Summary
Highlights
Kickstarter campaigns rarely succeed if you just launch and hope for the best. Building a community through social media marketing on platforms like Facebook, Instagram, Twitter, and Pinterest is crucial for spreading brand awareness and your message beyond the Kickstarter platform. This proactive approach prevents your goal from stagnating, emphasizing the need to spread the word widely, not just to a few friends.
Including a video in your campaign can increase the funds raised by an average of 114%. The ideal video length is two to three minutes, focusing on authenticity rather than sales pitches. It should explain your goal, what backers receive, and why they should get involved, telling your story intimately as people contribute to people, not just projects.
Crowdfunding success hinges on building the 'crowd' before focusing on 'funding'. You cannot expect strangers to fund your project without prior audience building. For instance, a creator gained 1700 Facebook fans before launching a film project, highlighting the importance of finding and nurturing an audience first before seeking funds.
To get the word out, utilize Facebook dark post targeting, create engaging blog content, and guest contribute to relevant blogs and media outlets. Focus on creating valuable content that resonates with your target audience, akin to a New York Times article, rather than an infomercial about your product.
Initially, email friends and your mailing list. They are your first line of support, likely to back and share your project. Once something gains traction, it can take on a life of its own through blogs and other online platforms. Kickstarter itself promotes featured projects through newsletters, further amplifying reach.
Starting a mailing list early is vital. Unlike social media followers, email subscribers have given you their contact information because they are genuinely interested in your updates and future products. These are your most valuable, repeat customers, indicating a strong intent to buy from you.
Backers contribute for several reasons: they want to see you succeed, be part of that success, and receive a reward. Recognizing these motivations allows you to tailor your campaign. Many backers also want to actively participate by offering suggestions and sharing the campaign, so provide opportunities for this engagement.
Plan your campaign launch at least three months in advance, though successful campaigns often plan for a year or more. Introduce good stretch goals to keep the campaign exciting and dynamic. Actively engage with your community by replying to comments and questions to foster a happy tribe more willing to share your campaign. Engagement can even factor into platform ranking algorithms.
Your live page needs a compelling video, attractive reward tiers, strong copywriting, and engaging GIFs and images to visually appeal and emotionally connect with potential backers. Ensure your 'minimal viable product' is premium and closely resembles the final product to build trust, as backers are wary of being duped.
Commitment is the first step. Develop and adhere to a posting and communication schedule throughout your campaign, deciding how often and with what content you'll engage your audience (e.g., interviews, behind-the-scenes). Always include a call to action, reminding them to like, share, and donate.