If you have been doing thorough research on the Kickstarter community, you’ll know that this platform has already earned millions of dollars for aspiring projects. $2,713,871,047 to be exact. But does this number imply that all crowdfunding campaigns on Kickstarter are successful? Not really! Like every other entrepreneurial sector, there are some campaigns that do really good and some others that remain unsuccessful in spite of having a promising product. You see, I’ve discussed this numerous times before, crowdfunding is not just about listing your product under the platform. It’s like a complete platter where every element is of primary importance. One gone wrong can make your dish a big flop.
So, how do you ensure that your campaign is not a flop dish? How do you make all those elements blend into a beautiful presentation people would love pledging for. I don’t know whether I would have been able to provide you with a detailed structure a few years back, but now that we have so many successful campaigns out there, it’s become easy to understand what’s important or not by looking at those who have already surpassed their goal with their heads held high. These campaigns were not successful because of some random magic spell. It was a calculated strategy that clicked. Here are 10 Kickstarter campaigns you can learn from and how!
When you look at this campaign on Kickstarter, the first thing you might feel, “What’s there to learn from an air mattress campaign”? It’s such a simple product after all! But that’s where lies the catch. The team behind FUTO made sure that their air mattress looked the best out of all that exist now. They used colorful pictures, a bunch of lifestyle images and numerous shots to explain how you could blend this product in your outdoor life. It’s not something super techy or sci-fi like but life isn’t about tech gadgets only. If you present your product and believe that it can make your everyday life more colorful and convenient, your campaign is bound to be successful. With just hours to go before their campaign ends, FUTO is way passed their success goal. ($123,114 pledged of $15,000 goal till now).
Bottomline: Make your product look its best with outstanding product photography!
If you are making a product that is different and unique, you need to explain its features in detail. You need to make sure that people can understand where and how they can use your product. Take the off-grid goTenna Mesh connectivity system for example. It’s a unique concept of people-powered connectivity that requires no Wi-Fi or cellular signals whatsoever. But it can still keep you connected. They made sure that their Kickstarter video explained this feature in detail. And bang on…they raised $582,473 pledged of $150,000 goal.
Bottomline: Explain the product feature in detail. Preferably with a good quality video.
What turns me off while reading any crowdfunding campaign is an unnecessarily elongated description. Here I am, trying to figure out, what the product does and even after reading the entire passage, I still don’t know what it does. Podo was one campaign that kept me glued to the screen till the end. Their method of describing the product was pretty simple and to the point. That’s what we need, right? Who wants to know what made you think of building your product if they are not even sure as to what your product does!
Bottomline: Write a simple, to-the-point and crisp description. No long paragraphs, please!
The first thing you see in a campaign is the featured image. Even before you start the video. Now, if you showcase at least the key feature of your project in that image, I think half the job is done. That’s what Snapnator did and look at the results. They are already $110,995 pledged of $25,000 goal with 47 more days to go.
Bottomline: Don’t keep your features hidden. Make the most of the featured image.
I always believe that if you are selling something, you must be confident enough to buy it yourself. Only then can you convince others to buy your product. Talon is one such project which blew my mind because of their top ten features. It was a bold, calculated and confident move to jot down a list of 10 features that makes your product one of a kind. And look at the results: $308,826 pledged of $12,000 goal with 11 more days to go.
Bottomline: Be confident about what you are selling. Show it through your words.
You should always make your backers feel special. Give them offers, special giveaways or extra rewards and make them feel important. Because they are important to you. These are the first batch of people who pledged to your project and helped in making it successful. Flip! Stylus team did it well by offering a referral discount on their Kickstarter page. They have raised $109,517 pledged of $7,500 goal with five more days to go.
Bottomline: Discount offers are not that bad after all!
When I read Kickstarter campaigns, I always wonder why people don’t use those two lines just below the video at their best. AIRY Box surprised me with a stunning two liner that caught my attention instantly when I came across this campaign. They are trying to solve a global issue, and when you see NASA statistics in those two lines, I bet you’ll feel that this project is a must read. They have raised €34,528 pledged of €40,000 goal with eight days to go.
Bottomline: Make use of the two line featured description to your best.
If you are one of those who got a lot of press for your campaign, show it off. Let your backers know that you are already famous with your product. That builds up on your credibility instantly and gives you and your campaign better exposure. Like it did for the Ecomo bottle. They have raised $319,013 pledged of $50,000 goal with ten days to go.
Bottomline: Get press coverage and mention it strongly under your description.
What I liked about the Slice Planner campaign is the way they highlighted testimonials right in the beginning. I believe credibility is a must for your campaign (you can check my previous article on this) and this team has done it well. They have raised $70,264 pledged of $35,000 goal with 16 more days to go.
Bottomline: If you have testimonials for your product, use them well!
I believe the price is a concern for every crowdfunding backer and most of the times when they come across high-end tech products; they feel like it’s over budget even before reading the entire campaign. AIRBLOCK did a wonderful job by mentioning their price in the featured image. They have already raised $405,535 pledged of $100,000 goal with over a month left.
Bottomline: If you are offering your product at an affordable price, highlight the same!
For more information, please feel free to go through our crowdfunding checklist. Do you have more to add to the list? Let me know in the comments below.