Indiegogo Campaign Video Tips

Key Concepts

• Crowdfunding pitch video: Creating a compelling video to attract backers on platforms like Indiegogo and Kickstarter.
• Attention span: The decreasing amount of time viewers are willing to spend watching online videos.
• B-roll footage: Supplemental video footage used to illustrate points and maintain viewer engagement.
• Demonstration of value: Showing the product in action to highlight its benefits and features.
• Storytelling: Incorporating a brand story to connect with potential backers on an emotional level.
• Reward tiers: Highlighting the perks and rewards offered to backers at different pledge levels.

Creating a Successful Crowdfunding Pitch Video

1. Video Length: Keep it Short

• Main Point: In today's digital landscape, shorter videos are more effective at capturing and maintaining attention.
• Specific Details: Aim for a video length between 2 to 3.5 minutes.
• Category Variation: Video length should be adjusted based on the project category (e.g., technology vs. film).
• Counter Argument: While some long videos (e.g., 9 minutes) have been successful, they are not the norm and require exceptional video production skills.
• Actionable Insight: Prioritize brevity and focus on delivering key information concisely.

2. Visual Engagement: Use the Tools at Your Disposal

• Main Point: Avoid simply talking to the camera; use visual elements to enhance engagement and illustrate points.
• Specific Details:
  • B-roll footage: Use supplemental footage to showcase the product or project in action.
  • Video effects: Incorporate callout graphics and animations to highlight features and functions.
  • Animated renderings: Use animations to demonstrate how the product works in different environments.
  • Shot selections: Vary camera angles and perspectives to create visual interest.
  • Actors: Include different actors to add variety and relatability.
  • Music and sound effects: Use music and sound effects to enhance the overall viewing experience.
• Example: Showing a product feature with a callout graphic.
• Actionable Insight: Utilize a variety of visual tools to maintain attention and effectively communicate your message.

3. Demonstration of Value: Show the Product in Action

• Main Point: Showcase the product's benefits, features, and functions through visual demonstrations.
• Specific Details:
  • Show someone installing or using the product.
  • Highlight the product's key attributes (e.g., lightweight, functional, comfortable).
  • Use close-up shots to showcase the quality of materials or craftsmanship.
• Examples:
  • Demonstrating the quality of card stock in a card game with a slow-moving, close-up shot.
  • Showcasing the artwork and character design in a comic book by flipping through the pages.
• Argument: Backers are supporting a project that may not be delivered for several months, so it's crucial to demonstrate its value upfront.
• Actionable Insight: Focus on visually demonstrating the value and benefits of your product to build confidence and excitement among potential backers.

4. Storytelling: Involve an Element of Story

• Main Point: Incorporate a brand story to connect with potential backers on an emotional level.
• Specific Details:
  • Share the origin story of the product or project.
  • Discuss the values behind the brand.
  • Show the product's evolution from concept to prototype.
  • Narrate the story through the video.
• Argument: Backing a crowdfunding campaign is about supporting a creator or brand that resonates with the backer's values and interests.
• Actionable Insight: Tell a concise and compelling brand story to romanticize the launch event and create a deeper connection with potential backers.

5. Reward Tiers: Highlight Available Perks

• Main Point: Showcase the perks and rewards offered to backers at different pledge levels.
• Specific Details:
  • Mention the available rewards in the video.
  • Highlight the discounted prices offered to backers.
• Argument: Informing viewers about the available rewards can incentivize them to back the campaign.
• Actionable Insight: Include a brief overview of the reward tiers in your pitch video to wet the appetite of potential backers.

Additional Resources

• CrowdCrux Free Course: A free course on Kickstarter and Indiegogo strategies available at crowdcrux.com/kickstarter.
• Kickstarter Launch Formula Book: A book with a dedicated chapter on Indiegogo, providing a blueprint for launching a successful campaign. Available on Amazon (paperback and ebook) and Audible (audiobook).
• One-on-One Coaching Call: Personalized coaching calls available at crowdcrux.com/coaching to improve launch plans and connect with resources and vendors.

Conclusion

Creating a successful crowdfunding pitch video requires a strategic approach that focuses on capturing attention, demonstrating value, and building trust. By keeping the video concise, utilizing visual elements, showcasing the product in action, incorporating a brand story, and highlighting reward tiers, creators can increase their chances of attracting backers and achieving their funding goals.