Funding goal in just one day: a case study.
This ceramics artist reached his funding goal in just one day. He made the best of the key success factors.
Alexander Berdin-Lazursky sold all the copies of his handbook on pottery within a day on Boomstarter classical crowdfunding platform. This is one of the most successful cases of crowdfunding ever.
The only promotion he seemed to have made is posting an announcement about the crowdfunding campaign on his Instagram account.
The campaign went so well, he even started a new one selling pre-pre orders for a new edition of this book on ceramics art.
This all may sound surprisingly good, but has a sound explanation. Alexander built a dedicated community around his hobby as a ceramist. He inspired, educated and entertained his social circle while it grew in numbers and increased engagement.
Analysis of Instagram engagement
Let’s look at the tool he used to promote his campaign: just one social media, his Instagram account. It is followed by some 8,350 enthusiasts.
Along with inspiring photos, Alexander has been posting lots of useful tips and tricks for ceramists.
Each of his Instagram posts on average received 2954 views, 783 likes and 45 comments. We have calculated Alexander reached an engagement rate of about 10%. This is the metric that measures the amount of engagement the content is receiving from the audience.
Emotionally, his audience was so involved that his post about the start of his crowdfunding campaign on Boomstarter received the most likes and comments on his account ever. He proved to be a friend and advisor to his followers who were already eager to plunge deeper into ceramics and buy his textbook, even with an impressive price tag of USD 44.
Expertise, community, engagement
While Alexander holds regular offline workshops, he managed to build a robust and diverse online community. The customers who bought his book via crowdfunding on Boomstarter come from a range of geographies across time-zones.
This is a great take-away: prove your expertise and grow your social circle by sharing what’s important. Then you do not need to sell — only to award and celebrate your mastery and your community, both ways.
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