You have an engaged Instagram audience, but aren’t getting the leads you so desire. Something feels off, you get a lot of likes, comments, and DM’s, but people aren’t joining your email list, and it’s frustrating. You’ve tried all the standard lead magnets…a free guide, a free course, a challenge, an ebook, but the lead numbers aren’t where you want them to be.
Congratulations! you are in the place where most people are when they decide to try a quiz lead magnet, and we’ve got a step-by-step guide for you to create your Instagram lead magnet quiz. In this guide we will walk you through the steps to create your quiz, based on 13 years of working with people to create quizzes. Everything will tie back to information you already have, so you don’t have to worry about the challenge of turning your content into quiz format.
If you would like to build your quiz as you follow this guide, you can create a free account with Interact, the top lead generation quiz software. If you’d like to create your quiz as you follow this guide, you can sign up for Interact for free.
Steps to Creating Your Instagram Quiz:
- Quiz Idea
- Quiz Results
- Quiz Questions
- Quiz Opt-in Form
- Quiz Follow-Up Email
- Adding to your link-in-bio
- Posting about Your Quiz
Step 1: Quiz Idea
Your best quiz idea is what your followers ask in you in your DM’s. Meaning, the question that people ask you directly because they want an answer that’s just for them, not a generic guide or overview of the topic.
For this article I’m going to show you two examples. One from a creator educator, Advice With Erin, and one that represents products, Tech Savvy Creative.
I interviewed both of them on our podcast, and they both said the same thing, which is that their quizzes were created in response to repeated DM’s asking the same question over and over again.
For Erin the question was: “What Career is Right for Me?” and she said that most people are worried they are in the wrong career or have this pervasive fear that they’re not doing the right thing with their lives.
For Tech Savvy Creative (Dawn Richardson is her name) it was: “Which Mac Should I Buy?” because she teaches about tech, and people are always worried about buying the wrong Mac, which is one of the biggest purchases most people will ever make in their lives.
Here’s what it looks like in their link-in-bio (the primary place quizzes live in the long-term).
Let’s think about your quiz idea
For you, I’d encourage you to think about what question gets asked to you all the time in your DM’s. What do people keep on asking you? That’s going to be the absolute best idea for your quiz lead magnet.
Step 2: Quiz Results
As soon as your quiz idea is locked in, you’ll create your quiz results. The results of your quiz are the answers to that question people keep asking you in your DM’s. Most people look back at their DM conversations to figure out what the most common answers to the question are, so they can create their quiz results.
- Result descriptions are about 200 words on average
- Usually quizzes have 4-6 different results (answers to the question)
- The formula for writing results is: Result Title, Result Content, Result CTA
If it’s helpful to you, here’s a full set of instructions and fill in the blank you can follow to write your quiz results.
Quiz Result Instructions
- Result Title (under 7 words,)
- Purpose: Give the reader an identity or clear verdict in a single glance.
- What works: 1–4 punchy nouns or an “You’re ____” statement that sparks emotion or curiosity (The InFluencer, You’re Athena!, Likely Under-Paid).
- Purpose: Give the reader an identity or clear verdict in a single glance.
- Result Content (≈150 words) Break the body into three mini-sections so it’s scannable and persuasive:
- a. Snapshot (≈50 words) Open with one validating sentence (“Based on your answers…”) and one aspirational sentence (“This means you…”) so the reader feels both understood and excited. Add 2–3 traits, symptoms, or super-powers that match the title.
- b. Deep Dive (≈50 words) Explain WHY this result matters. Reference benefits they can lean into and challenges they might face—always through an empathetic lens. Sprinkle in credibility: data point, brief story, or brand philosophy. Conclude with a bridge sentence that shifts from insight to action (“So, what should you do now?”).
- c. Quick Wins (≈50 words) Provide 3–5 bullet-point actions, tips, or “aims.” Keep them short, concrete, and doable today. Prioritize your brand’s unique method, but vary the list (mindset practice, daily habit, resource to read, community step, etc.).
- Result CTA (≈15 words): Include one primary call-to-action
- State the benefit, name the offer, and add urgency/clarity (Watch the 10-Minute Demo, Claim Your Free Template, Book a 20-Min Call).
Quiz Result Fill in the Blank
Result Title e.g., “The Visionary Maker”
Snapshot (≈25 words) “Based on your answers, you’re a _______. This means you _______. You naturally _______ and _______. At the same time, you might notice _______. In short, you’re the kind of person who _______.”
Deep Dive (≈75 words) “When a (result title) steps into the world, the biggest advantage is _______. Research shows _______. However, the flip side is _______. If you’ve ever felt _______ or worried about _______, that’s completely normal. The good news? With a few intentional moves you can _______ and ultimately _______. So, what’s next?”
Quick Wins (≈25 words, 3–5 bullets) • _______ (habit/action) • _______ (resource/practice) • _______ (mindset shift) • _______ (community invitation) • _______ (timely reminder)
Call to Action (≈25 words) “Ready to _______? Click below to _______ and get _______. [PRIMARY CTA BUTTON: _______]
Optional follow-up lines: “Share your result with friends” (social icons)
Step 3: Quiz Questions
Your quiz questions help your quiz takers find the right answer to their question. Imagine you are having a DM conversation with someone and work backwards to figure out what questions you’ll need to ask.
There are three ways to ask question in order to figure out which answer is right for each quiz taker. Here’s how each works.
- Personality Logic: This type of question asking is where you ask questions to determine which answer is right for someone. Each question has an answer choice that represents each of the results of your quiz. Each answer choice is correlated (gives a point to) the corresponding result. As someone answers the questions of your quiz they are getting +1’s for the different results, and whichever result they end up having the most +1’s for is the one shown to them as their result. This is used for quizzes where you want to show the result that is most relevant to the person based on what they choose the most of. Think of it as “Mostly A’s” “Mostly B’s” “Mostly C’s “Mostly D’s” where whichever one they choose the most of is the one that’s shown to them as their result.
- Assessment Logic: This type of question works on a tally system, like the quizzes that used to be printed in magazines. As the quiz taker answers questions they are getting points, because each answer choice is represented by a point value (on the back end, the quiz taker doesn’t see this). When someone finishes the quiz, they will have accumulated a certain number of points based on the answer choices they have chosen while taking your quiz. You will then set up results that represent different ranges of points, (I.E. 0-10 points for a certain result), and whichever score range a quiz taker falls into after answering all the questions is shown to them as their result.
- Branching Logic: In a branching logic quiz, you ask a different set of questions to people depending on their previous answers to questions. So for example, if your first question is “How happy are you in your current job?” and you want to ask a different set of follow-up questions for people who answer “Unhappy” versus people who answer “Very Happy” that would be a branching logic quiz. You can think of it like a flow chart on the backend, and this type of quiz allows you to pre-determine every pathway through your quiz, so you know exactly which quiz result you will show to people based on their chosen answers in the quiz. This allows for exact accuracy in your quiz.
Which type of logic should you use?
Personality Logic – is the most flexible and most popular type of quiz logic. It’s very easy to set up inside of Interact, and we have the best system for it of any quiz tool. You can use the correlations (+1’s) to make a fairly accurate quiz for any use case.
Assessment Logic – is for when you want to figure out what level someone is. Like if you want to know what level of expertise they have in a specific area, that’s when assessment logic is perfect.
Branching Logic – is for when you need to know very specific details in order to give an accurate result. Like for example, in Tech Savvy Creative’s quiz, which uses branching logic, she asks if you want a desktop or a laptop. How a quiz taker answers that question creates a “branch” because if someone wants a desktop you don’t want to show them the laptop options.
Quiz Question Logistics
- Personality Logic and Assessment Logic Quizzes have 13 questions on average
- Branching Logic Quizzes have 7 questions on average
- Make sure all of your questions and answer are visible on a phone screen above the fold (no scrolling needed)
What types of questions to ask
The following are proven quiz question formats with an average response rate of 97.5% ensuring that your quiz will have a high completion rate. You can adapt these questions as needed.
*Note: For branching logic quizzes, the questions are often very literal and straightforward, adjust your tone depending on how direct your audience wants to be spoken too.
- Convictions – strong beliefs
- I.E. How do you feel about (blank)?
- Reflective – ask about the person
- I.E. Who are you really?
- Traits – strengths and weaknesses
- I.E. What are you good at?
- Values – what matters most to you?
- I.E. What is most important to you?
- Lifestyle – What you do in a day
- I.E. What do you enjoy doing?
- Preference – likes and dislikes
- I.E. Which of these do you like?
- Preference (Visual) – choose an image you prefer
- I.E. Which of these colors do you like?
- Introspective – look inside yourself
- I.E. What makes you happy?
- Perception – how you want to be seen
- I.E. How do you want to be viewed?
- Goals – what do you want to achieve?
- I.E. What’s your dream job?
- Identity – what’s your self concept?
- I.E. What do you identify with?
- Skills – what are you best at?
- I.E. Which of these comes natural to you?
- Behavioral – how you show up in the world
- I.E. How would you act if (blank)?
- Experience – what you have done
- I.E. How has (blank) been for you?
These question types are most answered on our platform, so if you adapt them to your quiz they will be sure to get answered on your quiz as well.
Step 4: Quiz Opt-in Form
The opt-in form of your Instagram Quiz Lead Magnet shows up after someone has answered all of the questions but before their results are shown. Why at the end? Because psychology shows that once someone has answered your quiz questions they know you better, and there is also the principle of reciprocity, which says that your quiz takers want to give you back something since you are providing them with valuable quiz results.
There are three main guidelines for writing your quiz opt-in form and setting it up.
- Say “Your Results are Ready!” as the main headline, this is proven over 100 million opt-ins on our platform.
- Offer additional value, usually to get a detailed results report in your inbox, or a discount if it’s an E-Commerce quiz.
- Allow Skip, so keep your list clean and not have people opt-in just to see their results.
Step 5: Follow-up Email
Right after someone opts in through your quiz, send a follow-up email with their results and any other freebies you offered them in the opt-in form of your quiz. Send the full results with additional helpful context if that’s helpful to the quiz taker.
Step 6: Adding to your link-in-bio
Add your quiz to your link in bio as a prominent option. It doesn’t need to be the top option, somewhere in the top five usually works to get people’s attention if they are interested in taking your quiz after they click your link in bio.
Step 7: Posting about Your Quiz
Posting about your quiz should happen in the style that works for you. A quiz that you’ve created is very personal, and the way you share it should be a reflection of the work you’ve put into it. You can see the examples here from Erin and Dawn, where they are both representative of the respective brands.
You can post your quiz every few months, not everyone will see it every time, so as long as you vary the style a little bit each time you post about it, it’s totally okay to post multiple times.
Should you try an Instagram Quiz Lead Magnet?
Ultimately the decision is up to you, but if you enjoy the medium of quizzes, and have a desire to try a new lead magnet, a quiz can be a great option. There are certainly countless stories of Instagram Quiz Lead Magnets that have absolutely crushed it and brought in a ton of leads, resulting in business growth. So if you’d like to give it a go, sign up for your free Interact account and start building your quiz now!