33 Quiz Marketing Statistics and Case Studies You Need to Know

Your Facebook timeline's full of wonky quiz results. Twitter, Pinterest and Instagram are high on quizzes, as well. Since the past couple of years, quizzes have truly taken over the digital marketing world.

And, after Buzzfeed's spell-bounding success with quizzes, brands and businesses of all shapes and sizes are adding quizzes to their to-do marketing list.

Without further ado, let's discuss the quiz marketing statistics that are making quizzes the present and the future of successful content marketing.

Section 1: Stats

Interactive Content

"When you make the content interactive, whether it’s text format or image format or anything like that, people will start learning more. Because they’re engaging. And that’s the key to helping people: it’s to make sure that they’re engaged." - Neil Patel

1. 81% agree that interactive content grabs attention more effectively (than static content) - CMI Survey 2016

2. 79% agree that interactive content enhances retention of brand messaging - CMI Survey 2016

3. 93% of marketers agreed that interactive content is effective in educating its buyers - Ion Interactive

4. 75% of marketing participants said they anticipated that their company or organization would increase their utilization of interactive content marketing - CMI Survey 2016

5. 70% of marketers say that interactive content is effective at converting site visitors - Ion Interactive


Interactive Content

Source: Content Marketing Institute

6. 79% agree that interactive content results in repeat visitors and multiple exposure - CMI Survey 2016

7. 88% of marketers said that interactive content is effective in differentiating their brand from their competitors - Ion Interactive

8. 51% respondents have been implementing an interactive content strategy into their overall digital marketing campaign for 3 years or longer - CMI Survey 2016

9. Interactive content, such as apps, assessments, calculators, configurators and quizzes, generate conversions moderately or very well 70% of the time, compared to just 36% for passive content - Ion Interactive

10. Interactive content does a much better job of educating the buying audience, as 93% of study participants reported interactive content as somewhat or very effective in this role - Ion Interactive

Quizzes - fad or fab?

1. In January of 2015, nine of the 10 most shared Facebook publications were quizzes - iProspect

2. In January 2015, PlayBuzz and BuzzFeed (two content platforms that specialize in quizzes) were among the sites that generate the most shares on Facebook - iProspect

content marketing examples

3. New York Times “How Y’all, Youse and You Guys Talk: Answer the questions to see your personal dialect map,” was the highest viewed New York Times content published in 2013 - Nytco

4. According to Forbes, the demand for interactive content such as quizzes will continue to grow in 2017 and beyond.

5. According to LeadQuizzes, the average quiz has a 33.6% lead capture rate.

6. The average quiz is shared nearly 2,000 times - Buzzsumo

7. 77% of all Playbuzz-powered quizzes that have been shared 100,000 times or more are personality quizzes.

8. According to OkDork.com, the most shared quiz on the Internet over a period of 8 months was “What Career Should You Have?”.

9. The top shared quiz in 2015 was ‘What colour is your aura’, with nearly 4 million shares - Buzzsumo

10. The top 5 quizzes in the 2015 all had well above 1.5 million shares - Buzzsumo

11. 84% of social media shares of quizzes are on Facebook - Buzzsumo

12. According to BuzzSumo, 82% engaged with quizzes they were exposed to via their newsfeed.

Buzzfeed: the quiz maestro

13. In BuzzFeed’s top content in March 2017, the four top stories were all quizzes - NewsWhip

Buzzfeed Quizzes top stories

14. 50 most engaging quizzes on BuzzFeed drove just under 3 million engagements in March 2017, an average of almost 60,000 engagements per quiz - NewsWhip

15. Buzzfeed saw a significant increase in quiz engagement from March 2017’s almost 3 million engagements on the top 50 quizzes, compared to March 2016 with 27 million engagements on BuzzFeed’s 50 most engaging quizzes that month - NewsWhip

Buzzfeed Quiz Engagment

16. According to Buzzfeed, 96% of participants finish Buzzfeed sponsored quizzes.

17. One Buzzfeed quiz, ‘Can we guess your real age?’, was taken a whopping 5.9 million times.

Section 2: Quiz case studies

Let's discuss some real-life brands that are using quizzes to transform their businesses.

Landing more customers and generating more sales

1. Rejuv Medical

They wanted to find a better way to drive new patients into their clinic, along with reducing their lead generation cost and growing their email list. So, they decided to give quizzes a try and created a hormone imbalance quiz.

It ultimately resulted in 947 new leads, 30 consultations and they closed 15 of them into new patients and made $18,000 in new revenue in just a month and a half.

Healthcare Quiz

2. Integrative Healthcare

Integrative Health created a thyroid quiz along with a compelling offer to grow their email list.

Healthcare Quiz



They grew their local email list by 1,600 people monthly, received 40-60 new consult requests, and closed 57% of them into new clients worth $1200/year on only $1000/month in ad spend.

3. AnnMarie

Annmarie created a quiz called, “What’s Your Skin Score?” for a more engaging and higher converting way to capture their target audience's information.

Skin quiz


It worked great for them and they generated $200,000 in new sales and increased their leads by 20,258 people in only 2 months.

Multiplying leads and building a hyper-targeted email list

4. Lewis Howes

Lewis Howes created a celebrity quiz titled, "Which Celebrity Entrepreneur Are You Most Like?" to increase lead capture on his website.

Entrepreneur Quiz

It helped him grow his email list by 42%.

5. Yuri Elkaim

On a mission to reach 10 million people, Yuri Elkaim, NY Times bestselling author of The All-Day Energy Diet, created an ab workout quiz and promoted it through Facebook ads.

health quiz

He built his email list by 10,125 people in less than 2 months and his campaign became ROI positive after only 2 weeks.

6. Goth Rider

After experimenting with expensive advertising options, GothRider decided to go with a cheaper alternate; quizzes. They ended up generating a whopping 75,813 leads through it at $0.04/lead, a campaign that was profitable immediately after the quiz. Pretty cheap and super-effective.

ecommerce quiz
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