What You Need to Know to Go from Follower to Backer

Check out the vital steps of a successful Kickstarter pre-launch, from accumulating followers to converting them into enthusiastic backers.

Echy Wong

August 21, 2023

In any crowdfunding campaign, the process of being a follower to becoming a backer is a significant transition. For creators embarking on Kickstarter pre-launch campaigns, this transition holds crucial insights and strategies that can make or break their projects. In this article, we'll delve into the essentials of a successful Kickstarter pre-launch, exploring the vital steps from accumulating followers to turning them into enthusiastic backers.

Building Your Follower Base

Gaining a substantial follower count is the starting point of any Kickstarter pre-launch. A general rule of thumb is to aim for 10,000 followers before the campaign goes live. These followers form the initial pool of potential backers, making their conversion crucial for the project's success.

Analyzing Conversion Rates

Understanding conversion rates are pivotal. Estimates include 5% for email sign-ups, 2% for social media followers, 1% for friends and family, 1% for past customers, and 0.01%-0.05% for backers of related Kickstarters. Additionally, different campaign categories yield varying conversion rates. For tabletop campaigns, a 15%-20% follower-to-backer conversion rate is typical within the first 72 hours. On the other hand, Design and Technology campaigns usually see a 3% conversion rate from email leads. 

Timing Your Pre-Launch Ads

A well-timed pre-launch ad campaign can be the catalyst for a successful Kickstarter campaign. Initiating your ads 8-10 weeks before the official launch provides ample time to build anticipation and gather potential backers. The best time for Kickstarter is mid-Feb until the end of October.

The Power of Video Content

In the world of crowdfunding, videos play a pivotal role. A campaign without a video is less likely to convert well. However, keeping the video under wraps until launch day can build anticipation and generate buzz around their project. This strategy creates a sense of exclusivity and urgency, encouraging individuals to back the campaign as soon as it goes live.

Cost per Lead Analysis

Monitoring the cost per lead (CPL) is crucial to campaign success. On average, the CPL shouldn't exceed $2. If the CPL surpasses this threshold, it's essential to identify the underlying issues – whether it's the product itself or inadequate marketing materials.

The Significance of Day 1

The beginning of your campaign can have a huge impact on its overall success. If you can achieve your goal within the first few hours, it can help generate more interest and attract additional backers throughout the course of the campaign. This is particularly true on Kickstarter, a strong start can help featured on discovery channels, attracting more backers throughout the campaign.

Early Followers: A Precious Resource

From our experience, we've found that the first 100 followers tend to be the most loyal and engaged. This means that their support and interaction with your content is incredibly valuable, and can often lead to higher conversion rates compared to later followers. As you build your following, keep in mind the importance of nurturing these initial relationships for long-term success.


The path from follower to backer is a pivotal journey in the world of Kickstarter campaigns. By building a strong follower base, understanding conversion rates, working with professionals, and optimizing timing, you can elevate your project's chances of success. Remember, the pre-launch phase isn't just preparation; it's the foundation for your crowdfunding triumph.