Challenge Accepted: How Trivia Can Boost Your Brand’s Content Marketing
Marketing isn’t just about messaging anymore, it’s about experiences—and interactive content has proven to be an amazing way to create a memorable experience for shoppers. In fact, interactive content is said to receive over 50% more engagement than static content. The magic of interactive content lies in its ability to engage shoppers and help brands make deeper, more meaningful connections with their audience, and there are so many different ways to do so.
The options for how brands can engage with audiences through interactive content are endless, but today we’re diving into the power of trivia as a content marketing tool. Why trivia? Because whether it’s a fun fact or a challenging question, trivia taps into the natural curiosity of shoppers. People love testing their knowledge, and they especially love being right!
Let’s explore three big reasons why trivia is so effective in the shopper marketing space, along with how you can add trivia to your brand’s marketing arsenal as an engaging form of interactive content.
Three Reasons to Use Trivia in Your Brand's Content Marketing
1. Trivia helps brand recall
How do you get shoppers to remember your brand? Trivia might be the answer! When consumers engage with trivia questions, regardless of whether they answer right or wrong, it creates a memorable interaction.
It’s honestly a win-win—if they answer the question right, we like to say that information becomes “sticky.” In other words, that info is likely to continue to stick in their brain alongside a sense of accomplishment, creating a positive association with the brand in their mind. And even if they answer the question wrong, the information about your brand still sticks in their mind as a missed opportunity, prompting them to remember the correct answer going forward.
Beyond direct product knowledge, trivia can also offer value by sharing fun, brand-related facts tied to a specific theme or timeframe. These fun or random details and facts can spark conversation or come to mind at random points in a shopper’s day-to-day life, reinforcing the connection with your brand even outside the original context. For example, a consumer might recall a fun fact they learned about your product or category during a casual conversation with friends or during their shopping trip, bringing your brand to mind organically.
This activity of learning and reinforcing makes trivia the perfect tool for improving brand recall among shoppers. The shopper participates in something fun while internalizing key information about your brand!
2. Trivia boosts brand + product education
Trivia is also an amazing way to educate shoppers about your brand and products without being overtly promotional. Through thoughtfully designed questions and informative answers, you can teach consumers about your brand’s story, product benefits, history, and more in a way that feels organic instead of salesy. For example, you might include questions that inquire about a unique selling point of your product, or fun facts about your category to help shoppers subtly understand the value and/or expertise of your brand while they participate in a fun activity.
The educational aspect of trivia also helps to build trust around your brand. By framing questions around the primary reasons to believe in your brand, you can easily educate shoppers on what makes your products different or superior. The more shoppers come to learn about your product, the more confident they’ll feel about adding that product to their shopping cart.
3. The gamification trivia provides makes shopping fun
Who doesn’t love to play a game? The gamification aspect of trivia taps into that innate desire for fun, adding a sense of playfulness to your marketing efforts that shoppers are sure to appreciate. 42% of shoppers say they want gaming elements incorporated into their online shopping experience, and 70% say they enjoy gamification while online shopping!
With trivia, you can educate shoppers about your brand while creating an experience that’s actually fun and enjoyable for shoppers. And when something is genuinely fun, consumers are more likely to engage with it, spend time with it, and share it with their friends. Breaktime has even seen increased time spent from consumers engaging with our campaigns when the program includes trivia or similar gamification-type tactics!
How and When to Use Trivia in Your Brand’s Interactive Content
Trivia is always a fun opportunity to educate shoppers, but it may work particularly well in certain scenarios. Here are some ideas of how you can incorporate trivia into your content marketing strategy to maximize its positive impact on your brand:
Seasonal promotions: Tying your trivia to key shopping events, holidays, seasonal campaigns, or micro-occasions creates timely engagement. For example, a confectionary brand might use trivia around Halloween to educate shoppers on fun facts about candy while weaving in details on the tastiness and value of their chocolate products. Or, trivia might be timely during a back-to-school campaign to tie into an overall theme of learning.
New product launches: Trivia can be a great way to educate shoppers about a new product. It’s a more fun and engaging method than just listing off facts, and helps generate buzz about the new offering.
Loyalty programs: Trivia is an effective and engaging tool that can be used to build loyalty with customers in multiple ways. Consider embedding trivia games into your loyalty programs, or using trivia to educate shoppers on your brand’s history and story to get them invested in your brand.
Brand storytelling: Trivia might be the perfect opportunity to give shoppers more information about your brand to help increase their brand loyalty and awareness. You can use trivia to share brand history, celebrate a company milestone, or shine a light on any other fun facts about your brand that you want shoppers to know.
Highlighting a cause: If your brand is engaging in a new charitable initiative, trivia can be the perfect way to spread the word and educate shoppers without feeling like you’re info-dumping on them. It provides an opportunity to promote the cause and teach shoppers how they can engage alongside your brand.
Using Trivia in Your Interactive Content with Breaktime Media
Adding a trivia element to your brand’s interactive content is a simple and effective way to boost engagement, improve brand recall, and educate your audience—all while providing shoppers with a way to have FUN! The gamified, interactive nature of trivia encourages shoppers to spend more time with your brand, boosting their connection and loyalty while doing so.
If you’re interested in building a personalized, digital, interactive content experience for your brand that incorporates fun trivia, Breaktime Media is here to help! We specialize in crafting engaging content experiences that educate shoppers on your brand while driving sales. Reach out to us today and let’s chat about how we can bring an experience to life for your brand!