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How to make a successful crowdfunding pitch video

By Steven Williams. 3rd Jan 2018


If images are worth a thousand words each, and a video is at least 24 images per second, we’re looking at, what, 1,440,000 words per minute? That’s 23 books. That’s maths. But what are these words saying? In the wrong hands, nothing good about you.

People judge crowdfunding campaigns really quickly

More quickly than you’d believe. More quickly they’re even they’re aware of - and, because the video is the first thing they’ll look at, it needs to be the shining crest of your campaign. Put another way:If your campaign is a bird, and the claws are client outreach, the beak is fund management, and the eyes are market research, the video should be the plumage (and not the droppings).

Keep it gripping

Keep it snappy. Minutes? Three is plenty. Cut quickly. Speak densely. Numbers? Love them, but above 30 seconds? Cut them. Balance graphs with laughs, charts with arts, cognition with creation and lectures with pictures. Show some numbers, sure, but cutting cumbersome, clutter-some jargon will ease your cringing clients.

People switch off after 3 minutes?

That’s wishful, no, wistful thinking. Try 10 seconds. Attention is a precious mental resource. To earn it, those first few moments need to be bright, dense, and to the point. For some people, you’ll have one moment of their attention. Give them a great, informative thumbnail to draw them in.

Imagine if you babbled infinitely before getting to the point. Before seeing any proof of your talents, your (now lost) customer’s attention will be whisked away into the internet (and isn’t coming back). If your audience are film fans, give them a gripping film. If you’re a potter, portray some pottery. If you’re writing a book, bring me a blurb. Singer? Convey a verse. Travelling toad? Exhibit a ribbit. But do it quickly or you can forget that funder (forever).

Your instincts might be to offer as much information as you possibly can, but with words, less is more. Professional video producers can give you advice on how to trim your scripts for maximum effect. If you need a professional video team for videography, storyboarding and scriptwriting, or need advice about your video, visit our site at drop.studio.

Graphics and animations

If you have the know-how, graphics and animations are an excellent way to articulate information. Numbers, graphs and statistics are vitally relevant- putting them into visual form breaks up the monotony and gives the viewer something visually stimulating to fixate on.

Dropstudio 1

Technicalities of videos

Unfortunately, within the technicalities of videos, many difficulties lie. Crowdfunding videos fall in a spectrum between campaign-destroyingly woeful to earth-ascending masterpieces. If you can afford to, it’s often worth investing some of your potential earnings on some professionals. Your hordes of impressed backers will end up footing the bill. But if you have a very small campaign and have to shoot yourself, keep these things in mind.

  1. Use a good quality microphone and keep it close to your mouth. This is probably the most important advice. Muddied or echoey audio turns people off like nothing else, and understanding it requires too much mental energy. Also, some people scroll through your page and only listen to the audio - so make sure it’s good.
  2. Speak clearly, enthusiastically, with plenty of intonation. This all reduces the amount of brain power required to listen to you and creates a better impression.
  3. Find a large, natural light source. (like a big window) and sit with it at about a 45 degree angle. Your camera’s sensor will thank you for it by producing a higher quality image.
  4. Create as much distance between you and the background as possible. This will help to create a depth-of-field effect and make you stand out.
  5. Sit slightly to the right or left of frame. This creates a more aesthetically pleasing composition and creates room for graphics and text if you need it. Also, remember to clean up your background and look presentable.

Whatever you’re trying to sell, you need to demonstrate

If you’re creating a product, product shots go a long way. What does it look like, is it even real? In as much detail as you can, demonstrate that your concept is viable and valuable. After you’ve done that, introduce yourself and explain what your campaign is about, what it’s offering and what problems it solves, and why the viewers should care about it.

Of course, over-promising is unwise

An audience might love your idea. That doesn’t mean they believe you can deliver it. Put their doubts to rest by proving that there’s a place for your project in the world. What is the target market, what do you know about it, and how will you take advantage of it?

Prove your past successes

Prove your competence, and prove that you’ve thought realistically about how to fulfil the backer’s needs. Explain how you’ll spend their money. It’s no different from a normal business proposition in that regard.

Finish with a call to action

If you forget to ask the viewers for a pledge, they might forget to give it.

Risk warning

Investing in start-ups and early-stage businesses involves risks, including illiquidity, lack of dividends, loss of investment and dilution, and it should be done only as part of a diversified portfolio. Crowdcube is targeted exclusively at investors who are sufficiently sophisticated to understand these risks and make their own investment decisions. You will only be able to invest via Crowdcube once you are registered as sufficiently sophisticated. Please click here to read the full Risk Warning.

Crowdcube is authorised and regulated by the Financial Conduct Authority (FCA) and the Comisión Nacional del Mercado de Valores (CNMV). This page has been approved by Crowdcube. Pitches for investment are not offers to the public and investments can only be made by members of crowdcube.com on the basis of information provided in the pitches by the companies concerned. Further restrictions and Crowdcube's limitation of liability are set out in the Investor Terms and Conditions.

Investment opportunities are not offers to the public and investors must be eligible Crowdcube members. Please seek independent advice as required as Crowdcube does not give investment or tax advice.