Solving the Mystery behind the Popularity of Facebook Quizzes
Besides cat memes and baby photos, there’s a social media trend that does not seem to be fading away - Facebook quizzes. Unless you’ve been living under an online rock, you couldn’t have missed one of your Facebook friends sharing their quiz results. You may think they’re annoying, senseless, a waste of time, but the fact is - quizzes are irresistible to do and share. Let’s delve into some of the reasons why Facebook quizzes achieved the popularity they have today, and why they’re not going away any time soon.
Quizzes reveal something about yourself
Why do people pay money to go to a tarot card reading? Have their palms read? Regularly check horoscopes? It’s not pure gullibility - there’s much more to it. Each of us has a need for introspection, to better understand their personality, and Facebook quizzes are a tool that gets the job done. While they cannot really replace a full-fledged professional psychiatrist, they’re a great starting point. Personality quizzes, first and foremost, are one of the easiest paths to figuring out your character traits. They do not have the mysticism of a tarot reading, but they offer an immediate solution with minimum input. The amount of content we’re faced with on an everyday basis is staggering, and human attention span is getting worryingly short. Quizzes offer seemingly deep introspection with just a few minutes spent on answering questions.
Besides revealing more about your personality, quizzes also help shape your life story. They provide insight into our actions, neatly organizing bits of our everyday choices into biographies. What makes quizzes so appealing as a method to shape life narratives is the influence we have on the path the story takes. As you can choose the answers, you can guide way the story unfolds.
Joining a tribe vs. standing out
Only a true Game of Thrones fan will score 100% on this quiz. You’re not a real Harry Potter fan if you don’t know 8 of these 10 answers. What’s so effective about quiz titles like these? First off, they’re classic clickbait - teasing you to open the link. Second, by taking the quiz, you will prove that you belong to a chosen group of fans, admirers, experts and connoisseurs.
A lot of what we do online is presenting ourselves the way we want others to see us. When it comes to quizzes, it’s all about identifying yourself as part of a certain group. By publicly identifying yourself as part of a group, you are building your personal brand.
It could be said that quizzes help us build confidence and justify our choices in life. Taking a quiz where you put yourself in a certain group, you are going into the quiz expecting to get certain results. For example, starting a quiz like Which House of Cards character are you, you will naturally be leaning towards Doug Stamper. This will reflect in your answers, and you will probably get your desired outcome - giving you a sense of relief and belonging. Note that you cannot predict outcomes with all Facebook quizzes, but there is always an element of subconsciously aiming for those answers that will put you in the desired bucket.
On the other end of the scale, quizzes enable you to show your individuality. Thinking back of the early days of social media with networks such as MySpace and Friendster, there was one component that users found very attractive. You could publicly show your affection for your favorite books, singers, brands, movies, quotes - you name it. It was an incredibly easy way to present yourself and showcase your interests and beliefs. Some ten years later, quizzes are simply extending on this method.
Taking an example of titles such as What Country do you Actually Belong in to How Brave are you Actually, there’s lots to be learned from the most successful Buzzfeed quizzes. They are written in a way that results feel personal. No matter how absurd the quiz topic (Which Arbitrary Thing are You), answers correspond to the quiz outcomes. Because you can genuinely identify yourself with the results, it is highly likely that you will share them to your Facebook friends.
Quizzes as a tool for self identification are not a novel concept. In fact, their beginnings can be traced all the way to 1960s, to Rorschach tests. A decade later, Cosmo came up with their quizzes. Although they didn’t have near the psychological sophistication of ink blot analysis, they have been (and stayed) wildly successful. In 2010s, quizzes got a new lease on life with the popularity of Facebook and Buzzfeed.
Looking back in history at Cosmo, what good was finding out you were a duchess in your previous life if you could not easily tell it to your friends? Facebook allows you to instantly share your quiz results with your friends list, which is a major element in the popularity of quizzes. In fact, quizzes are the most popular type of content shared on social media. On average, they are shared 51,968 times. Other types of content don’t even stand a chance. The average article in the top million popular article gets shared only 15,527 times. Not even the most engaging articles can compare with the results of a quiz like Which Character from Gilmore Girls are You.
Our society is increasingly self absorbed, and social media is one of the causes for this phenomenon. By doing Facebook quizzes and sharing results, we project a self-image. Vanity is a human condition, and social media is a great amplifier. According to research, Facebook as a platform promotes narcissistic tendencies in an interesting way. Following a self-reinforcing spiral, Facebook users are in charge of their social media activities, and these activities then reinforce the disposition. With Facebook quizzes, users get to share the results they like, presenting themselves in a way they otherwise couldn’t in public.
Facebook quizzes are an excellent marketing tool
There’s an inherently fun element to doing quizzes, and marketers know it. By clicking on a quiz and starting with the questions, you agree to give information to the quiz creators. In return for finding out which Hogwarts house you belong to, you’ll have to give something to the creators behind the quiz. In most cases this is your name, age, gender, location, and whatever else you are willing to provide from your Facebook profile. Before starting the quiz, you are given a disclaimer about all of the info you are giving away in return for doing the quiz.
Instead of going through a platform like Facebook, you can try a different method. With LeadQuizzes, your quiz is hosted on our platform, allowing you to easily create outcomes and questions. You don’t have to rely on Facebook as a platform for user data - only for sharing. This way, you can ask for any type of information from your users in order to get their results, and not just the publicly available Facebook data. This can include email, first and last name, phone number… And if you really want to get specific, you can have long-field and short-field answer fields to ask anything you want. Want to find out your quiz taker’s cat’s name before you hand over their results? You got it.
One of the best parts about creating your own quiz on LeadQuizzes is the ability to split test absolutely every quiz element. Title, image, questions, outcomes, lead capture form text, calls to action - whatever you can think of. This way you make sure you’re not shooting blanks and you can identify the best Facebook quiz elements with surgical precision.
At LeadQuizzes, we know how tremendously powerful Facebook quizzes can be. In fact, we’ve proven it time and time again with our clients, and we’ve shown our success with our case studies. For example, we helped Neil Patel with his Nutrition Secrets website, which he created to generate more leads. Combining a compelling lead magnet and a cleverly written quiz, Neil Patel was able to get a 500% increase in leads. What’s more impressive is that he achieved this with the same amount of traffic, without spending additional money on marketing.
Another example is Anthony Balduzzi’s Fit Father Project. He created a quiz which he promoted on Facebook, achieving great success. His quiz reached 197,354 people, generated 660 likes and most importantly, generated more than 15,000 leads.
We’ve shown time and time again that Facebook quizzes are an incredibly powerful lead generation tool. If you’re looking for a sure-fire way to generate leads and increase sales, we have the right tool for you. Check it out today and watch those leads roll in!