EP #513 This Videographer Cracked The Code For a Viral Crowdfunding Video | Rally On Media

Key Concepts

Crowdfunding, video production, storytelling, branding, narrative transportation, equity crowdfunding, investor relations, product marketing, entrepreneurship, customer experience, risk assessment.

Video Production for Crowdfunding: The Secret Sauce to Viral Success

Introduction

Salvador Brigman introduces Alex from Rally On Media, an expert in video and media production, to discuss how to create compelling videos for crowdfunding campaigns. The podcast aims to demystify the process of creating videos that capture attention, hook viewers, and drive action, whether it's buying a product, investing in a startup, or sharing the campaign.

Alex's Journey into Video Production

Alex shares his unconventional path from management consulting at Deote to video production. Dissatisfied with the corporate life, he embarked on a travel adventure with his co-founder, Brian, participating in the Mongol Rally and later driving from New York to Argentina. These experiences led him to discover the power of storytelling and the desire to share the stories of the people they met along the way.

• Example: The Mongol Rally and the drive from New York to Argentina served as transformative experiences, exposing Alex to diverse cultures and inspiring him to pursue storytelling through video.
• Key Point: Alex's initial creative outlet was writing, but he discovered the unique power of video to convey nuanced human emotions and connect with audiences on a deeper level.

The Power of Storytelling in Branding and Marketing

Alex emphasizes the importance of storytelling in branding and marketing, arguing that good branding and good storytelling aim to evoke specific emotions in customers. He introduces the concept of "narrative transportation," a psychological phenomenon where viewers become immersed in a story, suspending their skepticism and becoming more open to new ideas.

• Key Point: Narrative transportation allows marketers to introduce new ideas and perspectives in a non-confrontational way, fostering a positive relationship between the brand and the consumer.
• Example: Liquid Death's success is attributed to its ability to make water "cool" through edgy and humorous branding, demonstrating the power of storytelling in a seemingly mundane product category.
• Statistic: Liquid Death was recently valued at $1.4 billion, with revenue growing over 100% in 2023 (from $110 million to $236 million).

Crafting Compelling Videos for Equity Crowdfunding

Alex discusses the key elements of a successful video for equity crowdfunding campaigns, emphasizing the need to communicate what the company does, why it matters, and why it's an exciting investment opportunity. He highlights the importance of addressing the "why this, why now, why you" framework, popularized by Reed Hoffman.

• Framework: The "why this, why now, why you" framework helps structure the video's narrative, ensuring that it answers the fundamental questions investors have.
• Key Point: While financial return is important, many investors are also motivated by a belief in the company's mission and the founder's ability to execute.
• Visual Approach: The most common approach involves featuring the founder or founding team on camera, supplemented with visuals of the product, its use, and its production process.

Case Study: Piouette Medical

Alex shares a case study of Piouette Medical, a company that developed an alternative to the EpiPen. Despite the unsexy nature of the product, the company raised over $8 million through equity crowdfunding. The video focused on the impact of the product, highlighting the time-sensitive nature of epinephrine and naloxone delivery and the potential for the device to save lives.

• Key Point: The video emphasized the impact of the product on saving lives, rather than solely focusing on the technical innovation.
• Strategy: Incorporating testimonials from doctors and experts in the field added credibility and validated the company's claims.

The Importance of Trust and Credibility

Alex stresses the importance of building trust and credibility in marketing content. He notes that potential customers are often skeptical of marketing claims and that providing proof points from third parties can significantly increase their confidence.

• Key Point: Testimonials, user-generated content (UGC), and expert endorsements can help overcome skepticism and build trust.
• Risk Assessment: Alex emphasizes the importance of transparency in crowdfunding campaigns, acknowledging the risk of losing money but assuring investors that they are making an informed decision.

Lessons Learned in Building Rally On Media

Alex shares key lessons he's learned in growing Rally On Media, emphasizing the importance of excellence in both the quality of work and the customer experience. He prioritizes building deep, long-lasting partnerships with clients over rapid growth at any cost.

• Key Point: Focusing on quality and customer experience has been instrumental in building Rally On Media's reputation and fostering long-term partnerships.
• Strategy: Intentionally growing slower than possible to maintain quality and culture.

DIY vs. Hiring a Professional Video Production Company

Alex addresses the common question of whether to create a crowdfunding video in-house or hire a professional production company. He acknowledges that a professional video can enhance branding and convey trustworthiness, but emphasizes that the story is the most important element.

• Recommendation: Focus on getting the story right first, and then consider investing in professional production to enhance the video's visual appeal and credibility.
• DIY Tips: If creating a video in-house, focus on basic lighting and audio quality.

Video Duration

Alex advises keeping videos as short as possible while still conveying the core ideas of the business. He notes that most of Rally On Media's videos are between two and a half and three and a half minutes, with a goal of reducing that to two minutes.

• Key Point: The video should serve as a highlight reel, focusing on the most important information and encouraging viewers to dive deeper on the campaign page or through other channels.

Final Words of Wisdom

Alex concludes by sharing his personal journey of discovering his passion. He recommends the book "So Good They Can't Ignore You," which encourages focusing on developing skills and making an impact, rather than solely searching for a passion.

• Quote: "Get really good at something that you enjoy doing enough and that you feel like good about the impact you're making or at least don't feel bad about it. Don't worry about your passion. And once you get good enough you'll become passionate about it."

Conclusion

Salvador Brigman summarizes the key takeaways from the episode, emphasizing the importance of creating videos that connect with viewers and drive action. He encourages listeners to take action and seek further education and mentorship to achieve their crowdfunding goals.