Campaign Video

Creation Guide
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Lights, Camera, Action:
How to Craft a Compelling Pitch Video
As you embark on your entrepreneurial journey, sooner or later you’ll run into
the question of how to make a great video.

A pitch video is one of the most powerful ways to tell your story. In fact, our
research has shown that campaigns with a pitch video raise 4X more than
campaigns without a pitch video. Your video can show your idea in action—
whether it’s an introduction to your product or a preview of your film. Video
gives you the chance to speak directly to your audience and inspire them
through music, movement and human connection.

In this guide, we’ll walk you through how to create a compelling video
for your campaign. It can be scary or intimidating to think about making a
video, but know that all great videos have the same basic elements. Once you
understand those elements, you’ll be equipped to create a great video.

Let’s get started!

In the next few pages, we’ll cover:

• What you’ll need before you start filming

• How to prepare for making a video
• How to actually get your video made
• Different ways to tell stories
• Video guidelines
• Tips for going from ‘good’ to ‘great’

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How do you make a good video great?
Before we dive in, here are seven handy tips on making the best pitch video possible:

1. HOOK THE VIEWER 4. BE REAL AND PERSONAL 6. WORK WITH A NATIVE

Viewer attention is very limited. You don’t have time for Backers get excited about a product when they connect ENGLISH SPEAKER
a slow start. Within the first 30 seconds, you should: with the team behind it. So keep it real. Personal As most of your potential backers will be English
connection can be deeply rewarding for you and your speakers, consider working with a native English
• Grab the viewer’s attention
contributors. It also shows them that they can trust you speaker to review your script. This can be
• Introduce your product clearly
to build and deliver the product. So be sure to: challenging for campaigns launching from outside
• Show users how it will benefit them
• Speak directly to the camera the US, but don’t worry! Even if It takes a bit of extra
• Be completely honest ( never misrepresent your time, it’s worth it to get a high-quality script that
2. KEEP IT SHORT AND SWEET clearly communicates your message.
company or product)
Videos with the greatest engagement are between 2
• Show us your passion! If you believe in it, we’ll
minutes and 2.5 minutes. The shorter your video, the
more likely people are to make it to the end. So keep it
believe in it! 7. END WITH A CLEAR
short and sweet so people can enjoy your hard work! CALL TO ACTION
5. MAKE SURE WE CAN HEAR YOU A call-to-action is a direct statement that asks
Good audio is key. Record your video (or audio) in a
3. FOCUS ON BENEFITS — people to do something. If you want them to
quiet space and try to eliminate white noise and static. contribute to your campaign, or spread the word —
SUPPORT THEM WITH FEATURES If anything is at all unclear, consider using subtitles. then make sure you say that!
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.

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What is the role of a video?
Every video should help a potential backer answer These questions may seem simple, but answering
some very basic questions: them clearly can be challenging. Most products are
complex, but seem simple to your team, who likely
• What is your product?
know the product inside and out.
• How does it make my life better?
• How will I use it?
Try to see the video through the eyes of someone
• Do I trust you?
who knows nothing about your product. You don’t
• Do I want it?
need to explain every detail. You just need to answer
• Will you deliver?
the questions above in the most clear and engaging
way possible.

Before a Great Video...Comes A Great Plan

You’ll need a few tools in your toolbelt before you break out the cameras.
So make sure you have these steps covered before yelling “Action!”

STEP 1: POSITIONING STATEMENT
Before you make your video, you’ll need your
Positioning Statement. A Positioning Statement is a
brief orientation to your product that will help you
(and your backers) understand who you’re speaking
to and why your product is perfect for them. For a
brief overview of positioning statements, you can read
through this article on MaRS.
MaRS recommends using this simple template:
• For (target customer or market)…
• Who (have a compelling reason to buy)….
• Our product is a (product’s placement within a
new or existing category)….
• That provides (key benefit that directly addresses
the compelling reason to buy)
• Unlike (primary alternative source [that is,
competitor] of the same benefit)
• Our product (key difference or point of
differentiation in relation to the specific
target customer)
For example, an early positioning statement for Amazon
could have been:
For World Wide Web users who enjoy books,
Amazon.com is a retail bookseller that provides
instant access to over 1.1 million books. Unlike
traditional book retailers, Amazon.com provides
a combination of extraordinary convenience, low
prices, and comprehensive selection.
Once you have your product positioning, you’ll have
enough information to build a concept for the video.

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STEP 2: WRITE YOUR STORY
The most challenging part of the video is coming up
with a story that clearly explains the value of your
product while enticing backers. So it helps to have
inspiration. Watch a lot of campaign videos to
inspire you, stoke the creative fire, and help you decide
what kind of story you want to tell within your budget.
The good news is: you can write the story yourself! You
know your customers best, and best understand why
they might want your product. You know what story the
world needs to hear.
STEP 3: FIND YOUR TONE
As you write your story, start thinking about the tone
of your brand. Is your product happy and bubbly? Is
it smart? Is it serious and beautiful? Consider your
target and their everyday lives. What tone would
capture their attention?
STEP 4: DECIDE YOUR BUDGET
Great production quality makes a video look sharp and
professional, but not every video needs top-notch
production. Production quality should match the
brand image you’re trying to develop. If you’re a couple
of college students in a garage who hacked together an
amazing prototype, lower-quality production fits your
story. If you’re a medical device company, you should
look as professional as possible.
Unless you have a lot of experience, you probably
won’t be able to produce high-quality videos yourself.
But it’s not too hard to find someone who can
help (who’s not Steven Spielberg). Here are three
common approaches you can consider for actually
getting your video made:
MAKE IT YOURSELF
If you’re light on budget and heavy on time, this
just might be the option for you! There will still be
costs: software, equipment rentals, etc. It might look
scrappy, but that’s perfectly fine if it’s a fit for your
brand. If your story is Garage Startup, the production
quality can match that. If you’re doing something very
complicated, or want to build more trust, you may
want higher production values.
Budget: $0–$5,000 (equipment rental: mic, camera,
lighting, etc.)
Time: Lots of yours. Expect two weeks minimum
— and it could go much longer. You’ll be planning,
shooting, editing, and editing again. You can make
sure you get the most for your time (and rental fees)
by planning ahead — finalize your script, build out
your storyboard, and choose your locations before
heading out to film.
You should be good at: Storytelling, photography,
editing, sound editing, find a location, make a set,
find actors.
Best for: Products with a low-fi brand (i.e. ‘we’re cool
hackers who built this awesome thing in a garage…’),
teams with strong in-house skills, and creative ideas.
Bad for: Teams with no time to spend, without strong
storytelling skills, and uncomfortable in front of a
camera. Note: If you’re trying to establish a high-end
brand, or if consumer trust is critical (i.e. medical
device company), you may want to consider the next
two options.
HIRE A PRODUCTION TEAM
When hiring a team, you’ll come up with your own
script and messaging, but you’ll bring on someone
who is a talented cinematographer to give professional
production. This is a great, low-cost middle ground if
you feel confident in storytelling around your product.
Before you start shooting, make sure to get feedback
from people you know and trust on your script and
storyboard. It’s one thing to understand the story
yourself, but making sure others will understand it is
much more difficult. Video is expensive to reshoot.
Budget: $2k–$10k (you can always spend more if you
want to)
Time: 4–8 weeks before launch, depending on the team.
What they’ll do: Hire talent, scout locations, shoot the
video, edit the video, provide you and your team with a
final video.
What you’ll do: Come up with a great concept, script,
and storyboard for your video.
Best for: Teams with strong storytelling skills who can
put together a good script.
Bad for: Teams without storytelling skills who don’t
have a clear vision around the story of their product, or
who don’t have time to devote to the video. It’s also not
ideal for people who want complete creative control.
PRO-TIP for your video process: Make sure
you get a lot of footage you can reuse over the
next 2–5 years. Maximize your time and money!
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HIRE A FULL-SERVICE VIDEO AGENCY
A full service agency will make your script, manage
all of the storytelling, and do top-notch production.
And you’ll pay for all of it. This can end up in the tens
of thousands of dollars, but should get you a finished
product that looks amazing. This option can be a good
fit if you have a lot of budget and want everything to be
fully professional.
Budget: $5k–$50k (you can always spend more if you
want to)
Time: 8–12 weeks before launch, depending on
the team.
What they’ll do: Come up with a video concept, write
the script and storyboard, hire talent, scout locations,
shoot the video, edit the video, provide you and your
team with a final video.
What you’ll do: Pay them, get interviewed in the
video, be present on site during shooting.
Best for: Teams with limited time and lots of budget,
esp. those concerned with reliability of the final result.
Bad for: Teams with limited budgets.
STEP 5: PICK AN AGENCY
If you choose to use an agency, it’s best to first
inquire with your personal network about agency
recommendations. A personal friend of a friend, or
your campaign manager's recommendation can
beat out any online reviews. If you’re not able to find
something in your area, check out Mandy.com.
GOOD QUESTIONS TO ASK WHEN
COMPARING DIFFERENT VIDEO AGENCIES:
1. Have you created videos for campaigns in the past?
2. What does the cost of production include?
3. How much flexibility is there for us to make
suggestions if we don't like the first cut of
the work?
4. How much would you like for me/us to be involved?
5. What is your contingency plan if production doesn't
go as planned?
RED FLAGS:
1. Doesn’t provide clarity on their process
2. Unwilling to introduce previous clients
as references
3. Poor response time; doesn't answer email
4. Can't make eye contact when discussing pricing
5. Has never done this before
6. Doesn’t provide a contract
HOW TO GET A GOOD AGENCY
TO WORK WITH YOU:
1. Bring your enthusiasm
2. Be curious about their creative process
3. Bring rough ideas scripts/storyboards
4. Be willing and ready to throw away those ideas for
something better the agency can come up with
5. Be honest and upfront about your budget;
consider bartering
6. Make a clear verbal and written list of
your expectations
7. Don’t nitpick in the early stages
8. Test your video on a wide target and amend
as needed
PRO-TIP: If you decide to go the agency route
to create a pitch video, consider Concierge
Marketing Services, Indiegogo’s in-house
consulting and marketing agency, which offers
a specialized approach built on years of
crowdfunding-specific experience. For more
information, contact team@indiegogo.com.
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How do you create a powerful story arc?
Now let’s take a look at some story models that you can use to build the arc of your story.
Below we’ve listed some of the common story archetypes used seen in campaigns,
along with analysis about why they work.

1. THE CROWDFUNDING ‘CLASSIC’

Most of the crowdfunding videos you’ve seen fall under
the Crowdfunding Classic. They cut together a few
common segments into a video that describes the
product. Typical segments:

• Product introduction
• Team introduction
• Description of features
• People using the product
• The team’s background story and
their progress so far
• A call to action (buy one now!)

The Crowdfunding Classic typically isn’t tied through

with a single narrative arc, but can be held together
with a voiceover.

Best for: Almost any technology product

Risky for: (This is the most low-risk, and most tried-
and-true formula)

The Crowdfunding Classic

Editor’s Note: Flux didn’t get it perfect the first time, but kept making
changes to their video to refine it. They made the video themselves,
but have experience with videography.
Flux has a dynamic video that incorporates all of these elements. The team does a great job of showing
their bike in motion, using a variety of different settings to really showcase the bike’s versatility. Their use
of direct-address and voiceover, ties together all of these different snapshots into one cohesive narrative.

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2. A DAY IN THE LIFE
This story arc follows a day in the life of someone using
your product. In this concept, we follow a customer
through their life as they encounter problems that your
product solves.

This is a compelling format because it clearly

shows users how a product will fit into their life and
make it easier. Unfortunately, not every product is
a fit. If you have a complex product that requires
more explanation, you may want to stick with the
Crowdfunding Classic.

Best for: Easily understood products and teams with

strong storytelling skills.
Risky for: Products with complicated use cases

A Day in the Life

The Furbo video does this perfectly. The video starts with the lead waking up, and ends with them
getting back to work (occasionally following her dog in the meantime). Though there is no narration, you
understand the features of the product and how they’ll make your life better.

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3. THE DESIGN STORY 4. THE “PITCH” VIDEO But this can be a very risky style. You’re relying on

The archetypes above focus on products where In a Pitch video, the lead speaker (pitch person, if the charisma and charm of your lead to interest the

functionality is the reason they’re so great. But you will) talks directly to the camera and explains audience. If it doesn’t work, it REALLY won’t work.

there’s also a category of products not focused on the benefits of their product. This person is usually So use this one wisely.

functionality at all: design-based products.
Design-based products typically aren’t sold on a set
of features and benefits, but sold around a story. This
story is based on emotion: a sense of well-being, a
a founder or celebrity (or a team member with a
Best for: Production companies who have experience
compelling video presence!). Doing a pitch video
with this kind of video, charismatic founders or team
gives you more time to explain products too
members, and celebrities
complicated for ‘Day in the Life’ videos.
Risky for: Most campaigners.

feeling of belonging, an appreciation for a particular

aesthetic, or a feeling being cool. Connecting to the
viewer’s personal desires allows them to appreciate
your excellent design.

A sample structure:

• Begin with inspiration. Explain your motivation

for building the product. This might be a deep
love for the product category, a bad experience
with a similar product, or a random moment of
inspiration. Keep your target audience in mind!
• Continue with design. Walk the viewer through the
design choices you made. Explain to them why it is
a good design. What makes is special? What was
hard to choose? What makes this design different?
• Bring in your team story. Why do you care so
much about this design? What’s your background?
The more that a viewer empathizes with your story,
the more they’ll want to join your community.
• End with a clear call to action. Let them know
exactly how they can help to bring your beautiful
product into the world.
The "Pitch" Video
Best for: Design campaigns that focus on quality of It doesn’t need to be too expensive, either. ii Earphones Snap Strap was able to far exceed their modest
materials and have a social innovation aspect. goal with this simple pitch video. A single shot from a phone, the founder concisely explains the benefits
Risky for: Non-design focused campaigns. of her product and urges viewers to contribute.

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Lights, Camera, Action
We hope this guide gave you a better idea of how to create an amazing pitch
video. A well-made video will captivate your audience, and tell the story of your
product and team, and serve as a powerful asset for gaining support and media
attention for your product. Good luck!

For even more inspiration, check out these 10 classic campaign videos

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