Your crowdfunding campaign video is your window to the world. It’s the first impression your Backers will get of your project. There is no doubt about the effectiveness of crowdfunding campaign videos.
Projects with a video are up to 20% more likely to succeed than those without one.
It’s the first thing people encounter with your project. They will turn away if it’s too long, too boring, unclear, or badly produced.
about 15 seconds to decide if they will watch a video or not. Really. Go look up some crowdfunding projects on StudentBackr, Kickstarter, or
Indiegogo and play the video. Pay attention to yourself. When do you get bored? How long would you watch the video for? If you watch right to the end, ask
yourself why. If you want to stop watching early: question the reasons for this as well. You’re going to spend a lot of time pushing people to the page. Keep things
snappy so that your Backers watch right to the end. There are three ingredients to a good crowdfunding video: You, your passion, and your project. Crowdfunding is
about people and connection. Your Backers want to know what, and who, they are supporting.The great thing about video is that you have the ability to show
AND tell. You don’t have to be talking to a camera for the entire video. It’s good to intersperse with footage of things related to your project, to your life or even
other original content such as a cartoon, meme, or funny animation.
There are some phrases which seriously harm your chances of success. The main theme is always this:
You might feel a bit weird about asking for money. We get it, most people do.
One of the ways to minimize this feeling is to only do it once: in your video. That way, you can concentrate on getting people TO your page, rather than worrying about asking for money on each post you put on Facebook, or each email you send.
All your future communication will be about getting people to get on your page a see the video.
The video (and the rest of the content) has to serve to convert these simple “viewers” into “Backers”. Be humble, positive, and grateful. Thank people in your video for the pledges they are about to make.
Kelly’s putting a lot of time into her crowdfunding campaign video. She knows that this is the thing that will convert a “viewer” into a “Backer”.
She has played around with a few versions of her ‘ask’. After getting feedback from a couple of trusted friends, she decides to close her video with:
“This is the last step I need to reach my dream of making a positive impact on our environment. Please help me to help the planet by making a donation today.”
Writing a script is always the best place to start.
Begin with the following 5 questions:
Add any other questions you think will help build context around your project.
You’ll notice these are really similar to the questions you answered right at the beginning. Start with what you wrote down then.
Answer them in a Word Document, and start weaving in your ideas for a video. Have a look at how these creators have explained their projects:
Hayley Yu – Let’s Eat
Chris Ofanoa – Dance Apprenticeship
Brylee – Brent Street
Here’s what Kelly wrote as the outline for her script:
Hi my name is Kelly Smith and I am 24 years old. I’ve just finished my masters in Earth, Environmental & Ocean Studies, and I’m about to start my PhD in Environmental Policy and Development.
I’m passionate about the environment. I grew up in a coastal town and I’ve seen the changes in my environment over my own lifetime. The changes from a rural to urban town have resulted in many impacts on the coast that concern me. My research focuses on this change, and what it means for policy planning and the future.
As part of my studies, I need to go on two research trips: one to visit aquatic farms in England and Norway, and one to a European research conference in Brussels.
The changes in the last 20 years have undoubtedly impacted the environment – the big questions are by how much, and whether this will have larger impacts on other parts of the ecosystem.
My studies will help us understand what’s going on, and provide some ideas as to how we may be able to minimise any negative effects.
In return for your donation, you can have your name published in the acknowledgements of my PhD. But if you want something even more enticing, you can also get your hands on my infamous triple-chocolate-chip cookies!
This is the last step I need to reach my dream of making a positive impact on our environment. Please help me to help the planet by making a donation today!
If you want to get more creative, go for it! Just remember to cover each of the questions at some point. Don’t sacrifice clarity or quality for creativity.
Just standing in front of a camera isn’t enough. Show your viewers some action.
Split up the content of your video into “shots”. You might do some of the video as action shots with voiceover, while other bits might be someone talking directly to the camera.
A storyboard helps you get all the shots you need to get at one time. It will also help your editor to put together your video later on.
Remember to have a copy of the storyboard with you when you film so you can note any changes to shots.
50% of your video’s quality is in the visual, the other 50% is in the audio. The truth is, very few people will notice the quality of your video once it’s above a certain point but they will notice bad quality. A poorly created video is harder to watch, and unconsciously, it tells your Backers that you’re not dedicated to your cause, or you do a poor job. You don’t need to go out and hire a professional film crew you can make a quality video using a smartphone or point-and-shoot camera. If you’re making your video yourself, here are some simple tips that will help you to create a quality video.
If you want to use voice over in your video, that’s great! Voice over against moving images is a fantastic way to really show how your project will work. It’s also a great way to improve the audio quality of outdoor footage.
Download a recording app and experiment with recording your audio. Sometimes you need to adjust your distance from the microphone for the best voice overs.
Record your voice over from under a blanket. Snuggle up with your smartphone under a blanket fort in a quiet room. This will reduce all your outside noise to zero, and help the internal acoustics to give you a truly professional voice over for pennies.
This is fairly simple to do.
Visit the links below to find out more about Creative Commons, and how to find images to use: