Quizzes can be a huge boost to your food site’s traffic. Food and beverage blogs and websites rely heavily on traffic to fund advertisements and sell products, so making a name for yourself is vital, and quizzes can help with that.
In this guide I’ll go over how to go about creating an excellent quiz for your site as well as ways to implement that quiz on Facebook, Twitter, and your own site.
Part 1: How to make a food quiz
1. Picking a topic
Getting the right topic can make or break any quiz. One of the pioneers of great food quizzes, Food52.com, came up with just the right formula for picking quiz topics that are winners. They work backwards, starting with top performing articles or recipes.
Let me explain, Food52 will pick the top five cake recipes, and then create a quiz “What type of cake are you?” with the results being those recipes. That way they not only get to re-use great content, but they know the quiz will be of interest since those articles already performed well on their own.
2 Writing the title
With Interact, you can make two kinds of quizzes, a multiple choice quiz where users answer questions that have one correct answer, and personality quizzes, where users answer a series of questions before being presented with one of several personality types.
Let’s look at title templates for each type of quiz and an example of each.
For personality, the “Which (blank) are you?” title: The one subject we rarely tire of hearing about is ourselves. We enjoy introspection and finding out what/who we are. That’s why titles like this work so well, even for food.
Take, for example, the quiz below, created by NextGlass to help spread the word about their drinking app. It’s called “Who is your famous drinking ego?” which is an adaptation of this title template.
This quiz is compelling, who doesn’t want to know if they are actually James Bond? And it’s not just this quiz that performs well, quizzes with this title template get nearly double the traffic of an average quiz.
For multiple choice, “Which of these is true?” controversy is a constant part of food. Whether it’s some new ingredient or a diet fad that’s taking Hollywood by storm, we are always coming up with some new way to keep the foodie affairs alive.
This is great news for your food site, it always gives you a way to make quizzes. All you have to do is take a controversy, like fad diets, and ask people to identify which one is real and which one is made up.
This quiz, from SenseAboutScience, was a hit and got the host site links from The Guardian, The Telegraph, and several other major publications because it hit on a controversy.
3. Preparing questions
The one thing that truly sets quizzes apart from any other content on the web is the ability to speak directly to your audience and have them respond in real time. It’s as if you are able to have a short conversation with all your visitors without ever uttering a word.
You want to take advantage of this opportunity and get to know your readers better so that when the time comes to ask them to opt in or purchase a product, they have a personal connection.
The absolute best way to do this is by speaking naturally. What I mean by speaking naturally is to talk like you would to a friend in a bar. This is called the pub rule, if your quiz question wouldn’t be appropriate to ask to a friend at a pub, don’t ask it in your quiz.
4. Writing Results
Every quiz result should be positive, and you shouldn’t have to lie. If you hadn’t noticed the pattern already, quiz results that get the most shares all have a positive tone to them. We even ran a test, and found that 75% of tweets originating from quiz results contained positive words like “awesome” and “excellent.”
What that means for your food quiz is that each quiz result should be crafted in a way that doesn’t sound ridiculous, but still exhibits positivity. Take for example the quiz result below which tells me I’m Ice Cream cake. Not only does the result have an awesome image that makes me really want Ice Cream cake, but it also has a somewhat humorous and totally flattering description.
5. Following up
One big thing that people forget when creating quizzes is to keep the conversation going. Think about the user experience of a quiz – your quiz takers answer personal questions and then are handed a result, which you describe to them in a positive way.
However, people are still primed for more, and are in a perfect position to continue the conversation. That’s why it’s important to have links in each quiz result to learn more and continue engaging with your brand.
When I discussed quiz topics earlier, I suggested to start with articles you want to refer people to based on which quiz result they get, and that’s one good way to provide a follow-up. You can also provide links to personalized products if you have them.
Part 2: How to share and embed your food quiz
Once your quiz is created, it’s time to share that thing with the world. There are several ways to do this and I’ll cover best practices for each.
When you initially share your quiz on Facebook, it will look different than when your quiz takers share their results. You are going to want to share an image along with the quiz title and a link to the quiz on your site.
Don’t forget the image! Sharing an image gets twice as many clicks and likes.
Is basically the same method as Facebook. Weirdly, some quizzes do really well on Twitter but not Facebook, so make sure to do both. Grab the quiz url, which is available after creating a quiz with Interact, and share it along with a snazzy one-sentence hook.
Be sure to share the cover image, tweets with images get 18% more clicks on average, and I’ve seen it make even bigger differences than that.
3. Your site
Embedding quizzes on your site is slightly more difficult, not like science difficult, but like more than 10 seconds difficult. Luckily, we’ve created an entire guide on that.