If you have a good idea but lack the moolah to make it happen, you’ve probably started looking into crowdfunding options. Depending on your project or business idea, you may have stumbled across platforms such as GoFundMe, Indiegogo, and Kickstarter.

Because of how popular Kickstarter is, MenajErie Studio decided to break down the main ingredients of a successful crowdfunding video. Whether you’re doing it yourself or contracting a video production agency, feel free to use this blog post as your guide.

But First, What Is Kickstarter, Exactly?

Having launched in April 2009, Kickstarter is a platform where “creators share new visions for creative work with the communities that will come together to fund them.” More specifically, Kickstarter is a crowdfunding platform that seeks to bring ideas to life. They allow you to develop creative campaigns in a variety of industries:

Moreover, Kickstarter creates a community around your work by giving your pledges updates about the progress of your project. However, people are pretty selective about the projects they fund. Kickstarter found that “projects with videos have had a success rate of 54% while ones without have had a success rate of 39%.”

Since launching the website, “20 million people have backed a project, $6.2 billion has been pledged, and 209,358 projects have been successfully funded.” To create a project on Kickstarter:

Start a project and select a category
Explain your idea
Confirm your eligibility
Make a Kickstarter account
Choose a funding goal along with a timetable to reach your goal

After you have created your project, you’ll want to begin spreading the word about your project. To gain project momentum, create a killer Kickstarter video using our three actionable steps:

Use Professional Equipment

While you can certainly use a smartphone or a laptop’s webcam to film a video, a little production value can make a big difference. If you’re looking for an affordable camera, take a peek at our YouTube series about finding affordable entry-level video kits.

When push comes to shove, taking a video on your phone is often better than not having one at all. In fact, you’d be blown away at the quality you can get from an iPhone or Android if you’re using it right. Learn how to keep your budget low and your videos looking good by watching our tutorial on filmmaking with an iPhone.

2. Focus on Lighting

Ample light is vital to your video's quality. Avoid shooting at night or in a dark room to ensure any people, places, and products are clear.

If you don't have access to film lighting, go au natural. Film outside in the sunshine or inside by a window. However, you typically want to avoid overhead lights as they can give you “raccoon eyes.” Furthermore, fluorescent lighting often produces greenish sickly colors.

To avoid throwing off the color in a scene, avoid mixing color temperatures (e.g., cool daylight from a window with warm light from a table lamp). Opt for “soft” light sources such as a window with sheers (or white curtains) or a lamp with a white shade.

3. Cover the Basics

When it comes to the content of your video, make sure to cover the basics:

Introduce yourself
Describe the purpose of your project
Identify your project plan, schedule, and overall budget
Explain why your project is important or necessary

If you’re camera-shy or nervous, use a script. They can help keep you on track, limit rambling, and boost your confidence. Also consider using a teleprompter app such as Parrot Telepromter, PromptSmart, or Selvi.

Crowdfunding.io reports that “campaigns with videos under 5 minutes were 25% more likely to reach their goal than those with videos that were longer,” so your video should stay within the three to five-minute range!

4. Make it Memorable

While you should make your Kickstarter video short and to the point, you also want it to stand out. Whether you’re pulling on your potential pledges’ heartstrings or tickling their funny bones, make sure you make a lasting impression. You’ll need to ensure that it’s memorable so that pledges will invest in your campaign.

While you might not be a seasoned actor or actress, aim to put some energy into your part. Annunciate, smile, move your hands while you speak, and show your audience your passion for the project.

5. Consider Your Audience

We hate to be the bearers of bad news, but it’s impossible to interest everyone in your Kickstarter. Just about every product and service have a target market. Likewise, your Kickstarter video has a specific audience. When you’re creating your crowdfunding video, consider your audiences:

Interests/Opinions
Culture/Lifestyles
Beliefs/Values
Personalities/Attitudes
Behaviors

In conjunction with the psychographics above, you’ll also want to consider demographic information. Their age, gender, income, education, etc., will help inform your messaging.

6. Find Your Hook

You need to grab your audience's attention in the first few seconds of your video. Hook ‘em by:

Citing compelling statistics
Using powerful quotes
Telling interesting anecdote
Asking a relatable question
Stating a persuasive fact

Once you have your audience’s attention, get straight to the point. The goal of your campaign should be clear within the first minute.

7. Show and Tell Your Story

While an interview with you is always a good place to start, you’ll want to splice in some interesting visuals. Cut to clips of your project, workshop, studio, etc. Give the audience a behind-the-scenes look at the process of making your idea come to fruition.

8. Establish Credibility

Unfortunately, not everyone will want to pledge right off the bat—some people will need convincing. There are several ways to establish credibility for your Kickstarter campaign and gain your potential pledges’ trust, such as:

Including endorsements
Showing how your product works
Discussing your budget and intentions
Mentioning the success of your previous campaigns (if you have any)
Displaying your campaign progress on social media
Ditch the Actors

At the end of the day, the most important aspect of a Kickstarter video is authenticity. It’s for that reason it’s often best to highlight you and your team, not actors. Show your potential pledges your passion for this project.

10. Include a Call to Action

A call to action, also known as a CTA, encourages your audience to make a decision. In this case: to back a project. In conjunction with pledging, you should consider asking people to:

Tell their friends and family about the project
Share your campaign on social media
Leave comments on your campaign page

Kickstart Your Campaign

Help ensure you meet your goal by adding a captivating video to your Kickstarter page. If you feel like you need a seasoned team of videographers to tell your story, then reach out to MenajErie Studio. We specialize in immersive, narrative-driven video content.

10 Essential Steps for Making a Good Kickstarter Video

But First, What Is Kickstarter, Exactly?