In our new world of virtual communications, people are using a combination of visual and audio in conveying their messages with greater impact. Traditionally this has been achieved by a person presenting live with the aid of a PowerPoint or Keynote presentation. Increasingly start-ups, business owners and entrepreneurs are using ‘video pitches’ as a way of to increase the impact of their investor pitch and at the same time, Angel Investors and Venture Capitalists are encouraging a virtual pitch.

Here are some tips that should provide insight. Here’s what I have learned.

Keep it short – really short.

I’ve seen effective videos that were as short as thirty seconds. Your video should not be longer than two minutes. It’s important that you include enough information to inform your investors, but if you hit them with a super long video then you risk losing their attention.

Explain why your business is investable.

Viewers need to know how you plan to increase the profitability of your business and how they could possibly see a return. You are simply selling the opportunity to invest. This means that most of your audience will be interested in one thing: how they can make money from investing in you. Talk about the problem that you are solving, how you can solve it, the size of the market and how your company will get profitably paid.

Keep It Visually Interesting.

Do you have a prototype, drawings, photos, a video or anything else to illustrate and demonstrate your product or service to your crowd? Include this kind of information in your pitch video and be sure to physically demonstrate and showcase your product. Be sure to use great visual aids, graphics, props, etc. to enhance the quality of your video. One person speaking into a camera for 5 minutes will be flat and uninteresting. Devote the opening shot of your video to a close-up of your product as well as your one-line benefit statement. Presenting awards you have won, recent client wins, press coverage or positive revenue figures are just a couple of ways in which you can do this.

Stage your video appropriately.

If your idea is for a kitchen tool, film your video in the kitchen. If it’s an idea for a child’s toy, feature a child playing with the toy.

Create an emotional response.

An investor may be bombarded with data and PowerPoint slides. They may find your video more memorable if you have used a compelling personal story. It’s about engagement.

The last 30 seconds.

Be sure to recap on all the major points of why viewers should invest and invite them to be a part of your journey. 

Create different snippets.

Remember to have different edits of your video to share on different mediums and for different audiences. Maybe a super-short version for email and a slightly longer for YouTube, a bit longer for your own website. And think about shooting multiple videos – one that showcases the investment proposition and business, and the other that showcases the product or brand story.

These are just a few things to think about when creating this style of video. To produce a good quality video, choose a solution that suits your goal and learn how to do it well. If you have a very high funding goal, it might be a good idea to invest a little bit in more professional looking video. If you’re an entrepreneur or family just starting out with an idea, it is totally acceptable to go for free or more easily available options. Just keep in mind audio, lighting, length, impact, and a plan to create a video they will love!

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