chapter 11

Optimizing Your Video

The Ultimate Guide to Crowdfunding takes a different approach to advising you on your crowdfunding campaign. This guide brings you the tips from people who know crowdfunding best – the experts who have run great campaigns and crowdfunding sites themselves – and presents raw data collected from a sample of some of the 15 most funded projects on both platforms.

Your video is the most compelling tool you have for present why your campaign deserves to succeed. It’s very important to get it right.

In our analysis, we’ve found that crowdfunding campaign videos follow a typical formula: Show the the state of the world as it is and why it needs to be improved; introduce what your product is and why it’s an improvement; talk about why you’re crowdfunding and what you need; then finally how prepared you are and why you’re the right person to build the product.

What Kickstarter Advises

Projects with videos succeed at a rate of 50%, and projects without videos succeed at a rate of 30%.

No matter how creative or bare-bones your video, you'll want to:

  • Tell us who you are.

  • Tell us the story behind your project. Where'd you get the idea? What stage is it at now? How are you feeling about it?

  • Come out and ask for people's support, explaining why you need it and what you'll do with their money.

  • Talk about how awesome your rewards are, using any images you can.

  • Explain that if you don't reach your goal, you'll get nothing, and everyone will be sad.

What Indiegogo Advises

Campaigns that use a pitch video raise 115% more money than campaigns that use a pitch image.”

“In a pitch video, you should:

Introduce yourself.

  • Who are you?

  • What are you trying to do?

  • Include shots of yourself and your team speaking to the camera. Let people see your face and hear you explain your project in your own words.

Pitch to contributors.

  • Why are you crowdfunding?

  • Why do you need that specific amount of money?

Showcase your progress and experience.

  • What have you already done to work toward your objective?

  • What are your qualifications?

Honor short attention spans.

  • Your video should be no more than 2-3 minutes long.”

What the Experts Advise

“The majority of the time I worked on the campaign was spent on the video.” - Bill Trammel, Catan Boards.

“The video took up the most time of the campaign. We had quite a few shots and taped a lot of sessions.” - Mariquel Waingarten, Hickies.

“After press reachout, video is the most important part of the campaign. Make sure that you do something good and authentic. It’s the best way to connect with people.

Use a microphone. Audio recordings sound really bad if you just use the camera. We bought a really good mic on Craigslist for $40, and it was a great investment. There was no mumbling or noise in the background.” - Noah Dentzel, NOMAD.

The Data

Product Amount raised Platform Video length
3Doodler  $2,344,134  Kickstarter  2:34
ARKYD  $1,505,366  Kickstarter  4:18
Canary  $1,961,862  Indiegogo  2:06
Emotiv Insight  $1,643,117  Kickstarter  2:58
GravityLight  $399,590  Indiegogo  2:25
Kano  $1,522,160  Kickstarter  3:27
Kreyos  $1,502,828  Indiegogo  3:50
Misfit Shine  $846,675  Indiegogo  2:42
Pebble  $10,266,845  Kickstarter  2:48
Pono Music  $6,225,354  Kickstarter  11:24
Robot Dragonfly  $1,140,975  Indiegogo  5:11
Scanadu Scout  $1,664,574  Indiegogo  2:42
SCiO  $1,774,489  Kickstarter  2:46
StickNFind  $931,870  Indiegogo  1:02
The Dash  $3,390,551  Kickstarter 4:30 

 

In this sample of select major design and technology projects, the average length of videos is 3:38 (3-minutes and 38-seconds). The shortest video is 1:02 (StickNFind), and the longest video is 11:24 (Pono Music). 

2016 Update: The data collected is done so at the time of the writing of this guide. We've decided to leave this data in here to demonstrate the fact that audience behavior and conditions of success change over time. Now, in 2016, the average length of videos falls under 3:00 minutes and may, in the future continue to get shorter.

We encourage you to click on the active links above, and watch each of these videos to learn from them.

Next chapter

12. Optimizing Rewards and Perks

3 min

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