The Intersection of Social Media and Crowdfunding: Building a New Marketplace


The change in the consumer landscape is apparent. Think about how the Internet has changed the way you choose what to buy. Say you’re in the market to buy a new bike. Are you going to watch TV or listen to radio ads to figure out what brand is the best? Odds are you’ll type something along the lines of “What’s the best bike to buy?” into Google and end up reading bike blogs and consumer reviews.

Crowdfunding marketplace

This more communal take to product buying is what has influenced the Triberr Influencer Marketing Campaigns, a program in which influential bloggers are paid to promote products.

Because the Internet has changed the way consumers buy things, it has subsequently changed the way products are marketed. Social media has given people from across the globe the ability to connect instantly, creating a globalized marketplace that is accessible to just about anyone. An accessible globalized marketplace gives average people — entrepreneurs, innovators, and artists — the means to access consumers and build and promote their own brand without the backing of a more prestigious and institutionalized company.

With the proper usage of social media, an average person can accrue a following, build their own brand and even become an influencer or industry leader. The ease of global connection creates a world where everyone has the capability of becoming his or her own branded business and now, emerging technology has found a way to provide these people with a way to raise funds for their product ideas or creative projects.

Crowdfunding and social media

Crowdfunding is a relatively new concept that many people are still unfamiliar with. Crowdfunding is a means for businesses, entrepreneurs, innovators and artists to raise funds for their business or creative projects prior to their creation.

The ability to crowdfund from an existing network and fan base allows branded people and businesses to mitigate some of the financial risk associated with the production of a new product or creative project. Furthermore, crowdfunding also allows them to gauge the initial market viability of the project.

Crowdfunding is most successful when used by people who have branded themselves on the Internet. People who have used social media to connect with their audience, build a loyal following and become an influencer in their industry will be able to utilize their connections to fund their project.

Crowdfunding book projects

Most crowdfunding platforms operate on a rewards system, which means the creator of a crowdfunding campaign creates rewards levels — various different incentives a supporter receives in exchange for their monetary pledge towards the campaign. (For an example, check out this successful crowdfunding campaign.) Now we have a model where consumers are not just helping to fund the products they want to see produced, but they are often times receiving the product as a reward at a later date, almost like advanced purchasing.

With the introduction of crowdfunding, the global consumer marketplace is evolving once again. Now, consumers have the ability to become the gatekeepers, deciding what products they would like produced.

The world is becoming smaller and social media, blogging, and now crowdfunding will continue to change the landscape of how businesses are created, products are funded, and art is produced. Global accessibility provides average people with the means to do extraordinary things if they use the proper tools in an effective manner.

What has been your experience with crowdfunding successful or otherwise?

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  • Robert Loomes

    I don’t know much about crowd funding, but this really does seem a very affordable way of testing the water and then getting funds to implement if workable. Is there crowd funding for just about any type of project?

    • Justine Schofield

      Hi Robert,

      Thanks for commenting. Yes, you can crowdfund for just about any type of project. Crowdfunding as absolutely risk-free and requires no upfront cost. If a campaign is successful, the campaigner receives the funds the raised to bring their project to life. The crowdfunding platform will then take a percentage of those funds as a fee. If a campaign is unsuccessful, none of the supporters are charged, the campaigner doesn’t receive any of the funds and there is no fee.

      It’s a great opportunity to raise funds for a project while testing the initial market. I’d be happy to answer any other questions you may have!

  • S. Deyier

    Thank you Justine, an informative read. Crowed funding is definitely an effective way of raising funds.

    • Justine Schofield

      Thanks! Glad you enjoyed the article. Let me know if you have any questions 🙂