Crowdsourced Competitions That Drive Engagement

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What is an bracket?

A bracket is a type of interactive content that is used for competitions. They puts a series of competitors or options head-to-head in a round-by-round voting format. Each round runs for a predetermined interval (days, weeks, etc.), where your audience votes for their favorites. The winner of each round is then pitted against the winner of another round – this continues until until an ultimate winner is reached.

What are some examples of how brackets are used?

Brackets can be used as:

  • "Best Of" and "Worst Of" Brackets
  • "Fan Favorite" Photo/Video Brackets
  • User-Generated Content (UGC) Competitions
  • And More!

See examples of brackets in action.

Why do audiences love brackets?

Similarly to interactive contests and surveys, brackets allow your audience to voice their opinion and not just one time, but multiple times over the course of days, weeks, or months. Brackets also create an ongoing dialogue between your audience and the content as they navigate through the various rounds.

Why do marketers love brackets?

Brackets let you drive engagement through fun competitions, and give you the opportunity to have an ongoing conversation with your audience throughout the contest period. Additionally, the collected responses help you deliver relevant, personalized pieces of content to specific users and can also help you create broader follow-up pieces.

Where in the funnel should marketers use brackets?

Brackets work best at the top-of-the-funnel as they tend to draw in new users within your target audience. For example, you could create a bracket asking users to pick the piece of technology they can’t live without or a bracket that lets users vote on which customer project is the best.


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