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Kickstarter Video Production: A Behind the Scenes Look

Get that $!

Well produced videos are an essential component of Kickstarter and other crowd-funding campaigns. There’s really no better way to ‘show and tell’ everything that needs to communicated to such a widely dispersed audience. The tough part is that by definition, most Kickstarters are very budget conscious because that’s why they need the video in the first place – to raise money! The bottom line is that if you don’t invest in what it truly takes to get to your goal, you run the risk of not getting there.

The good news is that for crowd-funding there’s a very clear goal: Get that money! You will likely need to do a few things all at once in order to achieve this goal:

1) Make them interested enough to keep watching

2) Make them interested enough to consider funding

3) Overcome any objections they may have that prevent funding

4) Entice them to take the step from wanting to fund to actually doing it.

Let’s look at a recent example and how we wen’t about addressing these issues.

My client in this example is called Lumbos. It’s a new kind of snowboarding accessory that allows both feet to rotate freely, in lift lines and on the slopes. Take a look at the video and I’ll point out a couple things below.

Every project has special points that need to be communicated. What we really needed to do was to show that Lumbos was fun, safe, far more comfortable than traditional bindings and ultimately the start of a revolution in how we attach to a snowboard.

The plan

To do all this we knew we needed to first get people engaged, excited about snowboarding and curious about the possibilities of this new product. Engagement is the fuel that keeps them glued.

For this reason we knew it was important to get great snowboarding shots. We wanted a camera operator who shoots in snow all the time and that we knew could follow a boarder on the slopes and get great footage. The trouble was that in late October there was literally only one place in the country we could find that had snow, Arapahoe Basin in Colorado, so we flew there from San Francisco. We ended up getting someone local who shots a lot of snowboarding footage to get the shots we wanted.

Basin delivered the snow…barely.

After snowboarding footage, we also knew we needed to build trust and likability in the inventor, Thomas Lundbaek, and therefore the product and prospects for it actually being good. He not just some guy with an idea, he actually had the engineering background to create something with his designs and his own hands. We decided to both show his home design studio with all the blue print designs as well as him in the workshop. By seeing both of these I think it helps engender trust in his engineering ability.

In addition to hearing from Thomas, we also wanted to get a few other reactions from people who had seen and tried it so we asked a few ver experienced boarders to try it out. We added a few testimonials of their reactions and feedback as well as showed them using it. This adds credibility that it actually works. By seeing the people’s faces, it helps the viewer sense that they really believe what they say by reading their non-verbal communication cues.

Testimonials boost trust

The Footage

You probably noticed that a lot of the snowboarding footage was in slow motion. This effect increases the drama and impact of the footage, ultimately keeping viewers interested and more excited about what they love about snowboarding in the first place.

There are a few Go Pro cameras in use as well, the footage isn’t as good but it helps get in close and personal on the product in use, boosting credibility.

Go Pro footage: shaky but close

The Sound

The music chosen from royalty free site The Music Bed was intended to keep things moving along while also adding a layer of inspiration and excitement. Finally, the sound effects add important dimension of immersion and realism. You might not actually notice them at first but without them there can be a subtle disconnect, somehow making it seem less real.

Summary

While it would have been tempting and easier to just have Thomas speak into camera at his house, having the supporting footage adds so much. Seeing is believing so witnessing the product in use, by several people and hearing their reactions, it goes a long way in making the case for why someone might want to try this product. If you cut corners and don’t help make the strongest case you can, you run the risk of not communicating effectively and therefore not achieving your funding goals. Oh, and check out the Creator Handbook guidelines from Kickstarter before you get started. Good luck!

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