In 2012, on Kickstarter alone, 2.2 million people pledged a total of almost $3.8 million, and successfully funded over 18,000 projects. However, those numbers account for successfully funded projects only and more than half of the projects launched on Kickstarter do not reach their funding goal. Although there are other outlets or methods of promoting your campaign, such as press releases, direct outreach and more, here we offer some of our social media secrets on increasing your project’s visibility among the countless projects on crowdfunding platforms:
Setting Up Social Media Networks
First, you’ll need to take a step back and determine which social media networks are appropriate for your product or service. Here, you have two important factors to take into consideration; the purpose of each network/what it offers and the demographics of each network.
If you think visiting each of your brand’s social media networks once a week or once every couple of days is a recipe for success, quit while you’re ahead and hire a digital marketing agency to manage your social media networks for you. Social media management, right alongside public relations, is a 24-hour job that never sleeps. Right when you’re ready to call it a night, a disgruntled “fan” posts on your brand’s timeline, “your product sucks, you better stop posting updates every day ‘cause I just don’t want to hear about it!”
As a rule of thumb, post one to two times per day on each network, except Twitter. We recommend Tweeting anywhere from 5-10x per day, and reaching out to at least 5 key influencers, or people talking about topics related to your project.
Rule of thumb #2: Engage. Engage. Engage. If you’re not engaging with your fans and the media, they’re not going to engage back. If you want to build an online community for your brand, follow these ideas for engaging your audience:
Twenty-Four Hour Countdown
Twenty four hours out, you’ll want to begin, what we call, a “social media countdown” - this countdown includes posting to each of your brand’s networks once every hour with a countdown and a call to action (i.e. “COUNTDOWN: 24 hours left to order your very own ‘X’, and support our #crowdfunding campaign! Learn more here - [insert custom bitly link].”).
The reason behind the countdown is to ensure you’re hitting all of your target audiences. Since you may be in a different timezone than those you’re marketing to, you’ll have to take into consideration the fact that some people are sleeping while others could be on their mobile phones, riding a subway. Posting a countdown every hour not only ensures you’re getting your message out to all of your markets, but also serves as a reminder for those who may have been waiting to pledge until the last leg of the campaign.
We all wish there were a magical “fund” button that could fund our projects with just one touch. *SMACK* Wake up, your project isn’t going to fund itself! Determine which networks your brand should be a part of, join them, stay active and round up the end of your campaign with a social countdown.