Putting your crowdfunding campaign together is an exciting experience that requires time, effort, resources and an eye-to-detail. There are many elements that you need to take into consideration – from the product development through the campaign content to the product mass production and delivery.
The complexity of the process often gets confusing for the entrepreneurs. The best way to approach it is to break it down in blocks, create an action plan and execute the plan one step at a time. When it comes to content, you must think about three key elements – text, visuals, and video.
The crowdfunding campaigns that stand out from the rest owe that mainly on the viral content they create. Nowadays, time is a scarcity, which makes video content a king – it is easy to share and allows you to tell your story fast (the ideal crowdfunding video has a length less than 3 minutes).
Brands are in a war for customer’s attentions. Getting their attention is difficult; keeping it for long is an extreme challenge. Keeping that in mind, you need to find a way to send the right message quickly, to start strong and engaging and to get to the point right away – and your campaign’s video is the most effective way to do so.
Video Content Facts: The total number of people who use YouTube – 1,300,000,000. 300 hours of video are uploaded to YouTube every minute! Almost 5 billion videos are watched on Youtube every single day.
Creating the perfect pitch video for your campaign is a necessity as it is the most important promotion tool that you can use.
If you haven’t studied other crowdfunding campaigns – both successful and unsuccessful – you definitely should. Here are five of the most engaging crowdfunding videos that will give you an idea of what works and what is well-accepted.
The campaign video should be unique and engaging, yet there are three essential elements that you should not overlook, which are as follows:
Key Value Proposition
Get straight to the point. Focus on the key values of your product. Visually demonstrate the benefits that the supporters will get from your product and explain how it will solve their problems or improve their situation.
Video content is the best way to present the key value proposition as it shows in action how the product works, what it does and how it is better than anything else that is available out there.
After you have highlighted the key values of your product and the problems it solves, it is time to talk about its features. Just because you know how the product works it doesn’t mean that your audience understands it as well. You don’t have to go in full detail here – it is enough to tap on the most essential and unique features. The description of the features is often what sells only when it is presented comprehensively.
Founders and Team
Crowdfunding is all about trust! The potential supporters might be fascinated by the product, but if they don’t trust the founders and the team, they most likely will not support the project. You need to work hard to earn the trust of your audience.
Speak personally in the video. This is the best way to put a name to a face, to connect with your audience, to build trust and to put the foundations of further long-lasting relationships with them.