Asking questions is what we do best at Opinary. We’ve been doing it for a long time, and we’ve spent a lot of time assessing the results, so we’ve learned a few things about what makes users more likely to engage with a poll.

To ensure your readers are as empowered as possible, we’d like to share a few tips on how to optimize your Opinary polls. There are some exceptions to these suggestions, but these best practices are recommended in the majority of cases.

1. Keep your answers short, snappy, and simple (but still interesting)

We recommend keeping the answers to your polls down to less than three lines (which can be checked in a preview), but they should always be more than a simple “yes” or “no” to give a little flavor. This encourages users to vote and gives them more orientation to better place themselves on the arc.

2. Look to the future

According to our studies, the most engaging questions are those which pose a question about the future — for example, “Do you intend to buy the new iPhone?”, “Should Scotland have a second independence referendum?”, “Would you support tax increases to support the NHS?”. So, when phrasing your questions, it’s a good idea to ask yourself if there is any way you can alter it to be more focused on the future rather than the past or present.

3. Make questions accessible

If a question is heavily convoluted, too long, too complicated, or full of confusing words, people are less likely to vote. Make your questions more appealing by avoiding boring words, keeping things snappy, and being clear. You want your readers to already have an idea of their answer as soon as they finish reading the question — they shouldn’t need to think about what the question means before they start to formulate an answer.

4. Don’t overdo it on the opinion bubbles

A key part of our tool is helping readers to see opinions from outside of their usual zone of influence that can be propagated by social media, but if the speedometer polls are too cluttered, it can reduce the engagement rate. Aim for a maximum of 3 or 4 bubbles per poll unless the debate is heavily contested with multiple varied viewpoints.

5. Embed as much as you can (and then some)

As you embed more polls, readers will become more used to seeing them, and therefore more likely to interact. It’s a good idea to integrate as many polls as possible across different articles, even if it’s the same poll multiple times — one article about a certain topic might be viewed by an entirely different group of readers than another post bearing the same poll.

6. Frame the question with the reader in mind

Users feel more invested in a poll if it feels like they’re directly being asked for their opinion. Rather than asking “Should the US build a wall on the Mexican border?”, it would be better to go with “Do you think the US should build a wall on the Mexican border?” or “Do you support Donald Trump’s plan to build a wall on the Mexican border?”.

7. Formatting the opinions

The aforementioned opinion bubbles are best used to denote where a celebrity, analyst, or person of importance stands on the debate. Based on the strength of their stance, they can be placed in a specific place along the opinion spectrum.

This is the best way to format the text within the opinion bubbles:

Give some background and provide a link to the context of the quote, then include a full quote. Making sure all of the opinion bubble texts are formatted similarly is always helpful.

Have other questions about Opinary polls?

Feel free to reach out to me at!

This is a picture of the Balloon Saloon on a Tribeca-street corner in Lower Manhattan. Blocks away from the World Trade Center’s high-end retail mall, the Balloon Saloon specializes in serving a sliver of New York City’s population.

There are 1.6 million people living in Manhattan. Around 500,000 people live on the southern half of island, within range of the Balloon Saloon. Sure–the store might serve the other boroughs and even parts of New Jersey. But what proportion of that population are customers of the Balloon Saloon? That’s a rhetorical question, but it’s safe to say it’s small.

The Balloon Saloon has found a community to serve in the 1.6 million-person haystack of NYC. How can news organizations find communities to serve within their wider audience, whether it’s 10,000 readers or 10 million?

An example of finding a community in a haystack.

Ask A Question

The answer: ask a question.

All relationships start with a conversation. Conversations start with a question: “Hi, how are you?” or “Are you from around here?” or “How has the Trump presidency affected you?”

That last question is there to make the point that newsrooms and journalists are ultimately in conversation with the public they serve. The process of reporting news is actually answering questions reporters and journalists assume audiences have. Things like “Am I being hoodwinked by any of the stores I frequent or brands I buy?” or “How did the town council vote on that ordinance?” or “Is the president putting his business interests before public interests?”

What newsrooms often fail to realize is that their reporting is not the end of the conversation. It is a prelude to a much larger public discussion and debate. Therefore, it is a newsroom’s moral responsibility to try to facilitate a constructive conversation around these issues by asking questions of their readers.

It is also in their editorial and business interests, because it is by asking these questions that newsrooms can find communities in their haystacks. Here’s an example:

Alabamians and Attorney General Jeff Sessions

Nearly 1 in 4 users who saw this question left their opinion on the first day of voting. built and ran this Opinary poll this week, asking their readers if Attorney General Jeff Sessions should resign over undisclosed conversations with Russia. The engagement rate on this poll on the first day of voting was the second highest in the Opinary network, at just about 25%.

What that means is that has found a community in their haystack of 13 million monthly users.

Admittedly, it would have been safe to assume that residents from Session’s home state would have a lot to say on the matter. But this is an example of how asking a question and listening to your audience can a) potentially blow your mind if opinion trends are unexpected and b) help push editorial and business development in a new direction.

How does a question like this inform strategy? Well now there seems to be an editorial and business case for…

  • a news product with a focus on Sessions
  • events to facilitate discussion among readers on this question
  • an opportunity to find the 5% of readers in middle and ask them about their nuanced opinion

With this process, you’ve found a community to serve by asking a question, seeing an engaged response to the question, and ideating around how to serve the community that responded.

Questions Are the Answer

I believe that it is in service to the public that journalists and newsrooms can find meaning and mission but also revenue to support that mission. Questions are the answer to finding that mission. The first stage is to deepen our relationship with the audience and the first step in that process is to ask a question. Find the answer to your questions by asking those questions of others. What do you have to lose?