The essential elements of a successful crowdfunding video

How to Create a Successful Crowdfunding Video?

by Gennaro Ambrosino on 12th December 2023 Comments Off on How to Create a Successful Crowdfunding Video?

A crowdfunding video is not a brand video, and it’s not a product or marketing video. It’s all of the above…and more. A successful crowdfunding video seamlessly blends brand, product, and investment elements. This concise guide takes you through the essentials, from crafting compelling narratives to leveraging emotional connections. Ready to elevate your crowdfunding game? Let’s get started.

It’s a product and marketing video:

The core of your proposition is a product or service. The explanation of its USP, both embedded in the narrative as well as visually (with live action footage and animation – especially effective to represent complex ideas, for instance for tech products) is key to illustrating its impact in solving an existing problem and disrupting a current model or market. A marketing video is a direct sales tool, and yes, when you are pitching to potential investors, you are (also) selling your product. This becomes particularly relevant if you’re running an equity crowdfunding campaign, reaching also non-professional investors, who may decide to back your venture, primarily because they see the usefulness of your product or service and they may already be or become your customers and users.

It’s a brand video:

Of course, it goes beyond that. It’s coming on board, it is joining your journey, so the crowdfunding video, likewise, a brand video is an opportunity to show what you are about, what your company’s values and purpose are, creating an emotional connection, fostering brand loyalty and ambassadorship.
The brand story for a startup pitching for a seed round could well be an origin story – how the idea for the product or service came about, what were the founders’ insights, perhaps the result of a personal experience, etc. Being quite crucial to have the founders and key team on camera in a crowdfunding video, to offer a glimpse into their personalities, commitment, and motivation as well as background and expertise, this is where brand and pitch videos merge.

Also, the brand identity, both visual and in terms of tone, should inform every aspect of the video. If you think that, being an investment video, giving numbers to crunch to numbers crunchers is all that matters, you will end up with a series of dry and boring talking heads…you don’t want that!

It’s a crowdfunding video:

But yes, it’s a fundraising video after all, a tool that can be instrumental to a successful crowdfunding campaign. It will include elements unique to its purpose, such as business metrics and market data, to make the case of an enticing investment opportunity, which you won’t need in a brand or marketing video.


It’s a bit of a ‘solve et coagula’ situation, bringing creative elements together and extrapolating them subsequently to go beyond a single purpose – when considering a crowdfunding video for your startup, the ideal approach is to make the most of your resources. This involves creating a compelling fundraising video while also producing additional content like a product video for your website, and brand and marketing videos for your social media and advertising campaigns — all within the same project and film shoot.

If you’re curious about how we can do this for you, let’s have a chat.

Gennaro AmbrosinoHow to Create a Successful Crowdfunding Video?

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