Today we are answering a listener question from Elizabeth Jane Kitchens, author of The Beast’s Enchantress. She asks whether book trailers are worth the effort and what form they should take.

Are book trailers worth the effort?

Jim: Elizabeth asks, “What’s your opinion of book trailers? Are they worth the effort? Should they be like movie trailers? Should the author introduce the book by connecting it to its themes, such as self-image or freedom? Should it be a slideshow of the book blurb with mood-setting photos and music, or is there a specific format a book trailer should follow?”

So really, we are answering the question of book trailer or no book trailer. I have strong opinions about book trailers, but to be fair, let’s look at both the positives and the negatives.

What is a book trailer?

Jim: First, let’s clarify what a book trailer is. A book trailer is like a movie trailer, except it promotes a book instead of a film. That simple explanation is important because many readers still do not know what a book trailer is. Keep in mind that the people you create a trailer for may not immediately understand the concept.

What are the pros of creating a book trailer?

Viral Possibilities

Jim: One major advantage of creating a book trailer is that it can go viral. They can be shared widely across the internet, helping you get exposure on YouTube and other people’s blogs. A successful trailer can make a real impact.

Thomas: A good example is the trailer for Sense and Sensibility and Sea Monsters. That trailer received around one to two million views. If you have never heard of it, you might be tempted to look it up and think, “What on earth?” I will not spoil it, but it is a great trailer.

They hired actors and filmed a dramatic scene set in the story world. I am not sure if the scene appears in the book, but it was well produced and clearly expensive. It was also very effective, helping sell a lot of books because so many people watched it.

Video is Powerful

Jim: Some people say that only 7% of communication is the words you use, 33% is how you say them, and 55% is body language. I do not fully agree with those numbers, but they illustrate why television and film are powerful. Video combines multiple elements of communication in one place.

In our culture, movies are one of the most powerful ways to communicate ideas. With a book trailer, you are harnessing that power. Instead of relying only on a written book blurb, you get to act out the story or its emotional core. That is the real strength of a book trailer.

Familiarity

Jim: Another benefit is familiarity. People understand movie trailers, so it is an easy leap to understand a book trailer. There is no long educational process. Book trailers are also easy to share. With one click, someone can watch it instantly on YouTube.

Thomas: YouTube videos spread very easily. When you share a YouTube video on social media, people can often watch it directly inside Facebook, Twitter, or another app. Videos also work well in email because they live at a single URL. If a trailer is good and effective, it can spread very quickly.

Notable

Jim: A well-made trailer can make you look like a big deal. We will talk later about what happens when they are not well done, but a strong trailer elevates your perceived professionalism. Finally, it helps you stand out. If your book has a trailer and ten competing books do not, your book immediately rises above the competition.

What are the downsides of book trailers?

The Competition

Thomas: Your competition with book trailers is movie trailers. In many ways, you are promoting one medium (reading) inside another medium (watching video) That means you are often reaching people who like watching videos more than reading books. While a trailer may spread on YouTube, it may not be reaching actual readers.

The biggest con is this: a bad trailer is worse than no trailer. Most book trailers are bad. Elizabeth asked about slideshows with book blurbs and mood-setting music. That approach is worse than nothing. Don’t do it.

There are companies that, for a few hundred dollars, will throw together what I call photo factories. They combine stock photos with back-cover copy and music. They are cheesy and ineffective. You are competing with real movie trailers that have large budgets and look fantastic. By comparison, these low-budget videos make you look amateur and self-published in the worst sense. You rarely see traditionally published authors using those kinds of trailers. Ninety-nine percent of book trailers fall into this category.

You almost never see authors hiring actors, writing scripts, and bringing in film crews like they did for Sense and Sensibility and Sea Monsters.

For nonfiction authors, trailers are easier to pull off because you can talk directly to the camera about the core idea of the book. I have seen more low- and mid-budget nonfiction trailers work. The challenge is that video introduces factors authors do not usually consider, such as how you look on camera. Viewers are used to seeing attractive actors. You do not need to be a supermodel, but video is a more intense and competitive landscape.

Unfamiliarity for Readers

Jim: Another con is that readers are not used to discovering books this way. Even if they understand that a book trailer is like a movie trailer, they are not accustomed to buying books because of one. You might get 5,000 views, which is rare, and still see no meaningful increase in sales.

Thomas: The average book trailer gets around 200 views on YouTube. If you convert 1 percent of that, you sell two extra books. That might have cost you a few hundred dollars to produce. That is a real pitfall.

ROI

Thomas: Another major issue is return on investment. Book trailers are expensive and need to sell a lot of copies to pay for themselves. If the trailer is good enough, you can pay Amazon to feature it on the book’s product page. This is more common with high-end nonfiction titles. Amazon charges for this to filter out low-budget videos, which is smart. Otherwise, slideshows would hurt sales instead of helping them.

Jim: Some people will point out that my book Rooms has a trailer on its Amazon page. That is true, but my publisher paid for it and produced it professionally. I had some input, but they did it right. That is the key point. Your competition is movie trailers. If your trailer does not hold up at that level, you are in trouble.

Thomas: Many of the tips we give on this podcast are low risk. If your email newsletter fails, no one sees that failure. A bad book trailer is a public failure. The potential reward can be high, but the risk is higher too. You need to go into it with your eyes open.

What makes a book trailer effective?

Jim: Let’s assume someone sees both the pros and cons and still wants to do a trailer. Elizabeth asked whether it should be a slideshow, and we agree it should not. Let’s talk about the keys to an effective trailer.

Great Audio

Thomas: One of the most important elements is audio. Music, narration, and dialogue are what move people emotionally. Images matter, but sound triggers emotion. If you cannot move someone emotionally, the visuals will not work. Think audio first. Sound is often the most important part of a video.

Jim: To prove that point, watch a horror movie with no sound. It is not scary. The sound creates the emotional response.

Thomas: That is one reason I like audiobooks. They are almost like movies, but deeper, with richer characters. Audio matters.

Brevity

Jim: Make it short. Aim for under two minutes. You are trying to hook the reader, not explain everything. One worm on the hook is enough.

My first trailer for Rooms is 45 seconds. You can communicate what you need to in 45 seconds. If you can do it in 30, even better. Shorter is better.

Thomas: You want it to be like one potato chip. Just enough to make them want more.

Professional

Jim: The trailer needs to look professional. If you are comfortable on camera and have experience speaking, you can appear on screen. Do not summarize the plot. Talk about where the story came from and why you care about it. Passion is contagious. People often remember how something made them feel more than what it was about.

How do you measure success?

Thomas: You need to decide in advance how you will measure success. What is the goal of the video? One option is to include a specific URL, such as yourbooktitle.com, used only in the video. That lets you track how many viewers take action. Measuring results helps you decide what to do next time. The only thing worse than one ineffective video is making a second one.

Jim: You would not compose your own musical score without experience. The same is true for the script. You need someone who knows how to write a storyboard and script. If you are serious about doing this right, you probably need to hire a professional.

Thomas: When evaluating companies, look at their past work, but also ask about results. A beautiful video that does not move sales is not helpful. Choose companies that can talk about marketing impact, not just aesthetics.

Where can authors find affordable help?

Jim: It is easy to spend $3,000 on a trailer. Cheap options around $250 usually look cheap. One alternative is colleges with video programs. Film students often need projects and may work for little money or for class credit.

Thomas: Film students often dislike writing scripts. If you give them a starting point, they may be happy to work with you for free or cheap. Local universities are a great option on a budget.

Jim: For audio, try a local radio station and pay a professional voice actor a small fee. You can also use services like Voices.com or Fiverr, though results vary.

Thomas: Fiverr is very hit or miss. I once hired someone there for a voiceover, and it was so bad that Jim did it instead. For music, try Pond5 or AudioJungle. You can find professional tracks for $20 or $30.

Jim: Also look at your personal network. You may know someone who does video production without realizing it. Family and friends can be valuable resources.

Thomas: Another option is Craigslist. Local film companies between projects may take on a smaller job. They often have the equipment and expertise to do it right. Avoid slideshow factories. Slideshows do not sell books.

So, are book trailers worth it?

Jim: My opinion is that book trailers are not worth it unless you have the expertise and resources to do them well. Factor in your time and costs. If you can produce a high-quality trailer for $75 or less, go for it. If not, your time is probably better spent elsewhere.

Thomas: I am not a fan of book trailers. A truly professional one can cost around $5,000. There are many more effective ways to spend that money. Book trailers make sense only after you have exhausted those options and your book is already selling tens of thousands of copies. At that point, the investment may be justified. Otherwise, your budget is better spent elsewhere.

Links:

• Sense & Sensibility and Sea Monsters Book Trailer
• Voices.com
• Pond5.com
• AudioJungle
• Craigslist

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