Table of Contents
- Key Highlights:
- Introduction
- Building Your Audience Before Monetization
- The Power of Hyper-Niche Content
- The Importance of Content Creation Skills
- Scheduling and Managing Content
- Fostering Community and Exclusivity
- The Role of Scarcity and Urgency
- Lingering Questions in the Creative Economy
Key Highlights:
- Ten Hundred raised over $2 million on Kickstarter by launching a unique deck of playing cards and building a community around his art.
- Brandon Smithwrick, former Kickstarter director, emphasizes the importance of audience building, niche targeting, and consistent engagement in monetizing creative ventures.
- Insightful strategies for aspiring creators are shared, focusing on developing an engaged audience and leveraging hyper-niche content.
Introduction
In the world of crowdfunding, success stories often appear larger than life, capturing the imagination of both creators and investors alike. Among these stories, that of YouTuber and artist Ten Hundred stands out. Within a mere three minutes, he captivated backers, raising $10,000 for his Kickstarter campaign, which ultimately garnered over $2 million. This remarkable achievement highlights not just the power of artistic talent but also the importance of building a dedicated audience and strategizing effectively prior to launch.
Brandon Smithwrick, former director of content and creative at Kickstarter, has witnessed many creators navigate this challenging landscape. He lays out crucial lessons drawn from Ten Hundred's campaign and his own journey, offering invaluable insights for anyone eager to monetize their creativity. By embracing the principles of community building, niche marketing, and consistent branding, aspiring creators can position themselves for success in an increasingly competitive market.
Building Your Audience Before Monetization
“In today’s digital economy, the foundation of monetization rests upon the relationships you cultivate long before you seek to profit,” explains Smithwrick.
He shares his own experience of nurturing a community as he transitioned into a content creator, emphasizing that it took him three years of consistent engagement to build an audience capable of supporting his efforts. Initially driven by passion rather than profit, Smithwrick began sharing his insights on platforms like LinkedIn without the expectation of making money. This organic approach resulted in unexpected brand partnerships and validation of his ideas, underscoring the importance of audience building as a continual practice rather than a one-time event.
Those who aspire to monetize their creative endeavors should heed Smithwrick’s advice: “Start building an audience now. You never know when that groundwork will become critical.” This strategy proved instrumental for Ten Hundred, who boasts an impressive 826,000 YouTube subscribers. His engagement with followers was not just a promotional tactic; it was a collaborative process wherein fans contributed to the development of his card deck.
The Power of Hyper-Niche Content
In an age flooded with content, identifying a specific audience segment can make all the difference. Smithwrick asserts that generalized topics often fail to resonate, while hyper-niche content fosters passion and engagement.
The broadcasting world is filled with examples of success that stemmed from such specificity. For instance, the gaming community can be split into multiple sub-categories like tabletop games, RPGs, and collectible card games. Similarly, Ten Hundred found not just any audience of art lovers but targeted enthusiasts within the custom playing card community. By honing in on this niche, he was able to create a more resonant and direct conversation.
The niche strategy also allows for more profound brand shaping, as it defines how you serve your audience's unique interests. As Smithwrick notes, understanding your audience on a granular level enhances their perception of your brand, making it easier to meet their specific needs and interests.
The Importance of Content Creation Skills
“The sad reality is that having a stellar product is only part of the equation,” Smithwrick states bluntly. “In today’s competitive landscape, effective communication through social media is equally essential.”
To stand out, creators must embrace their role as brand advocates, sharing their victories and engaging actively with their followers. Smithwrick encourages aspiring marketers to view content creation as a vital muscle—without regular training, it risks atrophy. Scheduling posts, sharing wins, and consistently delivering valuable content are all necessary practices to foster this muscle.
Meanwhile, the integration of organic channels can serve as an effective lead generation tool. By consistently sharing content and insights, creators can cultivate a dedicated following that will naturally gravitate towards their offerings.
Ten Hundred exemplified this principle. Instead of taking a conventional route of commission-based monetization, he opted to connect deeply with his community, demonstrating the value of relational engagement over transactional relationships.
Scheduling and Managing Content
An often-overlooked aspect for creators is effective scheduling of content. Smithwrick emphasizes that “without a plan, maintaining a consistent posting cadence is nearly impossible.” Establishing a content calendar helps creators maintain a seamless flow of engagement and allows them to prioritize delivering value over mere promotional messages.
By outlining key themes and insights in advance, creators can alleviate the pressure of spontaneous posting while ensuring a strategic approach to engagement. This not only elevates audience interaction but also exemplifies professionalism—the hallmark of a serious creator.
Smithwrick advises that promotional messages must be carefully balanced with content that serves to educate and inform. He posits, “Engagement should never be reduced to ‘sell, sell, sell.’ Instead, it should be about offering value consistently.”
Fostering Community and Exclusivity
One overlooked strategy in the creative economy is the use of social media to forge exclusivity within established communities. Creators like Smithwrick highlight the effectiveness of direct engagement through platforms such as Instagram and Twitter.
For example, using features like Instagram's Close Friends allows creators to tease promotions or exclusive offers to their most loyal followers, creating a sense of urgency and inclusivity. This approach not only strengthens community ties but also fosters a deeper connection between the creator and their audience.
Tools such as ManyChat facilitate exclusive offers via direct messaging, enhancing the sense of personalized engagement. By adopting a strategy that rewards close followers with exclusive access or early product launches, creators can energize their community while driving urgency surrounding their offerings.
The Role of Scarcity and Urgency
In conjunction with exclusive offers, incorporating elements of scarcity can be a persuasive marketing tool. Smithwrick points out that brands which utilize limited-time promotions often prompt quicker responses and enhance consumer engagement.
For instance, by introducing a timed discount code or a limited edition product, creators can increase their audience's motivation to act quickly. Essentially, blending exclusive community access with elements of urgency cultivates excitement around launches and promotions, creating a compelling incentive for audience participation.
Lingering Questions in the Creative Economy
As the landscape of content creation evolves, lingering questions about strategy and engagement remain pertinent. Smithwrick highlights the need for innovative strategies—a recurring theme in his conversations with fellow marketers and creators.
One emerging question raised by Smithwrick is how brands can better utilize creative partnerships to elevate their marketing strategies. He advocates for a more open dialogue between brands and creators, stressing that innovative collaborations can lead to unique promotional opportunities that benefit all parties involved.
FAQ
What strategies can creators use to effectively build their audience? To build an audience effectively, creators should focus on delivering consistent, high-value content and engaging deeply with the community. Additionally, leveraging social media and niche topics can help draw in an engaged, enthusiastic following.
How important is niche marketing in the creative economy? Niche marketing is crucial as it allows creators to connect more deeply with specific audiences, enhancing their understanding of that audience's needs and interests. A focused approach can boost engagement and loyalty among followers.
What role does content scheduling play in creator marketing? Content scheduling is vital for maintaining consistent engagement with an audience. A well-structured content calendar helps creators plan their messaging and interactions, ensuring they deliver consistent value rather than erratic promotional messages.
How can scarcity and urgency affect consumer engagement? Scarcity and urgency can significantly amplify consumer engagement by motivating followers to act promptly to avoid missing out on exclusive offers or time-sensitive promotions. This strategy can enhance overall sales and brand loyalty.
What are some overlooked marketing strategies for creators? Some potentially overlooked strategies include utilizing social media for exclusive offers, directly engaging with loyal followers, and fostering community engagement through personalized interactions. These approaches can yield stronger results than traditional marketing techniques.
Ten Hundred's success serves as an inspiring reminder of the potential within the creative economy. By understanding and implementing the lessons shared by Smithwrick—and recognizing the profound impact of community, niche targeting, and engagement—aspiring creators can carve out their unique paths towards fruitful monetization.