10 Simple Tips to Make your Crowdfunding Video a Success!
The crowdfunding video is regarded as the most important marketing asset in a crowdfunding campaign. Your campaign will struggle to promote your offer and convince backers to support you if you get your video wrong. In this blog, we explain 10 simple tips that we use to create our client’s videos and you can use to create a better video and improve your campaign success.
Why are Crowdfunding Videos so effective?
A well made Crowdfunding video pitches your idea clearly and concisely, showcasing your offer in an appealing way. Turning viewers into backers.
Crowdfunding videos are:
- Short: They pack a powerful message in a short time. (We recommend no longer than 4minutes in length). Their format keeps you engaged and informed.
- Compelling: They are visually striking and appeal to your target audience. Videos work better than text because some audiences struggle to absorb information when delivered in long blocks of texts. A collection of stand out visuals and audio composed in an entertaining way is far more enjoyable to review and take in.
- Emotive: An effective video will engage the audience through their emotions. Seeing a person or product in action (rather than a still image) provides more context to a situation and allows you to pitch your story in a way people can emotionally connect with.
And now the real question...
How do you make your crowdfunding video a crowd-pleaser?
Ten simple steps to make a great video.
1. Writing a compelling script
The script is the main ingredient in the video. This is where you tell your brand’s story and make your sales pitch. For this, you need concise dialogue, clear plots, and engaging characters. With a good script, you can move people and push your message forward.
2. Getting Equipment
To get a professional video made you need to have the right equipment. You can either rent equipment to make videos yourself or hire a professional videographer to do the job for you.
In any case, you will need cameras, lights, sound equipment and more for a video that looks professional and delivers appealing visuals with great audio.
3. Hiring Actors
A crowdfunding video should appeal to your target audience so you are going to need people (and locations) in the video that look appealing. If you have a tight budget, your team can become the on-camera talent. But if you can stretch the purse strings, hire an actor. An actor will be eloquent, persuasive, and believable—getting you the views you need.
4. Lighting and Blocking
A professionally made video is well-lit. Without lighting, you can lose the on-screen talent to the shadows, and with it, your message. Lighting sets the tone of the video and provides clear images.
Blocking is a technique used to get accurate and consistent placements in the video. In a scene, an object or person needs to have a fixed, consistent position for continuity and to look good
5. Shooting the video
Before shooting, you will need to storyboard the entire script. The director and camera crew will then shoot all the scenes seamlessly according to a production schedule and plan. You can use many takes and multiple camera positions to shoot the video. This way you can make sure that you get the best looking take.
6. Adding a Voice-over
Voice-overs are effective tools for persuasion in crowdfunding video production. You can either hire a professional for the recording or do the voice-over yourself with rented sound equipment. In any case, the voice-over should be clear, engaging, and relay your message effectively.
7. Adding and picking Music
There’s no successful video without music. From a few simple trills to an upbeat song, music can uplift and engross the viewer immediately. Bubbly music can excite the audience while sad notes can spark pity and sympathy. Your music should add character to your narrative and make it better.
8. Smoothing over the Sound
Shooting a video can mean a lot of background noise gets in the way. A video shot outdoors can especially have a lot of unwanted sounds like the rustling of leaves, chirping of birds, and the noisy sounds of traffic.
How do you handle this? It’s simple: ideally, choose a location where you can control the noise. Alternatively, you can edit out the sounds with professional sound editing software. If you can afford it, get a high-quality microphone for video shoots to prevent unwanted sounds in the first place.
9. Editing the Video
Raw footage can’t be used as the video campaign. To create and tell an effective visual story, you need to craft and edit it. Choose between fast and slow cuts dependent on the style you want your story to deliver. Add graphics and animation to bring elements of your video alive. Colour grade and use sfx and audio design to add character to your story.
10. Delivery & Marketing the Video
The final step in video production is delivery. In this case its marketing your video to your audience across social media and on your landing/campaign page. When delivering your video for social media you’ll need to make sure you export a version of the video, which meets the correct format for the platform. For example, the dimensions, tone, and messaging of the video will need to adhere to the standards of the marketing platforms. An extremely long video, for example, can’t be shared on Instagram.
If you need help with your crowdfunding video, or would like to discuss your campaign idea then schedule a free crowdfunding strategy call with us here at Wow Your Crowd. We are crowdfunding video specialists and will love to help you make a stand out the video for your campaign and help you reach your funding goal. Speak soon.
Product Positioning Statement is the Key
There are thousands of crowdfunding campaigns happening every day, so its vital that you can grab your audience’s attention and have them immediately understand why your offer is suited to them. If you don’t get their attention your campaign will fail. In this blog we at wowyourcrowd will help you learn how to create a product positioning statement that will set your campaign up for success.
Positioning is the act of defining why your product is the best at doing a particular thing and why the defined target audience cares a lot about it. Get your positioning statement right and you will knock the competition for six, making more sales and increasing revenues faster. Positioning is fundamental to all forms of marketing, from content written, to campaigns launched and sales pitches made.
Your product positioning statement lays the foundations to all of your crowdfunding, advertising, marketing and selling activities. Most businesses and start ups fail to develop a positioning statement and if they do make one, you can bet the attempt is fairly generic and doesn’t deliver what a well thought out and developed positioning statement should do.
The following 6 steps will help you to create an effective positioning statement which you can use for your crowdfunding campaign and beyond.
1. Competitive Alternatives
The competitive alternatives is what your audience would do if your product didn’t exist, what would they use or do instead? When developing your product its vital you are an expert on the different solutions on the market – list all of the advantages and disadvantages to the alternatives. Remember not all alternatives to your product will be another product – it may be the user doesn’t do anything or instead hires a student to carry out the arduous work.
Really understand what your customers compare your solution with.
2. Unique Attributes
Your products unique attributes are the capabilities or features that your offering has, that the competitive alternatives don’t have. They are your secret sauce; what differentiates you from the competition. The attributes can range from the features you offer, to the materials you use, the process used to produce the product, your team’s experience, a particular skill set, technology involved etc. List down all of your products attributes. When developing a product particularly for crowdfunding its important your product is completely different and unique to what has come before.
3. Value
Value is formed from your products attributes and the benefits those attributes provide. Value is the reason your audience will care about your products attributes. Be sure to explain the physical and emotional benefits your product provides and then back this up with proof. For example your product is a camera, which films in 20 mega pixels (feature) that provides sharp photo images (benefit). The value is how this relates to the user’s goals, i.e. images can be zoomed in or printed in large format and still look sharp.
4. Target market characteristics
Generally the value your product provides is relevant to a large amount of people but as a start-up particularly when crowdfunding your advertising budget is likely to be minimal, so its vital you target an audience who are ready and hungry to buy your product straight away. Your positioning statement should clearly identify who these people are. Your ideal audience are the customers who buy quickly, rarely ask for discounts and tell their friends about your product.
5. Market Category
Market categories help users to understand what they don’t know about your product as they will naturally associate your product with other leading products on the market. For example you say your product is a luxury men’s sports watch – people automatically think of a brand like Tag Heuer. The positive (or negative) connotations of Tag Heuer’s brand will automatically help the user to position your product in their mind. Choose your category wisely and this will have a very positive effect on your brand.
6. Relevant Trends
Positioning your product with a certain market category is very beneficial, however what is even better is also associating a ‘relevant trend’ to the product. This has the effect of making your product relevant now in your customer’s mind. Use Google trends to research what trends are in fashion and see if one fits with your product.
We at wowyourcrowd believe that a well thought out product positioning statement will help you with your crowdfunding campaign whether you are making a crowdfunding video or planning the marketing for your project. Use the above tips to help create the best positioning statement and skyrocket your product’s success!
How To Create A Successful Equity Crowdfunding Video
Having a captivating crowdfunding video is one of the most important aspects of a successful equity crowdfunding campaign. It’s an extremely powerful marketing tool that can convince investors that your campaign is the one to back. Recent research has proven that a campaign supported by video is 85% more likely to achieve its funding goals.
Your equity crowdfunding video’s message should be tailored to its intended audience. It’s important to remember, you are selling an investment opportunity in your business and not promoting your products or services. All too often crowdfunding videos make this mistake and end up losing the interest of investors.
Tips For Creating A Successful Equity Crowdfunding Video
Now that we know the importance of a compelling equity crowdfunding video, and how it should be targeted, we can look into the finer details that will set your video up for success:
Plan Out The Video Carefully
Detail every aspect of the video prior to shooting. This is one of the most important steps to creating a successful equity crowdfunding video. Know your audience, know what you want to say and say it as effectively as possible. Be personable and tell potential investors about your business opportunity and why they should back your project. Identify the key investment benefits of your campaign and compel your potential investors to give you their backing. Before you start filming, create a script and be sure to include these points:
- Your elevator pitch – a short introduction explaining who you are and what your company does. Talk about the issue you are solving and why it will transform the lives of others.
- Tell your story and explain why the business exists. Explain your goals and your mission.
- Show the market opportunity – use industry data to show the gap in the market and the need for your business.
- Highlight your strategy - explain how your company generates its revenue, what your plans are and how the investment will be used to achieve them. Explain how investors can make a return on their investment.
Make It Personal
Your video acts as a brilliant opportunity for you to introduce yourself and your team to potential investors. So don’t miss this chance, star in your video be personable and show your passion for your business. Many investors may not meet you face to face so your video is the only chance to help them know, like and trust you.
Make Your Video Stand Out
If your equity crowdfunding video isn’t engaging and doesn’t stand out, it, and your project, have a good chance of failing. Placing your hopes and dreams firmly in the gutter. Don’t leave your business success to chance. Hire a professional video production company, that specialises in equity crowdfunding videos. Tap into their wealth of industry knowledge and reap the benefits of a professional high-quality video production. Although this approach may cost more, it will be worth it in the end with a stand out video that makes you look professional and keeps investors focused on your message long after the video has finished.
Another top tip is to create a selection of ultra-shareable cut-down video edits, which you can use across your social media channels to generate a buzz and build awareness of your cowdfunding campaign.
Testimonials
It’s a great idea to feature testimonials in your pitch video from current customers, partners and investors who support your business and endorse it. Their positive experiences about your service and team will help to influence potential investors thoughts and feelings about your business.
Don’t Overdo It
Keep your equity crowdfunding video as short and to the point as possible. Ideally, your video should be around 3 minutes long with the first 20-30 seconds making a real impact. Right away, grab the viewers attention. Hook them and make them excited about your project. This will entice investors to continue watching the rest of the video and hopefully invest.
Call To Action
Be sure to end your equity crowdfunding video with a clear call to action. Summarise your campaign, and provide a final reminder on why your project is the perfect opportunity to invest in. Tell investors what they should do next in order to be part of your business success.
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