Best practices for campaign videos

Making a Good First Impression 

The campaign video is one of the first introductions investors have to your company. It’s an opportunity to make a good first impression and get them excited about learning more. We’ve found that:

• Videos can transmit large amounts of information in a short amount of time
• Conversion rates increase by 80% with the inclusion of a video

Indiegogo found out that campaigns on their site that use a pitch video raise 115% more money than campaigns just using a simple image.

Quality 

The video should be professional but not overproduced. Elements to think about include sound, clear footage, locations, and lighting as they all are important to create a sense of legitimacy to the video.

The video script is another important element to consider. To create a pitch that convinces investors, the script needs to be well-written and natural.

The video should show a bit of the personality of the company to be engaging, entertaining, and informative.

In one of our campaigns, FrontFundr had a videographer assist with shooting and putting together the video with filming in both Vancouver and Toronto.‍

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Length 

The video should be 2-3 minutes in length. A Crowfunding.io report found that campaigns with videos under five minutes are 25% more likely to reach out their goals than those with longer videos.

The first 30 seconds of the video are the most crucial; you have to deliver your message in that first segment and answer the question of why the viewer should invest in your business. After establishing the value proposition, the rest of the video is to support that initial key idea.

Half Hitch Brewing created a 5-minute video which is longer than recommended but it was very engaging. They featured different shots of their team, behind-the-scenes processes, and their restaurants alongside a conversational-style pitch from their founders.‍

Remember: It is not necessary to have all your offering information in the video. The viewer can access anything extra from the campaign page and supporting documents.  The video is there to connect with investors through a story.

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Things to Include 

1. WHO: Showcase the team bringing this company to life. It’s great to hear from the CEO or founder and consider bringing in other members of the team, investors, and existing customers to speak on their connection and experience.
2. WHAT: Showcase the product or service, explain the business model, and feature key USPs. It’s often more impactful to show someone interacting with the product
3. WHY: Highlighting the company’s mission is crucial; why are you doing what you do? Tell the company’s story, cause, or belief.
4. HOW: What is the problem you are solving and how are you going to do it? How will you reach your target market? How does/will the company generate revenue?
5. WHERE: Highlight where the company is headed and how investors can help get you there. What will you do with the funds raised?
6. WHEN: This is the call-to-action. Ensure the closing statement is clear and concise and reflects your company’s objectives for the raise.

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Video Examples 

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FrontFundr: Conversational & Mission-Driven

In our latest campaign video, we highlight the team and the company’s mission. We focused on creating a conversational-style shoot so it comes across as natural and genuine.

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Half Hitch Brewing: Balanced & Connected

Half Hitch Brewing had a good mix of showcasing their product, the behind the scenes, and restaurant and customers, and the team. This mix is well balanced in emotionally connecting with investors.

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Gravvity: Quote- based & Fact-focused

Gravvity does an excellent job of highlighting their team members. They bring quotes and marketing information to highlight the need for their product. The video is well-branded and engaging.

Compliance Reminder

1. Your campaign video will need to be review by our compliance team for final approval.

2. If you include any testimonials or forward-looking statements, the following statements must be added to the video:

• Forward-looking disclosure statement: This video contains forward-looking information. There can be no assurance that forward-looking information will prove to be accurate, as actual results and future events could differ materially from those anticipated in such statements. Accordingly, viewers should not place undue reliance on forward-looking information.
• Testimonial disclosure statement: Testimonials may not be representative of the experience of other customers or investors. Testimonials are no guarantee of future performance or success.