We hated them in school, but we can’t get enough of them now that they show up daily in our social media news feeds. We’re talking about quizzes.

The reason our dislike as turned to admiration is likely because these quizzes entertain us and provide us with education or perspective – rather than demanding to know the solution to a quadratic equation (show work, please).

You can’t get away from the numbers

Marketing – especially the kind that interrupts – just doesn’t work anymore. Research shows that we are blind to more than 90 percent of online ads, and that includes sponsored media posts.

The exception and bright spot is interactive content. You know, that viral quiz you took not long ago to see who your celebrity soulmate is. This type of visually appealing interactive content currently demands a 35 percent piece of the annual $200 billion digital advertising pie.

Why we’re crazy for quizzes

The ones our teachers sprung on us were hateful, but hey, these online interactive quizzes are fun. Interactive content is an effective way for businesses to educate and differentiate themselves. These quizzes and calculators yield high conversion levels, and businesses are able to collect useful data about prospects.

It may not be possible to beat interactive content as a lead-capturing device. LeadQuizzes reports its average quiz lead capture rate of 31.6 percent. Buzzfeed, the king of interactive quizzes, says that 96 percent of participants finish their sponsored quizzes.

Best friend on the buyer’s journey

An interactive quiz or poll is effective at all stages of a buyer’s journey. In the beginning at the awareness stage when prospects are hungry for educational information, interactive content such as polls, assessments, and quizzes can help prospects discover more about their problem and learn ways to approach finding solutions.

Interactive content continues to accompany the buyer as the move on to the evaluation stage. This is where they decide if a product or service can actually solve their problem or fulfill their needs. They’ve got a short list of products or brands to compare. Product-centric interactive quizzes that allow for comparisons are extremely valuable to a buyer at this point in their journey.

Finally, in the decision stage, the buyer is ready to commit and make a purchase – but first they’re looking for validation or reassurance. Interactive content that rewards them with help in doing so can make the sale. Testimonial-based content that connects them with existing customers is extremely valuable.

What works best

Interactive quizzes are found on social media platforms, but they are not social media per se. Even so, the best practices for social media work well with interactive content, too. The top best practices is to remember to educate, rather than sell. Hard or direct sales pitches in interactive content also means that your prospects may not choose to share it.

Use interactive content to gather information you can use to deepen your engagement with prospects and accompany them along the buyer’s journey. Because interactive content is visual by nature, your quizzes and polls have to be aesthetically attractive. You’re creating an immersive visual experience.

Interactive content is a key contributor of leads for your sales funnel. If you’re not yet using it for inbound marketing, skip taking that next quiz on your Facebook feed and design one of your own. We can help.