Tips on how to make a kickstarter video and raise funds for your project
In this post, I’d like to outline production elements which are of particular importance for kickstarter video projects. If you are not familiar with kickstarter you may want review their website.
Creating and producing a video for kickstarter is an essential part of the crowd-funding process, and most people spend a significant amount of the time with their video producer to develop the script, storyboard, video shoot, and post production.
How do you create a kickstarter video to help you raise funds for your project?
- Develop a script: The first step with your kickstarter video production is the development of a script. Whether you write the script yourself or you seek the assistance of your video production company – the creator of the kickstarter project should be involved in the script writing process. It doesn’t matter if the final run-time of the video is 30 seconds or 5 minutes, the script will be the driving engine of the video project. Consider the following script structure elements:
- Take a step back and write the script from the point of view of the viewer. What would compel a viewer to help fund your project?
- What problem are you solving? What need are you addressing? Typically, a basic premise of video marketing and advertising is addressing a pain point, solving a common problem, or addressing some other need. Kickstarter and marketing web videos require that the project is not only compelling but that viewers can relate to the problem which your product is solving for them.
- Show the script to friends, colleagues, and business associates for feedback.
- Get to the point quickly: Web video viewers tend to click away quickly if you don’t get their attention within the first 10-15 seconds.
- Storyboading: Storyboarding is putting visuals to the script. Together the director, filmmaker, and the client brainstorm which images go with every single scene, question, or concept. The storyboard and the script become sort of “master documents” for the entire kickstarter video production.
- Filming/video production: I would recommend that the creator of the project appear in the video. Conveying the vision and concept for a new product needs to be done by the creator. If you are not comfortable being in front of the camera that’s understandable – few people are. But there are video production methods to help overcome the discomfort. For example, when we work with clients, we often film the business owners and managers in a question and answer session which creates a much more comfortable, natural and conversational environment. In other words, we get the responses with answers to questions. It really works well.
- Professional video equipment: Use professional audio and lighting equipment. Most web viewers will not tolerate shaky video footage or poor audio quality. A professional and thoughtful approach will reflect very positively on your image and product.
- B-roll footage: B-roll footage helps convey your kickstarter project with visually interesting video footage. Most of the b-roll footage will have already been outlined in the storyboard. Additionally, an experienced videographer or filmmaker will also be able to capture footage which you may not have planned for in the pre-production process. Anything that might be eye-catching or different will help in making your video more compelling and creative.
- Video Marketing: How can you get your video seen? Typically, Kickstarter places new projects on their home page and you’ll get traction simply by having your new project page and video seen by a lot of people within the first 24 hours. Additionally, contact influential bloggers in your industry and ask them to review your project and blog about them. You may also want to contact newspaper journalists/reporters and tell them about your new invention or service. Also utilize your social media channels to get your video seen and invite people to view your kickstarter page and video.
Finally, I can understand that many investors and entrepreneurs would much rather spend time developing their new project than being in front of the camera. At the same time I’d like to stress that having a video for your kickstarter campaign is essential. The amount of money that’s being raised is often directly related to the quality of video production.
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