Numbers don’t lie. Statistics at Kickstarter show that crowdfunding video campaigns have a higher than average success rate of getting funded.
According to Kickstarter’s numbers, campaigns that have videos are 85 percent more likely to hit their funding goals.
In short, to ensure your video campaign goes viral, it must be interesting and engaging enough to make people want to share it. If your video campaign is well-produced, compelling and clearly addresses the needs and wants of a specific audience, it may gain traction from those who share it, and their contacts.
So how do you create a viral crowdfunding video campaign? Here are eight tips to consider:
Be yourself
Surely, you’ve seen crowdfunding videos where the performers aren’t quite themselves. Unless you’re an actor, it’s easy to understand why people get nervous in front of the camera. With a crowdfunding video campaign, the stakes are quite high, and there’s pressure to perform well.
Maybe that’s the problem; trying to perform. Don’t be an actor, just be yourself. You’re sharing a business idea that came from a passion or advocacy. Live it, own it and be yourself.
Have a compelling narrative
Everyone loves a good story. A compelling narrative places the listener in the shoes of the storyteller. You see and feel everything unfold.
The reason why storytelling works is that it creates empathy. When you’re creating a crowdfunding video, you want your audience to feel your purpose, not just understand it.
A good narrative strengthens the pitch for your product because the audience is already invested in you. They want to know how the story ends. And if you’re successful, they will help you re-write a happier ending with more funding support!
Related: Engage Your Community in a Successful Crowdfunding Campaign [Book Excerpt]
Create a hook
A “hook” is something that will get people’s attention within the first few seconds of your video. It could be a thought-provoking question, and one that resonates with your viewers.
To find your hook, you should know your market’s biggest concern. You must be 100 percent confident that your product or service can provide the best solution to their problem.
An example of a good hook is in the Kickstarter video, “Coolest Cooler.” The video starts off with a traditional cooler being pulled out of the back of a pickup truck. Then the hook comes in: “Hear that? That’s the sound of a cooler coming down from a shelf. It’s the sound of imminent fun. So why haven’t cooler designs changed in the last 50 years?”
Makes you think, right?
Emphasize the rewards
Of course, your audience has to know what makes your product special.
What differentiates it from everything else on the market? What will they get out of it as users and as investors? Why would people buy it?
You have to present your product as a game-changer by highlighting its innovative features.
Again, going back to the Coolest Cooler, creator Ryan Grepper obviously gave his product much thought. It has everything you could ever want in a cooler: a wireless sound system, a blender, compartments for knives, plates, utensils and a bottle opener.
Having said that, it’s no wonder the Coolest Cooler remains one of Kickstarter’s most backed projects of all time. With a goal of $50,000, Coolest Cooler raised more than $13 million or 26,000 percent above its target!
Align your message with your brand
Behind every marketing campaign is a message. If the message is not delivered with pinpoint, laser-like accuracy, the audience will not understand what your product is about.
The first step lies in the purpose of your product. Why did you come up with this particular product? A great example is the Kickstarter video campaign for FitBark, an activity tracker for dogs.
Within the first five seconds of the video, you already know the creators of FitBark are dog lovers who want to do more for their beloved pets. The product was designed to keep dogs happy and healthy.
The message clearly resonated with dog owners who felt the same way. The campaign asked for $35,000 and received total funding of $80,000!
Near the end of your video, drive home the message by stating your CTA (call to action). Make an appeal. Tell your audience what you want from them and how they can help you out.
Show, don’t tell
It’s not enough to tell people your plans and goals for your product. Show them.
Even if you have not received a single cent, show your audience that you are dead-set in seeing your product come to fruition. An effective strategy would be to include footage of design drawings or the production line in your video.
When the audience realizes how committed you are for this project to see the light of day, come hell-or-high water, they will get behind you. It also tells your audience that you are organized and have all the pieces in place to make this happen.
Production creates a strong level of excitement. It screams, “It’s happening!” If your product successfully captures the imagination of an audience, they will gladly share your video with their network.
Work on quality and content
If you’re dead serious about asking an audience to invest money in your venture, you should likewise invest in the quality and content of your crowdfunding video campaign.
While you’re at it, why not join a crowdfunding video campaign competition? There are organizations that set up these types of competitions for prospective startups.
These contests attract a large audience, which include industry influencers, reputable companies and venture capitalists. It is a great way to have your video go viral and secure the funding you need for your project.
Related: Sign up to receive the StartupNation newsletter!
Keep your crowdfunding video short
For videos to go viral, they must be memorable. Unfortunately, people have very short attention spans.
If you fail to grab their interest in the first six to 10 seconds, they will not see your video to the very end. Generally, studies show that the shorter the video, the better. Videos that run under one minute have more viewership.
For crowdfunding videos, the ideal length is longer at two to three minutes because you have more material to cover.
When it comes to crowdfunding, there is no doubt that a video campaign is the way to go. Convey your message and trigger your audience’s emotion through video content, but take the time in planning your crowdfunding video campaign properly. Consider hiring the services of experienced video producers to ensure the quality and content of the finished product.
After all, a crowdfunding video campaign that goes viral can easily recover the cost of production.
