I did an interview with a guy who was running a Kickstarter who mentioned the same thing... most people don't know what Kickstarter is or how to pledge.
I think it's important to educate people leading up to the campaign, and if possible, provide them with a simple instruction document as to how to pledge, help, and stay up to date on the campaign.
To answer your question, you could take a screenshot of the Kickstarter project video, upload the image and include the title + link to the project? You could also have recognizable text in the video with a shortlink for people to go to that is specific to FB like "You can check out the project here: Me.com/Kickstarter." People would then have to type the url into their browser though. You could also try mentioning your company in the post so that if it's reshared, people can check out your company fb page. Make the link prominent on your company fb page.
You can see the interview here:
http://www.crowdcrux.com/what-no-one-te ... ou-launch/