What is your most important crowdfunding marketing tool?
If you are serious about your crowdfunding campaign it is no longer enough to use text and some nice images to engage your audience. Today you need a video. It’s a fact that people no longer want to read online, they expect to watch a video. Once you read the stats below you might agree that video is the way to go:
- Campaigns with a pitch video on average raise 4 times as much as those without one
- After watching a video, 64% of users are more likely to make a purchase online (ComScore)
- One third of all online activity is spent watching video
All successful crowdfunding campaigns tell a story. A well-produced video can bring your campaign story and project to life in an engaging and authentic way.
Whatever Your Budget
At ReadyFundGo, our crowdfunding campaign creators have different budgets, aims and aspirations.
Some campaign creators may be looking to launch their product in the Australian market and need a Hollywood grade production. They may plan to use their video as part of their ongoing marketing campaign and have an investment budget.
At the other end of the spectrum, we have campaign creators who are bootstrapping their start-up or social cause. They are looking for video assistance at the budget end or are working on their own or with friends to put on their show.
Wherever your crowdfunding campaign falls there are some common tips that apply to everyone.
Our Top 5 Crowdfunding Video Tips
- Less is more
Has your audience the attention span of a goldfish? Well almost
Attention spans are shrinking. Go for short and sweet ….at 60 seconds more than half your audience has gone.
The graph below is based upon a TubeMogul study and shows how much of a typical online video is watched.
If you are preparing your script and trying to keep your video to 60 seconds this equates to approximately 150 words.
2. Capture attention early
Capture attention and introduce your idea in the first 15 seconds.
Use the next 15 seconds to make it personal. What inspired you and your team to create your project and follow your dream …
Remember after 30 seconds 30% of your audience will have gone.
- Focus on benefits, not features in your script
Tell the audience how your campaign will benefit them and make their lives better.
You can then describe the main features of the product or service to support the benefits.
- The Filming
Speak directly into the camera and show your passion to help build rapport with your audience.
Make sure the lighting is good and there is no background noise.
It’s always recommended to get the assistance of an expert video producer or videographer. Otherwise, if you want to try it yourself, there are many online tutorials you can access for free on YouTube to teach you how to produce your own amateur videos.
- End with a clear call-to-action
The end must include a clear call to action …a direct statement telling people what you want them to do.
For example, tell people to support your campaign and give them enough information to enable them to do so.
Get Maximum Coverage
Once your video is finished ensure you get maximum coverage. If you upload your video directly onto Facebook it is likely to reach more people organically and you can use it to drive awareness to your campaign page.
If you are using a landing page to collect email addresses of supporters before you launch your crowdfunding campaign, consider adding your video or a clip of it here too. It has been reported that in some cases including a video on a landing page can increase conversion by up to 80%.
You may have started like many campaign creators questioning, “Do I really need a video for my crowdfunding campaign?” Hopefully by now you are convinced …. We find it is worth delaying the launch of a campaign so that you do not skip the pre-work and have your video ready to go.
Here are three examples of crowdfunding videos:
The first two have been created by Cristian Trujillo at CreativeCreations.tv. Cristian produces high quality solutions and also provides advice on strategy and scripting. Cristian can be contacted at Cristian@creativecreations.tv
The third video was produced by the campaign creator.
The ReadyFundGo team can help you jump-start your business venture or project. Start your crowdfunding campaign today at www.readyfundgo.com
If you found this blog post helpful let us know @ReadyFundGo