Trailers have been around forever in the movie and TV industry. The big studios spend a lot of money on their creation, and even indie films have to come with trailers if they want to succeed in their niche markets. Video game studios also put a lot of effort into the production of trailers, which often show scenes exclusively shot for them.
With the rise of YouTube and social media, trailers have become even more important for the entertainment industry than they used to be in earlier decades.
So, why are book trailers still such a rare phenomenon? And why are many of them so poorly made?
Many indie authors consider the (often costly) option of a trailer for a marketing tool as a waste of money––which is understandable. A good custom-made trailer can cost $300-$500, but of course, there’s no limit on how much can be spent on them. Big publishers often hire marketing companies specialized in TV commercials and easily pay between 10k-50k to advertise the latest books of their bestselling authors.
Others argue that a trailer makes no sense for a book, because, after all, you’re supposed to want to read the book, not watch it like a movie.
I have to admit that ten years ago when book trailers were still a new phenomenon, I thought the same and was therefore surprised when my publisher asked me to have a trailer produced for my book.
However, I completely changed my mind on making trailers since then because of the success of mine.
I have come to believe that book trailers are a valid marketing tool for various reasons.
First of all, our daily life has become much more visual-oriented than ever before. More people are watching YouTube videos nowadays than reading books (sadly). To convince such an audience to give a book a chance, it’s a good move to offer them visual impulses they understand. This is only possible with a trailer. Marketing experts know that moving images are way more powerful than single images, which is why we see short clips as ads for all kinds of products in our feeds on Instagram, Twitter, and Facebook.
Secondly, if big publishers are willing to spend thousands of dollars on a single trailer for a single book, then it must be worth it. Big publishers never spend money on anything for no reason. They have stone-cold marketing experts who constantly evaluate which strategy is useful and which isn’t. So if it works for the big publishers, then it can also work for Indie and small press authors.
All that being said, I would strongly advise keeping away from making a trailer yourself if your only experience with videography is shooting little videos with your phone and posting them on Facebook.
It’s the same as with book covers. Every book marketing guru will advise you to hire a skilled cover designer instead of trying to photoshop something by yourself. Don’t. Just don’t.
It’s similar with trailers. A bad trailer is counterproductive. It quickly can turn out boring or look amateurish, which will likely scare potential readers off instead of convincing them to buy your book.
The same can be said about so-called “generic” trailers. If you do some research, you will quickly find people willing to make you a trailer for $50-$100. As so often in life, you will experience a simple truth: you get what you pay for. Your trailer will turn out dull, soulless, and/or feature footage and images everyone has seen a hundred times.
If you decide to have a trailer for your book, find someone who will put effort and creativity into it, and who is willing to create something unique for you––as unique as your book, and transporting its essence visually.
There are two kinds of trailers I would recommend:
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