People take quizzes because they answer the question of “How does this apply to me?” or “What about me?” or “How do I stack up on this topic?” As people consume content on the internet, their brains are fixated on “What about me?” and that’s why they would comment on an instagram post to have a quiz sent to their DM’s or click the quiz link in the description of a podcast or YouTube video.
Take for example, a great YouTube video on personal finance principles. In the video, you are highlighting the different ways that people excel at building a strong financial life. The watcher of that video is most likely connecting with one or more of the ways that you are bringing up to build a strong financial life. So if your call to action is “Take my quiz to find your money style, so you can build a stronger financial life” then the watcher is likely to be interested because their brain is already thinking about which aspect of your video applies to them most.
Additionally, if your quiz connects with what your audience wants, which in this case is a stronger financial life, that’s the second part of the quiz hook, that will get people to take the quiz.
Another example from a totally different realm is someone browsing an E-Commerce Jewelry website. Let’s say the brand offers 25 different pieces of Jewelry. The natural thing on the mind of the person browsing the side is most likely “Which of these would look best on me?” or “Which of these fits my style?” so if you offer a quiz on the site, people are likely to take it.
The other aspect of running quizzes like these is the follow-up. If you use Interact to make the quiz, and connect it to your email marketing software, you can segment people based on which quiz outcome they get. So for example, which money approach they have, or which Jewelry style they have. Then you can follow up with those people based on their style, and offer a more personalized email experience to them.
This pattern of quiz hook has repeated itself over and over again in my conversations this year on the Interact Podcast. The quizzes that are really successful at driving engagement and lead generation are the ones that answer “What about me?” question that is constantly on the mind of your audience as they engage with your content.