How to Use Quizzes in Social Media Marketing to Qualify Leads

Ever logged in to your Facebook profile only to be greeted with a funny looking post that went something like, “What kind of a dog breed are you?”, “Which famous personality were you in your previous life?”, or perhaps “Which Harry Potter character would be your ideal soulmate?” Chances are you have. Today it is pretty much impossible to visit a social media channel like Facebook or Twitter and not come across a quiz like this. Ever wondered why brands spend so much time on creating and promoting quizzes like this all the time? The answer is – to generate leads.

Quizzes have become an effective means to generate genuinely qualified leads over time and more and more businesses are picking on the trend. And although they may appear silly, or even useless, they can actually be extremely effective. It’s because quizzes take advantage of human’s inquisitive thinking- something that urges people to take a chance, even so at the cost of giving up their email address to a total stranger.

With an ever-increasing demand for content that converts well, a well-designed quiz can generate opt-ins to the tune of 50% and enhance lead generation. Integrate quizzes with social media and you have the perfect recipe for success.

Today, we’ll talk about creating social media quizzes that help in generating leads, promoting them, and then about following up on the leads with the help of some marketing automation tool. By the time we are done, you should have yet another potent weapon in your marketing armoury.

  1. Establish an objective.

Any marketing effort has an end-goal and a clear objective. Ask yourself – “What do I really want to accomplish?” Some example answers to the question could be:

  • “I want to grow my email marketing list”
  • “I want more people to know about my brand”
  • “I want more traffic for my website”
  • “I want to notify people of some vent”, and so on…

Once you have an objective, it would be easier for you to plan accordingly. If there are multiple objectives, try and narrow them down to one, at the most two, most important objectives.

  1. Pick the right title and quiz type.

Perhaps the most noticeable thing about is a quiz is it’s name, or more specifically, it’s title. This shouldn’t come as a surprise, given the fact that 80% of the users decide whether to read a piece of content based solely on the title. Here are some sample title ideas (or, templates) to make your quiz titles stand out:

  • The “Which [blank] are you?” template: This doesn’t need any explanation as you have probably seen hundreds of such quizzes on Facebook or Twitter by now.  Title like these are short and sweet, and well, they simply work. Titles like “Which Star Wars character are you?” have generated billions of views on social media and continue to be created with great results even now.
  • The “How much do you know [blank]?” template: This is yet another interest grabbing template. Think of quizzes like “How much do you know about Lady Gaga?.” Quizzes like these are meant to test general knowledge but tend to be a lot of fun as well.
  • The “What kind of?” template: Example – “What kind of an animal are you?.” This is a typical example of a personality quiz and is an ever popular choice with most brands.

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Once you have decided on the title, it’s time to think of the quiz type. Following are two popular quiz types:

  • Personality quizzes: Humans are naturally drawn to hearing or figuring out things about themselves. Things that make them feel good about themselves. And personality quizzes take advantage of this very same fact. The basic idea behind creating a personality quiz is to take people and divide them into categories based on their personality. At the end, the resulting personality (based on the answers) is supposed to compliment the person. From the point of view of marketing, you could align the quiz takers in several personality types that reflect personalized product recommendations.
  • Knowledge quizzes: As the name suggests, these quizzes test knowledge on certain topics. The idea behind such quizzes is that people love to sound knowledgeable and once they manage to score high on such quizzes, they love to flaunt it on social media. Marketers can additionally leverage these quiz type to assess their internal employee knowledge, or to gauge how much people know about their brands or products.

  1. Quiz results and lead capturing

Once the quiz has been taken, decide if you want to reveal the results straightaway. In most cases, this will be a “no”. You are going to use the quiz results as an incentive for people to sign up to your email list. You could either force them to give up their email address to access the results (a bad idea) or provide them with a way to skip over to the results directly if they aren’t willing to (a good idea).

As an added incentive, you could even offer a free whitepaper, a market report, an e-book or a case study that they can download after they complete your quiz (provided they let you have their email or other details). Here’s an example:

Another thing to to keep in mind: when collecting personal information, keep it to a minimum. While it’s true that someone who has just completed a quiz is well and truly engaged with your content, trying to push it too far can cause you to lose some valuable leads. Only ask for for information that you absolutely need.

  1. Share the quiz

Alright, so you now have the quiz and you have decided how to collect user information once the quiz has been taken. Now is the time to share it: post it to your blog, Facebook, Twitter, LinkedIn (if the content related to business), Instagram, Tumbler etc. You could even promote the quiz using Facebook Boost Post feature, for example, to allow even more people to access and take the quiz.

  1. Reviewing the results

The ultimate goal of your quiz is to generate leads. This is something that you have taken care of in Step 3. Now is the time to review the submissions. If you took your time with creating an intelligent quiz, you have the option to implement some sort of lead segmentation based on the answers the users provide. This will allow you the flexibility of targeting specific audiences based on how they answered your quizzes.

Some other key metrics to look at, at this point, are the quiz completion percentage and lead conversion rate. These are the key performance indicators (KPIs) for an effective quiz. These figures will also help you decide if your quizzes are too long, or if the content is engaging and valuable.


Hopefully this article helped you come up with some new and innovative ideas for lead generation. With some ground work and a little bit of creativity, you should be able to start creating your own social media quizzes and collecting leads today. Let us know how you are doing.