There’s no question that social media marketing is an essential ingredient for a successful crowdfunding campaign. After all, the definition of the term “crowdfunding” is raising money from the collective to finance a project. And considering that almost 3 billion people are on social media, it’s clear there is no faster, easier, and more effective way to reach a large number of potential backers at once.
While including a healthy mix of the top social channels (Instagram, Twitter, YouTube) is key for a well-rounded strategy, there’s actually one that more than any other can truly make or break your campaign effectiveness.
The top platform for crowdfunding success is…
It’s no coincidence that the largest social media channel with around 1.5 billion daily active users is the most important platform for crowdsourcing funds.
In fact, 98-percent of all online crowdfunding contributions made via social media come through Facebook.
Don’t worry if you haven’t invested a ton of time on Facebook in your pre-crowdfunding life. But leading up to launching your campaign, start making it a regular habit to share posts and, as importantly, engage with your friends’ posts. This is a good way to juice up Facebook’s algorithm so once your campaign is live, you’ll already have given your reach an organic boost.
Here are some other smart and easy ways to get your social media marketing strategy, on Facebook in particular, off to a strong start:
Start a business page for your campaign
A Facebook business page is the best way to help promote your crowdfunding campaign. It only takes minutes to set up, and you’ll be able to include key details about your project or product, your involvement in it, and other insider info that can help make a compelling story to engage your audience’s attention and excitement. Once the page is live, invite your friends to like it, which in turn will put your crowdfunding campaign front and center in their feeds. And be sure to share your business page’s content to your personal page, too.
PRO TIP: Paid promotion is crucial to getting contributions, and Facebook only allows you to promote from a business page, not a personal account.
Promote your posts
Only 2%-10% of your followers see your posts in their feed without paid promotion. It takes paid promotion to get your campaign not just to your own network, but to the right audiences beyond who will also want to contribute and support your campaign. Don’t know how to promote effectively? Leave it to Storyblaster’s One-Click Paid Promotion feature.
Tell a story that paints a picture for your audience and make it easy for them to support your campaign.
You can have gorgeous graphics or videos (which are definitely recommended!), but that won’t mean much if you can’t articulate the “why” of your fundraising campaign to your audience! Plan to share at least one post a day on Facebook and your other core social media pages. Each post should focus on something engaging and authentic that compels your audience to contribute to your campaign.
And if you need help with capturing the imagination and engagement of your audience over the course of your campaign, don’t worry—Storyblaster’s story-led templates are packed with daily strategy to help tell and sell your story in the best way that leads to contributions. And don’t forget to include a link to your campaign in your social media posts!
Get into the posting groove
Consistent posting is crucial to building trust with your audience, as well as growing your reach. Facebook, and all social channels, are all about networking, so the more you post, the more content you’ll have for people to engage with. Showing up in ways both predictable (on a daily basis) and unexpected (the kind of content), is a simple yet solid social media strategy. Once your crowdfunding campaign begins, Storyblaster’s story-led templates take the guesswork out of what content to share, and makes it easy to stay disciplined about posting daily as your content is scheduled to automatically post.
Interact with pages in your niche
If you want to engage a crowd, you’ve got to go to where your key target audience hangs out… and get active. Follow the leaders in your niche by liking, commenting on, and sharing their content. For example, let’s say you’re crowdfunding for the next must-have yoga pant. You’ll want to engage with studios with large followings. And don’t just be passive; share helpful, valuable insights in your comments, or share links to other relevant content. Just don’t oversell or be too pushy about your own campaign, as that can backfire and potentially get you blocked.
Make your social pages easy to find
Include links to your Facebook page(s) and other social media profiles in your newsletters and e-blasts, in your email signature, and on your website. The goal is to make it simple for people to click through to your social media pages to find out the latest about your campaign.
Online and IRL, the best way to draw a crowd is to get social—and invite people to join in the fun by sharing things worth talking about. And while you don’t want to be just another face in the crowd, you do want to be sure you put Facebook front and center in your crowdfunding, or fundraising, campaign’s marketing strategy.