Crowdfunding Video Guide:

How To Make Your Pitch Stand Out

Are you in charge of a rewards crowdfunding campaign, and tasked with creating a crowdfunding video for your project?

If so, then you are in the right place.

This step-by-step guide explains how you can put together your own highly effective rewards crowdfunding video.

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The video is visible to visitors to the campaign page as soon as they arrive, without needing to scroll down. Video is given this prime real-estate on the campaign page because video is a more engaging medium than lengthy written explanations.

Watching a video roll is easier for the hyper-distracted modern Internet user. Consequently, it tends to be the first thing that visitors gravitate toward.

Adam Laurie runs ‘Wow Your Crowd’, an award-winning agency for crowdfunding video production. According to him:

“The video is the most important asset in your crowdfunding marketing arsenal. If you think about it, the first thing most people do when you first visit a campaign page is take a look at the video. So if you don’t nail the video, or get the messaging wrong, people will switch off, bounce off the page and go to a different campaign.”

Types of Crowdfunding Video

There are three main types of rewards crowdfunding videos:

  • Pitch Video: Where the founder appears on-camera telling their back-story, talking about the challenge they faced, and why they developed the product. The video then moves on to the product features, how it works, and how it benefits the user. Pitch videos tend to work best for co-creation campaigns, seeking backers buying into the back-story of the creator behind it.
  • Product Video: This type focuses more-singularly on the product. For various reasons, some founders do not want to feature their face on the campaign video. Product videos are best for features-and-benefits campaigns, where backers are being sold on what the product can do for them rather than the creative journey of the founders.
  • Pre-mercials: Which shows lifestyle shots, with members of the customer avatar using the product, with a voiceover explaining what the product does. This variety of crowdfunding video works best when creators have a very strong sense of who their customer avatar is, because this will determine the profile of who features in the campaign video.

The overall tone the video sets should be informed by your customer avatar. You will know yourself whether your target customers will best respond to fun and quirky, or cool and stylized.

Crowdfunding Video Structure

Whichever type of video you decide to go with, crowdfunding videos tend to follow a similar structure. As you are making your crowdfunding video script, you can follow this template for the sections of your video.

1. Hook
Effective videos tend to begin with something which is a bit eye-catching or unusual to draw people in and make them want to watch more. If you decide to feature the creators in your crowdfunding video, then this is the point at which they should be introduced. Make sure the creators come across as personable and likable.

2. Problem Statement
Show the problems with existing solutions. Depending on the style, this may instead be an aspirational mission statement, saying something about the values that the target backers will identify with how they see themselves.

3. Solution
After the problem comes the solution – your product. This section shows how the product works and how it benefits the user. Use camera angles which show off the best features of the product, and create text overlays to draw further attention to what you believe will influence the decision of the viewer to back the campaign.

4. Testimonials
These should be succinct soundbites from people who resemble the target demographic. It is always more powerful to show other people saying positive things about your product, rather than tooting your own horn. Testimonials can also be used to pre-empt any objections you expect viewers may have.

5. Call To Action
The whole point of the crowdfunding video is to convince people to back the campaign, so don’t forget to ask viewers for their support! A campaign is limited time event, which means the video must motivate visitors to back the campaign before the countdown timer hits zero. There is a balance to strike between communicating that urgency, but without coming across as too ‘salesy’. Best is usually to invite people to help make your project into a reality.

Doing It Yourself

The upfront cost of working with a video professional is why some creators choose to do it themselves. This is possible if you are willing to study past crowdfunding videos for campaigns similar to yours, and are willing to put the work in.

‘Wild’ raised £12,609 on Kickstarter for their eco-friendly deodorant. With this relatively small funding goal, it would not have made sense for ‘Wild’ to spend a lot of money hiring a professional to produce their video.

Instead, they did it themselves, as ‘Wild’ co-founder Charlie Bowes-Lyon explains: “We wanted to do a very simple and cost-effective video. We wanted viewers to come on a bit of a journey with us and feel part of what we are trying to achieve. We wanted people to understand why we were raising the money, but also get across the point of why natural deodorant is better than non-natural alternatives.”

The ‘Wild’ video ended up being fit for purpose, and only cost them around £200 to produce.

Here is a checklist to improve your video result:

  • Lighting (face is illuminated with no shadow, but not over-exposed)
  • Sound quality (no hard walls or floors)
  • No background noise
  • Use a background jingle
  • Don’t stand too close, or too far away from microphones

Another alternative is a hybrid approach – working with a video professional, but doing as much of the work yourself so that the videographer’s time is reduced and they can focus on the highest-value tasks that only they can do. One way to save money is to shoot the video yourself, but pay for the editing. Another way is to review the scripts of other campaigns, to model your own. Also, if you can provide the location for the video shooting, it saves a lot of organizing on the part of the videographer

Final Thoughts

Inserting subtitles makes your crowdfunding video more mobile-friendly. A great deal of online traffic now takes place on mobile devices, and people may be viewing your campaign video with the sound switched off, and having subtitles will help the message get across in this circumstance. Also, if you expect strong support for your project in languages other than English, then consider putting subtitles for these other languages on your video too.

As you are shooting, try to film some material for other uses, beyond the main campaign page video. For example, it will be useful to get some shorter clips suited for sharing across social media, and for your website landing page. If you are smart about how you shoot your video, then you can re-purpose the content for life post-campaign.

Lastly, preparing the video can be an opportunity for campaigns to involve their crowd. If your fan base is passionate enough, they may be willing to help as you bring your video together. Someone in your crowd might be a videographer and help you shoot the video. Even if they can’t assist with the production, asking your crowd to vote on their favorite version of the video can build their engagement. It’s another excuse to e-mail them, and another chance for them to buy into your campaign before you formally launch it.

Next Steps

If you want to know how to run a successful rewards crowdfunding campaign (with even more about crowdfunding video), check out this step-by-step playbook! It explains rewards crowdfunding – from start to finish.

The New Book - Rewards Crowdfunding.

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