Kickstarter and videos
One thing I hear often is: if you have a crowdfunded project, you must have a video. This is worth questioning.
First, a word on statistics. It’s probably true (I haven’t seen the figures) that Kickstarters with videos make more money. But that doesn’t mean that, if you add a video, you’ll raise more money. Correlation isn’t causation. Perhaps Kickstarters with videos are generally better planned, which makes them successful. Perhaps the vast majority of Kickstarter projects cover movies and music, which lend themselves well to videos, and skew the general statistics. I don’t know! But let’s not assume that videos make money.
Secondly, an example. Brennan Taylor’s recent Kickstarter for Bulldogs, which had a video, raised $13,430. My Stealing Cthulhu fundraiser, which didn’t, raised $13,001. I think they’re broadly comparable (and I’m happy Brennan was so successful). Perhaps a video would have pushed my total higher. Who knows? But the project was very successful without one.
Thirdly, a personal preference. I love well-made videos. Jeremy Keller’s TechNoir video is a joy. I find other videos less convincing. I think I stopped Brennan’s after 30 seconds, sorry Brennan, and, well, I won’t give more examples, but the good ones are rare. So I certainly believe that good videos sell games, but I don’t think any video is better than none.
Here is what I think. I think it’s not about the video. I think it’s about letting people know about your game. For my Stealing Cthulhu fundraiser, I gave people a big, extended preview, in PDF form. For this Delta Green Kickstarter, which is about to hit its $26,000 target without a video, there are previews of the fiction.
So, please, don’t think the video itself is the thing. Don’t necessarily think that, if you switch your webcam on and record, your Kickstarter will be better. Instead, think about how you can get people invested in your game. Think beyond the obvious (obvious things include “Show them the art”, “Describe the world” and “Tell them the characters they play”) and get them invested. (Read the Fiasco preview. It’s a huge chapter, released freely online. It doesn’t just get you interested in the premise. It makes you want to read more. And then you buy the book so you can.)
Above all: don’t rely on a video to sell your game. It is not a magic selling tool. If you’re selling a book, you want to get people interested in a book. I am guessing that the best way to do that is: show them the book.
3 comments
If you’re making something that has nothing to do with moving pictures and you’re not used to speaking in public, it’s likely that your video will look and sound unprofessional and potentially put people off. If, however, you’re an eloquent writer who can entice readers into supporting your project by copy alone, you should do just that. Chances are, if someone is resorting to Kickstarter, that they don’t have a budget for elaborate multimedia advertising.
As you say, it entirely depends on the subject. If someone is trying to get funding for a film, I’d like to see some samples of their filmmaking just as I’d like to see writing examples if it’s a book (or game etc.), photos for a photography project etc.
One argument I’ve heard in favor of video marketing is that videos can be embedded directly in other websites. It gives you direct control over the message, compared to text, where people usually try to put their own spin on the material before posting it to their blog.
That’s a good argument.
Leave a Comment