How to Announce a Goal to Your Followers

Announce a goal with one post that names the goal, the amount, exactly what it pays for, and a single link — posted first on the channel where your most engaged followers already are, meaning the people who comment, reply, click your emails, or have paid you before. Then pin it and repost it in different formats across the following two weeks. Skip vague asks like "any support helps" in favor of one specific sentence a follower can act on immediately. A Goal is one named goal with a progress bar: followers make one-time contributions and every contribution is yours whether or not the goal is reached — no deadline unless you set one, and nothing to ship.

Sources and method: The fee figures below come from Brillay's own pricing page (Brillay pricing, https://brillay.com/pricing). The channel order, pinning and repost-cadence guidance below are Brillay editorial recommendations assembled from the platform documentation and published benchmarks cited inline — they are not platform rules, and Brillay has not run a controlled test of them.

A goal that goes live without an announcement is easy to miss: it sits on your page waiting for someone to stumble onto it. A goal only moves once followers know it exists, what it pays for, and where to send money. Delivering those three facts in a single post is the entire job of a funding-goal announcement.

On Brillay, Goals show supporters' one-time contributions toward a specific goal on a visible progress bar. Brillay explains that Goals work differently from crowdfunding: there are no reward tiers to design, pack, or post, no deadline unless the creator sets one, and every contribution is kept whether or not the goal is reached. For the announcement, that means there is nothing to hedge: you are not asking anyone to gamble on a target being reached, only to pay for something you have named. Set a date only if the project actually has one.

What should a funding-goal announcement post include?

A funding-goal announcement post should include four things: the goal named in one phrase, what the money pays for, an optional target amount tied to a real line item, and a single link. One sentence each, no preamble. Put the backstory after the ask, so the first line already tells a follower what the post is for.

A workable template: "I'm raising for [specific goal] — here's what it covers: [one or two line items]. If you want to help, the link's in my bio." Everything else — why now, what happens after, thank-yous — belongs in a follow-up rather than the launch post itself.

Recording the ask on camera rather than typing it is worth considering: Kickstarter's published creator guidance states that projects with videos succeed at a much higher rate than those without, at 50% versus 30% (Kickstarter, "How To Make an Awesome Video"). Kickstarter measured that 50%-versus-30% gap on Kickstarter project pages rather than on social announcement posts, so treat the figure as directional support for filming the ask rather than a guarantee about a caption.

Naming a specific dollar amount is optional, not required. If you do include one, make sure it matches a target you can defend: a number that is clearly padded or vague ("$5,000ish") reads as less trustworthy than a number tied to a real line item.

Before you write the announcement, confirm the goal itself is actually live, with name, short description, and target amount published and visible on your page (how to create a goal). Announcing a goal that is not finished yet sends followers to a dead end.

How do you write an opening line people won't scroll past?

An opening line that survives a scroll names the specific thing you are funding in the first three or four words, not the fact that you are asking for money. "I'm 40% short on a new mic" gives a reader a concrete problem to react to; "I have an announcement" gives them nothing to stop for.

Compare two openers: "So I wanted to share something with you all today..." versus "My current mic dies mid-recording about once a week — I'm raising for a replacement." The second tells a follower what is wrong and what fixes it before they have decided whether to keep reading.

Front-loading the specific detail matches measured reading behavior. Nielsen Norman Group research on web reading found that on the average web page users have time to read at most 28% of the words during a visit, and that 20% is the more likely share (Nielsen Norman Group, "How Little Do Users Read?"). Nielsen Norman Group measured that 28% ceiling on web pages rather than in social feeds, but the consequence for a caption is the same: the words that actually get read are the first ones.

The specific-first rule is worth applying to every format you publish in. A caption, a Story text card, and an email subject line each have one job — telling a reader what the post is about before they scroll — and a phrase like "big news" or "exciting update" does not do that job in any of the three. Lead with the goal itself in all of them rather than writing one specific opener for the platform you care most about.

Which platform should carry your first announcement?

Post the announcement first on the channel where your most engaged followers already are: the people who comment, reply to your Stories, click links in your emails, or have contributed to a previous goal. Then adapt that same message for your other channels. Engagement signals matter more than raw follower counts when picking the first channel.

Choosing the most-engaged channel first is a Brillay editorial recommendation rather than a platform requirement, and the evidence behind that recommendation is published segmentation data rather than Brillay campaign data. To identify those people concretely, look at who replied to your last five posts, who opens and clicks your emails, and who has paid you before. Mailchimp's segmentation study of roughly 11,000 segmented campaigns sent to nearly 9 million recipients found segmented campaigns produced 100.95% higher clicks and 14.31% higher opens than the same senders' non-segmented campaigns (Mailchimp, "Effects of List Segmentation on Email Marketing Stats"). Sending the announcement first to the people who already act is the same principle applied to a launch.

Where your bio link actually works matters too. On TikTok, a clickable website link in your bio is available on personal accounts with 1,000 or more followers, or on a Registered Business Account; below that threshold the website field does not appear (TikTok Help Center: linking another social media account). If your TikTok account is under 1,000 followers, point people to your Brillay link through a pinned comment or the video caption and treat a different platform as your primary announcement channel — and since a pinned comment already costs the reader an extra tap, it helps that the page it lands on takes a card from a guest rather than asking for another account.

On YouTube, Posts (the Community tab) carry no published subscriber minimum. YouTube's Help Center lists only three limits on availability: Posts are unavailable on supervised accounts, unavailable on channels set as "Made for Kids," and "not currently available in Germany" (YouTube Help: Posts on YouTube). A Post is therefore a usable announcement slot on a small channel, not a feature you have to unlock first. YouTube also documents where a bio-style link lives on a channel: "You can showcase up to 14 links on your channel Home tab," added in YouTube Studio under Customization, then Profile, then Links, with the first link displayed near the subscribe button (YouTube Help: Manage your YouTube channel's profile). Put the goal link in that first slot while the goal is open.

For everywhere else, put the link in your profile link field before you post, then reference "link in bio" in the caption rather than typing a raw URL. Instagram's Help Center documents adding external links through Edit profile → Links → Add external link, a profile field rather than a caption field, which is why "link in bio" remains the standard phrasing on feed posts and Reels.

Sources for the table: TikTok Help Center on profile links, Instagram Help Center on profile links, Instagram Help Center on pinning posts, YouTube Help on Posts availability, and YouTube Help on managing a channel profile and its links.

Should you pin the announcement to your profile?

Yes — pin the announcement anywhere the platform allows it. A pinned post stays at the top of your profile long after the post has scrolled out of followers' feeds, so the pin keeps catching new visitors days or weeks later. Instagram allows up to three pinned posts, which leaves room for the announcement alongside your two strongest posts.

Instagram's own Help Center states that you can pin up to three posts you have shared to the top of your profile. A Story Highlight holding a short recap and the link is a useful second home for the announcement, because Instagram states that "photos and videos you share to your Instagram story disappear from Feed, your profile and Direct after 24 hours, unless you add it as a highlight" (Instagram Help Center: How long Instagram stories remain visible).

If your platform does not support pinning at all, keep the announcement permanently visible a different way: put the link and a one-line reminder directly in your bio text for as long as the goal stays open.

Does an email or newsletter version need its own copy?

Yes. An email announcement should restate the goal in full — what it funds, why now, and the direct link — rather than pointing readers back at a social post. Treat your list and your followers as separate audiences unless you have actually measured the overlap between them, and write a subject line that earns the open on its own.

Mailchimp's published benchmark data puts the average email open rate across all industries at 35.63%, ranging from 29.81% for e-commerce senders to 40.04% for non-profit senders (Mailchimp: email marketing benchmarks). Mailchimp's same benchmark set puts the all-industry average click rate at 2.62%, with e-commerce at 1.74% and non-profits at 3.27% (Mailchimp: email marketing benchmarks). Mailchimp's 35.63% all-industry average open rate implies that roughly two in three recipients of a typical send never open it at all, which is why a funding-goal email cannot simply say "see my latest post." How much a creator's email list overlaps with their social following is not something Brillay has measured and no primary benchmark is cited for it here, so treat "they already saw it on Instagram" as an assumption to test rather than a fact.

Segmenting that send is the highest-leverage change available, and Mailchimp states the reason plainly:

"By narrowing your focus and sending messages to targeted groups within your lists, your recipients will find your campaigns more relevant—and relevant campaigns get better results." — Mailchimp, "Effects of List Segmentation on Email Marketing Stats"

Keep the subject line as specific as the social opener. "New mic fund is live" beats "An update from me" for the same reason a vague caption underperforms a specific one: the reader learns what the message is about before deciding whether to open it.

How many times should you repost the announcement?

Reposting four to six times over the first two weeks, changing format each time, is a Brillay editorial recommendation rather than a measured optimum or a platform rule. A workable sequence: a Story reminder two or three days after launch, a pinned-comment nudge, a mention in an unrelated post's caption, and one email follow-up spaced about a week out.

The basis for the four-to-six figure is internal methodology, not measurement: Brillay arrived at the four-to-six range by mapping four to six distinct formats onto a two-week window using the week-by-week promotion calendar the Kickstarter Creator Handbook recommends, and no Brillay campaign data or published study sets that number. Treat four to six as a starting cadence to adjust, and stop reposting once replies dry up.

Kickstarter's Creator Handbook gives launch communications the same structure — a written calendar rather than ad-hoc reminders:

"Put together a week-by-week calendar to schedule emails, social media announcements, project updates, and more." — Kickstarter Creator Handbook, "Promotion"

The Kickstarter Creator Handbook sets the first week aside for the announcement itself, instructing creators to "Announce to your mailing list, social media followers, and friends and family" in Week 1, then to plan two further promotion strategies for Weeks 2–3. A Brillay goal is not a 30-day campaign, but the shape of the calendar transfers: one concentrated announcement, then planned resurfacing rather than silence.

Because Goals have no reward tiers or physical perks—and any deadline is only a countdown, not a cutoff—nothing about the cadence is on a clock you did not set: space the reminders out and fold progress updates in as the bar moves, rather than repeating the same caption verbatim.

Should the post mention your platform fee?

You do not have to mention the platform fee in the announcement itself, but be ready to answer if a follower asks. Each contribution is a one-time payment, supporters do not need an account, and creators can receive payouts in 41 countries.

Brillay's terms read the same on every page: No monthly fee, you only pay a small platform fee when you get paid. 8% platform fee when a follower pays for work, 5% platform fee on tips and goals. Card processing is separate. Stripe's published pricing lists standard US online-card processing at 2.9% + $0.30 per successful card charge, a rate that applies to online card payments generally rather than a fee unique to Brillay (Stripe pricing).

If you would rather not put fee mechanics in the launch post, a short pinned comment or an FAQ-style follow-up is a better home for them than the announcement, which should stay focused on the goal.

Frequently asked questions

Common questions are whether you need a big following, whether to add a deadline, what to do when the first post falls flat, and whether one piece of copy works everywhere. The short answers: there is no follower minimum; deadlines are optional countdowns, not cutoffs; try another format; and adapt the copy for each channel.

Do I need a large following before announcing a goal?

No. Brillay works from your first follower, with no follower minimum, application or eligibility review, so a funding-goal announcement works the same way at any audience size. A smaller, more engaged audience that actually sees the post matters more than a large one that scrolls past it.

Should the announcement include a deadline to create urgency?

No. Goals have no reward tiers or physical perks, and a deadline is optional. If you add one, describe it as the date you hope to fund the project by—not a cutoff that cancels the goal or returns supporters' contributions. Let the specificity of the goal and the visible progress bar do the work instead of manufactured urgency.

What if I've already announced once and it didn't get much response?

A single post reaches only part of an audience, and published benchmarks show how steep the drop-off is even on an owned channel: Mailchimp's benchmark data puts the all-industry average email click rate at 2.62% (Mailchimp: email marketing benchmarks). Reposting as a Story, pinned comment, or email a few days later can give people another chance to see the goal; watch replies and contributions, then slow down if the reminders stop helping.

Should I thank people who contribute in the same post as the announcement?

No — keep the announcement focused on the ask. A separate thank-you message after someone contributes is a better fit, because mixing "please contribute" and "thank you for contributing" in one post confuses who the message is even for.

Can I reuse the same announcement copy on every platform?

You can reuse the core facts — the goal, what it funds, and the link — but the format should change. A caption reads differently than a Story text card or an email subject line, and copying one verbatim into another usually undersells the ask.

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