With the dozens of kickstarter video production tips out there, how do you know if the one you’re implementing actually works? In fact, the scope of advice goes beyond just kickstarter video. Any online video—product, explainer, demo, how-to—has its fair share of tips and production guidelines that you can very well incorporate into your kickstart campaign video.
We curated all of the tips, video guidelines, and how-to posts on kickstarter video production and whittled it down to our four basic favorites. If you can implement these in your campaign video, you’re all set.
… you show the product (bonus: you do a quick run-through of how it works)
Just check out Baubax Travel Jacket or Pebble Time—both hugely successful Kickstarter campaigns that raised millions of dollars each ($20M for Pebble Time, $9M for Baubax). What do these two videos have in common? They show a working product in full action. By full action, we mean run through everyday scenarios instead of simulated environments. By showcasing people using the product as they go about their daily activities, you can convince a lot of potential backers that your merch is worth investing in.
People are more likely to fund a visible working product rather than a prototype. In this case, schematics or blueprints might not do so well against physical inventions. They also want products that will fit seamlessly into their life. If they have to adjust their daily interactions and routines to make the product work, they’re less likely to fund you.
… you’ve got good lighting and good audio (bonus: and great, clean editing)
Don’t ignore the technical aspect kickstarter video production. You’re more concerned with script, campaign prep, and product preparation—we get it. As the CEO, founder, or small business owner, these aspects certainly take priority when preparing a crowdfunding run. However, that doesn’t mean you should disregard lighting, audio, and video production altogether. Good lighting can be the defining difference between an amateur video and a professional one.
If you don’t have the means or in-house team to do it, there are hundreds of small production companies in Los Angeles who can shoot, edit, and produce your video professionally at very low cost. Alternatively, you can get a professional videographer for the shoot and then run the raws through professional video editing services. There are dozens of options.
… you follow a solid video structure (bonus: specifically this video structure)
A good video is clean, organized, and structured. Remember—you’re working with a fairly short window (3 to 5 minutes) per video. Effective kickstarter video production is about maximizing the time given to hit all the essential areas. If you go in without a structure, odds are you’re going to come off as repetitive, confusing, and incomplete. Think of it like giving an hour-long speech without any index cards; there’s a higher chance something will be missed.
Idea Plotting gives a pretty good basic video structure if you’re not sure how to construct one for yourself:
- Introduction (who you are, what your product is)
- Team Introduction (if you’ve got one)
- Technology/techniques used (adds credibility)
- Final design (working product or final schematics)
- Powerful CTA (“if you back us, we’ll send you…”)
… you use “contribute” instead of “donate” (bonus: and you refer to them as “partners”)
This is a great example of the importance of language. It may not seem like a big deal; kickstarter videos reach out to “backers” all the time and ask for financial help. Sentences like “any amount you can donate,” “if you fund our project,” or “as a backer” may seem like regular kickstarter video lingo. And truthfully, these sentences are fine. People familiar with the nature of crowdfunding know what you’re asking.
But for truly spectacular kickstarter video production, go over your script and switch out the words “donate” and “fund” for “contribute.” You want to inspire your audience. You want them to believe in your product just as much as you do. Changing the language can shift your video entirely, from you asking for money (which is fine, but may not be as effective) to you asking for support (which is more humanizing and could prove to be more converting).