Chapter 1: Making your video great
Let’s start with 7 quick tips to take your video from good to great, and look at the role of video within your campaign.
7 tips on making the best pitch video
1
Hook the viewer
Viewer attention is very limited. You don’t have time for a slow start. Within the first 30 seconds, you should:
- Grab the viewer’s attention
- Introduce your product clearly
- Show users how it will benefit
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2
Keep it short and sweet
Videos with the greatest engagement are between 2 minutes and 2.5 minutes. The shorter your video, the more likely people are to make it to the end. So keep it short and sweet so people can enjoy your hard work.
3
Focus on benefits—support them with features
It’s important to note the difference between benefits and features. A feature is a technical part of a product. The benefit is how it makes our lives better: GoPro lets us capture awesome memories. FitBit helps us stay in shape. Always focus on the benefits of a product first. Then you can show the product’s features, explaining how those features support the benefit.
4
Be real and personal
Backers get excited about a product when they connect with the team behind it. So keep it real. Personal connection can be deeply rewarding for you and your contributors. It also shows them that they can trust you to build and deliver the product. So be sure to:
- Speak directly to the camera
- Be completely honest (never misrepresent your company or product)
- Show us your passion. If you believe in it, we’ll believe in it.
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5
Make sure we can hear you
Good audio is key. Record your video (or audio) in a quiet space and try to eliminate white noise and static. If anything is at all unclear, consider using subtitles.
6
Work with a native English speaker
If English isn’t your first language, consider working with a native English speaker to review your script. This can be challenging for campaigns launching from outside the US, but don’t worry. Even if it takes a bit of extra time, it’s worth it to get a high-quality script that clearly communicates your message.
7
End with a clear call to action
A call-to-action is a direct statement that asks people to do something. If you want them to contribute to your campaign, or spread the word — then make sure you say that.
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What is the role of a video?
Every video should help a potential backer answer some very basic questions:
What is your product?
How does it make my life better?
How will I use it?
Do I trust you?
Do I want it?
Will you deliver?
These questions may seem simple, but answering them clearly can be challenging. Most products are complex, but seem simple to your team, who likely know the product inside and out.
Try to see the video through the eyes of someone who knows nothing about your product. You don’t need to explain every detail. You just need to answer the questions above in the most clear and engaging way possible.
Now that you’ve read our 7 quick tips, dive in deeper in Chapter 2 to learn about the four critical elements of a successful pitch video.
