The Content Was Relevant to Me
While three quarters of consumers believe that their ability to pay attention is remaining constant, recent studies show that audiences are ever more selective when it comes to tuning out information that they don’t want or need. More than ever before, brands have to make sure that they’re giving their audience a reason to click and share, since options are often overwhelming when there’s no real urgency.
Tailoring quizzes to current events can be a great way to help audiences see their relevance, since according to FastCo, audiences are “calling the shots of what they’re going to hear or not.”
One example of making topical information highly relevant is Slate’s long-running Friday News Quiz, where loyal Slate readers test their news knowledge against the week’s headlines and each other’s scores. Self-assessment not only makes the news highly relevant to the user, it also invites the reader into a community of in-the-know news buffs, ensuring that they’ll keep coming back to test themselves.
It Was Readily Available
By 2017, 89% of US companies will use social media for marketing purposes. That means a veritable deluge of Tweets, Instagrams, and Facebook posts. But while everyone may be getting onboard with social media, that doesn’t mean everyone will be doing it well. In fact, nearly a quarter of marketers report that they are still looking for good ways to increase content reach.
Nothing makes content more accessible, and sharable, than providing relevant information to audiences in a fun, quizzable package. Gamifiying your product and inviting new audiences to test themselves could mean the difference between sinking and swimming on social.