Monday, 29 February 2016

How and what can you learn from top Kickstarter Videos

What and why? Kickstarter made a huge leap into project funding. Frankly speaking, it made a revolution. Top 100+ projects have raised 1 million USD in total. Is there a link between them? In fact yes. What they did is a video that pumped their project funding. They sold a product that didn’t exist then. Since then Kickstarter made video an project essential element

How to build trust

If someone is driven by the project he backs it up with his funds (thus becomes a backer).  To do so he or she needs to begin trusting that the video creator can and will deliver the promises. 
You can and will benefit from Kickstarter if and when someone believes what you have to say. 
What works? Try to make an expert or a trendsetter to feature in your video or even promote it.
Check Pono Music for instance. A bunch of famed music maker stroll on the music player quality. Just imagine yourself in a viewer’s seat? Will you not believe multilateral music stars? But those of us who is not chatting over with Sir Mick over a cup of tea? 
Remember Pebble iPhone? The creators mentioned their previous utterly successful Blackberry watch (they had a living proof). Pebble raised over 1 million in the first run. And twice as much in the 2nd Kickstarter campaign with much more elaborated video.

Be personal

Before trusting an idea (project or smth) your viewer has to trust you. Tell your audience about yourself. But don’t be a party crasher. You don’t have to read your unabridged autobiography out loud. One phrase will do. Just your relation to the project. A first impression. The second impression is built on the way you describe your project.
Don’t forget your sense of humor.  Kickstarter audience (as a rule) adores good laugh. But not every project can be humored. Health, money and beauty and their next of kin bear no humor.

Some ideas however are fruitless without humor. Imagine if a card game Exploding Kittens was presented seriously.  What a backer would expect? Killing cutie little fluffs for real?

Don’t underestimate a proper product display

Do you know which Kickstarter project raised over 75 million USD for the development? Well, it was a video game. A Space simulation called StarCitizen.  The said record-breaking sum was collected by March 18th 2015. The crowd funding campaign was pulled by a video. It showed the images of the gameplay and game universe. If you donated USD 1K+ you received a better spacecraft. And boy the backers did!
Another example was with the Coolest Cooler (multi0functional cooler). A video depicted the world without such a device.
Simple Story Videos did a film (an explainer video) on NuDock. To do so they showed simple everyday incidents EVERYONE experiences. The first Indiegogo (another crowd funding platform) doubled their goal. That happened on the very first day! 
You should demonstrate clearly what your product is intended to do. But don’t dig deep with the details else the audience gets frustrated and bored. Please remember that the total timing would not exceed a 5 minute video. Convince your viewers don’t be a characteristics Wikipedia.

Why should I back your project? What do I get?

Believe it or not, you should clearly state what your backers receive as their funding reward. Even a super brand with super fans might aim at high tier reward to catch. 

Always remember (and demonstrate that freely):  your project would never exist without their support. Tell them, if the Kickstarter message doesn’t get through, no shop or e-shop ever sees this product.  You can tell the people what their money will be used for. How it improves the product quality. Zach Braff launched a Kickstarter campaign for his movie Wish I was here so that he had artistic control to make a movie how HE WANTED TO. That worked like charm!


Tell your viewers how you came up with an idea. Don’t say My idea will make ME RICH. It’s no good. The majority sticks with I always wanted this product but it wasn’t there so I decided to make one on my own.  But  there’s one better option. You can try to state that there’s a need for this and that at present, no product existing can satisfy it but yours can.

Making your video

OK, you are ready to make a really working video for Kickstarter. But how can this be done?
First you can try to shoot one yourself. Second - hire a professional studio (Prime Cut, for instance). If you are ready to try on your own be aware of:
the video equipment and corresponding software huge cost;
time consumed in learning how-to;
the resulting video might be miles away from your expectations.
Your Kickstarter project video is the first thing your audience sees. You bet you need to make an impression. To do so the best way would be to hire a professional video production team (see the examples at prime

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