We’ve had the pleasure to work on a Kickstarter campaign in recent months, and wanted to share the top Do’s and Don’ts we have discovered for creating an attention grabbing video
Kickstarter is an awesome way to make a great idea come to fruition. There have been numerous products which have gone from small start up companies to having millions of dollars in backing money donated from individuals across the globe. However, Kickstarter co-founder Yancey Strickler reported that 56 percent of the site’s projects fail to meet their funding goals. Why is this we wondered?
When taking on the challenge of producing a Kickstarter video for one of our amazing clients, we looked into what others had to say about what to do, and what to avoid when putting together a great Kickstarter video, and overall campaign.
In an article on fastcolabs.com Jennifer Elias quotes a source which emphasizes the need to be confident about what you are saying in your video. Even the minute wording differences can have an impact on how viewers perceive you and your product.
“Mitra says confidence is key. Researchers found that even the slightest hint of desperation is backer repellent. Don’t use these three words: “even a dollar.” Researchers found that phrases “even a dollar short” and “even a dollar can” resulted in a failed project. They team said it reads as “groveling” for money, which is a big turnoff.”
Todd Anderson on 99U.com explains why a professional looking video is so important for your Kickstarter campaign.
“If you look at the videos that do well on Kickstarter, almost all are professional, or near-professional, quality. This is no time to give a speech to your webcam. Designer Frank Chimero, stresses the importance creating a “stand-alone” video, that’s fun to watch outside of its connection to the project. Whatever your approach, don’t overlook the importance of showing yourself as someone others can relate to and support.”
Keep it Personal
The whole point of Kickstarter is individuals deciding to invest in a person. Not a flashy brand, or a world renowned company. Just you, and your great idea. So give them what they want. Be genuine, be personable, and show them the face behind the genius that is the next big product to hit shelves. Kickstarter itself lets us know on their blog,
“And don’t be afraid to put your face in front of the camera and let people see who they’re giving money to. We’ve watched thousands of these things, and you’d be surprised what a difference this makes.”
Forget About the Basics
You don’t want to spend all your time creating a fancy looking video and forget that you need to tell your viewers about what really matters. The video should be a way to highlight and showcase you and your product, not just your production skills or budget. On Kickstarters own blog they too reinforce this point by listing off the basic things you can’t forget to mention in your video:
No matter how bare-bones or creative you want to get, don’t forget to:
- Introduce yourself
- Tell your story
- Ask for people’s support and explain why you need it
- Tell people what they’ll get for their money (i.e., your rewards)
- Say thank you!
Good luck! And don’t forget to contact Keywest Video if you are interested in learning how we can help bring your Kickstarter video to the next level.