Launching a Kickstarter campaign can be a thrilling endeavor for creators looking to rally support for their innovative projects. But even if you have a great idea, the success of a campaign depends not only on the product itself but the timing as well. So how can you tell when the time is right?
If only there were a group of crowdfunding wizards who knew the answer…
Well, there is. In that spirit, TCF’s team of experts has put together a list of data-driven insights on the best time to launch a Kickstarter. In this article, we take a closer look at general factors, category-specific considerations, and organizational factors that can influence the success of your crowdfunding endeavor.
Unlock
the Full Potential of Your Kickstarter Campaign
And hey, if you’re too busy to scroll through, check out the key takeaways below.
Key Takeaways
- Active Buying Months: There are months when purchasing is down for several reasons. Avoid these by planning your launch from March to May or September to November.
- Time of Day: Make sure your audience is awake. Launch when it’s morning in the US and, respectively, afternoon across other target markets.
- The 10-day Rule: Campaigns that launch on the eve of a particular event will be unsuccessful. So, plan to launch 10 days ahead of the chosen holiday or event.
- TGINF: Thank God it’s not Friday when everyone can’t wait for the weekend to start. Get the best exposure by aiming for a Tuesday – Thursday launch.
- Summer Snooze: Note that all your PR contacts will be in deep sleep mode during this season. So, plan your marketing efforts accordingly.
- Match Making: Match your launch date to the season in which the product is relevant and NOT to the season backers receive the product.
- Every Season has a Reason: Optimal launch months will vary depending on the category your product fits. (See below to find out when you should launch your product.)
Why Does Timing Matter When Launching a Kickstarter Campaign?
Timing is a critical factor in the success of a Kickstarter campaign for several reasons.
Firstly, understanding the ebb and flow of consumer behavior throughout the year allows creators to tap into peak buying seasons. Launching a campaign when potential backers are more likely to be engaged and receptive can significantly impact how much you stand to raise.
Secondly, aligning a Kickstarter campaign launch with specific seasonal trends within the relevant product category can maximize success. For example, launching a campaign for a winter sports gear project during the colder months may yield better results than in summer, even though backers will receive the product in summer.
Last but certainly not least, organizational factors such as preparedness and the timing of the launch within a day can also play a role in the success of a Kickstarter campaign. Being well-prepared and strategically launching at the beginning of the day can give creators an advantage in managing unforeseen challenges and maintaining momentum throughout the campaign.
General Factors that Affect Product Launch on Kickstarter
Several general factors influence consumer behavior and buying habits.
Certain months see increased spending due to holidays, gift-giving occasions, and other seasonal trends.
For example:
- The beginning of the year is often characterized by resolutions and renewed interests, making it a favorable time for launching campaigns related to health and fitness.
- Conversely, summer might be more suitable for outdoor and recreational projects.
- Plus, gender-specific holidays, such as Mother’s Day or Father’s Day, may play a role depending on your product and its intended audience.
- As a general rule of thumb, people usually are in the mood to buy during March, April, and May, and then from September to November.
When Should You Launch a Kickstarter Campaign by Category
Different product categories experience fluctuations in demand throughout the year. And no one knows that better than us. At TCF, Kickstarter is right in our wheelhouse.
Based on our extensive experience of having run million-dollar campaigns, this is what our experts have to say about how creators should tailor their campaign launch timing according to their respective categories.
Technology and Gadgets
February – March
- Consumer Electronics Shows (CES): Coordinating a tech-related campaign with major industry events like CES can provide exposure to a highly engaged audience eager for the latest innovations.
Home & Garden
March-May
- Home Improvement Seasons: Launching projects related to home improvement before spring or summer can appeal to homeowners looking to enhance their living spaces.
- Holiday Preparations: Capitalize on the holiday season by launching campaigns for festive home decor, DIY projects, or unique gift ideas (this one, specifically, might suit better in the September-November period).
- Plant/gardening-related products: Our data shows that products related to plants or greenery do best in March and May.
Pet-related Products
Year-round
- Regarding special events or holidays, any time is good for furry friends.
- There’s hardly a time when pet owners aren’t interested in the next cool thingamabob for their furball.
Sports and Outdoors
January (in some cases), March-May
- Seasonal Relevance: Tailoring campaigns to the seasons is crucial. For instance, launching bike-related projects in the spring or camping gear before the summer months can tap into seasonal buying habits.
- Sporting Events: Coordinating with major sporting events or championships can attract sports enthusiasts and capitalize on their heightened interest in related products.
Art and Design
March-May
- Seasonal Inspirations: Art and design projects inspired by specific seasons or holidays can resonate with backers looking for unique and themed creations.
- Collaborations with Artists: Partnering with renowned artists for special editions or collaborations can attract a wider audience and elevate the project’s perceived value.
Food and Beverage
September – November
- Holiday and Celebration Seasons: Launching campaigns for unique food or beverage products around holidays and celebrations can tap into the gift-giving culture.
- Local and Global Events: Capitalizing on events like food festivals or international days dedicated to specific cuisines can draw attention from food enthusiasts.
Games & Gaming Tech
November – January
- Games are for giving: Also seen as recreation items, game purchases usually increase around the notorious gift-giving season. Keep that in mind and plan accordingly.
- Conventions: Gamers are also known to form communities and host events offline and online. Crafting a marketing strategy that includes events like Comic-Con can also give you a boost.
PRO TIP: When considering holidays, calendar events, and other seasonal happenings, be sure to launch your campaign around the time of the event or season rather than trying to match the event to the time when backers will receive their products. Don’t be shy about the so-called delay. Backers know and expect to receive their product months after the campaign ends. What’s important is making sure your campaign launches when it’s most harmonious with the product.
So, if you’re crowdfunding for a revolutionary new e-bike, instead of launching the campaign in winter (when most people don’t bike), launch it in spring, specifically in April.
Our Million-Dollar Crowdfunding Campaigns
Organizational Factors that Can Impact a Kickstarter Campaign Launch
Beyond external factors, internal considerations can significantly impact the success of a Kickstarter campaign. Being thoroughly prepared, both in terms of the campaign and potential challenges, is vital. So be sure to get your ducks in a row.
At TCF, we’re firm believers in doing the prep work. We allow at least one month of lead generation, where we prime potential backers to be ready to pounce on a product the minute the campaign launches.
“Generating leads and preparing the landing page is important. But having said that, nothing should stand in the way of launching around the time of a major event or holiday that corresponds to your product. Never let minor details or tweaks keep you from being on time. If you have to choose between being 90%+ prepared and getting the timing right, it’s better to launch on time and make adjustments on the go.” – Margarita Ghazaryan, Crowdfunding Project Manager.
As opposed to e-commerce campaigns, where you can afford to make adjustments along the way, this is nearly impossible with crowdfunding campaigns. So, getting it right from the beginning is imperative to generate a snowball effect of interest around your idea.
When NOT to Launch a Campaign on Kickstarter
Understanding the best time to launch a Kickstarter is critical, but let’s not forget the flipside – when NOT to.
- The holiday season, including Black Friday and Cyber Monday, typically witness heightened consumer activity. But launching a campaign on the eve of these holidays will completely wipe out your ad budget and get lost among other promotions.
“Our experience has shown that campaigns tied to the holiday season are best launched 10 days in advance. It helps our clients economize on advertising budgets and receive the best exposure possible. Can capitalize on increased consumer spending.” – Margarita Ghazaryan, Crowdfunding Project Manager
- Launching when journalists, influencers, and many backers themselves are on vacation (e.g., in the summer holiday months of June, July, and August) may also negatively impact the willingness of backers to support a project.
- Another organizational faux pas is launching on a Friday. It is a major no-go. Friday feeds into the weekend, which makes up the three days of the week when potential backers are more consumed with their extracurriculars. So you may be wondering when the best day of the week to launch a product is.
PRO TIP: Plan your campaign launch from Tuesday to Thursday for better effect.
And remember that the time of day also matters. No one will see your campaign if they’re asleep. Kickstarter backers tend to predominantly be from the USA, Canada, the UK, and Australia. So, no matter where your team is based, be sure to launch your campaign when it’s morning in the US and, therefore, afternoon in the UK and European markets. Well, Australia will ensure your second-day boost.
Make Your Project The Next 7-Digit Crowdfunding Campaign
Wrap-up
In the world of crowdfunding, timing is an art that can significantly impact the success of a Kickstarter campaign. By understanding general factors influencing consumer behavior, category-specific trends, and internal organizational considerations, creators can understand the best time to launch a Kickstarter.
Aspiring Kickstarter campaigners should conduct thorough research, leveraging data-driven insights to decide when to launch their projects. By aligning their campaigns with consumer behavior, creators can increase their chances of capturing the attention and support of backers, turning innovative ideas into successful reality.
Comments