In today’s digital age, crowdfunding has become one of the most popular ways to raise capital for startups and new projects. Whether you’re launching a product, creating a platform, or bringing a revolutionary idea to life, crowdfunding can help you achieve your funding goals, gain exposure, and validate your business model.
But while the idea is important, what truly makes a crowdfunding campaign successful is your ability to engage and persuade potential backers. One of the best ways to do this is through an exceptional crowdfunding video. It’s the face of your campaign—often the first point of contact with your audience—and it plays a pivotal role in whether or not your campaign succeeds.
In this guide, we’ll walk you through the steps to create a successful crowdfunding video for your startup. Along the way, we’ll discuss everything from crafting a powerful script to optimizing your video’s technical aspects, like lighting and sound, to post-production.
1. Craft a Clear and Compelling Script (Get Your Message Right)
Your crowdfunding video’s script is the heart and soul of your campaign. It communicates your startup’s story, the problem you’re solving, and why backers should contribute. Crafting an engaging and compelling script should be your first step when planning your crowdfunding video.
The Power of a Story
The most successful crowdfunding videos often tell a story. Storytelling allows you to connect with your audience on an emotional level, making them more likely to support your cause. Whether it’s a personal narrative or a broader story about the problem you’re solving, make sure your script is engaging and easy to follow.
- Start with the problem: Open by stating the problem that your product or idea aims to solve. Be concise and focus on what your target audience will care about.
Example: “Have you ever found yourself stuck in traffic, late for an important meeting, and frustrated by the inefficiency of public transport? We’ve been there too.”
- Introduce your solution: After identifying the problem, transition into how your startup or product addresses it. Explain how your solution is unique, effective, and scalable.
Example: “Introducing [Product Name], a revolutionary new way to save time and reduce stress during your daily commute. Our product combines cutting-edge technology with user-centred design to offer a solution that works.”
- End with a call to action: Encourage viewers to act—whether it’s donating, sharing your campaign, or learning more about your startup.
Example: “Join us in making a change. Back us on [platform] and help bring our vision to life!”
Keep It Concise and Focused
While storytelling is powerful, brevity is also important. The average attention span is shrinking, and viewers will quickly lose interest if your video is too long or meanders off-topic.
Keep your crowdfunding video script concise, aiming for a length of 1-3 minutes. This gives you enough time to tell your story while ensuring you don’t lose your audience’s attention.
2. Pay Attention to Lighting (Set the Right Tone)
Good lighting can make or break your video. It’s one of the first things viewers will notice. Poor lighting can make even the most well-prepared message seem unprofessional. On the other hand, great lighting can elevate your video’s production value and keep your audience engaged.
The Basics of Lighting
Here are some key principles to consider when lighting your crowdfunding video:
- Natural light: Whenever possible, take advantage of natural light. Position your subject near a window and avoid harsh overhead lights that create unflattering shadows.
- Three-point lighting: If you’re using artificial lights, consider the three-point lighting technique. This involves using three lights: a key light, a fill light, and a backlight. The key light is the main light source, the fill light softens the shadows created by the key light, and the back light separates the subject from the background.
- Avoid mixed lighting: If possible, use lights that have the same colour temperature (e.g., daylight bulbs or tungsten lights) to prevent a mismatch of warm and cool tones in your video.
- Soft light: Soft, diffused light is always preferable to hard light. Harsh, direct light can create distracting shadows, while soft light gives your subject a more flattering look.
Lighting for Different Types of Videos
- Talking-head videos (where you speak directly to the camera): For these, ensure your face is well-lit, but avoid lighting from below or above, as it can create unflattering shadows.
- Product demos: If your video showcases a physical product, make sure the lighting highlights the product’s features without causing glare.
3. Be Heard: The Importance of Audio Quality
One often overlooked aspect of creating a great crowdfunding video is sound. Clear and crisp audio is just as crucial as good lighting. No matter how stunning your visuals are, bad audio will distract viewers and diminish your message.
Invest in Quality Audio Equipment
- External microphones: Using an external microphone, whether a lavalier, shotgun, or condenser mic, will vastly improve the sound quality. Camera microphones can pick up unwanted noise, such as hums or echoes, whereas a dedicated mic will focus on the sound you want to capture.
- Use a pop filter: If you’re using a microphone to record dialogue, a pop filter can help reduce the harsh sounds from “p” and “t” sounds, ensuring the audio is smooth and professional.
- Consider room acoustics: When recording, avoid spaces with too much echo. If you can, use blankets, pillows, or foam to soundproof your environment.
- Check your levels: Before filming, test the audio levels to ensure that the volume is consistent and doesn’t peak or distort.
Background Music and Sound Effects
Music can set the tone of your crowdfunding video. However, make sure it complements your message without overpowering it. If you’re telling a heartfelt story, use soft, inspirational music. If you’re promoting a tech product, you might opt for more upbeat and futuristic sounds.
Ensure that any music you use is royalty-free or properly licensed. Copyright violations can hurt your campaign.
4. Invest in Editing and Post-Production
Once you’ve shot your video, the next step is to edit and polish the footage. Editing is where you refine the message, cut unnecessary parts, and add creative elements that bring the story to life.
Cutting the Fat
- Trim down unnecessary parts: Don’t be afraid to cut out parts that drag on or aren’t essential to your message. You want to keep your video focused and engaging.
- Create a storyline: Even in a short video, you can use editing techniques to craft a compelling narrative. For instance, use a “problem-solution” structure to keep the viewer engaged.
Add Visuals: Graphics, Animations, and B-Roll
- Use explainer videos: If you need to explain a complex concept or show how your product works, consider using animated videos or explainer videos to simplify the information.
- Show behind-the-scenes footage: B-roll can add a human touch to your video and showcase your team, workspace, or the development process of your product.
- Incorporate text: Adding text to emphasize key points in the video can help ensure that your audience understands your message.
Color Grading and Sound Mixing
- Colour grading: After editing, consider colour grading to give your video a professional, cinematic look.
- Sound mixing: Balance dialogue, background music, and sound effects to ensure your audio is clear and pleasant to listen to.
5. Keep It Brief: Respect Your Audience’s Time
In today’s world of short attention spans, keeping your crowdfunding video brief is crucial. Aim for a video length of 1-3 minutes—long enough to explain your idea but short enough to hold viewers’ attention.
How to Keep It Concise
- Focus on the essentials: Highlight the problem your startup is solving, introduce your product, and end with a strong call to action.
- Avoid filler content: Every second of your video should serve a purpose. Avoid irrelevant information or unnecessary visuals that don’t add to the story.
- Create urgency: A short video can help create a sense of urgency. You can convey the excitement of your project and motivate viewers to act quickly.
A Few Final Notes on Crowdfunding Video Production
Creating a compelling crowdfunding video isn’t just about technology or editing—it’s about strategy and understanding your audience. A successful crowdfunding video strikes the right balance between storytelling, professional visuals, and clear messaging. But just as important is marketing and engaging with your backers.
- Share your video across platforms: Don’t just upload your crowdfunding video to the crowdfunding platform. Share it on social media, your website, and in your email newsletters.
- Engage with your backers: Respond to comments and messages. Show your backers that you value their support.
- Track your metrics: Measure the performance of your video to see which parts of your campaign are most effective and where you can improve.
How to Make a Good Crowdfunding Video?
A good crowdfunding video tells a captivating story, showcases the value of your product, and connects you emotionally with your audience. Focus on clear communication, excellent audio and visual quality, and a call to action that motivates viewers to support your campaign.
How Do I Get Crowdfunding for My Startup?
The key to successful crowdfunding is creating a campaign that resonates with potential backers. A good video is only part of the equation. You need a strong marketing strategy, an engaged community, and clear rewards for your backers.
How Can Crowdfunding Be Successful?
Crowdfunding is successful when it meets the right combination of factors: a great product or idea, a strong community, effective storytelling, and a well-produced crowdfunding video.
How Long Should a Video for a Crowdfunding Campaign Be?
Your crowdfunding video should be between 1 to 3 minutes in length. It should convey your message concisely without overwhelming the viewer.
