Overall, 48% of the projects examined on the crowdfunding site that were accompanied by videos achieved their goals, compared with 26% of projects that did not have videos.
The report was based on an analysis of 7,196 projects on Kickstarter; 3,166 successfully received funding and 4,030 failed to get funding (this matches Kickstarter's overall 56/44 ratio of funded projects to unfunded projects).
Below, additional key findings from the study.
Which Categories Benefit Most?
- Across all categories, having a video as part of a Kickstarter project greatly increased the chance of success. However, videos were especially beneficial for particular verticals.
- In the food, product design, photography, and children's books categories, having an accompanying video increased a project's chance of achieving funding more than 200%.
Where Are Successful Kickstarter Projects Based?
- Because Kickstarter is US-based, it's not surprising that the majority of projects are from the US. The locations with most successful projects are California (19% of total projects) and New York (13.6%).
- Aside from the US, the UK is by far the most active country on Kickstarter, with 2.6% of successful projects; all other nations account for less than 1%.
For more from the report, check out the following infographic:
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji