When it comes to launching a crowdfunding campaign on Kickstarter or Indiegogo, there are lots of things to consider.
And believe it or not, when you launch matters.
Firstly, remember that the most important elements to a successful campaign are:
- Your pre-launch strategy
- Having a killer pitch video
- Creating desirable rewards
With this in mind, timing of launch might still be able to give you a leg-up.
So what is the best time to launch a Kickstarter or Indiegogo campaign, anyway?
In this article, we’re going to take you through everything you need to know. Let’s dive right in.
Which Day is Best to Launch Your Campaign?
According to a recent analysis of Kickstarter stats and trends, Tuesdays are the optimal day to get your crowdfunding project off the ground.
When compared to other days, Tuesday had more successful projects than any other day of the week.
However, there could be some bias to these numbers.
Most creators who are serious about their campaigns do extensive research before launch — and research says to launch on Tuesday.
Therefore, the most avid and committed projects are likely to launch on a Tuesday.
In the grand scheme of things, it’s unlikely to make-or-break you based on the day of the week that you launch. But hey — launching on Tuesday certainly can’t hurt.
What Time Should You Launch Your Campaign?
The first element to consider in regards to time of day that you launch is that the start time is also the end time.
So if you launch your campaign at 3 a.m., it’s going to end at 3 a.m.
This is important because the final hours of a campaign tend to be pretty hectic, with backers scrambling to claim their rewards due to urgency. It’s also a time where you should be making that final pitch to your leads.
Research shows that backers are most active on the Kickstarter platform between 8 AM and 1 PM EST.
But don’t break the crowdfunding golden rule: consider your audience.
If your target market is largely outside of the U.S, then the morning hours on the east coast might not be the best time to launch.
You want to pick a time where your backers will be at their computer — both for the all-important initial funding dump and final hours.
Look into the analytics.
When are people visiting your website? When are people clicking your ads? When do people open your emails?
Again — timing can help — but more importantly, be sure to reach out to your email list, blast hype on social media, and do everything you can to make it clear that the launch is happening. If people care, they’ll show up.
Consider Category When Choosing Launch Date
Video games are released on Tuesdays.
Movies and albums are released on Fridays.
These types of expectations become normal for audiences, and the same is true for Kickstarter and Indiegogo.
The tabletop games category, for example, usually sees Tuesday launches. Avid backers are waiting and eager to explore new campaigns due to expectation.
The problem with this is that launching on a Tuesday could come back to bite you.
You don’t want your campaign to get buried in the pack. For example, an Indie film release is probably going to go unnoticed on a day that a new Avengers movie comes out.
With this in mind, it could be a good idea to launch a day before — or a day after — the expected date for launch.
It’s a good idea to join the mailing lists of big projects that are set to release in your category. Find out when they launch, and avoid competing with them on the same day.
Consider Time of Year For Your Launch
Nobody watches Christmas movies in the middle of summer.
This might seem a bit obvious, but I can’t tell you how many creators overlook this aspect of the launch strategy.
Let’s say your product is a backpack suited for hiking.
When are people excited and thinking about hiking? Likely in the late spring and early summer.
Therefore, it would be unwise to launch a hiking backpack in December, per se.
You should do some general research about when people are most interested in the type of project you’re attempting to sell. For certain categories this won’t be as much of an issue, but for others, it can make-or-break reaching your funding goal.
Other Factors to Note
- Avoid Weekends: You can launch your campaign on the weekend successfully, but it’s not advised. Operate as much as you can during normal business hours to avoid quiet times on the platforms.
- Taxes: If you launch at the end of the year and receive funds, note that you’ll be charged a capital gains tax for the pure profit the campaign provided if you plan to spend that money in the next season.
- Payday: Backers have the most disposable income after payday, which tends to be at the beginning and middle of each month. This can really help you get those smaller donations that mean a great deal over the long haul.
Key Takeaways
Here’s what you need to consider when timing your campaign launch:
- Day of the week
- Time of day
- Time of year
- Category you operate in
All these things are important and can contribute to the success of your campaign.
But as we mentioned at the top of the article, timing is but a needle in the much larger haystack of a successful launch.
Build your email list. Put money into lead-generating ads. Craft an incredible pitch video that showcases your product.
If you do that, backers will be so excited about your project that they won’t care when you launch.
Looking for more personalized advice on running your campaign?
Book a coaching call with me. I’ve helped tons of campaigns smash their funding goal in the past, and I’m ready to go to work for you!
I also have a great book called the Kickstarter Launch Formula which takes you through A to Z as to how to launch a killer campaign. And if you’re looking for something more interactive, I have a great UDEMY course for you.
Hope this article has been helpful! Good luck with your launch. Crowd Crux is standing by to help if you need us!
