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How to Make One of Those Insanely Viral Quizzes You've Been Seeing Everywhere

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How to make one of those insanely viral quizzes that you’re seeing everywhere Presented by: Owen Fuller, Qzzr


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Fit Marketing Case Study


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Who are these guys?


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World’s best publishers, brands and agencies! Tens of thousands of quizzes & polls being taken millions of times


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Our goals 1.  Expose a couple forms of hot content (quizzes & polls) 2.  Show how to drive social traffic and generate leads with quizzes 3.  Tell the story of the million dollar quiz 4.  Get you started with some quiz concepts you can create today


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There is a renaissance happening Infographics Digital images Hieroglyphics Paper Billboards Video Mail Blogs TV Email Quizzes Lists Surveys/polls


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And it’s something we hated while we were in school Type to enter text


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The road is being paved by mega-publishers Number one article on NY Times in 2013 was a quiz Eight of the top ten most shared articles on the web in the last eight months were quizzes (BuzzSumo, April 2014) Nine of the top ten most shared stories on Facebook in January, 2015 were quizzes


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Why are quizzes so irresistable? Engaging, Nourishing and… All about ME!!!


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“Stop telling me interesting and useful things about myself” - Said no one, ever.


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Wait, what about surveys? Under the hood of a quiz is a survey… that people actually want to take… and share with hundreds of their friends.


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81% completion rate 2:27 average time 5% lead conversion rate


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Pop Quiz: The average quiz gets shared how many times? 1,900 Some do a little better….


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I see a quiz in my newsfeed. Hmm. What am I likely to do? Pass. Not interested: 18% Sure. Let me hit that: 82%


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Quizzes are the secret weapon… Faster, cheaper and more effective than other content types.


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Two main jobs that social media mavens hire a quiz to do: 1.  Drive social traffic 2.  Drive conversions


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You don’t need a big channel •  •  •  0 likes, 6 comments Taken 70,000+ times Over 750x Social Lift


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You don’t need a hot topic •  •  Wildest dream was that 1,000 people would take the quiz 70,000+ have taken it today


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What businesses are most excited about Turning this Into this


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The Million Dollar Quiz A Content Marketing Case Study


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GOALS Increase revenue via online sales Organic traffic Ranking Brand awareness Quality link building


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STRATEGY Research (Keyword Audience, Industry) Define target audience Match personas to product Drive traffic Output > category page


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PROMOTION OWNED EARNED PAID


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RESULTS To evaluate success: Visibility Awareness Interest Desire Action Engagement Traffic/Lead Quality Revenue/ROI


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VISIBILITY •  Featured on Qzzr’s homepage & newsletter •  Average of 60,000 unique visitors per month •  Sent out to 13,581 email subscribers •  2,318 opens •  220 clicks to the quiz on Zenni Optical’s website • Influencer Outreach • Paid channels – hundreds of thousands of viewers // impressions


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ENGAGEMENT TIMES TAKEN 516,704 LEAD IMPRESSIONS COMPLETION RATE 82% AVG TIME SPENT 455,929 0:24 LEAD CONVERSIONS CONVERSION RATE 29,410 6%


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ENGAGEMENT LIKES 874 SHARES 1604 COMMENTS 412 TOTAL 2890 STUMBLES 212 TWEETS 238 +1s 79 Ranking 1st for “glasses quiz”


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TRAFFIC // LEAD QUALITY •  240,649 website sessions from the quiz alone •  This behavior funnel showcases the user moving from the content piece to the product pages on the second interaction, and then to buy in the third and final interactions


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REVENUE // ROI Traffic to the quiz landing page: 573,338 unique visitors Content Marketing Revenue: $1,167,746.21 Multi-attribution technology helps us understand a channel’s respective contribution towards the quiz’s performance. Top revenue-generating channels included: •  Organic Search: $143,692 •  Email: $126,674 •  Paid Search: $103,545 Return on Investment: 9,655%


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Roadmap to hit quizzes Research topics Choose quiz title and type Do your research and gather media Create and embed Share and promote Measure, learn, and improve


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Tips for graded quizzes Choose a compelling title •  Are you a ____ expert? •  Can you pass the ___ test? •  The world’s hardest ___ quiz •  Are you a true ____? Keep your quizzes fair and clear •  Limit the number of answers to each question •  Remove any friction from the process Show feedback •  Give more information about the right answer Make people feel good about their results •  45% of shares on graded quizzes come from 100% scores •  Assign outcomes. “You got 90%. You’re a genius!”


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Tips for outcome quizzes Choose a compelling title •  Which ___ are you? •  What ___ do you actually belong in? •  What kind of ___ are you? Create shareworthy outcomes •  invoke awe, laughter or amusement (BuzzSumo) •  help people define themselves, nourish relationships & get the word out about causes they love (NY Times) •  make it a “feel-good, look-good” mechanism •  Help people share what “they want their friends to think they like” (Buzzfeed) Build a process •  Identify outcomes •  Map differentiating factors •  Be creative with your questions and answers


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Pro tip: begin with the end in mind Write these first. Make sure people would be proud to share Make sure your CTA relates to outcome. Hey 3PO - You’re research driven, so why not download this guide…


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What titles/topics would work for me? What content resonates with your audience? What are the most shared topics? What topics get the most questions? What topics are most controversial? Are there decisions that people struggle to make? Are there topics that are misunderstood?


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Recycle your content If you have knowledge and answers in your evergreen content, you can turn it into a quiz. Look at your List posts Infographics Debate posts ….all raw quiz material


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The wild world of… optometry “Are you a candidate for Lasik Surgery?” “Should you be wearing glasses to drive?” “Do you know the seven common mistakes new contact wearers must avoid?” “Which frames match your style?” “Give yourself an eye exam.” “Do you need special lenses?”


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Research and gather media See: images and qzzr!


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Create and embed your quiz


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Share and promote your quiz 2 cups Context


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Basic 2 cups Context promotion channels •  •  •  •  •  •  •  Facebook Website or blog Email or newsletter Twitter LinkedIn Forums Communities


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Virality takes a pinch of luck You can control consistency


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10. Show me something cool


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10. Show me something cool


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9. Ask me interesting questions


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8. Be fair


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7. Reel me in with your title


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6. Help me feel sufficiently assessed


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5. Feed me


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4. Stay on topic


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3. Make me laugh “Laughter is the shortest distance between two people.”- Victor Borge


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2. Give me something to brag about


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1. Make me an offer I can’t refuse


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Bottom line: Just go make something remarkable! Get started today at Qzzr.com


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How to make one of those insanely viral quizzes that you’re seeing everywhere Presented by: Owen Fuller, Qzzr


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Qzzr for Business Plans Adv. Customization Export Data Integrations Enterprise Plans All the goodness of Pro Ad Refresh API Access Gated Results Add-on Packages Pro Pro Unlimited Enterprise Enterprise Unlimited $299/year $999/year $500/month $1,000/month 50,000 engagements/mo. Reduced Branding Unlimited Offers Unlimited engagements Reduced Branding Unlimited Offers 250,000 engagements White Label + Pollcaster VIP Support Unlimited engagements White Label +Pollcaster VIP Support Unlimited Offers Pro Plans Unlimited Offers Add Contributor Add Contributor +400/month +50/mo +800/month +50/mo


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