So you’re working on that video for your Kickstarter campaign.
You’re struggling to get through it. When one piece seems clear, you’re doubtful of another.
Where should I put this piece of information? Or that piece? Or all those pieces?
How should the video begin? End? What should be in the middle?
We could go on and on with questions you might be asking yourself. Instead, we’ll help you answer them yourself by proving key tips for crowdfunding video success.
This fancy word actually has a lot of meaning with regards to making videos and copy. The thing(s) a viewer of the video is most likely to remember is the information at the front of the video. These are the primary or initial items. It is the same concept that influences how readers maintain information when they skim your copy. The first bit of information they associate with your project is easier to recall than any other part (with one exception, listed in tip 2).
Therefore, put the most crucial, engaging information right at the beginning. Use an idea or image to grab the viewer’s attention. This primary engagement ensures they drink in every single frame and listen intently to the audio.
The most remembered part of any video or copy is recency. This part is the most recently viewed content, which is therefore at the end of the video. This content has a slightly higher recall rate compared to primacy.
It’s essential that the information presented at the end of the video (or copy) is the most accurate and easy to remember.
3. More Research
Though it might feel like it at times, research is never your enemy.
In this case, you should research other campaigns in your category. Find ones that were highly successful, mildly successful, and not at all successful and compare their videos. What did the highly successful ones do that the others didn’t? What did the not at all successful ones do that the others didn’t? Is there something unique in the mildly successful ones that simply failed to deliver?
Answer those questions. Then apply the results to your own video.
Ah, lighting. It’s provided by the sun, and less well provided by artificial sources such as electrically heated filaments.
For a top quality video, you don’t want to just use any old lighting solution. Lighting is fairly simple (relatively speaking). However, it is one of the biggest indicators of a professional crowdfunder versus an amateur hoping to get fast money. Make sure your lighting is consistent but not harsh/overwhelming. Don’t let bright lighting wash out features of the video. And most importantly, don’t point your camera at the sun.
Angles are another relatively easy aspect of making a great video. You want to choose angles that are ‘unique’ but which add flavor to the video. Don’t forget to use angles that support the main point of the video or display the information you’re trying to convey as quickly as possible.
For example, don’t use a Dutch angle for a shot of a measurement that contains important information for your viewers. You’re guaranteed to lose potential backers if the angle chosen makes information harder to understand.
So don’t be afraid to be unique but don’t be so quirky that you push people away.
Transitions can seem easy at first, but they are quite challenging in reality. There’s a nice tidy little ‘formula’ Hollywood uses that you can apply to your own video, too. Professional videos change between camera angles roughly every 30 seconds.
This frequent change is because the same angle with the same view gets boring very quickly. After only a minute, you’re already losing audience memebrs. By the time five minutes rolls around, your viewership is probably deflating faster than a disturbed soufflè.
7. Video Length
Video length is a very important factor that can be harder to achieve than most people will initially believe.
Most sources online tell you to keep the video to about 3 to 5 minutes. While that’s actually a great idea, these sources rarely tell you why.
The video should never get boring or tedious to watch. Typically, 3 to 5 minutes is the sweet spot for disseminating information while minimizing the chances of a boring section in the video.
These rules can be broken. If your video can’t fit within 5 minutes but you’re certain there are no boring parts then go right ahead and go over. But have a friend double or triple check, as that’s not an easy feat in short-attention span media
You will still want to avoid a 17-hour long super-video. Even if every part is exciting with no even remotely boring parts, you’re going to lose people within the first half hour.
8. Copyright Law
Copyright law might seem like a faraway concern, especially if you’re familiar with creating content already. But rest assured, Murphy’s law always applies. For those that don’t know, Murphy’s law states that “anything that can go wrong will go wrong”. There’s an addendum that states “and it will go wrong at the worst possible moment”.
The same is true for a Kickstarter video.
Always check and make sure you’re not using copyrighted content, like music or video from someone else. A good rule of thumb is that anything that can be proven to have been created by someone else is probably copyrighted (copyrights apply automatically in most cases without the input of the original creator). If you really want to use it, contact the copyright owner and ask permission. If they deny you permission, move on to another source.
The thumbnail is the first thing a viewer of a video will see. You definitely don’t want to skimp on it. You’re in luck, though. The most popular YouTube creators have mastered the art of making eye-catching thumbnails. So, simply go look at the top YouTubers and compare/contrast their thumbnails. Once you have an understanding of how their thumbnails work, apply that to your own work.
10. The Call to Action
The Call to Action (CTA), while often misunderstood, is one of the most powerful parts of any campaign. The purpose of a CTA is to entice the potential supporters into backing your project.
So take the time to understand your target audience and craft a CTA that will get them scrambling for the pledge button.
Use phrases that tell them (gently) what to do now that they’ve seen your video. Craft the call to action to make it seem somewhat urgent, but not so urgent that they lose the opportunity if they don’t pledge immediately. It’s a tricky balance, but when pulled off it becomes one of the most successful converters you have to make potential backers into actual backers.
11. Talk to the Professionals
Don’t be afraid to go looking for a pro video creator and ask them a few questions about how they create their videos. True, they might not respond, but if they don’t you’ve lost nothing but the time creating and sending the question.
If they do respond, you’re suddenly gaining valuable insight. So, take time to jot down notes from their response and incorporate it into your video.
Although, make sure you follow the old adage of “if it sounds too good to be true, it probably is.” Double and triple check their words against other pros and the internet, just to be on the safe side.
12. Don’t Make Your Video into a TV Commercial
Making TV commercials can seem tempting. After all, the company making a TV ad can afford to keep them running across a multitude of networks across multiple times out of the day. So they must be making a huge profit, right?
Well, maybe. Maybe not.
But even if they are, TV commercials are specifically designed for ultra-short time slots during times when people are almost never paying attention anyway. If you make your video into a TV commercial, it’s going to trigger the automatic “I’m gonna ignore this ad and go get some food while I wait for my show to resume” response.
Avoid TV commercial style videos at all costs. It’s much better to make something unique because you have a theoretically unlimited time slot.
13. Who Are You?
This is one of the most important questions your video should answer. If the potential backer knows more about you and your background, they will to be more willing to trust you. And that trust will increase your conversion rate.
So make sure you include some information on you and your team (if you have one) in the video.
14. The Example Product
When making a video, it’s best to include a working example of the product you’re making in the video. Show off the product. Show how it works. Show how it metaphorically slams the competition into the ground (politely).
Showing off the product in the video makes people think that you’ve already worked out all of the kinks in the product and are confident that it’s ready to be manufactured and distributed.
Perhaps creativity has been mentioned elsewhere in these tips. Honestly, it’s deserving of its own category.
When making a video, don’t be afraid to be creative. Yes, there should be viewer-engagement limits to creativity. But don’t let those limits box you into a cookie-cutter video that everyone and their kitchen sink has digested tens of thousands of times before.
As long as you know the limits of creativity, snuggle up close to them. If you make something unique, you’re more likely to get shared and to convert potential backers into actual backers.
Well, there you have it. A plethora of tips for creating a wildly successful Kickstarter video. I do hope that this has been a massive help to you now and in the future when you’re making crowdfunding campaigns.
May the campaign force be with you.