One thing that all successful crowdfunding campaigns have in common is great graphics. Graphics and visual assets are essential for a strong crowdfunding campaign.
Graphic assets aren’t just visual fluff, far from it. If you use them right, they’ll help convince more people to fund your campaign. In this article, we’ll take you through the different graphics you’ll need for your crowdfunding campaign and why.
Why does my crowdfunding campaign need graphics?
Even if your product is the best thing since sliced bread, your campaign won’t get off the ground without a solid arsenal of audio-visual assets to show it off. There are two reasons for this:
1. You need to stand out from the crowd. There are so many other crowdfunding campaigns out there all desperate for funding, so you need to rise above the throng. Great graphics will set you apart from everyone else.
2. A picture is worth a thousand words. Campaign backers don’t have time to read every word on your page. Images and graphics will get your vision across in seconds.
Good design will build your credibility and help you gain more backers. Poor design however, could thwart your campaign’s chances of success.
Tell your story
You have a story, so tell it (and then sell it!). Visual storytelling will help your campaign resonate with your audience. It’s a fairly standard marketing practice that helps an audience engage with any type of content, so use it in your campaign.
Now, we’re not talking about the ‘Once upon a time in a far away land …’ type of story. What we mean is making sure your images and graphics are compelling. For example, an image of someone actually using your product or service is much more engaging than using plain screenshots or mockups. It tells a story about the thing you’re trying to sell. Your audience will clearly understand your idea, and they’ll be able to visualise themselves using your product or service.
Where are your backers?
Think about where you’ll go to target backers. Don’t just rely on your crowdfunding page – you should employ multiple channels to get backers. Think blogs, Facebook, Instagram, Twitter, Tumblr, email, your website etc.
It’s highly likely you’ll need different graphics for each of these channels because each has different size requirements for their images.
It’s imperative that your brand imagery is consistent across all platforms you use. This will help build trust amongst your backers and make you look more professional. Take it from us, nobody will back an amateurish-looking campaign.
What to include on your campaign page
Ok, let’s get down to it. What do you actually need to include on your fundraising campaign page? Here’s a list of some of the audio visual content you might want to include:
- A campaign explainer video. Most well-known crowdfunding sites include a video at the head of their campaign pages.
- A good campaign video screenshot. Choose a screenshot from the campaign video that clearly shows off and highlights your product. This will be used as the video cover image, and will probably be shown throughout the crowdfunding site in search results and featured sections.
- Your logo and branding. Get your logo in somewhere near the top of the page – possibly on your campaign video screenshot. Use consistent brand colours and fonts throughout your page.
- Product photography. Show off your product/service with great product photography.
- Heading sections. Graphical headers for each section on your campaign page. They should use your brand colours and font.
- Gifs or short video clips that show your product/service in use.
- Data visualisations. Graphs, pie charts, tables etc.
- Calls to action or buttons urging people to donate and share your page.
- Graphical visualisations of the rewards you’ll offer to backers.
- The team. Including pictures of the team behind your campaign can add a real personal touch to your page.
Phew. So, as you can see, there’s a lot to think about. And that’s before we even get started on other platforms you might want to utilise. But the effort is worth it.
Take a look at how Ori-Kit makes use of video, graphics, branding, product photography and gifs to really bring their campaign page to life.
Conduit has some great product photography and uses infographics to help backers grasp the data behind the product.
Pixio’s page is packed to the brim with colourful graphics, including some great reward visualisations.
Your campaign page
Your fundraising campaign page is the place to sell your vision and idea. Every single one of your backers will view this page, so it’s super important to get the graphics right. Depending on which crowdfunding platform you’re using, campaign pages can have different layouts or templates. Decide what kind of graphics will work best on your page (product photography or infographics? Or a mix?). The audio-visual assets you use should make your page eye catching and add professionalism.
Before you go ahead and fill your page with visuals, think long and hard about how to arrange them on the page. Think about which images a potential backer will see first. Make sure your product is placed front and centre. Think about the image order – what story does it tell? There’s no set answer for how many graphics to include on your campaign page. We recommend having at least one audio-visual asset for every section you have on the page.
The buck doesn’t stop with your campaign page. You’ll also need graphical assets to use on other platforms:
Social media is one of the main ways to get exposure to backers. Don’t underestimate its power. There are a few ways to use graphics across social media:
- Social media assets. This is everything you’ll need to build a profile on social media – profile picture and cover image are the main assets to think about.
- Content. To promote your campaign you might want to post audio-visual content such as video clips and images.
- Ads. Advertising across social media can be a great way to reach a new audience. You’ll need to create a series of display ads if you want to do this. Every platform is different, so check with their guidelines.
If you’re planning on utilising email as a tool to reach backers, you’ll need graphics here too. You might want an email header that includes your branding and logo. As with social media, think about graphical content that you might need to include in your emails.
Are you thinking about starting a crowdfunding campaign of your own? Check out our crowdfunding checklist to get you off the ground. Plus, you can get all the audio-visual assets you need right here on Twine.