What makes a quiz go viral?
Do they all have some magical formula we need to know about?
We decided to check it out and analyzed 145 quizzes with more than 100K social shares.
Here’s what we discovered...
1. Use these Magic Words to Provoke Action
“T’es pas cap!”
That’s one of the most useful phrases to learn in French.
It translates to: “You’re not able to…”
Say this to a guy and you’ll get him to do just about anything!
You’re not able to:
- Climb up that pole and take down the flag.
- Run around the football field naked during cheerleader practice.
- Do 100 push-ups while singing a Frank Sinatra song.
Don’t ask me why this statement is mostly followed by a really stupid challenge…
My point is, nobody likes to admit they are not capable of doing something and you can use this brain hack in your quiz.
36% of quizzes used this trick to get you to take the quiz and prove them wrong.
2. You’re Kidding Me... Me too!
You know that magical moment when you’re at a networking event, you’re randomly talking to strangers and still in chit-chat mode you ask.
“Where’re you from?”
“What? Really? Me too! What town?”
“You must be kidding me… me too!”
All the sudden, you’re best friends. Connected by geography.
You’re now both part of an ingroup, a group to which you psychologically identify as being a member.
This group can be based on race, culture, gender, age or religion. Ingroups can also be formed based on more trivial things such as your favorite football team, your favorite food or even the color of your t-shirt.
When someone identifies with a group, they are passionate about it and share it with the world (“Go Lakers”).
Making use of an ingroup in your quiz title has two huge advantages:
- Higher organic social shares: the first one to take the quiz wants to share it and his social circle is made up of at least a few people in that same ingroup who would love to do the same.
- More efficient Facebook ads: Facebook ads are perfect for targeting precise ingroups. You can choose demographics, geographical data or interests. If someone is passionate about the Lakers, they most certainly like their Facebook page and you’ll be able to target only those people through your ads which will dramatically increase the chances of your quiz being answered and shared again.
30% of the top quizzes are calling out a specific ingroup.
3. Self Talk, Sex and Cocaine
You might think this is out of selfishness or lack of empathy but actually it’s because our brain is wired to find this pleasurable.
Talking about oneself triggers the same brain-response as sex, cocaine or good food.
The funny thing is our brain reacts positively even if nobody is listening...
That’s why quizzes that reveal something about ourselves are by far the most shared quizzes on the web.
24.8% of top quizzes help us discover something about ourselves, but add the ingroup quizzes (which also reveal something about our personality) and you’ll get an impressive 55%.
Going Viral VS. Getting Results
What’s the number one goal of your quiz?
For the big quiz websites like Buzzfeed and Playbuzz, getting traffic is their one and only goal. It doesn’t really matter if that traffic is qualified. They just needs tons of traffic to get tons of pageviews and clicks to up their advertising revenue.
My guess is, your goal is different!
You’re looking for a more specific audience that would buy your product or service. You want to build your mailing list and create a relationship with your audience. You’re not just after quantity. You need quality.
Does that mean you should ignore the above?
No! Most definitely not!
These websites have hundreds of thousands of quizzes but they do not all go viral… Some of them get little or no traction.
So analyzing what did make those quizzes go viral will without a doubt help your quiz get more traction!
Looking for the best tool to create a quiz on your website? Check out Thrive Quiz Builder.
What do you think? Can you think of a quiz idea based on the suggestions above? Let me know in the comments below.