Crowd Supply Guide: Campaign Content Basics

This article will help you create the fundamental content for your product’s campaign. We strongly suggest you at least skim it prior to building your content, and review it periodically throughout the process. For a complete list of everything you’ll need to launch your campaign, visit the campaign checklist.

Pre-launch Landing Page

A pre-launch page will be used to start driving traffic to your campaign before its launch. It will consist of a very brief description of your project, an image or video, and some basic brand/creator identification.

Prospective backers will use the page to sign up for notification of when your campaign goes live. The pre-launch page is a great tool for judging initial interest in your project and for getting early feedback on your idea, features, and/or design.

The URL created for this page will be the same URL for the lifetime of the project. This means no dead links from old landing pages and strong SEO!

Setting up a pre-launch page

You’ll work with your project manager to get your pre-launch page set up. They will need:

  • Creator/Brand name
  • Project title and very brief description/teaser
  • Image
  • Optional video

Your URL will be generated using your creator/brand name and project name, as in

Driving Traffic

Once the page is set up, you will need to take a very active role in driving traffic there. You’ll want to email contacts, engage social networks and online forums, and so on as described in the marketing and PR section.

Title and Teaser

The title and teaser are particularly important since they will be used in your project “tile”, the box that summarizes your project in a variety of contexts on Crowd Supply’s website. It’s the content that will be seen by the greatest number of people, so it’s important to get it right.

The title of your campaign should be a very succinct description of your product. Titles may be up to 36 characters, and should take one of the following forms:

  • product name e.g., “Superoven 5000”
  • product name: what it is e.g., “Superoven 5000: A Smart Phone-Controlled Baking Oven”
  • product name: action phrase e.g., “Superoven 5000: Bake Cakes with Your Phone”

Normal title capitalization should be used:

  1. Capitalize the first and the last word.
  2. Capitalize nouns, pronouns, adjectives, verbs, adverbs, and subordinate conjunctions.
  3. Lowercase articles (a, an, the), coordinating conjunctions, and prepositions.
  4. Lowercase the “to” in an infinitive (I Want to Play Guitar).

Periods, question marks, and exclamation points should not be used in titles.

The campaign teaser should be a brief (up to 255 characters), accurate description of the product being offered. Question marks and exclamation points should be used only sparingly if at all in the teaser. Avoid hyperbole and clearly describe your product’s basic characteristics, functions, and purpose.

The title and teaser together should speak to a general audience. They should explain what the product is in plain language free of specialized jargon.

Prices should generally not be included in the campaign title or the teaser, unless that is a defining point of the campaign (e.g., the price for that particular item is truly groundbreaking). Availability schedule should also not be included.

Pledge Levels, Pricing, and Shipping

Prices should be whole-dollar amounts, and must include US shipping charges and fulfillment fees. If you’d like to explain to backers what your budget looks like for shipping and fulfillment, this is strongly encouraged and belongs in the campaign body.

Prices need to be straightforward and clear. The price needs to reflect the complete shipping product: do not break down prices artificially. Prices should be all inclusive and free of qualifiers or conditions.

International shipping is calculated on a per-item basis. Free international shipping is encouraged where it is feasible to do so (generally, this will only apply to small, high-priced items). If it’s not practical to offer free international shipping, consider offering free international shipping on accessories, but not the ‘primary’ product.

Pledge level names should follow the same rules as the campaign title, with these additional constraints:

  • Limit to a maximum of 16 characters.
  • Prices should never be included in your product name or headline, unless the price of your product is actually a part of its name (e.g., “The $100 Laptop”) and the price will remain the same forever.
  • You can include major parts of your campaign title in the pledge level title, but be mindful that it will almost always be displayed next to your campaign title: it doesn’t need to stand alone.

Campaign Video

Your campaign video should satisfy these requirements:

  • Use a 16x9 aspect ratio.
  • Shoot at least 720p: 1080p is preferred, and 4K is welcome.
  • Show the product as early as possible, preferably in the first four seconds.
  • Keep the video as short as possible, preferably less than two and a half minutes. If you wish to include more content, you can add additional videos to the campaign body.

Try to avoid the “talking head” intro to your video. Don’t start with you. Start with the product as the hero, or introduce the problem that your product solves. You only have a few seconds to grab the viewer’s attention, so be appealing and succinct.

For more advice on creating a campaign video, see our short but sweet outline for making a campaign video.

Photography and Other Images

High quality product photography is very important. Images are a great way to show off your product and help tell your story. A well balanced campaign should have a combination of detailed product shots on a plain white background along with lifestyle shots showing off the product in use in the real world.

If you’re not prepared or able to to do high quality photography yourself, you should hire a professional. Crowd Supply offers product photography on a project by project basis. If you are interested in this service, please contact your project manager.

Image Requirements

  • No text may be embedded in the image.
  • A white background is preferred.
  • All images should be at least 1000 pixels in the shortest dimension.
  • The main product image (the one that will get used on your “tile”) should be at least 2000 pixels (preferably greater) in the shortest dimension.
  • Should be in PNG or JPG format.

Avoid using in-image text, like the below:

In-image text has no SEO value, isn’t searchable or selectable by the viewer, would rarely be used by online media, and hurts the user experience, as it does not scale well to smaller devices such as tablets and phones.

Campaign Body Content

The main text-and-images area of the campaign page is referred to as the “body”. It should contain:

  1. A narrative description of the product. Unlike the teaser, this can be much more tailored for your specific audience.
  2. Design features and specifications.
  3. Manufacturing plan.
  4. Risks and milestones.
  5. Some history about you or your organization.

Press mentions, pledge levels, and other details are handled separately, outside of the campaign body.

Formatting text

Crowd Supply’s campaign page and update authoring tools allow you to use Markdown formatting, a very simple, intuitive way of structuring text content for display as HTML. There are many good tutorials and guides for using Markdown, so spend a little time to learn the basics. You should be familiar with:

  • Markdown basics, paragraph structure.
  • Emphasis: italic and bold.
  • Lists and tables.
  • Code blocks
  • Images (including captions, title, and alt tags).
  • Links.

Delivery Schedule

This schedule is used to determine how many units of your product are available to backers and the expected ship date told to backers. A dynamic ship date will appear next to each pledge level that will change over time as more pledges are placed. This offers transparency so backers know when their order will ship.

Fill in with your own data. Add more rows as needed.

Pledge Quantity Price per Unit Ship Date
Widget 1 0 - 100 5.99 August 15, 2020
Widget 2 101 - 500 3.99 September 15, 2020

Creator Details

As a creator on Crowd Supply, you will have your own creator page. For example:

We will need the following information to set up your creator page:

Brand Description
Briefly introduce your brand. This text is public-facing and will be used for all projects created under this brand.

Brand Logo
Please provide a PNG or JPG logo file. High resolution is preferred.

Brand Homepage
You can link to your homepage from your creator page.

Provide your team’s location.

Team Members
Name, email address and title (if applicable). Private members will not be listed on the campaign page, but will receive questions submitted through the campaign page. Public members will both be listed on the campaign page and receive submitted questions. You should also provide an image to serve as an avatar to represent each of the public members on Crowd Supply. You can simply provide the image you want to use, or you can use a account.

Writing Style

Generally, Crowd Supply uses the standards described in the Associated Press’s (AP) style guide. For more information on writing for Crowd Supply, see our writing style guide.

Contact us at to see how we can help.

Crowd Supply Guide: Table of Contents

For Everyone

For Backers

For Creators

Intro & Overview

Before Your Campaign Starts

During Your Campaign

After Your Campaign Concludes

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