(This is an old blog from my previous website. Having relocated the domain to WordPress, I’m trying to get to grips with the new environment prior to the next book launch. I still feel that the content below is relevant though.)
So, You Want to Make a Book Trailer.
Do books even need them? I suppose that’s the first question to answer before diving in. I know that many will think that the written word and Youtube videos are mutually exclusive, and in some ways they are right. I also know that books are up against some fierce competition for people’s attention, as TV, gaming and other entertainment become more accessible in the home and on the move via smartphones and tablets. So I see no reason not to metaphorically reach out from a Youtube app or webpage in order to grab a potential reader by the collar and shout, “LOOK! A BOOK!”
Having decided to make one for my second novel, I set about working from scratch knowing nothing at all about the hows and whys, and there was a lot more to it than I expected. I am by no means an expert but I will share my thoughts for what they’re worth. It’s not an exhaustive list or step by step guide, and it may not even be entirely right for every writer or every book, but it’s based on observations I have made and on what I have learnt along the way.
As I say, I’m no authority on the subject, having only been involved in one to date, so would like to hear from anyone who has had other experiences. Please feel free to comment/discuss and post links to your own trailer or to trailers you think work/don’t work (but be nice, I’m not interested in rubbishing the work of others).
- Watch other book trailers in your own genre and others. Think about what you liked and didn’t like. What worked, and what put you off.
- Think of the trailer as something like the Blurb on the jacket of the book. It needs to grab the viewer’s attention, and give them a sense of what the book is about. It needs to convince them that the book is at least worth looking into. It is entirely likely that most people will not actually be browsing for a book when they see the trailer, so it has to distract them from what they were doing and get them to click on a link or at least be memorable enough to lodge in their mind for later on. Remember that if you are using Youtube advertising, people can skip the ad after 5 seconds, so use that time well, as they really want to get on to that clip of the man falling over his dog or the ‘how-to’ video for removing red wine stains from a cream-coloured carpet. Go for a strong opening to snare the viewer.
- It’s the blurb, not a full synopsis. Try to keep it short. I often glance down at the little progress bar at the bottom of the clip, just to see how long it is. Adverts lasting 3 or 4 minutes are not going to keep me from watching that funny cat video. One minute ought to do it.
- It’s not a movie trailer, so don’t try to produce something that Peter Jackson would be proud of. A tone, or mood can be created with sounds and imagery relevant to your book. But…
- Don’t skimp on costume/props. If they are required for any part of the trailer, then try hiring from a local theatre group or else buy what you need. You can usually sell it again for close to what you paid for it on Ebay or similar. The point is, poor costume and props lead to poor imagery, and this will create a bad impression of the book. Genres that require specialised and unique props/locations/costume, such as science fiction, fantasy and military, might require some creative thinking. A large battle for example: don’t try to recreate the opening scene for ‘Saving Private Ryan’, but instead focus on a few elements; the tension in a soldier’s face, a shifting grip on a rifle, and let sound effects and narration do the rest. Create a mood with simple sounds and imagery rather than trying to dazzle the audience cinematically.
- If you’re using actors, can they act? And assuming you don’t have any Hollywood A-listers on speed-dial, can you use friends and family in such a way that it does not look wooden? Making convincing film is far more difficult and complex than you might think. I avoided speaking parts altogether, and kept movement to a minimum. Sometimes, abstract imagery can be far more powerful than attempting to act out a scene from your story.
- Accept the fact that you may have to pay someone to help. The trailer is a way of increasing sales and should be seen as an investment (time and probably money). Getting a voice actor to do narration for example is not as expensive as you’d think, and will sound professional and clear. Likewise filming, if you have scenes that need to be captured on camera they will almost always look better when a professional is behind the lens. Look around for independent film makers, there are some about and they don’t necessarily need to have anything to do with your genre. (My cameraman usually makes mountaineering/rock climbing films)
- There are plenty of sites that offer stock footage and photos that you can use, as well as soundtracks and sound effects. I used Pond5.com for the music but there are others, so look around. Try Videoblocks or iStockphoto for example.
- Include an easy link in the trailer for people to get the book straight from their browser. In Youtube advertising you can usually only link to a site you have ownership of, (or a Google+ page/Youtube Channel) so be sure your homepage or wherever you link to has a very obvious way of buying the book. People don’t want to be hopping from site to site in order to get to a place they can buy it.
- If you do it all yourself, make sure you get a few other opinions on it before letting it loose. Others may spot quite easily what you have missed.
- Get it out there. Get it seen. Share on social media. Consider using paid for advertising to increase its reach. I can’t vouch for the efficacy of using AdWords (Youtube advertising), but making the investment is something to think about, particularly if you have several books or a series to sell. From my limited experience, the cost per click versus the number of sales that I got result in those interactions was not very favourable in the short term, but the long term effectiveness is more difficult to measure. Alternatively look into having it placed on specific websites relevant to the book, either through payment or a reciprocal arrangement with a fellow writer.
Well, that’s what I think. Please comment, ask questions, share experiences and links, agree, disagree, discuss…..