Kickstarter vs Indiegogo: which one to choose?
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Indiegogo vs Kickstarter: Which One To Choose? (2022 Update)

01.03.2022

UPDATED to 2022:

No two crowdfunding websites were created equal, but Kickstarter, Indiegogo, and GoFundMe have certainly risen to the top. These 3 are streets ahead of the thousands of other active crowdfunding platforms currently littering the web.

Gofundme is a platform for personal fundraising — not a topic we tend to cover — so that just leaves intrepid fundraisers with the artistic and commercial focus of Indiegogo vs Kickstarter.

But which one will it be? Which one should you choose? Indiegogo vs Kickstarter?

Each has its positives and negatives. And depending on the kind of product you’re planning on launching, you may opt for one or the other.

Read on to discover how they rank according to the 15 metrics we’ve analyzed. From their page builders to the maximum duration of the campaigns, their analytics, their fees, and much more. Buckle up, and let’s start the battle of Indiegogo vs Kickstarter.

What Won’t Work on Indiegogo VS Kickstarter?

Let’s start with discussing some similarities between Indiegogo vs Kickstarter. Generally speaking, both platforms are not suitable for software or apps. You can’t find many successful cases which raised funding for software products. There are some, but they mostly use their own audiences instead of driving traffic from the platforms.

B2B products also don’t work well with crowdfunding audiences. Your product has to be designed for consumers. 

Get rich quick, make money, or MLM. Both Indiegogo and Kickstarter backers came here to find innovative, cool products for themselves. They are not interested in making money by promoting your products or participating in schemes that will make them richer. 

Related: Organizing Digital Marketing for Kickstarter or Indiegogo Campaign

Which Categories do Well on Indiegogo VS Kickstarter?

There are many categories that do well on both platforms. And if your product is one of those, you have to find some other criteria and parameters for making a decision. 

But historically, loyal backers of both Kickstarter and Indiegogo grew around distinct differences in the preference of what type of products they love to back the most. 

For example, Kickstarter is famous for its tabletop gaming category. This category is so famous on Kickstarter that it adds up to almost half of the total raised funds on the platform. 

For some reason, Indiegogo hasn’t had much success with tabletop games. Instead, Indiegogo is famous for its electric bike category, which outperforms Kickstarter by the number and amount of successful campaigns.

Indiegogo recently introduced new categories of projects that’ll help backers find cool projects they like. They now feature 33 subcategories under Tech & Innovation, Creative Works, and Community Projects.

Overall, this new shift of categories has brought Indiegogo closer to Kickstarter’s ways.

You could say that one of the biggest differences between Indiegogo vs Kickstarter is the preferences of their users. In general, Kickstarter backers are design lovers and Indiegogo’s audience is full of functionality lovers. Products that fit into the categories of interior, wearables, travel, and photography do considerably better on Kickstarter. While product categories such as SSDs, home automations, laptops, and gadgets do better on Indiegogo. 

Indiegogo’s audience is more sensitive to the price and generally loves to get highly capable gadgets affordably priced. On Kickstarter, people can afford to spend a bit more to get the best products as long as they stand out from their competitors and not only have great functionality but also a great aesthetic design.

Crowdfunding Secrets

Doing Your Research

The number one thing that will help you understand whether you should launch your campaign on Indiegogo vs Kickstarter is doing your research. 

Both platforms have developed their own audiences, with their favorite specific categories. Research similar campaigns to yours and check out the success rates on each platform. 

Go to each platform and start searching campaigns from your categories or similar keywords and measure how many successful campaigns there were, how much overall funding was raised, and the number of successful campaigns on each of the platforms. 

This will also give you insights as to what audiences are most relevant to yours.

Luckily, there are amazing tools online that can help you do better research. You can use Kichtraq to track hundreds of thousands of Kickstarter campaigns. It’s been described as “The Google Analytics for Kickstarter.” We also recommend that you install the Kicktraq browser extension and optimize your research with it.

indiegogo vs kickstarter

If the graph is smooth, without strict deviations, it means that the Kickstarter audience loves it. If not, the peaks on either end could indicate that there was initial interest when it launched, and only became interesting once more towards the very end of the campaign.

Similar research for Indiegogo can be done using the DRIP extension. It allows you to analyze and track the history of crowdfunding projects on 9 different crowdfunding platforms, including zeczec, flyingV, Kickstarter, Indiegogo, Makuake, CAMPFIRE, and more.

Kickstarter vs Indiegogo

Indiegogo

Before we start comparing Indiegogo vs Kickstarter, let’s talk about each platform individually first. So, what is Indiegogo? 

Initially focused exclusively on independent films (hence the name) Indiegogo started accepting projects from any category a year after its launch. Established to provide more opportunities to backers than Kickstarter, Indiegogo is usually perceived as a less strict and more flexible platform.

It is available in over 230 countries and provides more categories (28 vs Kickstarter’s 15). It also gives backers control over whether they want fixed (all or nothing) or flexible (creator gets whatever amount they collect) models.

Indiegogo has successfully launched over 800,000 ideas with its 9-million-strong community. At any given point it has around 1,200 live campaigns and 1,800 InDemand campaigns (Kickstarter has 3,000+). It also isn’t all that fussed with metrics (you’ll struggle to find the kind of statistical data Kickstarter is happy to publish), but you will come across the odd estimate or three.

In 2015, Indiegogo separated its personal and cause campaigns into a new platform Indiegogo Live, which later was renamed Generosity. Later on, Generosity was sold to GoFundMe, making it a personal fundraising giant.

If Kickstarter reckons around 39.4% of its campaigners are successful, then the digital world puts Indiegogo’s success rate somewhere around 9%. It sounds terrible, but it does have a few other things going for it. Its flexible funding scheme allows you to get the funding without necessarily reaching your goals, plus, from experience we’ve seen their customer support to be pretty approachable and helpful — something that can’t be said of Kickstarter.

Add to that the fact that pledges are non-refundable, so the creator knows exactly how much they’ve raised (Kickstarter campaigns tend to drop 3-4% of backers — more on this later), and Indiegogo starts to look like a very attractive option.

Kickstarter

So, chances are you’ve heard about Kickstarter. You probably have a pretty good handle on the basic pros and cons of this platform as well, but in the interests of being thorough, let’s cover all our bases and start at the beginning.

Today, crowdfunding is mostly synonymous with Kickstarter. It’s the biggest crowdfunding platform there is. It’s also got a bunch of metrics that are happy to sing its praises. Kickstarter campaigns have already raised over $6.47 billion. It’s hosted over 217,000 successful projects and has a total of nearly 20.8 million backers — of which one-third support multiple campaigns.

Over 629 campaigns have broken the $1-million mark. And a further 8,729 campaigns have raised over $100k. Need I go on?

This crowdfunding goliath boasts 15 campaign categories. Film and video, music, and games are the most popular types of campaigns, but design and technology have really picked up in recent years, and are exciting more and more backers. These last three are also the most funded Kickstarter categories on the site (as a side note, Wednesday afternoon is the time when most backers put their hands in their pockets).

Impressed yet? Well, you might be a little less so when you learn that all those impressive stats only account for 39.4% of all Kickstarter campaigns. The rest — over 60.6% — fail to achieve their goals.

Indiegogo vs Kickstarter Statistics

But don’t get disheartened, Kickstarter still has a few aces up its sleeve.

With a reputation for launching whacky, innovative, and downright marvelous ideas, Kickstarter gets a fair bit of coverage from the media and bloggers. One well-placed article could win you a place in that top 37%.

Indiegogo vs Kickstarter

The difference between Kickstarter and Indiegogo

Now that you know all about each platform, let’s start comparing Indiegogo vs Kickstarter on another level. Of course, there are a hundred other tiny differences to consider.

Rather than rattle off a list, our clever infographics guys whipped up a table to help you distinguish the differences between the two. As a successful crowdfunding marketing expert, I marked my preferences in the boxes in green.

Indiegogo vs Kickstarter: comparison charts of the best crowdfunding platforms

I jest. Of course, I’m going to rattle off a list! How else will you work out which crowdfunding platform is right for your venture?

Project Registration

First off, Kickstarter has certain rules you aren’t advised to pass by, as staff will manually review whether you comply with these or not. So there are 4 main rules you need to stick to:

  1. No personal projects (you should have something to share),
  2. No charity,
  3. Must be a tangible product (you should have a working prototype), while Indiegogo has another category for Community Projects,
  4. Funds can’t be exchanged for equity.

At first, Kickstarter was available only in the US, then it enlarged its borders to include Canada, the UK, and Australia. Now, it is available in 22 countries: US, UK, Canada, Australia, New Zealand, the Netherlands, Denmark, Ireland, Norway, Sweden, Germany, France, Spain, Italy, Austria, Belgium, Switzerland, Luxembourg, Hong Kong, Singapore, Mexico, and Japan.

By available, we don’t mean backers from other countries can’t support your campaign. But that you, as a creator, need to be in one of those 22 countries.

So, you’re from one of those 22 countries, and you match the first 4 criteria — creating your project on Kickstarter should be easy, right?

Wrong!

The platform is very strict with its selection process. You will also have to match a bunch of other requirements. Let’s have a deeper look at them:

You’re eligible:

  1. If you’re 18 or older,
  2. If you’re creating a project in your own name (or on behalf of a registered legal entity you’re a part of),
  3. If you have an address, bank account, and government-issued ID based in the country you’re creating in (so no faking your location if you’re not in the aforementioned lucky 22),
  4. If you have a credit or debit card,
  5. If you are also eligible to use their payment processor, Stripe.

Underage users may also register a project on Kickstarter, but only under the guidance of an adult or a parent who can verify their identity and banking information, and assume responsibility from beginning to end.

Don’t make the mistake of assuming any of these aren’t strictly enforced.

A recent project offering a laser shaving experience was suspended from Kickstarter (no tangible product) after already raising more than $4 million. In response, the project creators registered the project on Indiegogo (which has no such rules) and collected the required amount (admittedly a lot less than $4 million).

Both Kickstarter and Indiegogo have guidelines for creators that shed more light on the types of projects they’ll accept. Either way, Indiegogo is more open to discussion and allowing projects that are forbidden on Kickstarter.

And while Indiegogo won this point in previous years, as it used to be available nearly everywhere (officially in 224 countries), missing out maybe a couple of villages in Siberia, it has recently followed in Kickstarter’s footsteps. Now, the battle of Indiegogo vs Kickstarter availability ends in a tie. Indiegogo backtracked its international availability and limited itself to just 21 countries. 

These are the US, UK, Canada, Australia, Hong Kong (China campaigns may be eligible), Austria, Belgium, Denmark, Germany, Finland, France, Republic of Ireland, Italy, Luxembourg, Netherlands, Norway, Portugal, Singapore, Spain, Sweden, and Switzerland.

Similarly, Indiegogo has its own requirements:

  1. You are 18 years of age or older.
  2. You are a legal resident or have a business entity registered in one of the above-listed eligible countries.
  3. You are creating a campaign in your own name, or on behalf of a registered legal entity with which you are affiliated.
  4. You have an address and bank account from the country in which you are creating a campaign.
  5. If running your campaign as an individual, the linked bank account must belong to the person who verified their identity for your campaign.

However, remember that even if you’re not from one of those lucky 22 countries, you might be able to incorporate your company in the US through their payment processor’s service, Stripe Atlas.

Either way, the 2 platforms tie in their registration capabilities — or restrictions. One point each!

Page Builder

The finished Indiegogo and Kickstarter campaign pages may look pretty similar, but the tools both platforms provide to make your vision a reality are vastly different.

Kickstarter has a very limited page builder. You only get 2 styles, Header, and Paragraph. And they’re both always left-aligned. Indiegogo, on the other hand, has many more styles and even lets you write basic HTML/CSS!

If you have basic web programming knowledge, you can play around with font and background colors and sizes, and you can make tables. Don’t expect too much — you can’t use any other JavaScript or CSS options — but it’s still a handy feature. And when you’re done, you can back up not just your content, but your formatting as well, by copying the HTML code.

poma-toothbrush-page-builder pico-plant-page-builder

Both offer bullet points, but Indiegogo also has numbering.

And while both allow you to upload images and gifs, they do it slightly differently. Once uploaded, Kickstarter doesn’t let you change an image — you have to delete it and reupload a new one. With Indiegogo, you can just double-click it and select a new one. However, it is much easier to upload gifs to Kickstarter. It’s just the same as a regular image! In Indiegogo, you need to dive into the HTML to add a self-hosted (or giphy-hosted) <img>-tagged gif.

Indiegogo carries its image-candy into its perks — each perk can have an image. Kickstarter rewards are just a bland block of text — so think hard about presenting your rewards well on the campaign page itself!

Likewise, Indiegogo also allows you more freedom when choosing the external images — Facebook share image, thumbnail, card image, etc. — while Kickstarter just offers the thumbnail.

image-properties-indiegogo-vs-kickstarter

add-image-page-building

And finally, the options for updates follow the same pattern. Kickstarter provides the same lacking interface as it does for the campaign page. Indiegogo’s is slightly different from its campaign page editor, but it likewise offers a boatload of additional functionality.

Without a doubt. Point to Indiegogo!

Video Hosting

Another big difference in the Indiegogo vs Kickstarter battle is video hosting. Kickstarter uses its own video hosting service, and Indiegogo uses YouTube and Vimeo.

While there are some pros and cons to having your own video hosting service, one thing is certain — YouTube is the second biggest search engine there and provides great marketing opportunities to attract new users. So that’s two birds with one stone since more views on your YouTube video mean higher rankings on YouTube while your campaign runs on Indiegogo.

Video Hosting Pico Campaign

crowdfunding-project-video

If you have an audience who will share your video and comment like crazy then even better. If not, it might be worth asking everyone you know to comment on your video, because Indiegogo will show off all those interactions on your crowdfunding page, and no comments is hardly an incentive for backers.

Here’s a formula for creating the best Kickstarter (or Indiegogo) videos.

This point goes to Indiegogo, hands down!

Rewards & Pledges

Indiegogo has imposed a limit of 20 reward levels, Kickstarter hasn’t — at least not for the first 50 we’ve tried! 20 reward levels might be more than enough to attract your backers in most cases, but if you want to organize something creative (who knows), it’s always nice to have the freedom to do so.

Kickstarter also doesn’t let you hide old perks. This means that new potential backers will see every single pricing change in the past (but not in the future, of course). Whenever they arrive at your campaign, it will always look like they’re getting the most expensive version!

 

old-kickstarter-rewards-poma-brushkickstarter-reward-pomabrush

Another feature Kickstarter doesn’t have, compared to Indiegogo, is the wonderful Secret Perk. With these, you can create tailored perks to send to influencers, or via your direct sales channels. This works great if you want to incentivize your subscribers and provide them with additional limited benefits.

Indiegogo takes this one step further with add-ons. As the name suggests, these perks can be added to any other perk and combined to give the backers more freedom in choosing the package they want.

One thing Kickstarter does have that Indiegogo doesn’t is the timed perk. When creating a perk, you can select the start and end dates for it and it will automatically lock when it’s crossed. This is perfect for creating super early bird deals that are only live for the initial 24 hours, for example.

Kickstarter charges all backers at the end of the crowdfunding campaign if the goal is reached, so backers show a pledging intent rather than a pledge and are only charged when the campaign reaches its goal. This means they can change their mind anytime right up until the end of the campaign and cancel the pledge. This translates to an average 5-10% drop in backers for most campaigns.

By comparison, Indiegogo charges the backers instantly. Indiegogo offers so much more that I’d give them 5 extra points, but for the sake of consistency: 1 more point to the pink giant!

Learn how to create better rewards here.

And for a great automation tool, that manages all your rewards on both Kickstarter and Indiegogo, check out Perkfection. Maintaining a constantly limited supply of rewards can increase conversion rates by up to 30%! And for most of the crowdfunding’s existence, creators would do that by hand — constantly monitoring their quantities, and adding more when supplies ran low.

But if you run out — let’s face it, you have to sleep sometime — you could lose out on hundreds of new conversions. So, rather than wasting your time constantly monitoring and updating your rewards, Perkfection lets you set up your desired limits and automates your reward top-ups!

Updates & Messaging

Keeping in touch with your backers is one of crowdfunding’s most important factors. This differentiating feature — compared to typical e-commerce — is one of the things that brings superbackers back time and again.

This connection is generally managed through updates, publicly displayed on the crowdfunding page, messages, and comments.

page-building-updates-kickstarter-indiegogo

 

kickstarter-updates-cheerble-min

Both platforms offer the same features, but Kickstarter has a few cards up its sleeve. With Kickstarter, you can save your updates as drafts, and return to them later. And when you send out messages (i.e. emails), they’re not sent for 30 minutes. This might sound like a disadvantage, but it’s really not. How many times have you pressed send, only to realize you misspelled your product’s primary benefit? Or have the old, more affordable price listed? Oh no!

With Indiegogo, on the other hand, emails are sent immediately. And there’s no way to save your updates as a draft. Sure, you could just save them in Google Docs, and copy them over when they’re ready — but we appreciate this added functionality.

Edit it, format it just right, and then send it out whenever you’re ready. Just like we’re sending out our first point Kickstarter’s way!

You can also use tools like CrossProm to work together with other campaigners to cross-promote each others’ campaigns in your updates.

Pico’s Kickstarter campaign made an extra $50,000 through CrossProm, that it would have otherwise missed out on. And doing so is 100% free, and really easy — just find yourself a campaign with something in common, partner up and start sharing your audiences and successes!

CrossProm only works on Kickstarter, as Indiegogo doesn’t like cross-promotions on their platform. It’s just as well that we gave Kickstarter the point!

crossprom-kickstarter

Number of Campaign Days

Both platforms allow you to run campaigns between 1 and 60 days long. However, both platforms recommend keeping your campaign length below 30-40 days. The longer it goes, the less urgency your backers feel.

Another similarity between Indiegogo vs Kickstarter is the ability to extend your campaign length. Although you can’t surpass 60 days from launch, if you started out with a 30-day campaign, and realized you won’t be hitting your goals on day 29, you’ll need to extend your campaign’s deadline.

With Indiegogo, you can extend your campaign only 1 time for a maximum of 15 days. Once you extend your campaign deadline, you won’t be able to extend it again, i.e., if you add 7 days to your project, you won’t be able to add another 7 later.

When it comes to Kickstarter, they only allow project extensions to the campaigns they approve. You’ll need to enquire and wait for a response. Luckily, you can extend it for longer than just 15 days. Nevertheless, they won’t provide extensions that go over the funding limit of 60 days. Plus, extensions are only provided during the last week of your campaign.

campaign-duration

You can only do this once on both Kickstarter and Indiegogo, so use your chance wisely.

One benefit Indiegogo offers is the possibility of going to InDemand, and extending your campaign indefinitely. This works for campaigns that you start on both Indiegogo and Kickstarter, although the platform fees will be slightly higher if you’re joining from the competition…

It’s a tie! One point to each.

Unique Monthly Visits

Unique monthly visits show how much traffic these sites get, and it’s an important factor to consider — without visitors, there are no backers.

This statistic is one of ours (calculated from official figures and estimates) and suggests that Indiegogo gets an average of 6 million unique visitors a month. By contrast, Kickstarter attracts between 15.5 million (around 2.6 times as much).

Before I award the point, however, let’s consider this: more traffic isn’t necessarily the best way to go. Each platform has its own categorical strengths. For example, Indiegogo has a thriving technology community while Kickstarter’s gaming community is formidable.

At the end of the day, however, Kickstarter’s massive organic traffic can really help your campaign get going. And if you get a little popular, Kickstarter will start featuring you higher and higher in its search results, bringing you thousands of new potential superbackers looking for the next best thing.

Kickstarter wins in most cases. Point taken!

Media & Outreach

Similarly, the media loves Kickstarter, so it does get way more coverage than Indiegogo.

The reason for this infatuation is Kickstarter’s strict quality-controlled image. They deliver higher quality products so journalists don’t have to wade through campaign after campaign of rubbish to find a story.

This means that on Kickstarter, your campaign has more opportunities to garner a bit of press coverage (discover some tools that will ease your work during your Crowdfunding PR efforts). If you’re doing PR, your project also stands more chances of getting a positive response from journalists if it’s on Kickstarter.

Big advantage. And one point to Kickstarter.

collaborate crowdfunding

Remarketing

Remarketing (or Retargeting) is a powerful tool to target your ads (e.g. Facebook ads) to visitors who have already visited your website.

It works by inserting a pixel code into your webpage, where it detects all the visitors and creates an audience of people who visited the specified webpage. You can then show them a separate ad campaign that answers their doubts, gives them additional information, and warms them up further to ensure a conversion. It’s also a powerful tool to discover new audiences, by building lookalikes.

Indiegogo allows campaigners to insert the pixel code and create a Remarketing audience, while Kickstarter doesn’t. Point to Indiegogo!

Analytics Dashboard

Back in  2011, Kickstarter released a new Project Dashboard which gives campaigners access to a more powerful analytics system. It shows lots of important stats regarding the campaign.

The first feature is the funding graph to keep you in the loop of what’s going on in the project’s totals.

The biggest — most influential change — Kickstarter released is referrals.  Have you heard of them?

Referrals are personalized links that let you define custom audiences and see where backers are coming from. Maybe they saw your Facebook Ad or a blog post. Either way, now you can differentiate them from those who just discovered your campaign page while browsing around Kickstarter. This is a piece of hyper valuable information that’s possible to quantify thanks to referrals.

UVmask-analytics

Though Indiegogo announced its analytics dashboard much later, the long wait was compensated by a series of cool improvements. One of those updates was that since 2013 campaigners can integrate their Google Analytics accounts with their Indiegogo campaigns.

crowdfunding-campaign-google-analytics-min

It allows you to monitor traffic in real-time directly from Google Analytics. This definitely makes it easier to hit two birds with one stone. And as Indiegogo’s video hosting is Youtube or Vimeo-based, viewers from those giant video platforms often slide over to the campaign page, impacting your campaign’s reach and awareness.

Nevertheless, Kickstarter wins this point.

Backer Information

Indiegogo provides contact information for backers the moment they hit the “pay” button.

Kickstarter waits until you reach your goal, so you’ll have to conduct a survey and ask your backers to provide you with their contact information if you want any feedback before the campaign closes.

Indiegogo, you win again, my friend!

Customer Support

Both Kickstarter and Indiegogo have advanced FAQs.

Any problem or question you might have while running your campaign is presented in detail on both platforms. And you don’t even have to be logged in to pass on your question to one of their agents. You can easily get your question answered as a guest.

However, none has got 24/7 or telephone support. This often leaves both backers and campaigners on their own in case of urgent questions.

When you do get an answer, however, Indiegogo’s is usually better. Kickstarter is happy just copy-pasting sections of their guidelines in their first few responses, without really analyzing your request as an individual.

Really, they both need to wake up and start doing a better job at responding to their backers and creators. They’re both equally bad at this.

Funding Scheme

Kickstarter uses an “all-or-nothing” funding model. If your project doesn’t reach its goal, nobody is charged, nobody gets paid, and money doesn’t change hands.

As for Indiegogo, you can choose between fixed and flexible funding (receiving funding as it comes in). In this case, Indiegogo also holds onto Reserve Funds. These funds are stored in case there need to be refunded.

So, you won’t receive that last 5% until you deliver your product to your backers.

As a campaigner, it is much less risky to go with flexible funding (i.e. getting funds immediately), but don’t forget that you have to deliver on your promises, regardless of what you raise.

From a backers standpoint, fixed funding (all or nothing) is way more attractive and comes with a lot less risk, so bear that in mind when making your decision.

But Indiegogo does offer both options, so it gets extra credit for that. As long as you can manage delivery without that final 5%.

Platform Fees

Before, there were two types of Indiegogo fees: 4% if you reached your goal and 9% if you didn’t (in the case of flexible funding). So what percentage does Indiegogo take now?

They changed their approach in July 2015 and now Indiegogo percentage matches Kickstarter’s flat 5% rate whether you reach your goal or not.

For personal fundraising projects, on the other hand, Indiegogo has no fees — but since we’re not focusing on personal financing, no preferences for this one.

But when you take into account the above 5% that Indiegogo withholds until the campaign’s delivery… Kickstarter has the edge here, again!

Payment Processing

For a while, Indiegogo was getting quite a lot of attention for freezing business accounts.

The platform was using Paypal to process payments from backers. And it’s not a secret that Paypal doesn’t like to accept funds for products that are still in the middle of production. That was one of the reasons that prompted Indiegogo to start supporting Stripe for payment processing.

Kickstarter understood the advantages of Stripe over Paypal earlier than Indiegogo. Stripe was far more accommodating. It actually does seem to grasp crowdfunding a bit better. Thus, Indiegogo removed Paypal and left Stripe as the only option to process payments for crowdfunding campaigns on the platform.

Besides platform fees, note that you’ll also have to pay a small fee to the payment processor. This fee depends on where you are but is usually a nominal amount plus around 2-3%. For both platforms.

Seems like it’s another tie.

Indiegogo and Kickstarter remarketing/retargeting guide

Other Options

An Indiegogo innovation, the In-Demand option allows campaigns to continue collecting funding after their campaign ends (providing you’ve achieved your goal). It’s a move that sees Indiegogo transformed into a marketplace, where you can have your page and enjoy getting funds for your perks. You can also place a project on Indiegogo’s In-Demand after a successful Kickstarter campaign. Kickstarter has a couple of other features, like Projects We Love. Here, staff members manually pick the projects they like, giving more credibility to the project and a boost in views. One of the staff-picked projects then becomes the Project of the Day and gets featured on the front page, so that’s yet more traffic. In 2016 Kickstarter introduced a feature called Kickstarter Live where creators can engage with their backers in real-time video streaming. They have since removed this feature, however. Feel free to explore the other options of Indiegogo vs Kickstarter in our chart.

Kickstarter vs Indiegogo: differences between requirements of the platforms

Final Scores

That was close! Have you been keeping track?

Kickstarter’s score tallies up to 9… and Indiegogo’s? 10!

So what does that mean?

I should point out that this doesn’t necessarily mean the crowdfunding goliath is the worse option. There are plenty of areas where Kickstarter is miles ahead, meaning the best option really does depend on your campaign.

It’s also worth noting that the culture of the different crowdfunding platforms varies somewhat, so it’s important to clearly understand your audience. If they’re more likely to opt for one platform over another, then you need to take that into consideration. Familiarity breeds confidence and makes visitors more open to pledging.

So how do you know which platform is likely to be a better match for your audience? Generally speaking, you’ll tend to find more artists, musicians, filmmakers, geeks, and techy gadget makers on Kickstarter. You’ll see more small businesses, controversial ideas, NGOs, and mass manufacturing at Indiegogo. And if you own a Fortune 500 company, go with Indiegogo. It even has a special service catering to big brands.

The demographics between the platforms also vary. Maybe surprisingly, Indiegogo has a more female-friendly audience.

Either way, I want to extend a congratulatory note to both of them. In 2019, they finally updated their mobile versions!

Indiegogo’s mobile website is better, it shows a carousel of the rewards first, and always features a buy now button, fixed at the bottom that takes you back to the carousel. Kickstarter used to take you directly to the rewards, now it shows the campaign page as well, and a button that takes you to the rewards page/tab.

Comparing the Top 250 Indiegogo vs Kickstarter Projects

We analyzed the annual data of the top 250 projects launched during 2021 across two platforms in December 2021, and here’s what we got.

The main limitation of this research report is regarding data collection. Our sampling procedure was limited. Thus, we ended up with a smaller sample where we could gather quantitative data, especially for Indiegogo stats. Since getting information about Indiegogo campaigns is much more complex than Kickstarter, our sampling sizes were not equal for both platforms. Nevertheless, we made sure that this crowdfunding market report conveys clear industry patterns and critical insights by using different analysis tactics and strategies.

Although Kickstarter benefits from having 2.3 times more traffic than Indiegogo, the total money raised by the top 250 projects within one month is only 2.5 times as high as in Indiegogo.

In fact, during 2021, the top 250 projects on Kickstarter received $310,217,108.77, while the top 250 projects on Indiegogo raised $125,492,862.28. It’s worth mentioning that access to the data was limited, so the information mentioned above is based on our estimations.

If you own a Fortune 250 company, go with Indiegogo. It even has a special service that caters to big brands.

Kickstarter vs Indiegogo Annual Funding

The Tech & Innovation categories drive the lion’s share of Indiegogo’s funding among the top 250 projects- The top 3 are Home, Transportation, and Health & Fitness. For analysis, we combined the two categories as we decided the category based only on the marketing tactics of creators. Tech & Innovation categories within the top 250 projects on Indiegogo raised $115,069,116 or 91,5% of the platform’s annual funding.

Tech and Innovation Stats

Similar campaigns on Kickstarter raised $117,257,925or only 37,5% of the total funding. Where did the rest of the funds go on Kickstarter? I hear you asking. Of course, games! Tabletop and Video Game categories within the top 250 campaigns of the platform raised $171,177,063, or about 55% of the total amount.

For the final comparison, we decided to compare the number of projects that crossed the $1 Million mark on both platforms. In 2021, 96 projects on Kickstarter and 32 projects on Indiegogo crossed the $1 Million mark. The record-breaking project in 2021 was the tabletop game Avatar Legends: The Roleplaying Game, which raised more than $9.5 million on Kickstarter.

Two of our recent campaigns, GigaDrive and TurboHub, were record-breaking SSD products in crowdfunding history. TurboHub raised a record-breaking $1,089,066.54 on Indiegogo, and GigaDrive exceeded the previous record and raised $1,311,951 on Indiegogo.

TurboHub SSD USB

GigaDrive SSD Campaign

We will write a detailed annual analysis of the two platforms, comparing and describing the results, but for now, if you ask us to name the three things we liked the most, they would be:

for Kickstarter

  • Organic traffic
  • Credibility
  • Higher conversion rate

for Indiegogo

  • Newsletters
  • Facebook pixel
  • Secret perk

We still love them both and hate their analytics dashboards.

So, before you decide which platform to choose, carefully examine your project’s category, marketing strategy, costs, appropriate funding schemes, and goals.

collaborate crowdfunding

Narek V.

CEO and Founder of The Crowdfounding Formula.Crowdfunding expert & advocate. Author of “57 secrets of crowdfunding”. The Campaign manager of 100+ successful crowdfunding campaigns. Get acquanted with Narek in Forbes, The Gadget Flow.

Comments

Thank you so much for the brilliant idea. I’m finding it difficult to choose and good fit crowdfunding platform to raise funds for our newly organization. We are in to vocational rehabilitation education, to train people to be more innovative and creative into entrepreneur, leadership Program and technology. We don’t know which platform would be appropriate to launch or project. Raising funds to donate computer, smartphone, T-shirt among others for trainee to used.

That was very helpful thanks. Question: I like them both. Any benifits or otherwise to running on both?

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Hi Lara,

No – there is no such an option. If you are lucky enough you can be featured in “Projects We Love” in Kickstarter and appear on their homepage or be included in the Indiegogo newsletter, but you can’t be a sponsored project.

Dear Narek, thank you for your article!I wanted to ask you, do you know anything about having the option to be fiscally sponsored during acampaign? Does it make a difference and is it worth the fee?( Its for a film project) Thanks Lara

Good post! I read your blog often and you always post excellent content. I posted this article on Facebook and my followers like it. Thanks for writing this!

Hi Dave,

I usually differentiate 6 incentives for backers to get in but the most important one in reward-based crowdfunding are the rewards… presents/perks you give your backers in exchange for their support.

Cheers,
Narek

WE’re obviously just starting our research on crowdfunding so bear with me. If there’s no equity base….what is the incentive for backers to divy up?

Hi Jeffrey,

Thanks, glad you liked the article.
Regarding your question on which platform to use for your invention: Indiegogo generally has relatively more women backers and many women-related projects do quite well on Indiegogo.

However, it depends on whether your solution is intended for a mass-market usage or not. If it’s too specific and is intended strictly for health care workers, you won’t get much organic traffic and will have to bring the significant portion of your traffic by your means.

If it’s for mass-market and solves an apparent problem – it has good chances to do well on both platforms, but taking into accout the relatively more active female backers of Indiegogo, I’d advice to go with IGG.

Narek

Your article was fantastic.
We have a revolutionary propitiatory invention on medical disposable which is intended to bring to the market. The products would help public, especially women and health care workers to overcome their nightmares. After 150 years finally help is on its way soon.
We have photo-type samples and fulfilling all the OSHA standard.
We don’t know which platform serve the best.
Your guidance is appreciated.

Hi Donna,

Yes, you are right. IGG is definitely a good alternative to consider, especially for a product like yours. Kickstarter still wins in terms of organic traffic, but IGG definitely has some great services to consider. FYI: last month 15 projects crossed the $1 million mark, out of which 8 was from Kickstarter and 7 from Indiegogo.

N.

Thank you for this article because I was stumped. . I was originally thinking Kickstarter only because I’ve heard of it before, but IGG is up and coming and sounds like an awesome contender based on research. I have a coffee related item that I will bring to market very soon. I know my info is very vague, but for a product like that what would you suggest be the best platform. I do have a working prototype that will soon be mass produced for retail and bulk sales. Thank you in advance for some guidance

Hi David,

Thanks for your insights. Partially agree with you. Yes, Kickstarter gets more traffic and is more popular. But, again, traffic is not always backers. It can be true for certain campaigns, but we can’t generalize it over all the projects. Indiegogo has it advantages as well and was certainly a better fit for many projects.

Hi Chris,

Thanks. It’s hard to say though based only on the info that the project is going to be a sports product. Both platforms can be a good fit. Give some more info and I’ll try to give you some recommendations.

Cheers,
Narek

Hi Narek,

Great article. Very fair comments and an unbiased review of both crowd funding sites. I am looking to launch a new sports product/brand in the new year and wondering which one will suit me. I am in the UK but will be able to trade globally, which is great as I would love to ‘get into’ the USA.

From the beginning I thought Kickstarter hands down but would love to have a second opinion. Any feedback on this would be much appreciated. Thanks

Regards…..Chris

Hi Andy, thanks. The Technology community of Indiegogo is also great, but as long as it concerns games, yes – I think Kickstarter is a better choice. You should find a resident from 18 Kickstarter supported countries to register a project there.

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Thanks so much for your article, it helps me a lot because I know nothing at all as before, we are small team , we want to make a crowdfunding project about Samrtphone gamepad , but our company is China, I think kickstarter is better for Smartphone gamepad , right?

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We at Funded Today have noticed from experience that, with respect to raising pledges, identical campaigns ALWAYS do better on Kickstarter than on Indiegogo. Kickstarter remains better-known than Indiegogo and has also worked harder to develop a reputation of trust among potential backers. Also, Kickstarter generally caters more to backers than creators, while Indiegogo does the reverse, whether for better or for worse. So, we always recommend to our clients that, if they want to amass as many pledges as possible, then they should launch on Kickstarter if at all possible, and use Indiegogo only as a backup plan.

Hi Henry, you can prefer Indiegogo for that, however, take into account other factors as well 🙂

Hi Conor, thanks. Yes, I agree – banks and Venture Capitalists are middlemen between the creators and customers and they decide on customers’ behalf. However, with the emergence of crowdfunding, the middlemen are eliminated, providing creators with an opportunity to check the viability of their ideas directly with their customers, which is a much better indicator.

Hi there, we tried to include all the features and differences that help people determine which one works best for them.

Thank you so much for this! I’ve been looking to know more about the differences between the two platforms in terms of culture and market.

Hi Jaime,

Yes you can. But in that way you will divide your audience (and obviously your time and energy) between two platforms and will not get high ranking in both of them. A better strategy is to make one project as a follow-up up of another, not making them simultaneously.

Today you can even create a project on Kickstarter and if it’s successful, you can register it on Indiegogo’s In-Demand section )

Can you use more then then one crowdfunding at the same time? Doing one with Kickstarter and one with indiegogo?
Thanks ,
Jaime

Excellent comparison between the two websites. I read a lot from people who say the industry is going to crash and burn at some stage because investors generate no return on their investment but the evidence would suggest that it is just going from strength to strength. Anything that helps entrepreneurs avoid the banks and venture capitalists is good, in my opinion!!

From the mentioned platforms, I prefer Indiegogo as no matter how much you got backed, you get the funds ))

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