So a good knowledge test can go viral. If that seems odd, I agree with you. A few days ago, the UK Trade and Investment Group (UKTI) created a quiz titled “Think you know what the UK’s famous for exporting?” that absolutely rocked, sparking all kinds of social conversation and thousands of views in a few hours. We are going to break down what they did and how you can follow in their footsteps, but first, the results:
The UKTI Quiz by the numbers.
Two days // 898 social shares // 4800 views
Notable Tweeters // David Cameron (prime minister, UK) // UK Embassy to the USA // UKTI
I’ve divided the quiz into four parts below, and we’ll go step-by-step to learn how you can replicate the success of the British Government when it comes to making knowledge tests worth sharing.
(yes that’s the real prime minister of the UK, I don’t know why his twitter handle is @Number10gov)
Here’s how it all goes down…
1. Create a hook to get people excited
Also known as the cover page of your test, this is the first part you create when building the test using Interact. I took a screenshot of the cover below and marked it up with four elements you must get right if you want people to click on your test when it shows up on Twitter or Facebook.
1. The title is 80% of the battle
80% of people will read a title while scrolling through their Facebook feed, but a much smaller percentage will actually click on a link and read a post (or take a quiz). We’ve done some extensive testing on which kinds of titles work for tests, check it out.
-The “How much do you really know?” title: For example “How much do you really know about Alan Jackson?” is a quiz that got 55,000 hits and performed very well. We’ve consistently seen quizzes with this title outperform the average.
-The “Think you know?” title: This one appeals to people’s inner narcissism, where do DO think we know about everything, and you’ll have to prove us wrong with indisputable facts. This is the title that UKTI used, and it worked out pretty well.
2. A photo will draw people in
We have a full list of sizes for all images here, for the best looking quiz, follow those instructions precisely.
The photo you see was custom created for this quiz – I recommend either getting your graphics department involved or using one of our free stock image sites to find yourself a really nice cover photo. In general cover photos with people tend to attract more clicks, but as UKTI showed us, that’s not always necessary.
3. The short description is the icing on the cake
This area is used to convert people who are on the brink. The approach taken in our example quiz is to reiterate the challenge presented in the title, and that is a generally solid approach to take. I’ve seen others go a different route and say something like “Are you as smart as you thought?…” which is a similar type of prodding. Whatever you do here, make it relevant to the quiz and issue a challenge.
2. Write questions
1. Pick questions that people actually care about.
This isn’t grammar school, no one has to answer your questions if they don’t want to. On this particular quiz from UKTI, the average quiz taker spent 3:25 taking the quiz (answering questions). That isn’t because anyone was forced to take the quiz, but rather because it’s filled with fascinating questions about the trading habits of the UK.
Also, and this is a bit of a rant, please speak plain English when writing quiz questions. No one wants to decipher your smart people talk, and they will leave before really trying to understand a confusing question.
2. Create amazing graphics
Every question on the UKTI quiz we’re following has a custom graphic to go along with the query. Think about this, if I ask you “How many people live in Iceland?” just by itself versus if I ask the same question and include a beautiful landscape picture of the country, the latter is far more appealing. We did a study and found that 100 of the top 100 quizzes built with Interact have at least one image question (yes I said all of them). It just makes for a better experience and I think this is one of the big reasons that a knowledge test like the UK Government one can get shared so much.
3. Keep the answer choices simple
This is not the place to use flowery language. People appreciate a simple quiz, use your creative and writing skills on the titles and questions, leave this part in plain english.
3. Answer those questions
1. Explain yourself thoroughly
We expect instant gratification. It’s everywhere in our lives, from social media where we get mad if our friends don’t instantly “like” our latest post, to tests, where we want to know if we got the answer right without having to wait. That’s why provide the option to show the correct answer immediately after each question of a test.
You should provide a satisfying explanation of what the real answer to a question is, whether the person got it right or wrong they will be curious and want to know why they got the answer they did.
4. Give a satisfying result
The social share from a quiz result looks like this “I got (my result)(title of the quiz)” so the result title is nearly as important as the title of the quiz itself. I don’t have hard data on what to make your quiz titles given the vast variety within them, but I can tell you that it’s best to be honest but positive with the way you write these.
2. Another great image
See a trend here? Tests that do well are highly visual and often get the design department involved. I’m not super excited about the image in the quiz result of the UKTI quiz, but it does the job. Ideally you’d have a custom image that has to do with the result – remember this image will get shared if someone shares this particular quiz result.
3. Explain why they got the result
I you’re going to give your result a title and not just a score, you should explain why it’s called what it’s called.
4. Include a link to your site
I made this its own section because it’s really important. Oftentimes people will take your quiz on a dedicated page without every visiting your website, so having this connection back to your site is vital to driving traffic from your quiz. If you don’t do this, people may never really “get” where the quiz came from. You should also personalize the link in each result so they point to different pages on your website that are dedicated to that particular quiz result.
4.5 Let the people share
The reason any quiz goes viral is because a bunch of people collectively decide to share it, it’s that simple. If you don’t provide them with an option to share, they probably won’t (out of sight, out of mind). Share buttons for Twitter and Facebook are turned on by default, so not a lot to worry about here, but it’s still worth mentioning.
5. Show the answers again
It’s always good to reiterate the answers in the quiz results. People will spend more time on the page if you show them which ones they got right or wrong again, and this will lead to either more time on your website or a person being more likely to share the quiz. This is a setting within Interact that you just have to turn on.
And to wrap it all up, here’s the quiz in its entirety for your enjoyment.