Hi. This isn’t an April Fool’s post.
We’re coming up on $20,000 with the Dinocalypse Trilogy (and more) Kickstarter campaign, and I wanted to share some data from the dashboard:
|Referrer||Type||# of Pledges||% of Dollars||Dollars Pledged|
|Direct traffic (no referrer information)||External||113||20.02%||$3,920|
|Kickstarter user profiles||Kickstarter||16||3.32%||$650|
|A project’s backer confirmation page||Kickstarter||13||2.48%||$485|
|Friend backing email||Kickstarter||12||1.84%||$360|
|Follow Friends page||Kickstarter||3||0.31%||$60|
|Staff Picks (Discover)||Kickstarter||2||0.52%||$100|
When it comes down to it, a Kickstarter campaign doing well (I think I can safely say we’re doing well without that being boasting) is an aggregation of many smaller audiences into a bigger one. You can see, above, how the various means of project discovery on the Kickstarter website helps drive traffic to us as we pick up momentum. You can also see how very potent social media has been for us (which is, itself, an aggregation of many small audiences). What’s left from those is a variety of blog sources, some of which I control directly, some of which represent review sites, community sites, and blogs of the project’s contributing authors. (You’ve heard that we’re offering up novels by Atomic Robo‘s Brian Clevinger and Urban Shaman‘s C. E. Murphy, too, right? And you get them all in e-book for a low backing price? Plus, we’ll announce even more this Tuesday…)
The upshot, then, is that you can’t plan on a “single channel” to bring you success with your kickstarter campaign. You’ve got to think “okay, here’s my one audience … but where are others that I can add into this?” Not a fan of facebook, twitter, G+? Tough — you’ll get another audience if you’re over there, so consider how to establish yourself and gain a following before you launch. Is your project a single creator gig? Well, maybe you should think about how to involve other creatives, too — you’ll get both the fruits of their talents and their audiences when the project launches. Every little bit counts, and it’s only when you start adding all of that up that you can reach for that self-sustaining critical-mass reaction that can really make things fly.
That’s the theory, at least. I’m only 12 days into this thing. Three weeks yet to go, and more kickstarter campaigns beyond this one. We’ll see how well the theory holds up.