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Analyzing The Top 2013 Kickstarter Campaigns By Category
We thought about launching a Kickstarter campaign, but when researching best practices, we only found studies that aggregated data across categories. Since products vary so much by category -- think movies versus sous vide machines -- we didn't find this very helpful. So we analyzed the 50 most-funded projects per category, 750 campaigns in all, to gain a better understanding of the Kickstarter landscape.
After examining the data, we found several compelling takeaways:
Technology loosens the purse strings. The median pledge in technology was 50% higher than the second-highest category, photography.
Court the masses. More than 52% of backers came from donations under $50 in seven categories. Small pledges can build momentum and excitement by offering cheap ways to participate.
Deep pockets funds the arts. A disproportionate amount of funding comes from big spenders in the cultural categories. For instance, pledges of $500 and more financed 46% of theater campaigns yet represented only 6% of backers.
Overfunding exposes Kickstarter chasm. Crowdfunding dynamics vary wildly. For instance, design projects exceeded goals by 771% while dance campaigns saw a surplus of only 5%.
Donating actively is not required. While it is probably preferable to support fellow creators, many raised money without participating heavily in the Kickstarter community. Journalism creators were the stingiest, only backing one campaign, while comic creators were the most generous and supported 17 campaigns.
30 days or so is sufficient. Top campaigns lasted 30-35 days across all 15 categories.
Rewards may vary. Music projects, along with film & video campaigns, offered the most rewards, with a median number of 21, while dance campaigns offered only 9.
Games raised the most while journalism raised the least. Games generated $783,000 at the median while journalism campaigns eked out a paltry $9,000.
Games were the prom king. Games attracted the most backers with 8,070 at the median. Journalism projects occupied the other end of the spectrum and only drew 146 backers.
Crowdfunding is growing in popularity and emerging as a viable means for underwriting new ventures. Hopefully understanding how different categories compare to one another will help you plan Kickstarter campaigns more effectively.
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