Marketing Campaign Case Study – Video Ads Statistics

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79,348 Backers

$23,565,200 Contributions Raised

Multiple $1 Million+ Projects

460% Funding Goal Raised

$137,000 Average Raise Per 6 week Campaign

Four hundred and Twenty Million+Video Views

  “This is hands down the best thing I’ve EVER read, and I’m old as sh*t.” “EVERY creator needs to see this report.” “If you don’t read this 2019 stats guide, you’re making the biggest mistake of your life.” Ok, I came up with those quotes this morning. But that doesn’t mean they’re not true. Here’s every meaningful statistic, updated for 2019.

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STATS 2020

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1. YOUR ODDS OF RAISING $1 MILLION ON ARE 0.08%

“Holy sh*t?! I have an 8% chance of raising a million bucks?!?!” No, you damn fool! That’s 0.08%, not 8%. Said another way, one out of every 1,250 projects hits $1 million. (You’re literally more likely to die by drowning than launch a $1 million campaign.) There have been 453,585 projects launched since was founded in 2009. And only 369 have raised $1 million or more. P.S. A whopping 92% of $1 million projects were in one of just three categories: -Games (133 projects) -Tech (112 projects) -Design (95 projects) So if you want a chance at striking it rich, launch a project that fits in one of those three categories.

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2. 63% OF PROJECTS FAIL TO REACH THEIR FUNDING GOAL

  Welp, these stats are officially making me depressed. Which category has the lowest success rate? Technology projects have a success rate of just 20%. Meanwhile, nearly 62% of dance projects hit their funding aim. “Oh heck to the yeah, let’s all get filthy rich launching dance campaigns!” No so fast, tiny dancer. Dance projects are far, far smaller than tech projects. So more of them get funded, but they bring in WAY less money. Over the last 10 years, dance campaigns have brought in a TOTAL of $13.4 million. tech projects have taken home over $874 million.

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3. NOT A STAT, BUT YOU LOOK EXCEPTIONALLY GOOD TODAY

I had to do something to cheer you up. Those first two stats were demoralizing! But fear not, things are starting to look up…

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4. BACKERS PLEDGED $4.4 BILLION TOWARD PROJECTS OVER THE LAST 10 YEARS

  $4.4 billion, eh? That’s almost as much as I’ve spent on gas station scratch off tickets in the last 6 months. But it’s certainly nothing to sneeze at. And when you factor in Kickstarter’s slow start from 2009 – 2013, things have really taken off in the last few years.

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5. COOL STAT: 16.5 MILLION BACKERS HAVE SUCCESSFULLY FUNDED 167,087 PROJECTS

  That’s 167,087 dreams come true. Including the  potato salad guy, who raised $55,492 for a giant potato salad party back in 2014. (That’s a true story, by the way.) So if somebody tells you that your idea is stupid, send over that link and tell ’em… “No, YOU’RE stupid!”

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6. THE AVERAGE SUCCESSFULLY FUNDED  CAMPAIGN RAISES JUST $23,409

  Raising a lot of money on is hard. Your product has to ball out. And you need an overwhelmingly rare amount of luck. If you launched a project tomorrow, your odds of raising over $100,000 are just 1.3%. (Dammit, now I’m depressed again.) But you can increase your odds of success by reading our 11 proven tips for 2019. #selfpromotion

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7. 32.7% OF BACKERS SUPPORTED MORE THAN ONE PROJECT

  This is one of the most important 2019 stats: 5.4 million people have backed over one project. Creators… THESE ARE THE PEOPLE YOU NEED TO REACH. Hold up, I want to ensure that sank in… THESE ARE THE PEOPLE YOU NEED TO REACH!!! You know what the best way to do that is? Be a repeat creator. That screen shot is from Travel Tripod by Peak Design, the most funded project of 2019. Look at how many of their backers were returning backers. Your odds of success SKYROCKET if you’ve already fulfilled a successful project. The backers from your first campaign will be your best customers on your 2nd campaign. Send them an email on Day 1 and watch the funds roll in, baby.

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8. YOUR CAMPAIGN SHOULD RUN FOR 39.7 DAYS (ACCORDING TO THESE STATS)

“But that’s impossible!!” Yes, so choose 40 days. The average campaign duration for the each of the 15 most funded campaigns of 2019 was 39.7 days. Most lasted between 30-35 days. And a handful used the maximum of 60 days to run their campaign. Pro Tip: If you think your campaign is going to ROCK, choose the full 60 days. Why? The big campaigns make tens of thousands of dollars every single day their campaign is live. So the more days you run your campaign, the more money you’ll make. Yes, you’ll have to spend more on advertising. But it’s worth it.

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9. THERE ARE 3,000 – 4,000 LIVE PROJECTS AT ANY GIVEN TIME

  It’s like dating. For every good lookin’ lady, there are about a thousand different suitors going after her. So how do you stand out? Easy, just be better looking than everybody else. “But I’m ugly!!!” No worries, me too. Here’s what you gotta do if your product doesn’t look like Prince Charming: #1. Be different, wacky, or weird. (Stand out by being insanely creative with your campaign page and video.)     #2. Send paid traffic to your page. (Via Facebooks ads and  newsletters.) “Wait, isn’t that like prostitution in this analogy?” Yes. But in this case it’s 100% legal.     #3. Read our 2019 guide with 5 wildly useful tips. (#selfpromopartdeux)

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10. GAMES BRING IN THE MOST MONEY (ESPECIALLY IN 2020)

  One of the most surprising stats in this list: Games are Kickstarter’s most popular category in 2019. Particularly  board games. Here’s how much each category has raised since 2009: #1. Games – $977 million #2. Design – $875 million #3. Tech – $736 million Then there’s a HUGE drop off before you get to #4. 4. Film & Video – $383 million Strangely, Kickstarter’s home page usually promotes film/art projects over much more successful design & tech campaigns. Why? doesn’t really care how much money they make.

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11. TUESDAY IS THE BEST DAY TO LAUNCH A NEW PROJECT

  Why is Tuesday the best day to launch your campaign? organic traffic is at its peak.   Monday: Another solid option, but people are busy as sh*t on Mondays. Tuesday: Da best. Wednesday: Still good, but missing Monday and Tuesday isn’t ideal. Thursday: Sorta like eating ice cream for breakfast, you’ll regret it later. Friday: Actually a really good idea! (If you want your project to bomb.) Saturday: Don’t even think about it. Sunday: What do you think? (NO!)

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12. YOUR CAMPAIGN SHOULD HAVE 13.7 REWARDS (MAYBE)

  “But Grant, you’ve always said that having fewer rewards is better!!” Yes, this is true. And despite the numbers staring me in the face, I still tend to believe that. The average number of rewards for each of the 15 most funded campaigns of 2019 was 13.7 rewards per project. That’s definitely over I thought it’d be. But take that with a grain of salt… Travel Tripod by Peak Design, the most funded campaign of 2019, had just two rewards. (One top-15 campaign had a whopping 26 rewards.) But The Universal Law of Sales still applies: In general, having a ton of redundant rewards confuses people, and confused people don’t buy stuff. P.S. You SHOULD offer a $1 reward so you can collect as many email addresses as possible. Why? So they can turn into customers down the line. P.P.S. You should NOT offer a $30 company branded t-shirt as a reward. (Trust me, nobody wants that crap.)

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13. CRUCIAL STAT: IF YOUR VIDEO IS 4 MINUTES OR LONGER, STOP SCROLLIN’ AND READ THIS

A long video won’t kill ya. IF IT’S GOOD! Entertaining videos can be four minutes long and do just fine. But usually, your video needs to be around three minutes or less. The average video length for each of the 15 most funded campaigns of 2019 was 3 minutes and 11 seconds. And another important stat… Only 20-30% of people will watch your entire video. So get the important stuff out of the way EARLY. Or people won’t see it. P.S. You should read our 2019 video tips with 7 proven ways to increase conversions. P.P.S. It’s insanely helpful.

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14. 64% OF BACKERS ARE MALE

    They’re also young. I’m talkin’ 25-34 year-olds. So if you want your product to touch a chord with the biggest chunk of Kickstarter’s organic audience, design it for millennial men. “So you’re saying female-focused products don’t do well on Kickstarter?!” No. It’s definitely possible to raise a boat load of money with a product that’s mostly for women. The Kosan Go Travel Dress absolutely crushed it, for example. But the average user browsing is a millennial male. #facts

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15. KICKSTARTER’S MOST POPULAR COUNTRIES MAY SURPRISE YOU…

  Most of your backers will come from the U.S. But a large chunk will hail from Australia, Canada, Germany, and the U.K. Focus your advertising budget on those five countries. Sorry, Bora Bora.

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16. 12% OF PROJECTS NEVER GET A SINGLE BACKER

  Moms of the industry… You really dropped the ball on this one. Creators of the industry… If not even your mom would back your campaign, it’s time to give yourself a long, hard look in the mirror. (And give her a gosh darn phone call, will ya?)

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17. YOU (YES YOU) HAVE THE POTENTIAL TO LAUNCH A PROJECT THAT CHANGES THE WORLD

  Some of these stats are discouraging as hell. I know. But understand this… Having read them, you’re better prepared than 99% of other creators. YOUR idea could change the industry. Believe that. But you’re never going to find out unless you hit that launch button. My favorite quote has nothing to do with stats. But it has everything to do with making the most of your life. “Each of our stories pivot on a single moment. That short pause between what is, and what could be. In a breath, we can decide between what we wish to be true… And what we can make happen.” So, when uncertain… HIT THAT LAUNCH BUTTON. And see what happens. (But first, give your mom a call.)

Kickstarter’s Had a Big Lasting Results on the Creative Economy

Another examination by the University of Pennsylvania gives the primary exhaustive glance at how the people group impacts the inventive economy. The examination finds that ventures have: Find opportunities to go ford 283,000 low maintenance partners in breathing life into sensational invention ventures. Made 8,800 new organizations and charities, and 29,600 all day occupations. Produced over $5.3 billion in direct monetary effect for those makers and their networks. Here are the key findies from the examination.

Film & Video $383 million Strangely, Kickstarters home page usually promotes film/art projects over much more successful design & tech campaigns. The average number of rewards for each of the 15 most funded campaigns of 2019 was 13.7 rewards per project.

Paying Creative Collaborators

A long-running test in the field of sensational invention activities is the capacity for associates to be paid for their commitments. Editors, artists, backing performers, group, and other imaginative teammates are all the time unpaid for their work on inventive ventures. Not so with Kickstarter-financed inventive undertakings. Respondents to the UPenn study announced that liberate potentialed them to pay colleagues who they would not have in any case had the option to pay. By and large, ventures have employd around 283,000 brief specialists.

Occupation Creation

While a memorable many ventures are one-off cases (films, books, collections, and so on.), others are getting progressing, economical pursuits that make new openings. For each 1,000 ventures that have been enlivened, 190 organizers presently work close by 82 full-time representatives. As of June 2016, an expected 29,600 new full-time imaginative professions have originated from ventures.

Organization Formation

An expected 8,800 new organizations and philanthropies have gotten their beginning through Kickstarter. Among them are organizations as different as Palmer Luckey’s Oculus, which carried computer generated reality into the standard; Radiotopia, an enlivened recording system of free narrators offering voice to subjects not very much shrouded in conventional open media; Debbie Sterling’s GoldieBlox, which makes games and diversion intended to grow early enthusiasm for building; Eric Migicovsky’s Pebble Technology, which leaded the smartwatch classification; Kazoo, a flawlessly envisioned print magazine determined to motivate solid, brilliant, savage young ladies; and Chicken Town, a London-based eatery and social risk focused on serving fortifying, privately sourced suppers while paying its staff living wages. Eighty-two percent of the associations made through keep on working today.

Monetary Lasting Results

Another approach to evaluate the people group’s effect is to inspect whether makers win income from their undertaking following breathing life into it. Seven out of ten makers detailed such profit. Each dollar vowed to an effectively supported risk came about in $2.46 in extra income for the maker, prompting an expected $5.3 billion in extra financial action.

Professional success and Mobility

Another energizing finding is Kickstarter’s effect on professional success inside the sensational invention workforce. Movie producers, picture takers, specialists, creators, architects, performers, and others announced that their risk prompted proficient development, more noteworthy profit, and professional success. 37% said that their risk helped them advance their professions. 21% announced accepting an expansion in yearly income following running an effective task. 19% said they got another line of work open door because of their venture. 7% said their risk helped them effectively switch professions. Makers and announced striking expert gains inside their fields: Movie producers announced that helped them secure appropriation bargains. Artists announced that helped them secure record or distributing bargains. Computer game makers announced that their risk helped them secure a distributer or consideration from commentators. Writers and comic book makers detailed that their risk prompted consideration from standard distributers. Writers revealed that their risk gave them opportunity from the outside control of editors and distributers, and helped them make work that served an underserved crowd.

Imaginative Independence

Imaginative autonomy is at the core of what gives makers, and this likewise turned out in the investigation. Makers revealed that managed them the imaginative autonomy they would not have had the option to accomplish through other financing roads, and permitted them to breath life into their task without bargaining their vision. These are conditions that validate makers to reach skyward and face the imaginative challenges expected to fuel development. Benefactors detailed over half of ventures to be inventive. An expected 4,200 licenses attached to ventures have been recorded. Over 10% of makers announced winning striking honors for their work, including a MacArthur Genius award, National Design Awards from the Cooper Hewitt Smithsonian Design Museum, a James Dyson Award, IDSA’s International Design Excellence Award, CES Business Development Awards, the Sikorsky Prize, Independent Games Festival Awards, Grammys, an Oscar, and some more. This research paper outlines how the people group has back upd the monetary picture for makers while filling in as an important motor for social creation. We’re excited to be a piece of it. You can peruse the investigation in full here. Exposures and Methodology: This depends on the autonomous research of Professor Ethan Mollick of the University of Pennsylvania. assisted with information gathering for his study yet had no impact over his investigations. For the motivations behind this post we’ve employd his findies from an case of 61,654 ventures advanceled before June 2015 and stretchd them to incorporate the most recent a year of undertakings.[/vc_column_text][/vc_column][/vc_row]

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