Are you a creative entrepreneur looking to launch your own crowdfunding project on a platform like Kickstarter or Indiegogo?
If so, you gotta place a ton of emphasis on your campaign video.
Why?
Because it’s the first thing backers will encounter when they visit your page. And without a killer video that evokes an emotional response, you’re going to see far fewer conversions — or worse — fail to reach your funding goal altogether.
Researching other campaigns is an extremely important step in building out your own strategy to identify the successes and failures of those who have become before you.
That’s why, in this article, I’m taking you through three of the best Kickstarter videos of all time, and unpacking them to show you how you can use their tactics in your own campaign.
Let’s get started!
OYO NOVA Gym
Amount Raised: $4,411,495
# of Backers: 26,199
The OYO Nova Gym is the most funded fitness product in history — and their video is a big reason as to why. While their video run-time was 4:16 — about the recommended maximum for a Kickstarter video — they were able to fill the time with engaging content.
This video is a great example of how to demonstrate use cases for a potential backer. You’ll notice that their video shows:
- Different types of people using the product
- The product being used in various locations
- All the types of exercises that can be performed with the product
What does this do for the consumer?
It allows them to visualize themselves using the product. This conjuring of imagination is important for most every Kickstarter campaign — especially when it comes to design products that introduce new functionalities into the world.
Although the video is primarily centered around these use cases, OYO sprinkles in other key tactics as well.
At 0:19, the narrator says:
“We first invented spiraflex for NASA to keep astronauts fit on the international space station. We decided to miniaturize spiraflex to create the NOVA Gym — a portable gym for strength training at home, in this office, and while travelling.”
This sequence answers a key question in every consumer’s mind: Who’s this product for?
At first, the product was introduced as something that went to work for NASA — a highly respected institution that most of us see as extremely innovative.
But then, NOVA flips that statement on its head, saying that the product was redesigned for you in particular — the average consumer. And more specifically, someone who wants to work out at home, in the office, or on-the-go.
That’s a pretty wide net to cast — but it resonates with a large audience.
The video then goes on to say:
“…To solve the #1 reason that people don’t exercise: time.”
With this statement, they identify the problem and give the solution in the form of their product: The OYO NOVA gym.
This age-old marketing tactic — pointing out a problem then presenting the solution through the product — is used in almost every Kickstarter campaign video. Make sure that yours includes this as well.
Because when people see a solution to a problem that resonates with them — whether they consciously knew that problem existed or not — they’re likely to get excited about the product, believing that it can enhance their lives.
Exploding Kittens
# of Backers: 219,382
The Exploding Kittens card game is a pinnacle campaign in the Kickstarter Board Games category — one of the hottest categories on the platform today.
Exploding Kittens takes a vastly different approach than the OYO NOVA Gym because, well, the product is vastly different.
For starters, the video is much shorter, with a run-time of just 1:44. This is right around the typically suggested minimum length of your Kickstarter video — about two minutes.
But here’s why they could get away with such a short video: emotional provocation and storytelling.
Let’s start with the emotional element. Think of the range of emotions that humans can experience: joy, pain, fear, anticipation, excitement, and much more.
Depending on your project, you’ll have to identify what emotional response is most effective for selling your product.
In the case of Exploding Kittens, they capitalized on humor and curiosity.
Within the first 10 seconds of the video, the creators present 5 key elements of gameplay:
- Kittens
- Goats
- Magical enchiladas
- Weaponized back hair
- Explosions
Obviously, these things are pretty humorous. Immediately upon clicking “Play,” a backer is enticed to laugh, which will likely prompt them to keep on watching.
At Second 11, they hit you with the curiosity element:
“All of these things… In a card game.”
At this point, backers basically have to see how it all comes together — it’s just that unbelievable.
And it’s brought together through storytelling. The video then goes on to highlight:
- Background behind creators
- Rules of the game
- What to expect from the game (high levels of strategy)
So what does all this do? It delivers a promise.
A promise of fun, of strategy, and of coming together. They knew what their target market of board gamers were looking for — and then capitalized on that.
I think the last important lesson we can learn from the Exploding Kittens Kickstarter video is that sometimes barebones and simplicity can be just as effective as flashiness. In just two minutes with very basic animation, they were able to entice more than 200,000 people to back their project.
That’s pretty dang impressive.
BAUBAX Travel Jacket
# of Backers: 44,949
The main selling point behind the original BAUBAX Travel Jacket was the 15 features that made travel more streamlined than ever before.
While their video is pretty straightforward, there are tons of great subtle additions that help to sell the product.
We open with a guy getting ready to leave his hotel room, stuffing his jacket with various items with ease. This is how they highlight functionality.
The viewer is then brought to the airport, where we encounter two types of people trying to board a plane. First, we have a guy who is shuffling through his pockets, panicked, and struggling to keep his cool.
There’s the problem. We’ve all been there. And we don’t want to be that guy. This is another classic marketing tactic: creating fear by showing someone we don’t want to identify with.
And following close behind that symbol of our fear is the guy wearing his travel jacket — a guy who’s got it all figured out. We do want to be that guy.
The video then goes on to show different types of people using the jacket to reach a larger audience, and shows variations such as:
- The Windbreaker
- The Bomber
- The Wrinkle Free Blazer
- The Sweatshirt
At this point, BAUBAX has all of their bases covered. And further, they even manage to give subtle promises, as in the case of a “Wrinkle Free” blazer.
The remainder of the video goes on to highlight common problems that we all face during travel, then promises a solution with the new travel jacket. It’s extremely likely that a consumer will resonate with at least one of these problems — cold flights, entangled headphones, uncomfortable neck, etc. — and wish to be a part of the crowd that doesn’t suffer from these common travel ailments anymore.
So what can we take away from the BAUBAX video?
Create some anxiety in your consumer base. Make them feel like they’re missing out on comfort, style, convenience, or happiness by not buying the product. And then, once that anxiety has been created, show them how your product can save them!
Key Conclusions
At the end of the day, there is no right way to do your Kickstarter video. Tons of different strategies have worked over the years. But by following in the footsteps of successful campaigns that have come before you, you’re guaranteed a better likelihood of smashing your funding goal.
For more insights on how to create a killer Kickstarter video, check out these resources:
- 10 Tips For a Winning Kickstarter Video
- 5 Kickstarter Video Mistakes to Avoid
- Insider Tips for Producing a Killer Kickstarter Video (Podcast)
Here at CrowdCrux, we’re all about giving you the insights, tools, and access you need to launch a stunning crowdfunding campaign to start your business.
Some ways that we can help you out:
- The Crowd Crux blog, podcast, and Youtube channel where we’re always working to deliver the best insider tips, tricks, and secrets from experts who have a wide range of experience in the industry.
- The Crowd Crux weekly newsletter delivers awesome, valuable insights to your inbox every Thursday.
- Books and courses designed by our founder Salvador Briggman, such as The Kickstarter Launch Formula and its sister UDEMY course
- Coaching that ranges from advice all the way to A to Z crowdfunding services. Book a coaching call with Sal today!
We hope that this article has been helpful for you!
Good luck with the rest of your research process and the launch of your campaign. And remember, CrowdCrux is here to help if you need us.
