By Evan Varsamis, founder/CEO at Gadget Flow
Be it on Kickstarter or Indiegogo, a popular crowdfunding campaign stands out due to its content. Over the years, I've seen even non-tech and more basic concepts or product ideas, such as a wallet or a camping tent, do well on crowdfunding. It's possible when you have a solid and eye-catching presentation to catch the attention of viewers.
Whether it's a clever video or robust description or enticing pledge rewards, the success of a crowdfunding campaign has everything to do with the way it is presented. Take Volterman, for example. The campaign page for this tech-filled wallet truly has it all, making it very obvious how the creators reached over $2.7 million in pledges (at time of writing).
Of course, there's a specific format you need to follow to make your campaign look more credible and convincing and less like an ad. These six easy hacks will help your campaign stand out and succeed.
It's all in the name.
Based on the 6000-plus campaigns my company has promoted so far, I can say that choosing a great project title is a necessary first step. When a name relates to the problem the product solves, it gives the team and campaign more credibility. Something fancy or gimmicky may sound like a clever idea, but if it doesn't relate to the campaign objective, the name can be the very reason for the failure of your campaign.
Be visible in the video.
I come across tons of crowdfunding campaign videos every day. Those that highlight the campaign creator are always more appealing to viewers. This is because a creator can offer an added personal touch about why he or she is doing the project. It also adds to the credibility of the project by showing the face behind it. Adding this personal element extends the video purpose beyond that of an ad.
Remember that people want to hear your story.
A crowdfunding project description isn't restricted to being about the product. It also needs to address the story behind its creation. In the crowdfunding world, it's important to highlight your story because the entire concept of this form of fundraising is about narrating your purpose and why you're willing to raise funds for a specific project. The more story-like your project description is, the higher your chances are to make it stand out.
Use lifestyle images.
We always focus on featuring products with lifestyle images over those with white backgrounds because they are more relatable. Viewers are able to see the product in real life and can figure out when, where and how they'll use it every day. White background images, on the other hand, give viewers a rudimentary view of the product that can be limiting. Make sure your campaign page has enough lifestyle images to help potential backers understand the effectiveness and practicality of your product in the real world.
Segment your early bird pricing wisely.
When it comes to figuring out the best pledge rewards for your campaign, many creators tend to go for $1 thank-you rewards or $5 T-shirts. In my experience, it's wiser to do multiple early-bird pricing reward plans for the first 200-300 orders. Instead of having one early-bird reward, you can even segment it into "super-early bird" and "early bird" for extra attention. That way, backers will have more incentive to pledge to get you closer to your goal.
Feature testimonials if available.
If your product is already a working prototype, a great way to stand out is to feature video testimonials from beta testers. These videos will help your potential backers figure out just how useful your product is and where and how they can use it. The videos have an added benefit: Potential backers can see that it's real and it works.
It's wise to remember that the path to a successful crowdfunding campaign isn't just in the presentation. It's about how you plan the entire phase of fundraising from pre-launch through post-launch.
Evan Varsamis is an entrepreneur and founder/CEO at Gadget Flow, as well as an investor and marketing advisor at Qrator Ltd.