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Kickstarter Tips + Tricks        

3 Key Elements of Successful Kickstarter Videos

February 8, 2018

By: Mike Clum, President, Clum Creative.

Since its inception, there have been over 389,000 projects posted on kickstarter.com. Only 35% of projects get fully backed, and only about 1% of them get over $100,000 in funding. While the product itself is the main ingredient of a successfully backed campaign, the Kickstarter video is a particular and vital component of the success of a Kickstarter project. In this blog, we’ll outline the three main (and often overlooked) elements of a successful Kickstarter video.

1. Focusing on the Product

First and foremost, let’s make it clear; no matter how creative or fancy your Kickstarter video is, it won’t matter if the viewer doesn’t understand or clearly realize the value of your product. People go to Kickstarter.com to back products they are intrigued by. It’s not the SuperBowl, people are not going to Kickstarter to watch funny advertising or interesting videos, so making an incredibly creative video is not giving the viewer what they came for.

Kickstarter videos are not meant to be advertisements, they are educational and explanatory videos that help the viewer determine whether or not the product is worth backing. Of course, you want to be generally creative, but the first essential element of a successful Kickstarter is making sure your video script and content focuses on the product, and not a distracting narrative or creative video concept. Make sure to integrate the following video elements in your Kickstarter video:

-Video shots of your product (these should occur early in the video)

-Multiple angles of your product

-Up-close shots of intriguing features of your product

Shots of your product in use

-3D renderings and animations of product (if budget allows for)

2. Following a Video Map

Before you sit in front of a camera and start babbling away about your product or idea, it’s important that you structure your Kickstarter video intentionally, giving appropriate video real estate to each element of the pitch. If you don’t map it out, you risk talking for too long about a particular topic and losing the focus of the audience.

Below is a video map that you can use for a 2 minute Kickstarter video. Following this format will help condense your messaging. It’s okay to go over, but if you can’t say it simply, you are best not saying it at all:

Introduction (0-10 seconds): State your name, the product name, and brief background.

Problem (0:10-0:30): State the problem you aim to solve and your theory as to why it hasn’t been solved yet.

Solution (0:30-1:00): Connect the problem with your proposed solution, give a brief background of how you came up with it, talk about the product and it’s main features and benefits, and display the visuals of the product in action as you discuss it.

Team (1:00-1:15): Show and discuss the team behind the product and a brief background of their experience. People will want to know your money is going to a solid team that will be able to deliver.

Technology (1:15-1:30): Discuss the particular technology or processes that allow this product to be made. Giving a bold value claim without documenting the resources that will make it a reality will leave the viewer skeptical.

-Outcomes (1:30-1:45): Talk about the specifics of what will be possible with the money that is not possible now, and show what the product will look like and do upon successful funding.

Call to Action (1:45-2:00): State the different perks and give a call to action to back the project and share with friends.


Clum Creative shoots a video in their Cleveland studio.

Following this map, or something comparable, will ensure you don’t talk too long but also don’t overlook necessary things to communicate.

Here are a few script writing tools that will help you in writing your Kickstarter script:
How to Write a Kickstarter Pitch
Handbook for Your Story

3. Shoot for Two Videos

When making your Kickstarter video, write it and shoot it with the intention for it to be re-used and remade as a general marketing video after the campaign is done. If you are investing into a corporate video production company (like Clum) to make your Kickstarter video, you’re likely spending a good amount of money to have a quality video made. If you have to go back and make a whole new marketing video once the campaign is over you’ll be spending even more. Maximize your video investment by writing and shooting two videos concurrently; one that speaks to fundraising, and the other that eliminates the fundraising elements and speaks only to the consumer and the product.

There’s a 65% chance that your Kickstarter will fail. This doesn’t mean your product will never be successful, but it means you’ll need other videos to continue to use as you try other marketing or fundraising methods. Shoot the video to be multi-purpose and edit two versions of the video. That way you’re covered both creatively and financially.

Those are three of the key elements we have found to be most successful, however every Kickstarter is different and will require a customized approach that takes into account the viewer, the type of product, and the overall goals of the campaign. Use these tips as a reference point and whatever happens with your campaign; dream big, work hard, and never give up! For more information on Clum Creative please visit here and watch Clum’s own marketing video below.

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