The Role of Emotion in Kickstarter Videos and How to Tap into It


When it comes to crowdfunding, an emotional appeal can be the cornerstone of success for many platforms, such as Kickstarter. In order to tap into the emotional power of a crowdfunding campaign, video creators must understand the vital role that emotion plays. In this article, we will discuss the importance of emotion in Kickstarter videos and how to use it as a tool to help get your campaigns funded.

Below are the key points to consider when using emotion in your Kickstarter videos:

    • Identify the emotional needs of your target audience
    • Create a story and visuals that connect to their needs
    • Communicate your message in an authentic and genuine way
    • Focus on the positive outcome of the campaign

By utilizing emotion in your Kickstarter videos, you can create powerful campaigns that will resonate with your audience and help you reach your crowdfunding goals.

What is Kickstarter?

Kickstarter is an online crowdfunding platform that provides entrepreneurs and innovators an avenue to raise funds for their projects through donations from individual backers. The platform is well-known for its rewards/perks-based campaigns — campaigns that offer tangible rewards or “perks” in exchange for donations. Through these campaigns, entrepreneurs can offer their backers unique experiences related to their projects, or other items they believe are meaningful and will resonate with their potential supporters.

The success of a Kickstarter campaign relies heavily on the ability of the project creator to emotionally engage the potential backer. Videos play a significant role in tapping into viewers’ emotions, allowing creators brief moments to sell their project, showcase its unique features, and create excitement around it.

    • To get the most out of video content, creators need to focus on two things:
    • Telling a compelling story
    • Making emotional connections with potential backers

The importance of emotion in Kickstarter videos

Using emotion in your Kickstarter video can be an incredibly effective way to engage with potential stakeholders and inspire them to back your project. Those who view your video have the power to determine whether or not it succeeds or fails, and emotional appeal can be a key factor in helping them see why they should consider backing your idea.

The right words, visuals and music can sway a viewer’s decision-making and inspire them to invest both emotionally and financially in your cause. It is important that you focus on creating an emotional connection with those who will be viewing the video – by tapping into their emotions and connecting to their values, motivations and interests you will create a powerful link between the backer and project idea that could increase the chances of it becoming funded.

When constructing your Kickstarter video narrative, start by asking yourself: What emotions am I trying to evoke? Do I want viewers to feel fear, excitement, joy, frustration…etc? Once you have identified the main emotion that you are aiming for then begin crafting a narrative architecture around it.

Let this emotion guide all aspects of content creation; mood boards, voiceover scripts, story arc etc. Utilize words, sounds phrases or visual images that trigger this emotion with every step of production continually reinforcing its presence throughout the entire experience.

Remember – an emotional connection encourages action and generates engagement from viewers as they become compelled to participate in what lies ahead.

Don’t just tell people about why they should fund but show them why they should fund! Tap into their passions , beliefs and values with each frame of footage so as you cast your narrative net ever wider people become more inclined catch something unique within it.

Analyzing the Role of Emotion

In order to be successful in their Kickstarter campaigns, entrepreneurs need to understand the power of emotion. People are wired to relate to stories and to be drawn to compelling messages. While the features and benefits of a product can be important, it is the emotion that resonates with viewers and leads to conversions.

Let’s explore further how emotion plays a role in successful Kickstarter campaigns.

    • How to create an emotional connection with viewers
    • The importance of storytelling
    • Strategies for using emotion to drive conversions

Types of emotions

Emotions play a powerful role in influencing buying decisions. Appealing to an audience’s emotions is essential for success in any crowdfunding campaign, and it’s especially important when it comes to creating effective Kickstarter videos.

Knowing the types of emotions can be beneficial in creating powerful visuals that draw viewers in and persuade them to back your project. The main categories of emotion are: joy, anger, sadness, surprise, fear, and trust. Depending on the nature of your project and the desired outcome you want from your video, different types of emotion will be more or less impactful. Understanding how each type fits into the video production process is key to successful crowdfunding campaigns.

Joy: Positive feelings like happiness, cheerfulness and delight. Joyful stories create a sense of connection with customers and help build fans for long-term success.

Anger: This type of emotion stirs up strong feelings among viewers like frustration or annoyance that motivate action or provoke change. It can be used to effectively bring attention to problems or issues in a way that ignites peoples’ passions and creates urgency around backing a project.

Sadness: This type of emotion encourages empathy among viewers by highlighting hardships they may have experienced themselves or through someone else’s story. It helps build relationships between creators and customers by creating an emotional bond between them based on shared experiences.

Surprise: Viewers typically won’t expect what they see so they will be intrigued by unexpected elements included in videos that use this powerful emotion like unexpected endings or shocking scenes (if appropriate). Surprise also has potential to increase user engagement as it prompts responses like ‘what happens next?’ which sets them up for further ongoing engagement with content associated with your Kickstarter video/project throughout its lifespan online/in other media channels too.

Fear: Fear evokes strong emotional reactions from viewers as it causes them to feel fear for their safety but also fear of missing out on something (FOMO). By leveraging this emotional element in videos, you can instill a sense of urgency among viewers so they will back the project quickly before deadlines pass without them having memories exciting experiences missed out…

Trust: When successfully employed in social ads campaigns, “trust” helps evoke positive emotions such as compassion goodwill towards people business behind products services promoted shown by kickstarter filming invested in them experience involved. Relating stories others who have supported similar product service way demonstrates it offers value users consumers backing allows the end result feedback stories prove sufficient enough time efforts worth while worthwhile investments offers.

How to tap into emotions

When it comes to using emotion in Kickstarter videos, the key is to reach out to viewers on an emotional level and capture their attention. To do this, you need to be aware of the impact that emotions have on viewers and use this knowledge in your video marketing.

Research has shown that people are more likely to take action when they are emotionally motivated. This could mean anything from donating money or showing off ideas by liking and sharing a video, giving comments or feedback, or even participating in conversations about a product or service. Emotions can be powerful tools in hitting people where it counts, making them more inclined towards specific behaviors that benefit both you and the customer.

In order to take advantage of emotions within your Kickstarter video, consider the following tactics:

    • Make sure visuals match the message you want to convey;
    • Use metaphors or analogies for effect;
    • Keep it short and simple;
    • Speak with passion;
    • Create an emotional story arc by including “big” moments throughout your video;
    • Match desired customer needs with emotive stories;
    • Appeal directly to customer’s wants/needs/aspirations – make them feel like they belong with your product/service;
    • Include positive phrases such as “We can…” or “We believe…” echoing powerful actions demonstrating customer support through common endeavor.

By making considered use of emotions along these lines within your Kickstarter videos, you will be able to create more effective messaging that reaches deeper into viewers on a personal level. Utilizing emotions can help bring your users closer to understanding why they should care about what you have offer them thus enabling them take the desired action needed for success when backing your project.

Examples on how to evoke emotion include:

    • Storytelling
    • Voice-over
    • Music

Examples of Emotion In Kickstarter Videos

When it comes to launching a successful Kickstarter campaign, having a powerful Kickstarter video is essential. In order to truly engage potential backers, the video must have a strong emotional appeal. By looking at successful Kickstarter examples, we can get an understanding of how to effectively use emotion in our own videos. 

Below, are some examples of Kickstarter videos showing different emotions.

Play Video about Seadon Gale Jacket - Narrative Video - Double Jump Media

Example 1

Play Video about Wonder Hoodie - Lifestyle Video - Double Jump Media

Example 2

Successful Kickstarter videos

Kickstarter has proven to be an excellent platform for raising money, however it takes a great video to really draw people in and generate donations. But what goes into a great video?

There are several components that go into making a successful Kickstarter video, but emotion is at the forefront — it can be the single most potent element for swaying potential donors. Videos that present an emotional story have the greatest chance of success on the platform, as they are most likely to spark interest and connect with potential backers emotionally.

Successful Kickstarter videos focus on tapping into emotions such as joy, sadness and empathy, rather than just presenting facts about the project itself. By presenting a compelling story and utilizing elements of good cinematography, these videos have been able to capture people’s attention and encourage them to donate.

By giving viewers something tangible to connect with emotionally — such as characters or engaging stories — this type of content grabs attention more effectively than just featuring facts or talking heads giving out dry information about the product or service being funded by Kickstarter campaigns.

Unsuccessful Kickstarter videos

While many Kickstarter campaigns succeed, there are also those that do not reach their target funding goal. These unsuccessful videos share several common traits. In looking at the factors below, we can gain a better understanding of what type of videos resonate the least with potential backers and why.

Some unsuccessful videos lack the storytelling aspect and consist of a presenter simply listing off facts about the project to appear knowledgeable. These types of videos leave the viewer feeling cold and uninterested in supporting the project.

Unsuccessful Kickstarter videos have often been criticized for having a polished yet surface-level feel to them. The creators may have simply focused on optimizing elements such as lighting and sound quality instead of taking the time to build an emotional connection with viewers. As a result, these projects feel sterile and uninviting, making it hard for potential backers to become invested in the particular campaign.

In other cases, unsuccessful Kickstarter videos will attempt to add humor or artistic flair but ultimately fail when it comes to speaking directly to the viewer’s emotions such as compassion or urgency. Without tapping into those desirable emotions, viewers are less likely to craft an emotional connection with any Kickstarter video regardless of how entertaining it might be.

Crafting Your Own Kickstarter Video

When it comes to crafting a successful Kickstarter video, one of the most important factors to consider is the emotion you’re trying to evoke. While having a great product idea and backing story is important, connecting to people on an emotional level is key to making a lasting impression. Below, we’ll discuss the role of emotion in Kickstarter videos and how to tap into it to create a memorable and engaging video.

    • The role of emotion in Kickstarter videos
    • Connecting to people on an emotional level
    • How to tap into emotion to create a memorable and engaging video


Creating an emotional Kickstarter video requires careful pre-production planning. Without taking the proper steps before you shoot your video, you may not be able to capture the right emotions on camera. Here are a few tips to help you get started:

Understand Your Story – To create an effective and compelling Kickstarter video, it’s important that your story has a clear beginning, middle and end. What goal do you want to reach? What obstacles will stand in the way? How will viewers relate to the story and be inspired by it?

Research Similar Projects – Once you have a rough draft of your story, take some time to research other projects on Kickstarter that share some similarities. Pay close attention to how they market their ideas and tell their stories. Which elements do they use to stimulate emotion in potential backers?

Create Your Pitch Script – Use all of the information gathered from researching different projects and developing your own story as inspiration for crafting a pitch script for your video. Make sure it covers all major points while staying concise and within 1-2 minutes if possible. Keep in mind that your voice should be conversational rather than too salesy or formal.

Find Emotionally Charged Music – Music is often used in videos to help craft a certain mood or emotion. Start exploring different genres of music that fit with the intended emotion of your video until you find something that resonates with you.


When crafting your own Kickstarter video, production is key to driving emotion. The quality, look and feel of the video contribute heavily to how viewers engage with the story and how much they can relate.

It’s important that the story be visually interesting and well-paced. One great way to achieve this is with good cinematography, lighting, and production design. Poorly shot footage can indicate poor quality control and a lack of effort—two things you don’t want your potential backers connecting with your project.

Additionally, music plays a crucial role in emoting viewers by creating an ebb and flow that builds anticipation during a video’s climax. Carefully selected music will help underscore the sentiment or tone of your project while ensuring that viewers stay engaged throughout your presentation.

For a strong impact at the very end of your video, consider including:

    • Sound design elements like ambience matching or sound effects (which are extremely effective in driving emotional resonance as well as reinforcing actions on screen).


Post-production is the last stage before your video is ready to launch and should be done with careful attention. It’s the stage at which you finalize the story, visuals, graphics, music and voice overs. Don’t be afraid to experiment and find what works best for your project.

    • Trim unnecessary parts of your video. An ideal Kickstarter video runs between one to four minutes. Make sure you include all necessary information about your project so that viewers get a clear picture about what you are offering them.
    • Find appropriate music for your project that resonates with what you are trying to communicate.
    • Have different versions of the same music playing in key parts of your video backed up by voice overs or sound effects if appropriate.
    • Pay attention to details such as how changes in volume can add emphasis or mood during transition shots or while describing an idea through text overlays and visuals, etc.

Finally, color correction and titles should be added if needed in order to make sure the visual presentation is attractive and emotionally engaging for viewers without distracting them from the main message of your video. Doing all these steps correctly can make a world of difference in how well your Kickstarter video turns out!


In conclusion, the role of emotion in a successful Kickstarter video is paramount. In order to tap into positive emotion, creators should focus on four key elements: storytelling, visuals, sound, and call to action.

Storytelling helps evoke the desired emotion by conveying the narrative around their product or idea. Exerting a positive tone throughout is instrumental in helping people connect with the story and makes them more likely to invest in it.

    • Visuals are also integral as they can create a connection with potential backers by captivating their senses and bringing viewers closer to the content.
    • Sound too has an important role in adding intensity or humor to amplify feelings as well as keep viewers engaged for longer.

Last but not least, strong calls-to-action drive higher conversions and pledge rate if crafted carefully by telling users what’s expected of them after watching one’s video. 

By understanding these key components and leveraging them correctly within campaign videos, creators can create long lasting emotional connections with potential backers that will prove instrumental when it comes to gaining support for one’s project.

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