Social Media Followers VS Emails Lists. Which one drives more backers?

This answer will increase the chance to grow your backers, but before reading make sure to download my free e-book ''3 steps to success on Kickstarter and Indiegogo'' to get a deeper analysis about this topic!

Let's start with two main questions:
1) Should I build a big community of social followers through social media?
2) Is it better focusing the efforts on building an email list for my crowdfunding?

They're both legit methods to find people potentially interested in your product, and maybe ready to buy it, but there are several consideration to make before chosing the right one. Which one will win this battle and get you interested backers?

But before moving further...

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EMAILS VS SOCIAL MEDIA FOLLOWERS: SOME IMPORTANT CONSIDERATIONS.

Starting off with some important considerations we find out that the problem of social media is: that you don’t own the followers! And even if we spend money on growing followers over those channels we don’t have any rights on them, this means that we cannot totally rely on this method to collect backers and generate sales in the future for our business.

Why? Because no matter what platform we're talking about, there will always be some changes from the algorithm to everything inside the platform and there’s always the risk that it would negatively affect the way we approach our followers. For example, Facebook pages, so many people spent money in growing their page followers, but soon as Facebook changed its algorithm it reduced the page posts visibility privileging sponsored ads and posts. So we cannot consider it as a solid asset of our business cause it’s a risky investment!

Second consideration about social media followers: Obviously there'll be much more spending in order to convert people in backers using only social media sponsored ads. When we’re gonna collect a follower on our Instagram page, for example, we’re gonna pay twice: the first time to acquire them and the second when we will want to show them a specific offer or communication. At this point, the organic reach is limited, we’re not gonna be able to reach all our followers without paying for advertising.

So this means that when we’re gonna launch the campaign, only a limited amount of people are gonna be able to see the post, then a lower part clicks on the link and then back the project. So, for this reason, we cannot consider social media as a solid asset for our pre-launch strategy but we should consider it as a parallel strategy that could definitely help us in collecting more email though. We need to use it as a gateway to drive people over the landing page to convert them these from social followers into emails, the value is gonna be greater.

EMAILS BEAT SOCIAL MEDIA FOLLOWERS. WHY?
So here's the long-awaited answer: Emails beats social media followers.
Why? The answer is pretty much the opposite of the social follower's consideration:
Firstly, we totally own our email list, in the moment that a user is gonna give us the rights to use their contact for commercial use, we own that contact as an asset of our business and we have rights over those emails we’re gonna collect. We'll have full control over them, nothing could change the rules on the table.

Secondly generating backers is definitely gonna cost us less, cause we’re gonna pay for them only when we acquire the email, because from then on we would send them as many emails as we want without spending anything. For these reasons, emails are a greater asset for our crowdfunding campaign and for our business in general!

WRAPPING IT UP

In conclusion, it's better to not rely just on social media followers for your crowdfunding campaign, instead, you'll need a mix of strategies between email marketing and social media marketing, where the socials will have to do the job to boost the email collection strategy allowing you to gather higher visibility for your pre-launch landing page.

It is always a great pleasure to talk about my client's achievements, it makes me so proud and that's the reason why I do this every day and I'm open to help you right now!

So, always remember to create a community of interested people around your new product, gather them and keep these people warm with special and detailed content about your new product, in order to make them want to support you and be part of your journey.

If you want to analyze and prepare your pre-launch phase to launch your first product I’ve got you covered with my crowdfunding pre-launch free e-book called ''3 steps to success on Kickstarter and Indiegogo''. 

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Ciao ciao! 

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