Every crowdfunding campaign needs a video. That’s how you get to express your campaign in the least amount of time. It’s as important as the headline of your project, and if not done well, your campaign will suffer. This is because just after coming across the headline, what your backer gets to see is the video. It is said that a video in a landing page increases conversion rate by 80%. Now, to do a perfect video, you need to follow some basic rules. Yes, the length and the style of the video is important, but what makes it worth a watch is a combination of all the factors I discussed below.
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Take a look at these tips I gathered after going through some recent crowdfunding campaigns. These videos are already popular and here’s what makes them special.
Tell a Story
Whenever you’re marketing a product through a video, it’s very important to concentrate on the way you present the whole thing. Just showing the product with a background voice isn’t catchy anymore. You need to do something different. Like Petcube did for their recent product on Kickstarter. They tried to add voice to their pets and explain the benefits of Petcube Bites in their everyday life. Bang on! The moment you start the video, you feel its uniqueness. And that’s why it’s so popular!
Explain Features in Detail
When you’re doing a crowdfunding video, you’re trying to explain everything about your product in that minute or two. But you need to make sure your product looks unique in the way you present it. Consider Moorebot for example. Their video shows the robot in your everyday life and how it can be useful from every perspective. The minion-like voice and structure is the unique selling point here, and that video has made the maximum usage of this factor.
Use An Enticing Background Score
You should never do a video without a proper background score. It should not be over-the-top, but it should be adding something extra to your video. Just like the background score of the backpack from KeepPursuing. It’s making the video more engaging and extraordinary, but it’s not affecting the narration at all.
Never Exaggerate
The moment you get those few minutes to show your product to the world, you need to understand the importance of it. You shouldn’t PUSH your product video to the consumers. Instead, you should focus only on what it can do and how it can benefit the world. Exaggerating or praising your product too much won’t do any good. Lensta Lens has one such video that explains all the features without exaggeration.
Make the Narration Interesting
Makers are often interested tin adding some personal narration to their product video. But you need to make sure that you don’t make it sound too boring. I like the way OrbitKeys presented their product. Even the statistics were explained in an engaging way.
Find the “Wow” Element
Every product has a “wow” element. You need to discover yours and make sure you highlight the same in the video. If you watch the video of BodyBoardX, they have made the most of the sci-fi like design through the video. The first time I watched it, I felt that this is “wow.” Because the way the product was shown in the video made me feel so.
Use Everyday Experiences
Now, when you’re presenting a product, it’s crucial to make the potential backers relate to it. They should understand why and how they can make use of your product in their everyday life. Real-life scenarios are important and LEMON wireless speaker is one such example whose product video has highlighted the real-life scenario pretty well.
Go for a Relevant Cover Image
Even before your product video plays, the viewer gets to see a cover image. Now if that doesn’t look catchy enough, why would anyone click the video at all! Silent Partner did a good job here with an image that highlights the product at its best.
Have you used any other tactic to make your crowdfunding video go viral?