The effectiveness of a crowdfunding campaign lies in its ability to mobilize a large number of individuals, generating participation that turns into financial support. To do this, it is necessary to create a stable and ongoing link with the target audience to be engaged. Promoting a crowdfunding campaign, therefore, requires a solid communication strategy. 

Social media today are indispensable communication channels for reaching almost any target audience. Facebook and Instagram are still the two main channels, despite competition from TikTok as the breadth of the catchment area. 

These two platforms, in fact, differ in their ability to engage and depth of targeting: they do not just facilitate the dissemination of the message, they are crucial environments for engagement with potential supporters and for building a solid and active community around the project, which, we remind you, must begin BEFORE the launch of the crowdfunding campaign, during the precrowd.

In this article we find out. How to use Instagram and Facebook to promote your crowdfunding campaign and how to structure a coordinated strategy between the two channels.

Instagram for crowdfunding: the visual power

Instagram, with its strong emphasis on visual content, offers an ideal promotional approach especially for reaching a younger, visually oriented audience, and is now also fully cleared as a professional channel.

Advantages:

• Great for showing the "behind the scenes" of the project 

• Engaging and recurring through short, frequent and potentially interactive content (Reel, Stories, Live)

• Possibility of collaborations with partners and influencers to intercept cross-cutting niches 

• Strong engagement potential in the 18-50 age group.

We analyze strategies for maximizing the promotional effectiveness of Instagram and possible uses of the features that this tool offers. 

The professional Instagram profile

Having an unmaintained Instagram profile is worse than not having one, so as a first step it is essential to optimize it in order to make the best of it.

1. To take full advantage of Instagram's marketing and conversion features, it is essential to convert the profile to a business-type account and link it to any associated Facebook Page. This step unlocks access to detailed statistics (Instagram Insights) and advanced tools for managing promotional campaigns.

2. La biography must be concise and clearly communicate the company's value proposition. Including already in the bio information about an ongoing or upcoming crowdfunding campaign is helpful to immediately draw the attention of anyone landing on the profile to the topic.  

3. Since Instagram allows only one clickable link in the bio, it is critical to use it strategically. One can opt for a link shortener (e.g., Bitly) to track clicks or use a "link in bio" tool (e.g., Linkkle) that allows multiple links to be hosted. From there, it is useful to redirect users to the crowdfunding campaign page or the landing page of pre-launch where expressions of interest are collected. It is advisable to update this link frequently according to the stage of the operation or any active promotions.

4. The feed should be aesthetically consistent and coherent, and interactions with posts should be carefully monitored, taking care to respond to comments.

How to use Instagram Stories

Le Instagram Stories, with their ephemeral nature and vertical format, are ideal for short, recurring and engaging content. To be effective, they must be bright, direct, with bright and essential backgrounds. 

Their temporariness is useful in creating a sense of urgency and facilitating a immediate engagement and low-friction. Unlike static posts, Stories are designed for quick consumption and direct interaction (swipe, tap on stickers, etc.). This makes them ideal for call-to-actions and for providing rapid and recurring updates that keep the campaign at the forefront of the public's mind. 

Before and during the crowdfunding campaign, therefore, it is important to integrate daily or frequent updates in Stories with Clear and urgent CTAs and interactive elements to capitalize on the immediacy and direct engagement potential of the format.

Some examples:

• Instagram stories allow for the inclusion of interactive stickers with clickable links (which cannot be included in posts instead!), which can link to the landing page or campaign page.
• Surveys, countdowns and quizzes serve to increase engagement and interaction with audiences, making communication more dynamic and participatory and collecting valuable data.
• Videos in which the company's founders or other team members speak directly show the audience the face behind the project, fostering the creation of a direct relationship and a feeling of trust.
• Thanking investors through stories also helps to strengthen the bond and increase the visibility of the campaign.

How to use Reels

Reels are currently the format of More effective content on Instagram to maximize reach and engagement. They generate twice as many impressions as other types of content and boast the highest reach rate. Instagram's algorithm favors short video content, especially the Reel under 90 seconds, actively recommending them even to users who do not follow the profile that created them. This mechanism can exponentially increase the organic visibility of the campaign.

Reels should be oriented to tell the story of the project in a dynamic way. Let's look at some examples.

• Impact stories: Sharing real stories of people who have benefited from the product/service, showing the tangible impact of the product/service offered.   

• Behind the scenes: Offering an authentic look at day-to-day operations, team meetings, or event preparation, humanizing the campaign and the brand.     

• Focus on team members: Raising awareness of the company's work and highlighting the team's skills and professionalism through short interviews or videos that follow team members in their daily work.   

• Educational reels: To educate the audience on the one hand about the product/service and the problems it proposes to solve, and on the other hand about the crowdfunding mechanism, using text, pictures and facts in a digestible format.   

• Goals and announcements: Celebrate achievements and accomplishments, and promote future events or announcements in an engaging way, creating a sense of progress and urgency.   

• FAQ: Answering frequently asked questions in a concise and dynamic format, demonstrating attention to the audience.

It is important to use text captions and overlays, as many users watch videos without audio. The choice of music should resonate with the tone of the Reel, and the inclusion of clear call-to-actions is critical to guide users to the desired action.

Using audio and trends in vogue on the platform can significantly increase visibility and engagement, but be careful not to overdo it: each piece of content must reflect the tone and style of the brand, and a mere copy-and-paste of current trends can be contrived and trivial, thus counterproductive. Keep consistency and professionalism must be a priority.

When to use Live

Le Instagram Live sessions offer the opportunity to interact directly with followers, answer their questions in real time, and make them feel an integral part of the company's project. However, they are delicate tools that should be used sparingly and planned to keep on a professional footing and not generate wasted time.

Best practices include:

• Advance planning and testing to ensure smooth flow and resolve any technical problems
• professional environment or background 
• Repeated preliminary communications to achieve a good level of participation
• a specific theme
• Encouragement of viewer participation with chat questions.

Live can be used as:

• Q&A sessions to respond live to concerns and questions
• celebration of milestones
• testimony of events
• occasion to thank supporters.

For webinars, however, the best tool is Facebook, as we shall see.

Advertising on Instagram to promote your crowdfunding campaign

Le Instagram Ads are most effective in the awareness and emotional engagement, less so in direct collection of contacts (leads), which works only through Stories with swipe-ups and integrated forms.

Listings may appear in:

• Feed
• Stories
• Reel
• Explore section.

Advertising campaigns on both Instagram and Facebook are managed through the Meta Ads Manager tool, which allows users to choose from a variety of goals, from conversion to interaction. The specific targeting for the platform is essential to maximize the effectiveness of the ads by reaching a potentially interested audience, and must be the first activity on which all strategic choices depend.

Some practical tips:

• Ads should be visually appealing, using high-quality images and videos.
• Ads with human faces work better than product alone.
• With fewer than 10,000 followers, sponsored swipe-up campaigns work better than bio links.
• You should experiment with different formats (single images, carousels, videos, Stories, Reel) and types of creativity to see which ones resonate best with your audience (A/B testing).
• Video ads should have a hook (hook) in the first 3 seconds to immediately capture users' attention.
• Implement retargeting strategies is critical for showing ads to people who have already visited the campaign page but have not yet expressed interest or participated, encouraging them to complete the action.
• Ads that integrate well with organic posts in the feed tend to perform better because they seem less "advertising" and more native to the platform.
• Because Instagram is a mobile-first channel, sponsorships should aim to get users to take quick and easy actions or data and then later invite them, in a slower context such as email, to take more complex actions, such as investing in the campaign. 

It is crucial constantly monitor KPIs and adjust the strategy based on performance to maximize the return on investment-this applies to any advertising campaign and marketing activities on any channel.

Facebook for crowdfunding: storytelling and community

Facebook offers very powerful tools for stable community building, information making, and paid promotion with very specific targets. 

Although it is less used than in the past, it is still a valuable channel because it has a huge user base, stimulates a slower fruition than Instagram and is heavily frequented by users in the 30-60 age group.

Advantages:

• Allows long content

• Allows you to insert links in any content and propose instant-fill forms

• Facebook groups are ideal for creating a loyal supporter base

• Advertising campaigns allow high precision in targeting

• Wide demographic range: 30-65 years old.

We analyze strategies for maximizing the promotional effectiveness of Facebook and possible uses of the features that this tool offers. 

The Professional Facebook Page

A Facebook Page serves as a centralized point of reference for project information and, if well maintained, demonstrates the existence of an active and interested community.

What does it mean to have a well-curated Facebook Page?

1. It is essential to use the Page first and foremost to telling the story behind the project, the brand path and the distinctive features of the proposal. 
2. Starting from scratch with a little-used Facebook Page to do only content about the crowdfunding campaign is not a good strategy; on the contrary, it is appropriate to create and nurture a following sharing ideas, opinions and knowledge relevant to the company's industry and varying the type of content.
3. The use of quizzes, polls, and contests also on Facebook, as on Instagram, is a great way to further activate fans and followers, encouraging interaction; however, it should be remembered that Facebook is normally perceived as a more "institutional" and less informal channel than Instagram, so content should be adapted accordingly. It is useful to diversify the types of content between these two channels, while still maintaining consistency, to interact with different audiences and experiment with different communication strategies.
4. Posts accompanied by images or videos are always more engaging and tend to perform better.
5. Each post should include a clear and direct Call to Action (CTA).
6. La frequency of posting on Facebook can be more thinned out than on Instagram, but it is important to publish at least one post per week and not to exceed 2 posts per day.

Facebook Groups: Community Involvement

Creating a private (but visible) group dedicated to one's product or brand and/or crowdfunding campaign fosters deep relationship building and traffic generation, turning members into loyal supporters who feel they have an exclusive connection to the company. 

This strategy works for companies that offer products/services with a significant personal and emotional component or that stimulate user interaction. 

Le engagement tactics in groups are essential to maintain its vitality:

• It is important to give a warm welcome to new members by tagging them in a dedicated post, as people appreciate being recognized. 
• To keep the level of engagement high, polls, quizzes and questions that stimulate discussion can be used. 
• Encouraging members to share their thoughts and opinions is a great way to generate user-generated content (UGC), which helps build an authentic and participatory community. 
• Offering exclusive discounts or insider information to group members can further incentivize participation and loyalty. 
• To attract new members, you should advertise the group on your Facebook Page, in email communications, and on your website.

The act of joining a private group serves to filter out the merely curious, instead attracting individuals genuinely interested in the project. This process creates a "VIP" community which is more likely to convert and become a campaign ambassador, offering higher quality engagement than a public page. 

So for a crowdfunding campaign, it is smart to strategically use Facebook Groups not only for promotion, but to cultivate a core of highly engaged supporters who can amplify the message and provide valuable feedback.

Facebook Live Webinar as a lead magnet

Facebook is a prime channel for doing lead generation for a crowdfunding campaign. One of the ways to do this is to organize Live webinar on topics related to the crowdfunding campaign and the company's product/service, of definite interest to customers and potential customers, who, as we know, are also the best investors. 

Participation in the Webinar is contingent on the release of certain personal and contact information, so it becomes a pool of interested and interesting leads to add to your database.

Facebook advertising to promote your crowdfunding campaign

Le Facebook Ads are a valuable tool because of the in-depth remarketing and lead generation possibilities. Like Instagram Ads, they are managed by the Meta Ads Manager, which allows you to choose the goal of each advertising campaign: site traffic generation, interaction, conversion, etc.

Listings may appear in:

• Feed
• Stories
• Side column
• Video
• Search results
• Groups
• Marketplace.

Before starting any Facebook advertising campaign, it is essential to install the Facebook Pixel on the company or crowdfunding campaign page. This small snippet of code tracks the actions of users who click on the ad, allowing ads to be optimized for conversions and retargeting audiences to be created, reaching out again to those who have already shown interest.   

The advanced targeting is the key to the effectiveness of Facebook Ads. They can be leveraged:

• Customized audiences (Custom Audiences): targeting individuals who have already interacted with the company, such as those who have made purchases, subscribed to newsletters, attended events, or invested in previous crowdfunding campaigns. This strategy is key to nurturing existing relationships and encouraging further contributions.

• Similar audiences (Lookalike Audiences): reaching new people who share similar characteristics and behaviors with the company's current customers or investors. 

• Targeting by interest: Facebook's "Detailed Targeting" allows the creation of audiences based on specific interests related to the company's product/service and/or the crowdfunding itself.

Many of the same practical tips that apply to Instagram apply to Facebook Ads content: high-quality images and videos, short and targeted text, clear call-to-actions, A/B testing for different formats and content, and KPI monitoring.

The retargeting is an extremely effective practice of showing ads to people who have already interacted with the brand, for example by visiting the campaign page or commenting on a post, but without having yet made an investment or expression of interest.

The precision of Facebook-enabled targeting and retargeting enables more efficient budget allocation and higher conversion rates, reaching the individuals most likely to convert. Better data to work with leads to more effective targeting, which in turn leads to a higher return on investment.

Finally, for both Facebook and Instagram, it is critical to monitor KPIs and make ongoing adjustments to advertising campaigns based on results.

Instagram or Facebook: which one to choose?

Adopt a multichannel communication strategy is effective in maximizing the promotion of the campaign. The choice of communication channels to use to promote the crowdfunding campaign, however, depends on the target audience and resources available, but also on the starting point. 

The first criterion for choice is where the target audience is located.

Second, if the company has only one channel that is already well developed, better to focus on that one. 

On the other hand, if you are starting from scratch or want to maximize visibility, using both can be successful, provided you have the time to cultivate and develop a following and the budget to nurture and sponsor them. 

Remember that it takes patience to develop useful social pages, that is, with sufficient audience: there is no point in rushing and investing too much in empty pages.

When a potential supporter encounters the campaign on Facebook, then reviews it on Instagram and perhaps receives an email newsletter, this repeated exposure on different platforms Creates familiarity and strengthens trust.

Using two channels does not necessarily mean doubling the effort: the same content can be tailored to the style and goals of the two channels, and user targeting and tracking help drive traffic from one to the other social. The metrics, however, should be monitored separately in each case.

In general, it can be said that Facebook and Instagram respond to different objectives within the marketing funnel. Clearly the strategy can be adapted in the case of a single channel or one channel being much more developed than the other.

Facebook	Instagram
Gathering expressions of interest (precrowd)	Generate awareness and position the brand
Educating about the project and crowdfunding	Engaging the community
Advanced retargeting and conversions	Communicating urgency and stimulating action
Promoting live or online events

Conclusions

Use Instagram and Facebook to promote your crowdfunding campaign is indispensable. The guide we have compiled is obviously generic: each company is on its own and must adapt the strategy to its own needs and audience. This is why we have not mentioned costs: the cost of social promotion is extremely variable and depends first and foremost on the budget available.