The way we like to talk about kickstarter video is the fusion of a documentary, a product launch video, and a Commercial. It started out as documentary style, and has now evolved into a more commercial space, especially for product companies. We like to think that the video you make should be usable for more than just kickstarter, so a hybrid approach is needed, but overall there are multiple reasons you'd want to get across to your backers – why you need money, what it is you are raising funds for, and the envisioned future – all of it needs to be covered within about two minutes. Kickstarter has lots of supportive info for the things they see well in their videos, and we also wrote our own guide on the subject