Using social media to promote your crowdfunding campaign is a smart move to advertise, gain more backers and support, and create hype. Many campaign owners see great success in using social media but, surprisingly, some of them steer clear of the social media secret weapon: Instagram.
With a strategic Instagram marketing plan, you can easily engage with a lot more users and popularize your campaign. However, since Instagram is also one of the most popular social media platforms today, you have to make sure your content has a unique presentation to grab attention.
With over 500 million daily active users and tons of great marketing features, Instagram marketing is definitely not something to take lightly.
We have Amy from Kickbooster sharing her top tips for using Instagram for your crowdfunding campaign and why creating an account should be at the top of your to-do list.
Whether you are running a Kickstarter or Indiegogo campaign or raising capital through equity crowdfunding, Instagram marketing can be a powerful tool for building awareness, driving traffic, and converting followers into backers and investors.
Let's Start with the Basics of Instagram Marketing!
1. Anatomy of an Instagram Page
- Profile picture: Create a simple company logo or upload an image of your product or team.
- Company title: The title of the campaign.
- Bio: Write a short blurb about the campaign or product. It's smart to include your Twitter handle or Facebook page. Although you can't include the links, it still allows people to search for your company across social media platforms. The "Website" form is where you would put the link to your campaign page. If you haven't launched yet, use your link to your pre-launch page.
- Posts: The photos that people can click on to see captions and comments. You can also play around with video clips (up to a minute in length) and carousel posts for multiple images time and again.
- Highlights: Now that Instagram stories are equally important for promotion as compared to posts, you need to ensure they are accessible for your users even after 24 hours. So, creating a highlight is advisable for stories that are not time-sensitive.
2. Why Instagram Marketing?
2.1 "I have a Facebook page for my campaign, isn't that enough?"
Facebook pages are a great marketing source for your campaign but it's not the only smart option. While you don't necessarily need to have an account on every social media platform, it's a great idea to have at least two. Your hashtags will reach across your social media which gives off a more professional vibe.
Instagram is such a unique platform with tools that every marketing pro approves of. It's no longer just the photo-sharing platform it started as. Instead, it now allows invaluable engagement with your audience in a quick but effective means through:
- Posts (pictures, videos, or carousel)
- Captions
- Comments
- Instagram Stories
- Instagram TV for longer video engagement
If people miss your backer updates or upgrades on your campaign page, this is the place to let them know. Make sure people are in the loop with quick updates where everyone has time to catch up.
This is especially important given the impact of iOS 14 updates on Facebook ads. With Facebook ad targeting becoming less effective due to privacy changes, Instagram provides an organic channel that doesn't rely on third-party tracking data.
2.2 "I don't have the time!"
We completely understand that campaign owners wear multiple hats and are juggling a ton of responsibilities, however; marketing your campaign is only going to increase your chances of success.
Use Buffer to schedule posts for your entire week with the click of a button. Seriously. We use it all the time! So, when you have the time, create great, follow-worthy content and allow Buffer to schedule the posts for you. As for Instagram, Later works as a great tool for scheduling (Buffer lets you schedule reminders for Instagram posting). And, with the premium plan on Buffer, you can also schedule your Instagram Stories in advance.
Additionally, you can also try tools like Canva for creating your Instagram Stories as well as posts using design-friendly templates and engaging layouts. This will not only help you save time on creating designs but also make sure your content is user-friendly on Instagram and looks visually appealing.
Pro Tip: Time management is one of the biggest challenges for crowdfunding campaign owners. The key is to batch your content creation. Set aside one day per week to create all your Instagram posts, stories, and captions, then use Buffer or Later to schedule everything in advance. This approach works for both Kickstarter campaigns and equity crowdfunding raises. One focused content day beats scattered daily efforts every time.
3. How Can I Use Instagram for Marketing?
3.1 Check Out Instagram Business Tools
There are a ton of insights to consider, such as the time of day when your audience is most active as well as the demographics of your audience. This will help you post at high traffic times and target your content to a specific audience thereby increasing engagement.
There are also some great tools that help you connect with your followers such as action and contact buttons. Backers and potential supporters can ask questions and reach out to you straight from your Instagram profile. Pretty convenient right?
To check it out, go to the Edit Profile link while you're logged into Instagram and you will see the Try Instagram Business Tools link on that page.
3.2 Use Those Hashtags!
Hashtags are a word or short sentence after the pound sign (#) that users can both search for and use on their own posts for finding and creating relevant content on Instagram. Hashtags are useful because they:
- Define your content
- Create engagement
- Target your audience
- Unify your posts across social platforms
If you set your profile to public and people search hashtags you use, your posts will show up in the search results. But, Instagram is popular and there will be a ton of results so you have to stand out.
First, make sure the hashtags you post are actually relevant to the photos and captions you're posting. It's not only confusing for users when they aren't but it actually looks like you don't know what you're doing – never a good sign. Also, if you use hashtags that have nothing to do with your posts, Instagram may mark you as a spammer.
Next, create a personal hashtag for your campaign and use it across posts. Combine popular hashtags and custom hashtags for your campaign. These are called branded hashtags. Branded hashtags are really popular on Instagram and for good reason – they link people right back to your company, improving brand awareness.
Branded hashtags also allow you to use user-generated content (UGC). UGC is an amazing way to engage with your followers because it puts the focus on them. Asking your followers to post content with your branded hashtag is a fun way to build your community and create awareness and credibility for your crowdfunding campaign.
Pro Tip: Here is a proven hashtag strategy for crowdfunding campaigns: Use a mix of 3 types of hashtags on every post: (1) Broad hashtags like #crowdfunding, #kickstarter, #indiegogo for discovery, (2) Niche hashtags specific to your product category like #techstartup, #gadgets, #innovation, and (3) Your branded campaign hashtag for community building. Instagram allows up to 30 hashtags per post – use them all strategically. Research hashtag volume using Instagram's search to find the sweet spot between popular (high competition) and niche (targeted reach).
3.3 Share Content That Is Both Fun and Relevant
This goes hand-in-hand with having the right hashtags. Once you have someone's attention, the content they see should be fun, relevant, and engaging. This means posting about your campaign but also posting things that you know your audience will relate to.
A good rule of thumb for social media marketing is: 1 out of every 3 posts should be a promotion, the other 2 should be relevant (maybe fun) posts that are related to your product or industry. For example, if you've designed a new type of camping gear, you can share posts about nature, camping tips, and cool camping videos in addition to sharing content about your new gear.
Having the right kind of content across Instagram is extremely important if you wish to retain your followers. You cannot and should not be selling all the time as that tends to annoy most users who will then unfollow or ghost your account. Using your posts, stories, and captions for a good mix of content types keeps your audience engaged.
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Growth Turbine helps crowdfunding campaigns build audiences, create compelling content, and drive pledges through Instagram, Facebook, and multi-channel performance marketing. We have helped campaigns raise millions.
Schedule a Free Consultation3.4 Use the Link in Your Bio Wisely
You're only allowed to have one link on your account and many see this as a downfall of Instagram marketing. But, it doesn't have to be the same link throughout your campaign.
The obvious link to place here would be the link to your campaign page. But, as your posts change and you want to link contest pages or other relevant sites, you can do so by commenting "link in bio" after your explanation and change the link to the relevant site. Just don't forget to keep updating the link.
For crowdfunding campaigns, strategically rotate your bio link between your campaign page, your pre-launch landing page, press coverage, and stretch goal announcements. Each link change should align with your current Instagram content.
3.5 Keep an Eye on Those Comments
People will ask some great questions in the comments. If you're answering in a quick and friendly manner, you not only create reassurance and a great presence, you can convert followers who are on the fence about pledging or upgrading their pledges.
You may have some negative comments on your posts, but don't worry. Even Fortune 500 companies do! It's the way you handle negative comments that says a lot about your brand. Remember that everyone can see your responses so try to handle the negative comment or question in a respectable way.
You should also comment on other posts that are relevant to your company. This shows you're interested and engaged in the field. Avoid direct comments like "check out my campaign" which are often viewed as spammy. Instead, use insightful, intelligent comments to show credibility in order to draw people back to your page.
Pro Tip: Comment management is one of the most underrated aspects of Instagram marketing for crowdfunding. Here's a system that works: (1) Respond to every comment within 2 hours during your campaign – this boosts engagement and Instagram's algorithm rewards quick responses, (2) Turn negative comments into opportunities by addressing concerns publicly and professionally, (3) Pin your best testimonial or FAQ answer to the top of your comments, and (4) Save common questions and answers as quick replies for speed. Strong comment management directly correlates with good account management principles.
3.6 Use Instagram Stories
Instagram Stories are photos and short videos up to ten seconds that can give people a quick snapshot of the daily happenings behind your campaign.
The Stories disappear after 24 hours and are a fun way to give people a sneak peek at your campaign. Use them to share information about your campaign, products, or any announcements such as stretch goals or milestones you've reached in your campaign.
We love Instagram Stories because they allow users to see the humans behind the campaign and that you're not some random person online. They can get to know you and the process behind your products and develop a connection.
There are a lot of fun features for Instagram Stories, too, such as face filters and hashtags. Plus, you have full creative freedom over your story and can create some cool art around your photos.
You can also use different built-in native apps such as Hyperlapse and Layout to add more variety to your overall Story presentation. Together with the right hashtag and content variety, you can easily make your stories engaging.
3.7 Do Instagram TV Videos More Often
While the native Instagram app allows you to create minute-long videos, the IG TV app will let you create videos up to one hour long. As a result, you can create long videos to establish a dialogue with your followers whenever you want. With the IG TV app, you can actually show quick product demos or have chats with your followers. Once you create a video, make sure you do an Instagram Story instantly linking to the video so your audience gets notified on time.
If you're new to Instagram marketing, this may seem like a lot to learn but it will be worth it and you'll catch on quickly. This diverse app will help you build your brand and your following. Plus, you know that you're not just building a following, you're building a loyal network of fans that will be with you throughout your campaign as well as future campaigns if you do it right.
Start off with friends and family to get the ball rolling and follow our tips to keep it going. Instagram marketing for your crowdfunding campaign can actually help you get that initial traffic surge only if you are consistent with the activities. Happy Instagramming!
Instagram Marketing Checklist for Crowdfunding Campaigns
| Action Item | Priority | Timing |
|---|---|---|
| Set up Instagram Business account with complete profile | Essential | 1–3 months before launch |
| Research and compile hashtag strategy (broad + niche + branded) | Essential | 2–4 weeks before launch |
| Set up scheduling tools (Buffer, Later, Canva) | Essential | Before launch |
| Create content calendar (1:3 promo-to-value ratio) | High | Ongoing |
| Post Instagram Stories daily showing behind-the-scenes | High | During campaign |
| Create Highlights for key campaign info (FAQs, products, updates) | High | Before and during campaign |
| Respond to all comments within 2 hours | High | During campaign |
| Rotate bio link to match current content focus | Medium | Ongoing |
| Create IGTV product demos and Q&A sessions | Medium | During campaign |
| Encourage UGC with branded hashtag campaigns | Medium | During campaign |
Pro Tip: Instagram marketing works best when combined with other channels. Pair your Instagram strategy with Facebook ads, Google Tag Manager tracking, and email marketing for a comprehensive approach. Use Instagram for top-of-funnel awareness and community building, then retarget engaged followers through performance marketing channels. The most successful crowdfunding campaigns we have worked with use Instagram to build anticipation before launch and maintain momentum during the campaign, while paid channels drive direct conversions.
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Get Expert Campaign SupportFrequently Asked Questions
How many daily active users does Instagram have?
Instagram has over 500 million daily active users, making it one of the most popular social media platforms for marketing. For crowdfunding campaigns, this massive user base represents a huge potential audience of backers and investors. Combined with Instagram's visual-first format, it is an ideal platform for showcasing products and building campaign buzz.
Why should I use Instagram instead of just Facebook for my crowdfunding campaign?
While Facebook pages are a great marketing source, Instagram offers unique engagement tools that complement Facebook. Instagram provides Posts, Captions, Comments, Instagram Stories, and Instagram TV for diverse content delivery. Having at least two social media platforms creates a more professional presence, and your hashtags reach across platforms. Especially with iOS 14 reducing Facebook ad effectiveness, Instagram's organic reach becomes even more valuable.
What tools can I use to schedule Instagram posts for my campaign?
Several tools help manage Instagram marketing efficiently: Buffer lets you schedule posts for your entire week with the click of a button and offers Instagram Story scheduling with the premium plan. Later works as a great dedicated Instagram scheduling tool. Canva helps create visually appealing Stories and posts using design-friendly templates. These tools are essential for campaign owners who are juggling multiple responsibilities.
How should I use hashtags for my crowdfunding campaign on Instagram?
Use a strategic mix of hashtags that define your content, create engagement, target your audience, and unify posts across platforms. Create a branded hashtag for your campaign and combine it with popular and niche hashtags. Keep hashtags relevant to your photos and captions – irrelevant hashtags can get you marked as a spammer. Branded hashtags enable user-generated content (UGC), which builds community and credibility.
What is the ideal content ratio for Instagram marketing?
A good rule of thumb is the 1-out-of-3 rule: 1 out of every 3 posts should be a direct promotion of your campaign, while the other 2 should be relevant, fun posts related to your product or industry. For example, a camping gear campaign could share nature photos and camping tips alongside product content. This ratio keeps followers engaged without feeling like they are constantly being sold to.
How should I handle the single link limitation on Instagram?
Instagram only allows one link in your bio, but you can strategically rotate this link throughout your campaign. Start with your campaign page link, then switch to contest pages, press coverage, or stretch goal announcements as relevant. Use "link in bio" in your post captions to direct followers to the current link. Each link change should align with your current Instagram content focus.
How should I respond to negative comments on Instagram?
Even Fortune 500 companies receive negative comments. The key is how you handle them – respond in a respectable, professional way since everyone can see your responses. Quick, friendly responses create reassurance and can convert followers who are on the fence about pledging. Avoid spammy direct promotion in comments on other accounts; instead, use insightful, intelligent comments to show credibility.
How can Instagram Stories help my crowdfunding campaign?
Instagram Stories are photos and short videos (up to 10 seconds) that give followers a quick snapshot of daily campaign happenings. They disappear after 24 hours, creating urgency and FOMO. Stories let users see the humans behind the campaign, building personal connection. Use them for campaign updates, product sneak peeks, stretch goal announcements, and milestone celebrations. Save important Stories as Highlights for permanent accessibility.
What is Instagram TV and how can it help my campaign?
The IG TV app lets you create videos up to one hour long, compared to the minute-long limit on regular Instagram videos. Use IGTV for product demos, Q&A sessions, and in-depth chats with your followers. After creating a video, post an Instagram Story linking to it so your audience gets notified. IGTV is ideal for building deeper relationships with potential backers.
What are Instagram Business Tools and how do they help with crowdfunding?
Instagram Business Tools provide valuable insights including the time of day when your audience is most active and audience demographics. This helps you post at high-traffic times and target content to specific audiences. Business Tools also include action and contact buttons that let potential backers ask questions directly from your profile. Access them through the Edit Profile link in your Instagram settings.
