If you’re thinking of starting a crowdfunding campaign, you need a video. Besides being a fun way to demonstrate / show off your business / idea, campaigns with videos get waaaaay more engagement than campaigns without videos.

An engaging, informative, and persuasive video highlighting what makes your business worth investing in can seem like a daunting undertaking. A knee-jerk reaction is to create an advertisement reminiscent of late night TV. Don’t get me wrong – if done well, these videos can go viral and increase engagement, but the former is not indicative of the latter, i.e. just because a lot of people watch your video does not mean they’ll contribute to your campaign, etc. But by and large, this route should be avoided because it’s difficult to provide people with the opportunity to emotionally attach to your business / idea.

Note: A well-crafted video does not necessarily mean high production value and general fanciness. It means creating a video that exemplifies your idea, business, or product(s) in a way that connects with people.

Some Exmaples:

1. The Chicago Pierogi Street Truck – Give them a shout-out on Twitter @PierogiWagon!

  • Notice how, after a minuscule amount of flash in the beginning, this pitch becomes very personal. By setting the camera up in what looks like their living room, not to mention holding their young child, the pitch appeals to viewers’ emotions.
  • The target audience is really anyone who might want tasty food fast, since that’s the reputation of food trucks. And their menu definitely sounds tasty.
  • They have proof of market demand (through some pretty hilarious tweets displaying people’s enthusiasm).
  • It finishes with a call to action, but note the language: They invite people to donate and be a part of something bigger. Yes, that’s a little cliché, but clichés are so because at their cores they hold truths. If their project is funded, they’ll serve many more people than those who donate to the project.
  • Also worthy of note: See the small banner in the upper left corner that says “Thank You For Your Support!”? This can be an effective tactic because it suggests that the viewer already has supported, or will certainly support, the project. It not a plea for support, e.g. “Please Donate”, which can come across as desperate.