49 Quiz Marketing Statistics and Case Studies You Need to Know in 2018
The year is 2018. Your Facebook timeline has been hijacked by wonky quiz results. Twitter, Pinterest, and Instagram are flooded with quizzes as well. In the past couple of years, quizzes have truly taken over the digital marketing world and secured their place in the everyday lives of social media users.
As a result (and being encouraged by Buzzfeed's spell-bounding success with quizzes), brands and businesses of all shapes and sizes are adding quizzes to their to-do marketing list, while at the same time Facebook quiz marketing is becoming one of their top priorities.
Without further ado, we present you with the quiz marketing statistics that are making quizzes the present and the future of successful content marketing.
Section 1: Stats
We all agree that content is king, but within its realm, there’s a great competition for the throne. One of the forerunners, for sure, is interactive content.
With interactive content, it’s all about the engagement. Instead of forcing your readers to mindlessly scroll down huge blocks of text, interactive content grabs their attention and makes them actively engaged.
"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
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
11. Interactive content converts 2x more than passive content - Kapost
12. 51% of B2B buyers do online research before making a definitive decision to buy and, while doing so, they prefer short, interactive content designed to educate rather than sell - DemandGen
Quizzes - fad or fab?
Online quizzes are, in a way, still considered a hidden gem of lead generation. Due to their ever-increasing popularity on social media, however, we believe quizzes are destined to be the next big thing in the modern marketer’s mission of capturing leads and increasing revenue.
Instead of asking you to take our word for it, we’ll let the statistics speak for itself (while in the second section we’ll show you some real-life case studies of brands using quizzes for marketing):
13. In January of 2015, nine of the 10 most shared Facebook publications were quizzes - iProspect
14. 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
15. 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
16. According to Forbes, the demand for interactive content such as quizzes will continue to grow in 2017 and beyond.
17. According to LeadQuizzes, the average quiz has a 31.6% lead capture rate.
18. The average quiz is shared nearly 2,000 times - Buzzsumo
19. 77% of all Playbuzz-powered quizzes that have been shared 100,000 times or more are personality quizzes.
20. According to OkDork.com, the most shared quiz on the Internet over a period of 8 months was “What Career Should You Have?”.
21. The top shared quiz in 2015 was ‘What colour is your aura’, with nearly 4 million shares - Buzzsumo
22. The top 5 quizzes in the 2015 all had well above 1.5 million shares - Buzzsumo
23. According to BuzzSumo, 82% engaged with quizzes they were exposed to via their newsfeed.
24. LeadQuizzes users have generated 3,628,334 leads using online quizzes.
25. The total number of LeadQuizzes quiz takers is 11,482,830 and counting.
Buzzfeed: the quiz maestro
26. In BuzzFeed’s top content in March 2017, the four top stories were all quizzes - NewsWhip
27. 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
28. 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
30. According to Buzzfeed, 96% of participants finish Buzzfeed sponsored quizzes.
31. One Buzzfeed sponsored quiz, ‘Can we guess your real age?’, was taken a whopping 5.9 million times.
32. Buzzfeed quiz, ‘What City Should You Actually Live In?’ has been viewed more than 22 million times and has earned more than 2.5 million Facebook likes.
33.‘You’ve Been Framed’, a Buzzfeed sponsored quiz uploaded by Zenni Optical, which tested readers' eyesight, has generated 29,410 lead conversions and over $1M in revenue.
Facebook - the distribution whizz
If the recently increasing number of people using quizzes for marketing may come as a slight surprise, the number of marketers flocking to Facebook for advertising has been constantly growing in the past years. In fact, the number of Facebook advertisers in 2018 has already reached 6 million (Statista 2018).
This makes Facebook quiz marketing quite a big deal and you’re probably missing out big time if you’re not using it to advertise your quiz or other interactive content. How much exactly are you missing out? Let’s take a look at some of the stats.
34. 72% of adults online use Facebook - Pew Research Center, 2015
35. Facebook has 1.44 billion daily active users - Statista, 2018
36. Facebook feed is the main source for finding interesting content for 76% of people - HubSpot, 2016
37. In the previous two years, Facebook content consumption has grown by 57% - HubSpot, 2016
38. 84% of social media shares of quizzes are on Facebook - Buzzsumo
39. Facebook users are still the most engaged ones (70% of them log in on a daily basis, while 43% do so several times a day) - Pew Research Center, 2015
40. 74% of people assert they use Facebook for professional purposes (including Facebook quiz marketing) - HubSpot, 2017
41. By dedicating no more than 6 hours a week to social media, 66% of marketers see a significant improvement in lead generation - Social Media Examiner, 2015
Section 2: Quiz case studies
They say statistics are like a bikini - they reveal a lot but conceal the most important things. But don’t worry, we’ve got this covered as well. We’re going to reveal to you the essence of quiz marketing through real-life examples of other people’s success stories.
Actually, before we do that - according to LinkedIn Technology Marketing Community, the top 3 content marketing strategies in 2017 were blogging (65%), social networks (64%), and case studies (64%).
So, let’s examine the case studies of some of the real-life brands that have transformed their businesses using quizzes for marketing.
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.
2. Integrative Healthcare
Integrative Health created a thyroid quiz along with a compelling offer to grow their email list.
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.
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.
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.
4. Bourbon and Boots
Bourbon and Boots managed to generate 35,752 leads and double their sales in just 3 weeks by using 7 different fun and engaging quizzes.
Their secret? Instead of creating sales-focused quizzes, they based their online quizzes on buyer personas.
Multiplying leads and building a hyper-targeted email list
5. Neil Patel
Neil Patel, the world-renowned marketing and SEO expert and the co-founder/owner of KISSmetrics, Quick Sprout, Crazy Egg, Hello Bar and Ubersuggest, used online quizzes to increase their website lead capture by 500%.
Neil had an idea to start a brand new health blog and grow it to over $100,000/month in revenue in less than a year. In order to do so, he had to convert more of his existing traffic into leads.
So, they created a quiz that would resonate with their broad audience of health and diet enthusiasts, titled ‘Which Diet Is Right For Your Personality?’ and it became an instant success in terms of lead generation.
6. Lewis Howes
Lewis Howes created a celebrity quiz titled, "Which Celebrity Entrepreneur Are You Most Like?" to increase lead capture on his website.
It helped him grow his email list by 42%.
7. 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.
He built his email list by 10,125 people in less than 2 months and his campaign became ROI positive after only 2 weeks.
8. 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.