The importance of creating your own crowdfunding pitch video cannot be emphasised enough. Videos are a great way to get the message across to your target audience and, as it’s not easy to get their attention in the first place, you can do with all the help you can get.

Remember, most of the potential contributors to your crowdfunding campaign are watching your pitch on YouTube or Facebook even though you might be posting the campaign on something like Kickstarter or IndieGoGo, so work hard to tell your story in the most compelling way possible that works on these platforms and is easily shareable. Your crowdfunding pitch video could make all the difference between you raising $500,000 or just $500, so a lot is at stake!

Based on my experience, I have compiled 5 top tips for creating highly effective crowdfunding videos. Read on!

1. Make your video short and to the point

Pitch videos are different from typical advertisements. They shouldn’t be longer than 3 minutes but should ideally run for 1 to 2 minutes. You should take as much time as you need to make your case and build your story, brick by brick. However, whatever you do, don’t bore your audience with a long monologue. Condense as much information as possible in a short video clip. Not easy, but it has to be done.

2. The message of your video should be clear and concise

In other words, be clear about what it is you’re doing and why people should get involved. Get to the point quickly – if your viewer can’t make out what the video is about and what the campaign is about even after the first 20-30 seconds of the video, then don’t expect them to be engaged enough to support you. By following best practices for video production / editing (like using these Final Cut Pro Power Tips) you can avoid over-explaining your campaign message and keep your video moving along nicely. If your viewers are really interested they will find out more themselves without being explicitly told to.

3. The video should be authentic and believable

As a creative artist, filmmaker, YouTuber or musician, your biggest asset is your authenticity, credibility and believability. You must make your viewer believe in your campaign, believe in your project, enough so that they are happy to contribute. Share your story and your dreams and passion in the video so people can understand why your project is so unique. Nobody likes seeing a faceless video, so it’s worth being on camera and showing you’re a real person doing real things. Try speaking to your audience directly about who you are and why you have set up this crowdfunding campaign.

4. It should be about your audience. Not just about you.

The key to success of any advertising or marketing campaign is to convey to the audience in the subtlest manner possible what’s in it for them. Why should they buy your product? Hire your service or contribute to your cause? It’s the same with crowdfunding videos. Don’t just talk about yourself, talk about and to your target audience. Tap in to their hopes, wants and dreams and how your project can help benefit them. Remember, it’s not about you, it’s about them as they are the real heroes of your story (we’re all a bit narcissistic, admit it!).

5. Select great background music for your crowdfunding video.

It goes without saying, every crowdfunding pitch video should have background music that helps push your message out there. Choose wisely as it is important that you license music that works with your visuals and message. You also don’t want your hard work to be taken down by something like Content ID because of copyright infringement! Think about the style of video you’re creating and match it with some good music – here’s a collection of Crowdfunding music I put together to help you get started.

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