Kickstarter Vs. Indiegogo 2022

Kickstarter and Indiegogo are the two most popular crowdfunding platforms. There are many multi-millions campaigns on both platforms. There are some key differences between the 2 platforms.

Tuson Ong

December 30, 2021

Kickstarter and Indiegogo are the two most popular crowdfunding platforms. There are many multi-millions campaigns on both platforms. There are some key differences between the 2 platforms.


1. Traffic

According to similarweb.com, the traffic of Kickstarter is a bit less than 3 times of that of Indiegogo, and the engagement level is higher on Kickstarter.


2. Goal set up

On Kickstarter there is only one way, All or nothing. Indiegogo offers an additional flexible way - raise as much as you can, even if it is less than the goal you set.

From the banker's point of view the risks of the investment on a Kickstarter campaign is definitely low, because backers will be charged on the credit card, only once the campaign reaches its goal, while with Indiegogo's flexible goal, the credit card will be charged at the same time of the pledging.

3. Marketing

Kickstarter doesn't allow you to install Facebook pixel while on Indiegogo you can do so to track the Facebook ads result.

Doing the Facebook retargeting on Kickstarter is not possible, due to the fact that you cannot install the Facebook pixel, instead, you can use Google analytics codes. It’s still possible to do some retargeting only using third-party tools, but the result will not be as efficient as the Facebook Pixel feature.

4. Referral Program & Secret Perk

Indiegogo has more functions like referral programs and secret perks to help you boost up the pledges. Kickstarter sticks to the fundamental functions of crowdfunding. However, you can use a third-party tool to host a referral program for your Kickstarter campaign.

5. In-Demand Program

After the crowdfunding campaigns end, you can launch the Indiegogo In-Demand program to keep accepting pledges. It works just like a pre-order page of your product. Most of the Kickstarter campaigns launch In-Demand to keep pushing up the revenue after they finish on Kickstarter. 

Now here is the question: HOW TO DECIDE BETWEEN KICKSTARTER OR INDIEGOGO?

The answer is that it depends on the nature of your project. For example, on Indiegogo wearable and e-bikes are very popular, while on Kickstarter movies, games, board games, and also design projects are appreciated. You can check the most popular campaigns on each platform to see which one is a better fit for your campaign. 


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