Ever wondered, “You can make money doing this?!” That’s exactly what happened a few years back when a YouTuber and artist known as Ten Hundred met his $10k Kickstarter goal in just three minutes. This staggering achievement of reaching a funding target in merely 180 seconds shows the power of strategic audience engagement and niche marketing.
Once the campaign gained momentum, it skyrocketed, eventually securing over $2 million. Brandon Smithwrick, who was then the director of content and creative at Kickstarter, provided insights into Ten Hundred’s successful project—a unique deck of playing cards adorned with distinctive artwork.
Insights from the Pros
Brandon Smithwrick
Highlight: Featured in Forbes’ 2024 “30 Under 30” list.
Audience First: Building a Community Before Monetizing
“Three years ago, I began crafting content without seeing myself as a creator,” says Smithwrick. His journey to build an audience laid the groundwork for his venture into full-time media. When he launched, the audience he nurtured over three years became the backbone of his success. Smithwrick’s initial projects didn’t aim for financial gain; they were about sharing perspectives, leading to unexpectedly lucrative opportunities. “I realized you can make money doing this!”, he reflects.
He advises: “Creating buzz is crucial. Build your community before considering monetization.” This lesson underscores the significance of engaging and growing a community organically over time, which becomes invaluable when it’s time to monetize.
Embrace the Hyper-Niche
Smithwrick’s experience at Kickstarter showed that hyper-niche content often performs better than broader topics. By focusing on specific communities, creators find deeper engagement. “Your content should speak directly to your audience,” he suggests, referencing influencers in specialized fields, like those catering specifically to upcycling enthusiasts. It’s crucial to define your unique niche and engage directly within it for maximum impact.
Engage Creatively: The Muscle You Need
The modern market requires more than just a good product. According to Smithwrick, effectively promoting your content is essential for visibility. Recognize that founders must be visible and share their wins. “Never skip leg day” is the metaphor he uses, emphasizing the importance of consistent content creation as a strategy for growth.
To manage the overwhelm, organizing and scheduling content can help maintain consistency. By focusing on value rather than pure promotion, Smithwrick successfully transitioned into full-time entrepreneurship. This approach reduces reliance on paid ads, transforming organic channels into a dynamic source of leads.
Exploring Emerging Marketing Strategies
Consider This Approach
What marketing strategy could be overlooked yet impactful? Lindsey Gamble, a creator economy consultant and newsletter creator, poses this query.
Innovative Strategy: Exclusive Engagement
Smithwrick highlights using social media for exclusive offers within existing communities. Tools like ManyChat facilitate community-specific promotions, driving urgency and exclusivity. Engaging your core audience with exclusive deals not only rewards loyalty but also sparks urgency.
Next Up in Strategy Discussions
Smithwrick wonders: What bold idea might change a marketer’s approach to working with creatives?
