If you have a Facebook account it's very likely you've seen one, if not one every day. The Zimbio survey. You know, the one that reads like a Cliffsnotes version of a Myers Briggs personality battery, and tabulates your answers to compare you to various different pop culture characters, and historical figures. Some of the latest include an X-Men version, and one that compares you to one of 25 former US Presidents, presumably the 25 who would have been around to take a personality test. And, these are FAR from the only tests available. They are almost endless.
The tests have become incredibly popular. They draw millions to Zimbio's testing battery pages, and get shared almost compulsively on social media. It might surprise you then, to know that these tests are not the reason these tests exist.They are in fact smart marketing campaigns --- and when users click on the sites they have absolutely NO idea what Zimbio has to offer. They are entirely opted in, and, better yet, they don't learn what Zimbio offers from that first taste, either. Instead, they are invited to take another fun quiz.
Instant TIME ON SITE upgrade. In fact, these quizzes are so addictive, people have been known to take four or five at a time, and then SHARE THEM ALL. This last step creates two instant responses.
First, people who had no idea are talked into trying a quiz by a friend. Next, the exponential growth of the quiz marketing entices people to, eventually, get curious enough to know what Zimbio actually does. By then, the buy in is huge, and the click thrus are great.
A smart lesson to offer excellent and sticky content without making the ask in the initial contact. Keep them coming back.
Ronn Torossian is CEO of 5WPR --- and doesn't ever take Zimbio surveys.