Behind every million-dollar crowdfunding campaign stands one key figure: the backer. And like the products they support, backers themselves have evolved.

To unpack how their expectations are shifting, I spoke with Shavarsh Zohrabyan, Head of the Research & Market Analysis Department at TCF. After completing his MBA in Europe, where he wrote his master’s thesis on Kickstarter and Indiegogo, Shavarsh built his career around understanding what drives campaign success. Since 2020, he’s led the team responsible for uncovering industry trends, mapping behavioral data, and identifying the products that consistently capture backer attention.

In this conversation, he shares how backers changed in 2025, what they’ll expect from creators in 2026, and why authenticity, trust, and true innovation matter more than ever.

Jasmine: If you had to sum up 2025 in terms of backer behavior, how would you describe them?

Shavarsh: Backers this year paid a lot of attention to AI integration. They were drawn to products that didn’t just use AI as a gimmick but actually replaced older, manual products with smarter, faster solutions. Another major focus was healthcare, and not only physical health. We saw a strong rise in campaigns around sexual health and wellness.

If you look at the top-performing campaigns of the year, many of them centered on personal wellbeing, rings and wearables that tracked health data, devices that improved quality of life, even tech aimed at sexual health. So I’d say 2025 backers were unified by one thing: they cared deeply about their health in every sense.

Jasmine: And how does that differ from the previous year?

Shavarsh: The health trend actually started after COVID, when people became more aware of their bodies and lifestyles. It cooled down for a bit when borders reopened and people focused on travel again. But this year, it came back stronger. The difference is that the products themselves got more advanced and accessible. AI made it easier for people to monitor and understand their own data, so backers naturally became more interested. The most successful campaigns this year were all in the healthcare space.

Jasmine: Looking ahead, what do you think backers will expect to see in 2026?

Shavarsh: They’ll expect more depth and more data. The rings and trackers we have now are great, but they cover only part of the picture. Next-year backers will want products that combine multiple aspects of health into one system.

They’ll also expect faster and easier solutions. For example, some new devices already send your health data directly to your doctor. That kind of automation will expand, making it possible to manage your entire wellbeing without effort. In short, backers will want tools that simplify life, not add another app to their routine.

Jasmine: Are backers still as focused on social proof, influencer validation, for example?

Shavarsh: Absolutely, maybe even more than before. With AI-generated videos everywhere, people are starting to question what’s real. Influencers play a critical role because they’re undeniably human. When someone they follow shows or reviews a product, it feels authentic and trustworthy.

That trust has become more valuable than ever. Before, a polished video could convince people. Now, backers want to see a real person’s experience. Influencers and community voices will continue to have a major impact on purchase decisions in 2026.

Jasmine: Are backers responding better to campaigns that feel authentic and personal, or those that look polished and brand-like?

Shavarsh: It depends on the category and price point. For high-ticket products like 3D printers or robotics, the creator’s story matters a lot. Backers want to know who’s behind the idea and if they can trust them to deliver. A creator with a strong track record or influencer background has a big advantage.

For smaller, low-risk products, the creator’s identity matters less because the financial risk is minimal. People are willing to take a chance. But when it’s expensive, or complex, authenticity and proven credibility become deciding factors.

Jasmine: Knowing what backers will expect next year, what should creators start changing in their launch prep?

Shavarsh: Start with deep market research. Don’t build something that already exists and try to frame it as “new.” Backers are sharp. They can tell when a product is a copy or a substitute. Instead, make sure your product genuinely adds new value to their lives.

Creators should validate that the problem they’re solving actually matters, and that their solution is unique. If you’re not offering something distinct, you’ll get lost in a sea of similar products. True innovation still wins every time.

Jasmine: If you had to list three things modern backers care about most, what would they be?

Shavarsh:

1. Trust in the creator. Backers need to feel confident that the person behind the campaign is reliable and transparent.
2. Genuine innovation. The product should clearly improve life, not recycle what already exists.
3. Reasonable value. The quality-to-price ratio must make sense. If they’re paying now and waiting months for delivery, they expect that early support to be worth it through exclusivity, savings, or a better experience.

In short, backers in 2026 will invest in creators who earn their trust, in products that solve real problems, and in ideas that feel truly new.

Conclusion

The modern backer has evolved from curious early adopter to informed investor. They’re chasing value: innovation that feels real, creators they can trust, and technology that simplifies their lives.

As Shavarsh explains, the next wave of crowdfunding success will come from creators who understand this shift. Data and AI can shape smarter products, but authenticity, trust, and genuine problem-solving will keep people clicking that “Back This Project” button.

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