Super Quizzes: The 5 Hidden Powers of the World's Most Viral Content

SUPER QUIZZES:The 5 Hidden Powers of the

World’s Most Viral Content

Based on the forthcoming book by Jennie Wong, Ph.D.

1

Why Quizzes

“People love a quiz, particularly if it tells them something

about themselves. People also like interactive content which

they can share with friends.”

(How to Go Viral: Lessons From The Most Shared Content of 2015,

BuzzSumo)

© 2016 ABorC, Inc., All Rights Reserved | www.ShoppingQuizzes.com 2

Why Quizzes

“(Q)uizzes are on the rise. Quizzes were the most shared

content type on Facebook last year, and 96 percent of users

who take a sponsored BuzzFeed quiz will complete it.”

(These Are the 2016 Digital Trends Consumers Love, AdWeek/Social

Times)



Why Are Quizzes So Engaging?

1. Narcissism

2. Visual Dominance

3. Mystery

4. Tribe

5. Social Capital


#1 The Power of Narcissism


Definitions of Narcissism

• Greek Myth = Narcissus, son of a river god, who fell in love

with his own reflection in a pond.

• Clinical Personality Disorder = The Narcissistic Personality

Inventory (NPI) measures entitlement, exploitation, vanity, etc.

• Marketing Tool = Self-relevancy


The Neuroscience

• “(W)e have put forth a framework of brain function that centers

on self-relevance as the core feature that drives stimulus

appraisal and interaction.” (Schmitz and Johnson, Neuroscience

and Biobehavioral Reviews, 2007)

• Implication = Use your audience’s favorite topic (themselves!)

to engage and convert.





#2 The Power of Visual Dominance


What is Visual Dominance?

• Pictures beat text. By a lot.

• Users only read about 20% of text, because reading is so inefficient for

the brain

• But add a PICTURE and they’ll remember 6X MORE

• Researchers call this the Picture Superiority Effect.


The Neuroscience

• “The picture superiority effect advantage increases further when

people are casually exposed to information and the exposure time is

limited.” (Universal Principles of Design by Lidwell, Holden, and

Butler)

• Implication = When your customers are scrolling through their

Facebook feed or your website, they will prefer anything with a

picture.


Leveraging Visual Dominance






#3 The Power of Mystery


Understanding Mystery

• Mystery is:

• Curiosity, suspense, novelty, surprise, variability, unpredictability

• Mystery makes the customer wonder:

• What’s going to happen?

• What result will I get?

• Why?

• Mystery is what makes slot machines so addictive!


The Neuroscience

• “(R)ecent experiments reveal that variability increases activity in the

nucleus accumbens and spikes levels of the neurotransmitter

dopamine, driving our hungry search for rewards.” (Hooked: How to

Build Habit-Forming Products by Nir Eyal)

• Implication = How can you make your marketing less like an ATM

and more like a slot machine?


Can you guess the Top 3 waysto create Mystery?



1. Ask a question



1. Ask a question

2. Offer a variable reward



1. Ask a question


3. Say something unexpected


1. Ask a question



4. BONUS – Use a quiz!


1. Ask a question



4. BONUS – Use a quiz!

(but that was predictable

of me, wasn’t it?)


#4 The Power of Tribe


Tribal is Primal

To the caveman brain:

• Tribe = LIFE

• Ostracism = DEATH


The Neuroscience

• “Scholars have noted that the social categories that individuals…

gained their sense of self largely from these social categories which

they belonged to, and developed a unique self concept from

belonging to a variety of different groups… The current study found a

statistically significant relationship between social identity and brand

preference. This finding is consistent with past research.” (Ilaw,

2014)

• Implication = Can you offer your customers a tribe?



Tribe Your Customers


What’s Your Tribe?

#5 The Power of Social Capital


What is Social Capital?

• Social Capital =

• Resources embedded in your social network

• Investments in social relationships

• Can be converted to other forms of capital such as favors

(Source: Ellison, Vitak, Gray, and Lampe, 2014)


The Value of Social Capital

• “People share things that make them look good to others.”

(Contagious: Why Things Catch On, by Jonah Berger)

Conversely

• How much would I have to pay you to share something on

Facebook that decreased your social capital?


Leverage Social Capital

• DON’T ask customers to spend

their social capital

• DO help customers build their

social capital with content that’s

• Surprising

• Inspiring

• Beautiful

• Funny

• Useful


How does this post make me look?


Quiz Time!


The Super Quizzes Quiz (so meta)

How many of these hidden powers are you currently using in

your marketing? (Check all that apply.)

Narcissism?

Visual Dominance?

Mystery?

Tribe?

Social Capital?


The Super Quizzes Quiz - Results

Your score and what it means:

• 1 to 2 Hidden Powers = A good start to making your marketing

more powerful.

• 3 to 4 Hidden Powers = Congratulations on leveraging a

majority of the Super Quizzes principles.

• All 5 Hidden Powers = Wow, a perfect score! Want a job?


You Now Have the Power of Quizzes

• Ordering a quiz is as easy as

ordering a pizza – Just tell us

your topic and we’ll do the

rest!

• [email protected]

• 323-539-QUIZ (7849)

• http://shoppingquizzes.com/


mailto:[email protected]

http://shoppingquizzes.com/

Date post:	16-Mar-2018
Category:	Marketing
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