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How to Run a Successful Crowdfunding Campaign With Explainer Videos

How to Run a Successful Crowdfunding Campaign With Explainer Videos

Crowdfunding is one of the best ways of getting needed financial backing for campaigns or startup projects. Platforms like Kickstarter and IndieGoGo have become a long-time mainstay for users to launch a successful crowdfunding campaign. 

However, success isn’t guaranteed, and as more and more new crowdfunding campaigns launch daily, backers have become shrewder in what campaigns they should support.

Now, the question is, how does your campaign have a chance of standing out?

Explainer videos help you to gain more recognition and get your campaigns off the ground.

We created this handy guide of crowdfunding explainer video tips with some successful examples, so you can have a solid understanding of what it exactly takes to launch a successful campaign.

Why a Compelling Crowdfunding Explainer Video Can Make an Impact

Including video content in your crowdfunding campaign can make or break your chance of success: campaigns that include videos earn a whopping 105% more than those without it. 

That means double the capital for your project!?

While videos, in general, can make your campaigns alive and kicking, explainer videos can do more than that.

As one of the most popular video types, explainer videos can deliver a core message in a much more captivating, exciting way. 

Not only bringing your campaign success, but a compelling crowdfunding explainer video can also keep them on the platform for years to come. 

Here are essential reasons why a well-crafted crowdfunding explainer video can make a strong impact on your campaigns:

An Explainer Video Captures More Eyeballs

Simplicity and straightforwardness are key in explainer videos. It delivers core messages of your campaigns concisely in the first few lines of the video, without having to give viewers a long-winded explanation.

Since explainer videos highlight your issue from the get-go, it sparks the viewer’s curiosity, and they’re tempted to watch it through to the end.

Despite their attention span getting shorter and shorter every day, with a professional explainer video, they won’t get bored and move on to the next thing.

As a bonus, you’ll stand out from the crowd. Backers no longer need to read long-winded stories or a three-page explanation of what the product is.

Through explainer videos, you’ll get their attention immediately- cutting through the chase of hoping they’ll notice you. 

Explainer Videos Make Marketing Campaigns Stand Out and Memorable

When it comes to animated explainer videos, the sky’s the limit. It can create a scene in a way real-life cameras and real actors can’t.

Pigs can’t fly in real life, but they sure can if they’re animated. That’s why clever writing and creativity can run rampant with explainer videos, which make it more memorable.

With a memorable explainer video, it’s easier for you to make your campaigns stand out among the rest and seamless to recall. That way, you can convince them that the campaign is worth funding.

Animation Turns Complex Ideas Into Easy to Understand Story

Animated explainer videos are a popular type of explainer videos. It uses endearing animation characters and motion designs to help you deliver the message captivatingly.

With a storytelling capability, animated explainer videos can help you explain your campaigns in a way that allows your viewers to retain it faster, to hold onto the knowledge and keep it in mind for an extended time.

Even complex ideas can be easily broken down by animated explainer videos. It’ll make it into smaller, snackable pieces that are easy to digest. As a result, the viewers will have a solid grasp on what your campaign is all about.

Appealing for Users of All Ages

Crowdfunding platforms are crowded with users and contributors (funders) of all ages, from gen Z to baby boomers. In this matter, appealing to all of them is crucial.

Explainer videos deliver information about your campaigns in a fun way. Frequently, it uses a conversational narration that comes from a well-structured and fine-tuned script that can be easily understood by users of all ages.

Related Article: Create Audience Engagement to Get More Conversions With Videos.

Case Study

Now, we’re going to look at some successful crowdfunding explainer videos so you can gain incredible insights on precisely what you have to nail in creating a high-performing one.

#1. Exploding Kittens


Back in 2015, Matthew Inman, Elan Lee, and Shane Small created a winning Kickstarter campaign to pitch their record-breaking card game called Exploding Kittens. 

With a simple, straightforward animated explainer video to introduce the card game concept to the world, this campaign beat its fundraising goal by 87000%! 

The company set out to raise $10000 and successfully raised $9 million in just 30 days with more than 219,382 contributors. It has quickly become the most-backed Kickstarter campaign of all-time. 

How did the animated explainer video help? 

The video is such a perfect example of when less is more. The company didn’t even want to try too hard to convince viewers to fund the campaigns. Instead, they go straight to the point of how the card game works.

The hilarious animated characters are backed with on-screen text to reiterate the most important messages said in the easy-to-listen narration. It makes it easier for viewers to activate long-term memory so they can recall the campaign seamlessly.

After all, Exploding Kittens shows that a successful campaign doesn’t have to be complicated.

#2. Ravine

Mathew Sisson started raising funds for Ravine, another survival card-game, on Kickstarter in 2017. 

He uses an animated explainer video to demonstrate how the game works. Now, more than $316,000 pledged out of his $7,500 goal. And more than 6,600 contributors have funded this card game.

The animated explainer video takes you on a whole new world around its desert island environment. It’s an effective way to evoke viewers’ emotions and set the mood of the video.

Explaining how a game works is an uphill battle for most campaigns but not for Ravine. One surefire way Ravine did to keep their viewers engaged is to use appealing, simple, quirky visuals.

The voice-over is also relaxed and calming at a slightly slower pace, making it easier for viewers to understand every single detail on how the game works.

#3. Dr. Bronner’s Fair Trade Palm Oil

Dr. Bronner’s uses animated explainer video to launch a crowdfunding campaign named “Help Dr. Bronner’s Fight Malaria in Eastern Ghana” on IndieGoGo, back in 2012. 

The campaign has succeeded in raising more than $47,100- a 188% more of its $25,000 goal.

This campaign shows how animated explainer videos can break down complex ideas into smaller, digestible chunks. 

As not everyone is familiar with the idea, the company takes the time to explain how they ensure that workers, forest, and wildlife are extremely protected during the production. 

The cartoon characters, combined with motion graphics animation, makes the explanation more fun and easy to follow. This visual surely helps the viewers to retain the crucial information much faster.

They also explain why contributors should care about the campaign and highlight the impact they can make if they’re willing to get involved in it. It helped build trust with potential contributors and gave them a reason to participate.

How to Create a High-Performing Crowdfunding Explainer Video

When it comes to an effective crowdfunding explainer video, its content must compel viewers to perform your desired action: funding. However, creating a crowdfunding explainer video is quite tricky. 

Even though explainer videos are proven to bring more success to a campaign, not just all explainer videos will do. Luckily, we have handy and actionable tips for you. 

Below are smart ways to create a crowdfunding thumb-stopping explainer video that users will want to spend time watching and invest.

Let People Know Who You Are

Start with an introduction. Let viewers know who you are and why you’re qualified to launch a campaign that’s worth investing in.

An introduction will give viewers an idea of your direction and a glimpse of what the campaign is all about. It also helps you gain your viewer’s trust and your campaigns.

But don’t take too long introducing yourself. Make it as concisely as possible. Remember, you’re creating a crowdfunding video for your campaign, not an autobiography video.

Evoke Peoples Emotion With a Riveting Story About the Campaign

Everyone loves a great story. A great tale grabs the viewers by the collar and pulls them inside the content. Do that, and you’ll hook your viewers and give them a convincing reason to invest.

In essence, explainer videos are a powerful tool to tell your campaign stories. It helps you to tell a riveting story that evokes emotions so the viewers have a full understanding of what your campaign is all about and why they should care about it.

To tell a riveting story, try to answer these following questions below:

  • Why did you pursue this campaign idea?
  • How would you want the content to be presented to the viewer?
  • What impact can contributors make if they participate?

Read More: 4 Principles to Storytelling With Videos.

Set the Tone of the Video

The tone of your crowdfunding explainer video is all about the mood or level of emotion you want to extract from the viewers. 

Do you want the viewers to feel happy, emotional, or inspired after watching your campaigns? The answer to this question will guide you through setting a particular mood of the video. 

Once you nail the tone of the video, you’ll give the viewers an idea of why it’s worthwhile to keep watching your video. 

And do you know what happens next? You’ll get more people convinced to pledge and invest in your campaigns.

Keep the Video Short and Sparkling

You don’t have to put all of the information about your campaign and shove it down the viewers’ throat. Your crowdfunding explainer video should be delivering only your core message in a matter of a few minutes.

For an explainer video to be effective, keep it short as the ideal length of it is believed to be 2 minutes.

Therefore, you need to deliver your message within the first 30 seconds of the video then bring the contributors “home” in the final 90 seconds.

To help you narrow down your explainer video duration, try to put yourself in the viewers’ shoes. What information would attract your attention?

Read More: Keep Your Video Short and Focused!

Choosing the Right Explainer Video Company

Hiring a professional explainer video company can help you with a complex production process. 

With a bunch of explainer videos out there, it’s easy to fall into a bit of analysis paralysis, leaving you unsure of choosing the best one to craft your crowdfunding explainer videos.

Don’t worry; we’ve listed some quick tips of choosing the right explainer video company below:

Understand What You Need and Willing to Go the Extra Miles

First thing first, make sure you understand what you want to achieve from the campaigns you launch. It makes it easier for you to have a grasp on what you can expect from an explainer video company and how they can help you out. That way, you can narrow down your choices based on your needs.

It Matches Your Budget

Your budget has always been an excellent parameter that will let you choose between various options. If you’re on a shoestring budget, you might consider choosing a more affordable explainer video company. But, don’t worry, the affordable price doesn’t always mean cheap quality.

There are a lot of companies you can choose to craft a stunning, professional-looking crowdfunding explainer video for you without breaking the bank.

Extensive Industry Experience

An explainer video company with a lot of experience, have creative chops and understand industry know-how are much more trustworthy to handle your campaign videos. A professional explainer video tends to have extensive experience in creating different types of styles and designs for various industries.

Therefore, it won’t only help you to create a video from scratch but also give you some insights that are extremely useful for your campaign value.

Deliver Excellent Customer Service

Consider choosing a company that’s always ready to communicate with their clients. It makes it easier for you to follow up the process, step-by-step seamlessly.

A professional explainer video company continually keeps you informed about every step on the project and always open for your feedback. That way, you’ll get a better result.

Read More: How to Choose Animated Explainer Video Production Companies.


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