March 9th, 2016
The BuzzFeed quiz app, QuizChat, brings one of the most popular services of BuzzFeed — their quizzes — directly to mobile users. Hundreds of millions of users have taken the quizzes and they are an undeniably important source of Buzzfeed’s virality. QuizChat allows users to choose a quiz, take it, and then send both their results and the quiz itself to a friend for the friend to complete and compare outcomes.
In order to encourage new users to actively engage with the quiz app, BuzzFeed realized a need for making sharing quizzes and quiz results easy and effective for users. After all, the biggest source of traffic to quizzes, on both mobile and the web, was sharing from friends. It became clear that quizzes that had been sent to either pre-existing users or potential users by friends were far more likely to engage the user with the site’s content, because the quizzes themselves tended to be much more geared to an individual’s interests. BuzzFeed decided to leverage this phenomenon and use it to drive new users to QuizChat.
BuzzFeed chose Branch to optimize the benefits of social media sharing for their app. They built a personalized welcoming program. Now, when a user invites a friend to take a quiz via the BuzzFeed mobile app, the friend is immediately taken to download the app via the appropriate app store. Directly after the download is completed, the first thing the new user sees is the referring friend’s name, image, and the quiz he or she invited the new user to take. The Buzzfeed quiz app now instantly presents even more value to the new user because it offers both entertainment and another social connection to his or her friends.
The addition of Branch-backed personalized welcome screens allowed Buzzfeed the ability to identify their power sharers by how many people the user referred to the app, as well as the return on those from-app shares. Furthermore, Buzzfeed can now measure the increase in app engagement and user retention that occurs when users are personally introduced to the app by a friend via the welcome screen.