Crafting a Compelling Crowdfunding Video: Captivate Backers and Drive Success

(Guest blog written for ISQ by our videography partners at Perspective Pictures)

Hello, we’re Perspective Pictures, and we’ve made a tonne of crowdfunding videos (almost 150) and to date we’ve helped start ups raise over £110m with a 100% success rate. 

Crowdfunding has revolutionised the way individuals and businesses raise funds for their projects, but standing out in a sea of campaigns can be challenging. A strong video is central to the success of a good campaign, so here are some of our best practices for making it: 

Begin with a Captivating Hook:

The first few seconds of your video are crucial for grabbing viewers' attention. Whether it's a striking visual, an intriguing statement, or an engaging anecdote, start with something that sparks interest and curiosity. It’s important to clearly explain what your business does and why it matters in the first 20 seconds, audience retention is highly competitive and you’re likely to lose a lot of the audience quite quickly, so make sure they at least leave knowing what you do! 

Clearly Convey Your Project's Purpose:

Once a connection is established, you want to explain the project’s purpose in a clear and concise manner. Explain what it is, what makes it meaningful, and the purpose of your campaign. Perhaps it addresses a specific problem or helps meet a need. Don’t go overboard on the little details or technicalities, but make sure to highlight the benefits of your project. 

Keep it concise: 

The video is the trailer for the movie, not the full movie. You want people to watch and move on with more curiosity and questions. There is no need to over-explain, you’re better off getting people excited and then allowing them to browse your campaigns and other supporting materials (deck, financials, product etc). 

Introduce the team: 

The video is a great opportunity for investors to get to know who’s behind the business, much as a large investor might require several meetings, the video should allow retail investors to get a sense of who you are. 

Infuse Passion and Authenticity:

Passion should be central to your project and should shine through in your video. When convincing others to believe in your project, you need to communicate your confidence and let viewers know why it means so much to you. Authenticity builds trust and fosters a connection with potential backers. Let your enthusiasm for the project be contagious and inspire others to join your cause.

Feature Testimonials and Endorsements:

It’s important to legitimise your project by including testimonials or endorsements from influential figures, experts, or early users. Any form of external validation, even awards, is great to further reassure potential investors of the progress you’ve made to date and why you’re the right team to back. 

Showcase the Impact of Contributions:

Clearly break down how funds will be utilised and the direct impact they will have on your project's outcomes, as well as the ‘why now’. Get investors excited about the opportunity and the impact their money will have. Potential backers will feel much more confident contributing to your project if there is a well-thought-out plan with trackable, tangible results. 

Conclusion:

Navigating the crowded crowdfunding space requires careful planning, compelling storytelling, and a strong network of supporters. To help your video stand out, crafting a video with a strong message is essential in propelling your campaign towards success. By hooking viewers, identifying your project's purpose, utilising strong imagery, infusing passion, featuring testimonials, showcasing impact, and maintaining conciseness, you can create a video that captivates and inspires. It is important to remember that the goal of your video is to connect with a wider audience and simultaneously compel them to support your project. So, unleash your creativity and make it a visual and emotional journey that they won't forget.

If you need any help with the video content, get in touch!  Ask ISQ for an intro. We've partnered with Perspective Pictures to offer our clients a 10% discount!