Book Trailers; do they work?

[juniper]

I love book trailers (especially my own) and think they are a wonderful marketing tool.

Why? Would you elaborate?

I'm inclined to agree with those who say it's probably not going to bring in more readers, for most adult novels.

I think they might be better suited for YA, because that age group is used to seeing everything on video. Or for non-fiction, where readers don't connect with characters.

As a former video director/editor, though, I see a new market that I might tap as a freelancer, so maybe I should hang out my shingle.

At a book festival a couple of weeks ago I was amazed at the number of booths that marketed to the self-publishing crowd. Editing, e-formatting, printing ... I think I saw a book trailer booth, I should have looked at it more carefully.

 

[BenPanced]

At RT Booklovers' Convention this past April, there were at least two booths with companies that produce trailers (warning: one of these companies claims to have trademarked "book trailer"). In fact, an in-house TV channel was devoted to showing trailers. How effective all of this is, however, remains to be seen. Over the years, I can count the number of commercials I've seen on TV for books on one hand; the majority of trailers produced these days are available either on authors' website or, increasingly, on YouTube.

 

[juniper]

How effective all of this is, however, remains to be seen. Over the years, I can count the number of commercials I've seen on TV for books on one hand; the majority of trailers produced these days are available either on authors' website or, increasingly, on YouTube.

Yes, that's the key thing, isn't it. Is it an effective marketing tool? Might be great fun to make one, to say you have one, to link to it on your blog. But does it entice readers to buy?

Marketing is hard to quantify, though. Unless it's a click-through ad or a printed coupon, one is never quite sure what it is that pushed a consumer to purchase - was it the Facebook page? The billboard? The TV commercial? The radio ad? The print ad? A combination of them?

Or was it just a glimpse on the train, an interesting title and cover - was that what made me pick it up at the bookstore?

 

[Old Hack]

When a book trailer becomes popular because it's very witty, entertaining, shocking or clever, then all sorts of people who wouldn't otherwise be interested in the author's books are going to see it and that might lead to them buying a copy. So long as the trailer actually makes the book seem interesting, as well as the trailer being entertaining.

However, if the book trailer doesn't entice people to watch it because of how clever it is, then the only people who are likely to watch it are the people who are already interested in the author concerned. Which means that it's not going to do much to find new readers--although it might well reinforce the book's appeal to the author's established fan-base.

I've watched a lot of book trailers. The one thing most of them had in common was that they were tedious. And that didn't seem to be affected by how they were produced: I've seen tedious book trailers produced by writers, publishers, and specialist production companies.

By all means make book trailers: but make them fresh and new and compelling, and not just a voice-over reading the blurb while a string of stock photo images roll by.

 

[DreamWeaver]

...but watch out for the spicy meatball* effect. That's when the trailer/commercial is wonderfully entertaining--so entertaining people will stop what they're doing to watch it--but they don't remember what product it was for.

*Comes from the classic "That's a spicy meatball!" commercial, for Alka-Seltzer.

 

[juniper]

By all means make book trailers: but make them fresh and new and compelling, and not just a voice-over reading the blurb while a string of stock photo images roll by.

Hmm, I'm thinking that the most effective book trailer *for me* would be a voice reading some of the most wonderful passages - more of a radio commercial rather than a tv ad - *not* a lot of glorious visuals with actors recreating scenes.

"The most wonderful passages" would depend on the genre, of course. For a mystery, it might be the page the body is found and the main character's reactions.

For suspense, the scary bits that make me want to turn on all the lights in the house.

For erotica, hey hey! What's the rating on that trailer?

I'm not too fond of the ones with actors that recreate scenes from the novel. Casting is an important concern ... get it wrong, and that skews the reader's perception of the characters. Plus, bad acting is always a distraction. Paying for pro actors can be pricey.

Old Hack, could you link to some book trailers that you either like or think are effective?

 

[Old Hack]

I think I'd like a brief interview with the author in which he or she discusses how the book came to be written, or gives some personal insight into the book. That's the sort of thing that usually hooks me.

 

[Toothpaste]

After two extremely long days of shooting my book trailer (Friday: 7:30am - 1am, Today: 7:30am - 6pm), I'm really hoping mine is clever and compelling .

It's kind of gone beyond advertising my book though. The people who worked on this trailer are beyond talented, and I really want them to get the credit and attention the deserve from their work on this.

We shall see . . . my book isn't out until this time next year . . . yup, I plan ahead. . .


On the general topic, I do agree that the slideshow versions of book trailers are worth it only if the author isn't spending too much time and money on it. They are nice companion pieces, but on their own not particularly new or innovative. I think Book Trailers are still very young, and there is great potential there. But two things have to happen, people have to be more creative, and publishers have to spend more money on them. Otherwise they will be a self fulfilling prophecy of "meh".

 

[DreamWeaver]

But two things have to happen, people have to be more creative, and publishers have to spend more money on them. Otherwise they will be a self fulfilling prophecy of "meh".

I would submit that three things have to happen. Besides your two, the third is: readers have to be interested in watching trailers.

Since readers by definition are people who have elected to read something instead of watching something, this may be the big trick. Hopefully your trailer will be one of the ones that turns the trick. Good luck!

 

[Toothpaste]

I think your conclusion that readers don't want visual trailers because the reason readers read books is because they want to read something not watch something is a bit flawed. It's like saying there's no point in having posters up in the subway for books either as readers don't want to look at a poster of a cover, they want to read the content of a book. A book trailer isn't a replacement for a book, nor is it a companion piece. Quite simply, it's an ad. It's there to let you know a book exists. To introduce you to something you might not have otherwise known about. Hopefully it is what gets you to pick up the book in the first place. It exists in a visual form because that's how most ads exist, or it can exist as pure audio as a radio ad.

Now I do think there is a valid discussion to be had as to what kind of advertising suits what kind of market of reader, and I do think there is likely far more advantage in having a book trailer if you are writing for kids/teens (who are for the most part spending their days watching things, and thus would likely find watching something about a book appealing - if it's done well of course), than for adults seeking literary fiction. So I do think that book trailers aren't for everyone.

Thank you for your well wishes on my trailer. It is going to be quite spectacular, but I have no idea how people will respond to it because that isn't under my control (darn it). I hope for the best, but even if the best doesn't happen I am very glad I did it simply for the experience.

 

[davem]

I've seena few decent book trailers, but competing in a marketplace full of interesting/funny/visually arresting YouTube clips is a crowded market.

You better do something good if you want any kind of viral effect.

 

[DreamWeaver]

I think your conclusion that readers don't want visual trailers because the reason readers read books is because they want to read something not watch something is a bit flawed.

I didn't mean to imply that as a conclusion, but simply to point out it's one of the challenges that must be addressed. When I read your two points, they seemed to assume readers want to watch trailers, if one makes them good enough. I wanted to add, that one needs to figure out *why* a reader would want to watch a trailer, and incorporate that into one's plans.

As a side note, I'm not sure if you're making a differentiation between a visual trailer and a full-out video trailer--I assumed most trailers would have audio and video. Not trying to be snarky--as a former TV production person, I tend to read very specific meanings into related terminology.

I am skeptical, but willing to be convinced. I'm sorry if my position has come across as knee-jerk nay-sayer. Will have to work on that.

 

[juniper]

I assumed most trailers would have audio and video. Not trying to be snarky--as a former TV production person, I tend to read very specific meanings into related terminology.

I am skeptical, but willing to be convinced.

Me too, with the tv production. I did broadcast for about 9 years, and then narrative (scripts/actors/sets/whole schtick) video production for 5 years after that. I'm trying to figure out if book trailers are a viable market to put some of that experience to use.

I'm not sure if they're going to stick around as a method of marketing. The cheap ones will just disappear into the slush pile that is YouTube and blogs, and the good ones will require $$$ from the authors/publishers.

If I were still involved in production, with all the equipment, I might do it as a sideline, or if I had a lot of free time to just do it for fun/experiment ... but I don't so I think I'm going to pass on trying to do it as a startup.


ETA: Hey, this is post #500! Small potatoes compared to many of you, but it seems momentous.

 

[Donna Brown]

Why? Would you elaborate?

I'm inclined to agree with those who say it's probably not going to bring in more readers, for most adult novels.

I think they might be better suited for YA, because that age group is used to seeing everything on video. Or for non-fiction, where readers don't connect with characters.

As a former video director/editor, though, I see a new market that I might tap as a freelancer, so maybe I should hang out my shingle.

At a book festival a couple of weeks ago I was amazed at the number of booths that marketed to the self-publishing crowd. Editing, e-formatting, printing ... I think I saw a book trailer booth, I should have looked at it more carefully.

You may be correct that they might be better suited for YA because younger readers tend to be very visual (paraphrasing, obviously). Perhaps I am more visual too and that's why they work so well for me. I love the imagination that goes into creating these little snippets and several that I have seen have actually encouraged me to buy books. AND I think that even people on a budget can create excellent trailers if they put some thought and effort into them.

*Note that I am referring to well-made trailers, and not those that make it obvious the creator did not have a clue.

You should definitely start looking to see if any of your favorite books have them or not.

 

[juniper]

This morning at 3am I finished "A Dog's Purpose" by W. Bruce Cameron. Looked for a link to send to a friend on FB and found the book's web page, complete with book trailer.

http://adogspurpose.com/

But - I'd read the book, already, so the trailer didn't sell me. What sold me on the book was a bookstore employee recommending it. Word of mouth.

 

[Jcomp]

A trailer by itself, only viewed through a relatively obscure blog or Youtube channel, is about as effective as a movie trailer that is released through the same limited strategy. Unless it catches on virally, it's not going to reach many people and will have limited effectiveness. I think a well-produced book trailer and proper marketing campaign to back it reaps substantial benefits.

 

[Toothpaste]

I didn't mean to imply that as a conclusion, but simply to point out it's one of the challenges that must be addressed. When I read your two points, they seemed to assume readers want to watch trailers, if one makes them good enough. I wanted to add, that one needs to figure out *why* a reader would want to watch a trailer, and incorporate that into one's plans.

Well yes, one oughtn't assume one's trailer is going to be watched simply because it was created. My hope is that people will watch my trailer because it will be extremely cool. My further hope is that I will be able to, prior to the trailer's release, convince reputable blogs etc of said cool factor and have those blogs then share with their loyal readership "Check this out, for it is cool" . But I am cautiously optimistic, I know not everything goes according to plan.

But I maintain that a trailer is an ad. And that the goal of the trailer is the same with any advertisement. To get people to watch it so they then buy the product.

As a side note, I'm not sure if you're making a differentiation between a visual trailer and a full-out video trailer--I assumed most trailers would have audio and video.

Forgive my ignorance, I don't understand the phrasing of this question. What would a visual trailer be? Something with only images, no sound? If that is the correct assumption I guess I just don't quite get why you'd be confused about that as I have only ever seen trailers that incorporate both sound and video (or still images a la slide show). With stock footage and stock music so readily available, I don't see why people wouldn't use all available at their disposal.

Also when you say "assumed" am I then right in assuming ( ) that you haven't actually watched any book trailers? If not, I think you should. Here are two I have co-produced for other authors:

WATCH by Robert J Sawyer http://www.youtube.com/watch?v=QB2nt-Oqjt4
TEMPESTUOUS by Lesley Livingston http://www.youtube.com/watch?v=NpWSiXYFmao

I am skeptical, but willing to be convinced. I'm sorry if my position has come across as knee-jerk nay-sayer. Will have to work on that.

It's not about being a knee-jerk nay-sayer, I think skepticism is good. And offering advice is always welcome. But maybe it ought to be phrased possibly in a way that allows for the fact that maybe others have thought your thoughts and thought ahead. You say you worked in television production, that's fantastic. Almost all my friends have as well (and many of them worked on this project with me), I am also an actor and quite familiar with behind the scenes. Plus I've been part of the publishing industry for a few years now, have seen how trailers have worked and how others have not, and produced a fair few of my own for other authors to varying degrees of success. So I'm not dense about all this, is my point, and likely others aren't dense about it as well. I guess I just like positive support. Something like "that's cool, just keep A B and C in mind and you'll be golden". As opposed to "Well if you really think you want to, but A B and C, so I'm still skeptical about the whole thing . . . "

(this post has been brought to you by the letters A B and C)

 

[Alitriona]

WATCH by Robert J Sawyer http://www.youtube.com/watch?v=QB2nt-Oqjt4
TEMPESTUOUS by Lesley Livingston http://www.youtube.com/watch?v=NpWSiXYFmao

Fabulous videos. Wondrous Strange is now on my to read. So the video worked to sell me on the books.

 

[Toothpaste]

Thank you.

And I'm glad to see that the trailer did what it was supposed to do. I hope you enjoy the series, I personally think it's fantastic.

 

[DreamWeaver]

Forgive my ignorance, I don't understand the phrasing of this question. What would a visual trailer be?

I have no idea; it was the phrasing you used at the beginning of post #85, so I was confused, also.

Also when you say "assumed" am I then right in assuming ( ) that you haven't actually watched any book trailers? If not, I think you should.

That would be a good assumption. I've only watched one--a very poor one which was undoubtedly an example of what not to do. I'm sure yours are much, much better.

However, as you so rightly point out, book trailers are ads. I don't search out ads to watch for anything, even books. I especially avoid video ads. I even avoid video news stories on line--I hate waiting for them to load. I'd rather just read the story. I think that puts me outside the target audience for book trailers of any sort.

However, I am only one data point. For all I know there is a huge target audience out there made up of readers who also like to watch video ads. I sincerely hope you are successful in reaching that audience.

 

[Toothpaste]

I used "visual" to describe trailers as you seemed to suggest that since people want to read books not watch books, they wouldn't be interested in a medium other than words. That a true book trailer in your mind wouldn't make any sense unless it remained in the same medium as books did, and were, I suppose, just words on a screen not pictures. That's why I used the word "visual" to distinguish from the non-existent "literary" style trailers I apologise if that was confusing for you.

Anyway, yes, you likely aren't the market for trailers, but surely when we are considering advertising we think of many markets and not just what we ourselves would prefer right? Also I don't see people seeking out book trailers. I see people stumbling on them, or having them recommended to them. Or even, in a conversation such as this one, have someone link to them and check them out (which happened here and which resulted in someone putting a new book on her to-read pile).

Did you actually check out my links? I think it would be rather illuminating for you to see what's being done out there. Even if you yourself don't like the idea, isn't it wise to be educated on what your peers in the industry are up to? Maybe too some actual investigation into book trailers and less speculation on your part based on your own personal feelings might make pragmatic sense for you if you ever want to promote your work in future.

 

[PeteDutcher]

I buy a LOT of books. I'm also a writer, but I try to keep the two seperate.

I can only say this on the topic:

The most effective book trailers on me were 30 seconds or less and simply said on sentence to descibe the story and stated the genre.

That's it.

And I have only acted on such a trailer when I saw it on television...not on the web.

Edit:
Actually I take that back...I have watched a couple through the Facebook ads on the right of my facebook screen.

 

[merrihiatt]

I am late to this thread (and have not read all the posts); however, I do have 30-second video book trailers on my website (listed below the book cover and before the book description), on my Amazon author page, and on my book pages at Smashwords. I used Animoto as they offer the service for free. You choose your photos and text and music. You can pay ($3 or $5, I can't remember) to make longer videos, but I don't think longer is necessarily better. I have a short attention span. Ha!

 

[SummerSurf57]

It works for me. I see what will happen, and instantly want to find out more

 

[DG Sandru]

Youtube, Amazon, goodreads, twitter, it's been on several blogs. After all that it is still to reach 300 views. I enjoyed making it. It's another creative outlet for me. It's not worth spending hundreds or even thousands on a video.

Since the time I asked the question I created my own book trailer, http://www.youtube.com/embed/T9IHGneomBY
it didn't cost me anything, and it got some traction.

A trailer by itself, only viewed through a relatively obscure blog or Youtube channel, is about as effective as a movie trailer that is released through the same limited strategy. Unless it catches on virally, it's not going to reach many people and will have limited effectiveness. I think a well-produced book trailer and proper marketing campaign to back it reaps substantial benefits.

That's true, unless it goes viral, it has little chance of selling books. However, it's free once it is on Youtube and it can be an entertaining method to present your book to readers.

I think I'd like a brief interview with the author in which he or she discusses how the book came to be written, or gives some personal insight into the book. That's the sort of thing that usually hooks me.

Hmm, that definitely adds a nice and personal touch to the trailer. Something, to keep in mind for the future.

Any opinions on having multiple book trailers about the same book?