{"id":4217,"date":"2017-03-28T16:28:11","date_gmt":"2017-03-28T23:28:11","guid":{"rendered":"https:\/\/www.backerkit.com\/blog\/?p=4217"},"modified":"2017-10-11T19:33:19","modified_gmt":"2017-10-12T02:33:19","slug":"tips-for-making-an-effective-crowdfunding-video","status":"publish","type":"post","link":"https:\/\/www.backerkit.com\/blog\/tips-for-making-an-effective-crowdfunding-video\/","title":{"rendered":"Tips for Making an Effective Crowdfunding Video"},"content":{"rendered":"<span class=\"cb-itemprop\" itemprop=\"reviewBody\"><p><span style=\"font-weight: 400;\">Your campaign video will be one of the most powerful sales tools for your campaign page. We interviewed Ariel Sultan from <\/span><a href=\"http:\/\/www.food-guru.com\/\"><span style=\"font-weight: 400;\">Food Guru<\/span><\/a><span style=\"font-weight: 400;\">, a San Francisco based marketing and video production firm that specializes in food and beverage projects, to get her tips on what works for crowdfunding videos. <\/span><\/p>\n<h2><b>You Have 10 Seconds<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Your video may be three minutes long but the first 10 seconds are the most important according to Sultan. \u201cThe first 10 seconds, you have to get your point across about what you are and grab the audience\u2019s interest.\u201d <\/span><\/p>\n<p><span style=\"font-weight: 400;\">In the video created for the <\/span><a href=\"https:\/\/www.kickstarter.com\/projects\/1412648491\/kraut-source-fermentation-made-simple\"><span style=\"font-weight: 400;\">Kraut Source Kickstarter campaign<\/span><\/a><span style=\"font-weight: 400;\">, Sultan had the creator Karen Diggs open with an immediate product pitch: \u00a0\u201cKraut Source is fermentation made simple because it allows you to make gourmet, fermented foods from scratch.\u201d<\/span><br \/>\n<iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/QnVu5YavM2U\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>\u201cPeople have really short attention spans,\u201d says Sultan. You want to intrigue them with the product pitch or another hook in the first 10 seconds to keep them interested. \u00a0\u201cVideos that take a more \u2018artsy\u2019 perspective are risking that initial intrigue.\u201d<\/p>\n<h2><b>Figure out Your Hook<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Sultan likes to focus on the product\u2019s unique selling proposition or interesting parts of the creator story to \u201chook\u201d the viewer. \u201cDepending on what you\u2019re trying to pitch, if the founder has an appealing hook on why they started the product, that\u2019s where you\u2019d start. But if it\u2019s a product that you\u2019re trying to sell and it\u2019s intriguing to the marketplace, then that\u2019s what you should present.\u201d \u00a0\u00a0<\/span><\/p>\n<p>You\u2019re usually better off pitching the product first because most creator stories aren\u2019t interesting enough to hook a viewer. \u00a0\u201cFor Kraut Source, it was of the early adopters of fermenting in mason jars and it\u2019s still the only stainless steel device that exists for small-batch fermentation, so our hook was the product itself.\u201d<\/p>\n<p>You can open with your \u201chook\u201d then go back and fill in the rest with the creator story, go deeper into the product benefits, and show the rest of the product line up if there are more items.<\/p>\n<p><span style=\"font-weight: 400;\">Sultan advises creators to keep the video short: \u201cWe try to recommend under two minutes just because people are very distracted. Under two minutes is our recommendation, around one minute to 90 seconds is where we like to play.\u201d<\/span><\/p>\n<h2><b>Trying for Viral is a Risky Activity<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">There are other video strategies other than the direct marketing approach such as building around humor or spectacle in hopes of going viral. \u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For Sultan, the direct approach is more effective for converting pledges. \u201cPersonally, I think it\u2019s too high of a risk to attempt a viral video because what are the chances that a video goes viral? It\u2019s really, really slim. I\u2019ve seen other companies attempt this more viral perspective and they\u2019ve all failed and we warned them not to do it.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Viral videos are usually expensive to make because they require high production value and there\u2019s no guarantee that they\u2019ll work. If you have a small video budget, go with a more straight-forward video that can convert visitors that you drive into the campaign page.<\/span><\/p>\n<h2><b>Do Your Research<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Sultan highly recommends studying successful campaigns with products similar to yours. You can learn from their videos and try to talk with other creators if possible. \u201cMake some notes on what made that video stand out to you. Talk to the people that ran those campaigns. That\u2019s the best resource you have, talking to other successful crowdfunding champions.\u201d<\/span><\/p>\n<p>\u201cIf you can get a call with someone that you know has run a successful campaign or you see a campaign that you like and they are kind enough to give you the time, that seems to be the most helpful for everyone.\u201d<\/p>\n<\/span>","protected":false},"excerpt":{"rendered":"<p>Your campaign video will be one of the most powerful sales tools for your campaign page. We interviewed Ariel Sultan from Food Guru, a San Francisco based marketing and video production firm that specializes in food and beverage projects, to get her tips on what works for crowdfunding videos. You Have 10 Seconds Your video [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":4218,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[60,61],"tags":[],"class_list":["post-4217","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-crowdfunding-tips","category-pre-campaign-tips"],"acf":[],"yoast_head":"\n<title>Tips for Making an Effective Crowdfunding Video | BackerKit<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.backerkit.com\/blog\/tips-for-making-an-effective-crowdfunding-video\/\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Tips for Making an Effective Crowdfunding Video | BackerKit\" \/>\n<meta name=\"twitter:description\" content=\"Your campaign video will be one of the most powerful sales tools for your campaign page. We interviewed Ariel Sultan from Food Guru, a San Francisco based marketing and video production firm that specializes in food and beverage projects, to get her tips on what works for crowdfunding videos. 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