Short answer: Kickstarter.
Slightly longer answer: Use Kickstarter.
Moderately longer answer: Use Kickstarter unless you have specific requirements that make Indiegogo the better choice.
If you are an established brand or want to be on the path to be an established brand, Kickstarter is your best choice. Yes, opinions may vary, but as a brand putting our money where our mouth is, this is our advice.
- Kickstarter is “all or nothing.” If you don’t reach your published goal, the campaign raises no money. Backers are not charged, Kickstarter gets no money, you get no money. Kinda makes hitting that goal pretty important, right? Contrast that with Indiegogo where you can have an all or nothing campaign, but the reason most people use IGG is because you can have an incremental campaign where you make whatever you raise. $10,000 goal and you made $100? Congrats… now you need to deliver. Hope you can afford the materials and production minimums.
- Kickstarter campaigns seem to be put together better. Our products have a refined aesthetic, and we want to be around other products and campaigns that demonstrate the same level of care and quality. While this standard is up to the individual creator, there seem to be consistently better quality campaigns on KS.
- Kickstarter needs to approve your campaign before you can launch it. We’d rather jump over a few (easy) hurdles than be surrounded by static from creators who had an idea at breakfast and launched an IGG campaign at lunch. The KS approval process is painless.
- Kickstarter has helped launch massive brands with multi-million+ dollar campaigns… and more than a few. IGG… not so much.
There are arguments to be made for Indiegogo for sure. They charge 4% of your project earnings (9% if you set a goal but fall short), while Kickstarter charges a flat 5% for all successful campaigns. If your product is in a restricted category, you’ll have more leeway on Indiegogo. If you need any amount of money to get going, and not a specific amount, then IGG may be for you.
But based on our product type, level of quality expected, seriousness in this pursuit, commitment to prepare and past experience… Kickstarter is the way to go. As for Indiegogo, there may be something interesting we’ll do with them after the successful conclusion of the main Kickstarter campaign, so stay tuned.
Bottom line: unless you have a specific reason to go with IGG, Kickstarter should be your default. Feeling stuck and don’t know which way to go? Choose Kickstarter. You can always re-launch on IGG using the same materials.