Video is a great way to pitch your Crowdfunding / Kickstarter project. Within 2 -3 minutes you can introduce yourself, your project and tell the world why you think it's worth pledging for. Everyone loves watching video and it's the perfect medium to showcase your passion for a product or cause you care about.
And if that’s not convincing enough, a recent statistic showed that 57% of online consumers felt more confident making a purchase after watching a video. But making a good crowdfunding video is not as easy as it may seem, especially if you are new to the world of video production.
So where do you start? Like everything in life, you need a plan!
Planning is vitally important before shooting a video and can really help to shorten the learning curve. Sometimes when you watch a really good Kickstarter video it seems to unfold and just flow naturally... almost as if the creators just pressed record and that's it... They got everything the first time in one take - perfectly. Well believe it or not, it's highly unlikely to happen to you or anyone else.
In most of the cases, good crowdfuding videos are planned weeks or sometimes months in advance. A concept, a script, rehearsals, editing and more editing are all part of the process.
A good planned shoot can really pay off and keep your budget low.
It gives you more time to inject creativity and reduce stress, freeing you to make the most powerful and effective crowdfunding video you can. In a nutshell – plan plan plan! So here are a some tips for beginners to get you started.
Tip 1. Write down what you want to say in your video (your key points) – this is the basis of your script. Easy enough right? Too many Crowdfunding / Kickstarter videos sound like sales pitches and have a tendency to bore viewers. A good well written script can really make a difference, resonate with viewers and increase pledge numbers. Think about saying it in a way that people will want to listen to and watch. How about telling a short story? The keyword here is engage. Write down bullet points so you pace yourself and cover everything and then ask someone to interview you. If you're not sure what information you should include, think about these questions:
What is the social/environmental problem/issue that this project will address?
Who are you?
How are you connected to the project?
What are the statistics on this problem?
What is your solution? How does it work? (can you show the viewer?)
How will it make a difference to people’s lives/ the environment?
You should be able to answer all those questions in 2- 3 minutes. That's it. Yes, it might seem a bit tight but a short and powerful video is always better than a long and informative one. Viewers generally prefer shorter videos and are less interested in the nitty gritty smaller details. If you must add them, write them in the text box.
Tip 2. Where are you going to present your concept? We suggest shooting your video in a well-chosen location, an environment that relates to your subject matter. Outside generally looks better than indoors on camera. Daylight will tend to give your skin tone a natural and flattering look. Indoor lighting can sometimes create deep shadows and a range of colours so make sure the subject is well lit. If the conditions permit it, shoot next to a bright window and use the daylight to light your subject. Stay away from florescent lit offices and plain bare white/cream rooms with a plant in the background.
It's always good to rehearse what you want to say, so you look and sound confident and calm on camera.You want viewers to like you and believe in your cause, so try to be yourself and allow your passion to filter through. Filming yourself reading off a piece of paper is not recommended and can kill a crowdfunding video. It rarely looks natural and even worse, can seem... fake. The exception, of course, is if you opt for professional equipment like an auto-cue and are well versed using it.
If you plan to interview people, write down your questions and decide if you want to be seen or heard on the camera. Don't worry about asking your interviewee for anther take if you’re not happy with the answer. Video journalists do it all the time - so can you! It's good practice to get your interviewees to repeat the questions in their answers. That way you can edit out your questions in the video if you want to at a later stage.
Tip 3. What are you going to show? It's video, so choosing the right images is crucial. A lot of talking heads can be... monotonous and boring so try to think of what images you can place over some of the interviews to break them up and keep the video interesting.
Try to be creative - what images would match what you are saying? If you don't want to be too literal, why not be suggestive instead?
Think about the activities you can video. Viewers identify with people so even if your project is about animals or landscapes, placing people in the shot interacting, walking or even strolling in the distance can really bring it to life.
Once you know what you want to say, you've rehearsed it, you know what you want to show and how, you have no excuse - you’re ready for your shoot. Allow plenty of time, build a schedule, choose a nice day, a good location – hope it doesn't rain and go shoot your Crowdfunding /Kickstarter video! That's it!
See you on the other side.