Quizzes, Video games, and Polls [Examples]


A perplexing irony exists in content material advertising and marketing.

Although most content material is static, interactive content material often delivers higher outcomes.

Interactive content material noticed 52.6% extra engagement than static content material, in keeping with an evaluation of content material engagement information by Mediafly. It additionally discovered that patrons, on common, spent 53% extra time on interactive content material (13 minutes) than static content material (8.5 minutes).

And nonetheless, solely 14% of entrepreneurs surveyed by HubSpot stated they need to strive interactive polls and video games in 2024.

Possibly they (and also you?) simply want a little bit push — some inspiration to ship these quizzes, polls, video games, and extra.

Inventive companies delivering interactive content material for his or her purchasers provide examples, instruments, and solutions on tips on how to do it nicely.

Give your viewers a calculator or a sport

Banish Media designed an interactive mortgage calculator that lets potential homebuyers estimate their month-to-month funds based mostly on totally different situations. Quiz takers supplied their electronic mail addresses to obtain personalised studies and generate leads for actual property corporations.

The company’s Banish Angural says they used Outgrow to construct the calculator for an actual property shopper.

Right here’s an instance of the way it labored. (Consumer confidentiality prevents Banish Media from sharing the precise calculator.) Customers reply a number of questions, together with gross month-to-month earnings, quantity paid in taxes, and price of medical and insurance coverage funds each month, and the dot strikes to the suitable place within the greenback vary. Within the column on the precise, customers can see the cash out there for whole month-to-month earnings, bills, and cash out there for financial savings.

Customers can even submit their info if they need somebody from the actual property firm to contact them. Plus, they’ll share the outcomes with another person by electronic mail.

Users answer several questions, including gross monthly income, amount paid in taxes, and cost of medical and insurance payments every month, and the dot moves to the appropriate place in the dollar range. In the column on the right, users can see the money available for total monthly income, expenses, and money available for savings.

For a shopper within the wellness business, Banish Media used Typeform to create a quiz. Guests supplied their preferences, well being objectives, and phone info in change for personalised suggestions.

Video games additionally work nicely after they align with purchasers’ retail advertising and marketing methods. Banish just lately used Gamify to create a mix-and-match sport the place gamers might earn product reductions. Manufacturers profit from elevated consumer engagement, time on web site, lead technology, and gross sales.

“Incorporating these instruments right into a content material technique includes deeply understanding viewers’s preferences and behaviors,” Banish says.

Simply ask The New York Occasions, which purchased Wordle, and LinkedIn’s latest foray into the energy of video games to draw and retain customers on its web site.

Ballot your guests and followers

David LaVine, founding father of RocLogic Advertising, makes use of the WordPress plugin Forminator to create polls on his web site to raised perceive the pursuits and desires of his potential clients.

On this ballot instance, he asks respondents what facet of inbound advertising and marketing they want probably the most assist with. He additionally provides them one thing in return — a glimpse at how their friends voted. Publicly displaying outcomes will help ballot takers see how their ideas or actions measure up towards others within the business.

In this poll example, respondents are asked what aspect of inbound marketing they need the most help with. Respondents are also given a glimpse at how their peers voted.

David additionally publishes the ballot ends in his content material and provides his take, as he did on this article concerning the obstacles in deciding on a distinct segment. “It forces me to sharpen my pondering on the subject and permits me to offer my perspective,” he says.

Don’t neglect concerning the embedded polling options on social media, too. Alexis Quintal, CEO of Rosarium PR & Advertising Collective, says the simplicity of LinkedIn’s polls lets customers get quick and actionable information.

Her shopper, Paul Muchowski, used it as a analysis device for future content material. The developer of a CBD complement for sleep requested respondents which facet of sleep they wish to enhance. LinkedIn customers might choose sleep high quality (56%), sleep length (17%), ease of falling asleep (17%), and vitality upon waking (11%).

Readers could pick sleep quality (56%), sleep duration (17%), ease of falling asleep (17%), and energy upon waking (11%) in this LinkedIn poll.

“These polls not solely have interaction at the next price in comparison with normal textual content posts, however additionally they present a fast and inventive strategy to collect invaluable insights out of your community,” Alexis says.

Since LinkedIn polling lets the creator see how every particular person voted, you may look extra intently on the voters’ profiles and higher perceive who engaged together with your content material.

Flip textual content into movies and video games

LinkedIn polling and Typeform-created quizzes work for Michigan Inventive. However their customized touchdown pages with movies work nicely, too, says company CEO Brian City.

On this instance, Michigan Inventive shows 4 movies — CHI Aviation model video, Wieland core values, ICC interview video, and Sanctum Home testimonial — of various lengths.

Then, it asks the viewer for his or her favourite video, identify, and electronic mail tackle.

Michigan Creative displays four videos — CHI Aviation brand video, Wieland core values, ICC interview video, and Sanctum House testimonial — of varying lengths.

Brian says as soon as they submit their desire, Michigan Inventive sends an electronic mail that begins with, “Nice selection! We love that type, too …” and asks the recipient to schedule a gathering with the workforce.

“This interactive strategy not solely engaged viewers but in addition supplied us with insights into their preferences and desires, enabling us to tailor our follow-up communications extra successfully,” Brian says.

Tom Jauncey, self-proclaimed head nerd at Nautilus Advertising, says the company finds that interactive movies carry out nicely. Instruments like Playbuzz and Wirewax (now a part of Vimeo) let viewers make decisions that affect the video’s consequence. For instance, an educationally pushed firm might create a number of studying modules and let the viewers’ decisions set off which one is proven.

The augmented actuality (AR) device Zappar helps Nautilus Advertising take its retail purchasers to a brand new world. They create interactive experiences that permit digital try-ons and provides extra product info.

The company additionally makes use of the Ceros platform to gamify content material. For one shopper, it created fitness-related mini-games that inspired customers to attain their day by day train objectives. Tom says that taking part in prompted a 60% enhance in consumer engagement in comparison with non-interactive content material and a forty five% increase in retention over its non-game content material.

Align interactive content material together with your advertising and marketing and distribution methods

Lyn Collanto, advertising and marketing specialist at KBA Net, says no matter possibility you think about, be strategic. “The secret is to decide on the precise device for the job and make sure that the interactive components align with the general technique and consumer journey,” she says.

KBA Net created a Typeform quiz for a advertising and marketing automation shopper referred to as “What’s Your Digital Advertising Superpower?” As soon as entrepreneurs took the quiz, they obtained personalised suggestions for instruments and techniques. It elevated lead technology by 150% and boosted social media engagement by 30%.

Utilizing Apester, KBA Net developed a sequence of interactive polls and quizzes that requested about customers’ dream locations, journey preferences, and bucket-list experiences. Embedding the quizzes and polls in its journey business shopper’s weblog posts and vacation spot guides led to a 35% enchancment in time on web page and a 200% enhance in social shares.

The distribution technique for interactive content material typically determines its destiny. Lyn explains the channels KBA Net makes use of:

  • Web site and weblog integration. Place a quiz inside related content material to offer customers with an interactive expertise that enhances the subject.
  • E mail. Promote quizzes by means of focused electronic mail campaigns. Phase your electronic mail checklist based mostly on related standards, like pursuits, previous behaviors, or phases within the purchaser’s journey.
  • Content material syndication. Promote the quizzes on different related web sites and platforms. KBA reaches out to websites the place the target market requests and asks them to characteristic the quiz or different interactive content material on their web site.

Don’t neglect so as to add social media channels into your distribution combine, says Rahul Vij, managing director of Webspero Options. The company just lately used Google Varieties to create a quiz referred to as “Uncover Your Good Exercise in 5 Minutes!” The social posts included a quiz hyperlink and a picture of somebody fortunately exercising.

Although he can’t share the particular outcomes because of shopper confidentiality, Rahul says the quiz captured important leads and supplied invaluable consumer information.

Interact in your content material

You don’t must say goodbye to static content material in your advertising and marketing combine simply but. However it is best to begin brainstorming tips on how to flip guests into lively content material individuals.

Begin merely: Use the embedded options on social media and see how your viewers engages. If that goes nicely, put money into instruments to create polls, quizzes, and video games you may distribute in your web sites, blogs, and social media channels.

Provided that solely 14% of entrepreneurs are pondering about interactive content material this yr, you’re going to get out in entrance by truly doing it. Your analytics (and your viewers) will thanks.

All instruments talked about on this article had been urged by a contributor to the article. If you happen to’d wish to counsel a device, share the article on social media with a remark.

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Cowl picture by Joseph Kalinowski/Content material Advertising Institute