Numbers don’t lie. Statistics at Kickstarter show that crowdfunding video campaigns have a higher than average success rate of getting funded.
According to Kickstarter’s numbers, campaigns that have videos are 85% more likely to hit their funding goals. But success is not just about having just any video. Your crowdfunding video campaign must be interesting and engaging enough to make people want to share it.
In short, to ensure your success your video campaign must go viral. And if you feel confident because you have a sizable network of trusted contacts, think again. Not everyone may relate or feel engaged with your video. You might not even get 20% of your network to share it.
But if your video campaign is well- produced, compelling and clearly addresses the needs and wants of a specific audience, it may gain traction from the contacts of the 20% who shared it. That’s how videos become viral; it picks up wave after wave of interest.
So how do you create a viral crowdfunding video campaign?
Here are 8 tips for you to consider
- Be Yourself – For sure you’ve seen crowdfunding videos where the performers aren’t quite themselves. It feels like they’d rather be somewhere else than where they are in the video.
Unless you’re an actor, it’s easy to understand why people get nervous in front of the camera. With a crowdfunding video campaign, the stakes are quite high. There’s pressure to perform well. And maybe that is the problem; trying to perform. Don’t be an actor. Just be yourself. You’re sharing a business idea that came from a passion or advocacy. Live it. Own it. Be Yourself.
- Have a Good Narrative – Everyone loves a good story. A compelling narrative places the listener in the shoes of the story- teller. You see and feel everything unfold.
The reason why storytelling works is that it creates empathy. When you’re creating a crowdfunding video, you want your audience to feel your purpose not just understand it. A good narrative strengthens the pitch for your product because the audience already becomes invested in you. They want to know how the story ends. And if you’re successful, they will help you re-write a happier ending with more funding support!
- Create a Hook – A “hook” is something that will get people’s attention within the first few seconds on your video. It could be a thought- provoking question; one that would resonate with your viewers.
To find your hook, you should know the biggest concern of your market. You must be 100% confident your product or service can provide the best solution to their problem. An example of a good hook is in the Kickstarter video of “Coolest Cooler”. The video starts off with a traditional cooler being pulled out of the back of a pickup truck.
Then the hook comes in: “Hear that? That’s the sound of a cooler coming down from a shelf. It’s the sound of imminent fun. So why haven’t cooler designs changed in the last 50 years?”
Makes you think, “Hmmm…”, right?
- Emphasize the Rewards – Of course, your audience has to know what makes your product special.
What differentiates it from everything else that is on the market? What will they get out of it as users and as investors? Why would people buy it?
You have to present your product as a game- changer by highlighting its innovative features.
Again, going back to the Coolest Cooler, the creator Ryan Grepper obviously gave his product much thought. It has everything you could ever want in a cooler: a wireless sound system, a blender, compartments for knives, plates and utensils and a bottle opener. No wonder, the Coolest Cooler remains Kickstarter’s most backed project of all time. With a goal of $50,000, Coolest Cooler raised more than $13 Million or 26,000% above target!
- Align the Message with the Brand – Behind every marketing campaign is a message. If the message is not delivered with pinpoint, laser-like accuracy, the audience will not understand what your product is about.
The first step lies in the purpose of your product. Why did you come up with this particular of product? An example would be the Kickstarter video campaign for FitBark, an activity tracker for dogs.
Within the first 5 seconds of the video, you already know the creators of FitBark are dog lovers who want to do more for their beloved pets. The product was designed to keep dogs happy and healthy. The message clearly resonated with dog owners who felt the same way. The campaign asked for $35,000 and received total funding of $80,000!. Near the end of your video, drive home the message by stating your Call to Action. Make an appeal! Tell your audience what you want from them and how they can help you out.
- Show People “It’s Happening” – It’s not enough to tell people your plans and goals for your product.
Even if you have not received a single cent, show your audience that you are dead-set in seeing your product come to fruition. An effective strategy would be to include footage of design drawings or the production line in your video.
When the audience realizes how committed you are for this project to see the light of day, come hell- or- high water, they will get behind you. It also tells your audience that you are organized and have all the pieces in place to make this happen. Production creates a strong level of excitement. It screams, “It’s happening!” If your product successfully captures the imagination of an audience, they will gladly share your video with their network.
- Work on the Quality and Content – You may have seen the Kickstarter video of a campaign to fund a gentleman’s love for Burritos.
It looks like it was shot with a mobile phone camera. But believe it or not, this crazy crowdfunding video campaign which asked for $8 actually raised $1,050!
But if you’re dead serious about asking an audience to invest money in your venture, you should likewise invest on the quality and content of your crowdfunding video campaign.
And while you’re at it, why not join a crowdfunding video campaign competition? There are organizations that set up these types of competitions for prospective startups.
These contests attract a large audience which include industry influencers, reputable companies and venture capitalists. It is a great way to have your video go viral and secure the funding you need for your project.
- Keep it Short – For videos to go viral, they must be memorable. Unfortunately people have very short attention spans.
If you fail to grab their interest in the first 6 to 10 seconds, they will not see your video to the very end. Generally, studies show that the shorter the video the better. Videos that run under 1 minute have more viewership. But for crowdfunding videos, the ideal length is longer at 2 to 3 minutes because you have more material to cover.
When it comes to crowdfunding activities, there is no doubt that a video campaign is the way to go. It gets the job done because videos convey your message through sight, sound and at the same time has the ability to trigger powerful emotions that make people want to see your project come to life.
But take the time in planning your crowdfunding video campaign. Consider hiring the services of experienced video producers to ensure the quality and content of the finished product.
After all, a crowdfunding video campaign that goes viral can easily recover the cost of production.
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