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.
And hey, if you’re too busy to scroll through, check out the key takeaways below.
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.
Several general factors influence consumer behavior and buying habits.
Certain months see increased spending due to holidays, gift-giving occasions, and other seasonal trends.
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.
February – March
January (in some cases), March-May
September – November
November – January
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.
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.
Understanding the best time to launch a Kickstarter is critical, but let’s not forget the flipside – when NOT to.
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.
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.