How to Create a Successful Kickstarter Video

How to Create a Successful Kickstarter Video

Carol-Lynne Michaels

Last month, the One Net Marketing team attended a sold-out crowdfunding workshop held by Ian MacKenzie, a Vancouver based media activist and filmmaker.

Below, we share some of Ian’s best tips and show you how to structure your crowdfunding campaign and video.

By the end of this article you’ll know:

  • The secret ingredient in successful Kickstarter videos.
  • How to build a narrative that attracts attention and support.
  • The powerful framework behind successful crowdfunding videos.

Ian Mackenzie (@ianmac) recently crowdfunded over $80K with director Velcrow Ripper for their new film Occupy Love. His work has appeared in The New York Times, National Geographic TV, CBC Documentary, Adbusters, and festivals around the world.

As a side note, One Net Marketing will be building Occupy Love’s mobile app and creating an interactive digital media campaign for the film. More details on that soon.

Here are Ian’s tips for creating a crowdfunding campaign and pitch video that attracts a wide audience.

#1 Position the audience as hero

If you want your Kickstarter campaign to take off, you need to craft your ideas in ways that spread.

According to Ian, one powerful and tested way to help your video reach a wide audience is to position the funder as the hero.

He advises that you show the audience that THEY are helping to create this project. They are making an impact. They (not you) are the hero.

“Everybody wants to be a hero,” says Ian. Give the audience a central role in your story.

Ian provided this example in his crowdfunding workshop, showing how the video positioned the audience as the hero.

#2 Define your narrative

Once you’ve cast the audience as the hero, the next step is to put the pieces together. Ian laid out three essential components to build your crowdfunding campaign around.

This structure should be the bedrock of your campaign and run through your video, description, press outreach, and promotional tactics.

First, provide an explanation:

  • What’s the problem?
  • Begin by setting up the theme. This typically involves a narrative question that the project (if funded) will explore and answer.

Next provide meaning:

  • Why should the audience care?
  • You should give a clear reason why your project should be funded and completed. There needs to be a payoff for the audience.

Crowdfunding projects don’t always have to be about changing the world. So the payoff could just be about fulfilling a personal dream, having fun, or changing something small.

Finally, include a story:

  • The best part about Ian’s presentation was how he laid out four concrete sections to include in your pitch video. These four sections pull all the pieces introduced above together.

#3 Include these four sections

He also showed how these four essential sections appear in some of the most popular and successful Kickstarter videos.

What are those four sections?

Ian does a much better job explaining these sections than we can. So for a step-by-step what to include in your crowdfunding pitch video we really recommend that you take Ian’s crowdfunding seminar.

You can book a session here.

The workshops are affordable and filled with practical tips to help you create, launch, and promote your crowdfunding video and campaign.

Looking for ways to promote your independent film?

One Net Marketing offers full-service digital services and interactive marketing campaigns for entertainment and media companies. Connect with our digital marketing agency.