I've produced videos for 3 Kickstarter campaigns 2 that were successfully funded and the third that will launch hopefully next week. Your first job is entertain, then sell, then close and do it in a way in which if you can't close someone the video is interesting enough to get them to at least share it.
For each of the videos we've spent less than 4K.
Video 1: http://www.kickstarter.com/projects/pattilord/omg-jellyfish
Video 2: http://www.kickstarter.com/projects/1521768569/edgertronictm-the-first-affordable-high-speed-vide?ref=live
Video 3: I'll post video 3 when it goes live.
Since the video is the most important shareable asset and what everyone outside of the kickstarter community will use to learn about your project, it's the single most important piece of media related to your project so spend the most time making sure it is as amazing as it can be.
As an aside, for the two projects above we didn't spend any money on marketing and pr, and had little or no social media footprint before we launched the campaigns (both exceeded their goal by 160% and one was selected as a staff pick by kickstarter). We were counting on the video to get traction for the product.
From my perspective the key reasons these videos were successful was that they did a great job at the following:
- Showing what the product is and is capable of doing in action / situ.
- Created an emotional connection to the project creator
- Compact narrative arc with the history, current status and creator ask
- Beginning, middle and end to the story, you stick around to see how the video turns out
- Unique visual presentation of the project such that even if you didn't back the project, you'd find it interesting enough to share with friends on social media
In terms of finding the right Director / Production company the key is to find someone who's work you like, not just someone who is 'a video guy' or that 'a friend used'. If you don't like their work it will be reflected in the final product. A talented Director should be able to understand what's interesting and compelling about your product AND come up with a creative way to present the product to your audience.
If your product is a more traditional product focus on the benefits to the user, not the features. It's rare that someone connects with and backs a project because it's smaller, faster, connected etc. They back because they connect with the benefits the project brings or have felt pain from the problem and they can connect with it.
Find someone who can tell a good story and do it in an interesting way and that connects the backer to the maker and you should be in good shape.
Here are some recent recent Kickstarter projects that do a good job with their videos:
Kung Fury: http://www.kickstarter.com/projects/kungfury/kung-fury?ref=home_popular
PowerUp 3.0: http://www.kickstarter.com/projects/393053146/powerup-30-smartphone-controlled-paper-airplane?ref=live