Including a video on your Kickstarter page is highly recommended. It is a great way to catch possible backers’ interest and introduce them to your project. In fact, a post by Genius Games outlines some stats on Kickstarter videos – they show that only about 36% of campaigns without videos are successful (compared 44% of those that do). They also pointed out that the most successful campaigns have videos from 1 to 2 minutes and that videos over 6 minutes had the lowest success rate.
These kinds of guidelines can help tell you what is best for most crowdfunding projects, even though there are always exceptions. Here are some basic steps and things to remember when creating a great Kickstarter video to help make the process feel like a breeze:
Research is a necessary first step for most elements of a crowdfunding project, and your video is no different. It helps to look at successful and unsuccessful projects in your category to see what they may be doing right or wrong. It might also inspire you by exposing you to styles you wouldn’t have thought to use otherwise.
Another thing you can do is research how other companies who sell products similar to yours approach their advertising, in order to learn how you can market your campaign effectively to your target audience. Once you have a stronger idea of the kind of style and content you want to include in your video you will be ready to move on.
Keep in mind that throughout your campaign you can use Kickstarter’s Creator Video Analytics tool to track the number of times your video is played, what percentage watched the whole video, and where the video was watched. This can help you tell if you need to make adjustments early on and give some insight as to where the majority of your views are coming from.
The next stage in the process is filming your video. For this you will want to use the highest quality filming equipment that you own or can get your hands on. Looking up basic video production tips can give insight into how to make your video look more professional (which keeps the audience’s attention on your message!). A MediaStyle post brings up the importance of using a variety of equipment:
“You’ll want to … rent a lens, microphone and a tripod … Good sound is also key; you want your message to come out clearly. You can rent a boom microphone that plugs directly into the camera – just make sure you change the sound settings to record from that external microphone and not the internal one.”
It is also recommended that you include people in your video – preferably you or someone on your team, but hiring an actor or getting a friend to model a product or give a testimonial is another way to do this. Having people in your video helps to form a personal connection with potential backers viewing your project. This can assure them that your campaign is legitimate and that you are someone worth pledging their money to.
The key when it comes to Kickstarter video content is to give the most important information, in the most interesting way, without overdoing it. Long videos tend to be unpopular since our attention spans are so short. Keep it brief – tell us who you are, what you are doing (and give us a quick preview if you can!), why you need Kickstarter’s help, and what you’re offering in return.
Once you’re finished filming, editing is your next step. There is a wide variety of free and paid video editing software available for many different levels of expertise. These tools can help you cut and paste different video clips together, insert transitions, music, and have many other useful functions to assist you in creating a polished looking video.
Check out my previous post on CrowdfundingPR for some examples of editing tools you can use for your Kickstarter video.
As a final note – don’t forget to have fun making your video! I know it may sounds cheesy but if you have fun making it your audience will have more fun watching it. A lot of times I see videos where creators include little puns or quirky side notes and sometimes it makes me love the campaign that much more. As said in a CrowdCrux post:
“Your video should function as a teaser that introduces you, the campaign, and gives the viewer a broad overview of the project. You can always include videos below the main video to display gameplay, tutorials, or more video footage of your product.”
Use your video to inspire people’s interest in your campaign and let the remainder of your page do the rest. One you have people’s attention and they want to learn more they will be more willing to read in-depth descriptions of your campaign and rewards. Without a video they may not stay on your page long enough to learn what it is about and pledge their support.
Feel free to leave any questions or comments below!