Maybe you’ve seen quizzes used on LinkedIn, witnessed the engagement they get, and thought to yourself “How do I get one of those?” If that’s you, then this article is for you. My name is Josh Haynam, I’m the co-founder of Interact. We’re a quiz software you can use to create quizzes. Think of it like a CMS for quizzes, like if WordPress was for creating quizzes instead of blog posts. Like that.
Quizzes are a unique content format because they are interactive, meaning that people actively engage with the quiz and have a personal experience as they go through a quiz. They also have the ability to generate leads and grow your email list. Which is a good thing because creating quizzes is not easy. You have to think through all the questions and results and the framing of the quiz. It’s complicated. I won’t get into that here, but I wrote a whole guide on how to create quizzes you should definitely read, it’s fascinating.
First let’s talk about goals for LinkedIn quizzes. It’s 2025 and the LinkedIn platform is in full swing as a professional social network. Engagement is king, queen, and chancellor just like every other social network. So to that end, we want.
- High reaction rate. More reactions = algorithm is in your favor
- High comment rate. More comments = algorithm is your friend
Let’s look at how you can actually reach those goals by analyzing what top publishers are doing when they post their quizzes on LinkedIn.
The first post to look at is from Gretchen Rubin for her Four Tendencies Quiz. Gretchen is an excellent writer and really good at crafting a story with every post. Her quiz post is no different. She lays out the different results of the quiz “LinkedIn-style” meaning they are very concise and to the point, but punchy. Then she encourages people to take the quiz and post their result in the comments. This generates a great discussion and high engagement.
Here’s another approach from Gretchen, where she posts one of the results of the quiz and asks “Are you an Obliger?” This approach is different because you’re highlighting one of the outcomes of the quiz and asking people if they match that outcome. I’ve seen this work well, especially if you want to post about the quiz multiple times. You can highlight each possible result with a unique post and sprinkle those through your content over time. This way you extend the life of the quiz and have something unique to post about each time.
The important thing here is that people engage with your posts for selfish reasons. If it’s beneficial to them then they will want to engage. If it’s not beneficial to them then they will not. With LinkedIn, people mostly engage on posts about accomplishments, because they think they will get exposure since those types of posts get the most engagement typically. With a quiz post, since it’s a personal experience it’s not necessarily about accomplishment, but you can get people to engage because they personally feel like they can get something if they take the quiz.
Now to juxtapose that, you can also make the quiz post an accomplishment. Talking about how you created the quiz and it’s an act of personal creativity many years in the making. Erin McGoff from Advice with Erin did this with great success and it’s a really well done post.
Erin is a great writer and did an excellent job making the quiz about the person taking it. While weaving in her own personal story about creating the quiz. If you can pull that off, making the post both personal about you and personal about the quiz taker, then it’s a win-win. People like to be a part of something, so if you can make the experience communal in that way, you’ll have a better chance of having high engagement.
One last way to highlight your quiz is to talk about how you used it to help a customer or client. This example from Next Level Wardrobe highlights a customer who found their style using Next Level’s style quiz for men. This is a great example where she shows the ideal outcome through a client story, then drops in the quiz link as the best place to get started if you are seeking a similar outcome for your own style journey.
LinkedIn has its own language and people like to engage for specific reasons. If you can post your quiz in the context of what people on the platform want then you’ll see success. The top reasons for engagement are.
- Accomplishments
- Success stories
- Challenging or Provacotive posts
So if you can frame your quiz to talk about an accomplishment “I dug deep to create this quiz” a success story “my client used this quiz to get these results” or a challenge “Which result are you?” then you’ll have a better chance of success in driving engagement with your quiz post.
Keep in mind that the platform does not like external links as the primary objective of a post, so think about how you construct your LinkedIn quiz posts so that there is a period of engagement before someone would possible click through to see their quiz result.