A trailer is a short video that introduces the digital product, story, or concept you’re trying to hook viewers on. Whether you’re launching a new product or film, you need to have a strong trailer that grabs attention and keeps viewers engaged so they want to keep watching. The best trailers are crafted with various post-production elements firing on all cylinders to create a teaser that’s compelling, interesting, and engaging.

Most film trailers start with a sweeping shot of the setting or location that will be featured in the movie. Then they introduce the audience to the characters and premise of the story using voice-over or on-screen graphics. Once the premise is established, the trailer then shows scenes from the film that will highlight key moments or aspects of the story. During this time, editors try to capture visual variation. This can be done by shooting a variety of angles, heights, and distances for cutaways. Getting close-ups and establishing shots in different lighting is also helpful.

Many trailers also feature music that is matched to the tone of the scene and underlying emotion. For example, if you’re trying to create a suspenseful trailer, your music should be spooky or mysterious. Similarly, if your trailer is about an emotional struggle, the music you use should reflect that.

Oftentimes, film trailers end with a cliffhanger to make the audience curious about what happens next. This is similar to how an article or YouTube video’s introduction should pique the reader’s interest and promise a solution.

Another way to increase the impact of a trailer is by making sure that it follows the 3-act structure common in films. This ensures that the audience is kept entertained throughout the entire trailer, and it also encourages them to watch the full film when it’s released.

The best trailers include a strong call to action (CTA) at the end that encourages viewers to subscribe to your channel or film. This should be authentic and sound like something the creator would say themselves. This can be a simple statement such as “subscribe for more” or it can be a more specific ask, such as “subscribe to see how I clean my air conditioner coils!” Whatever CTA you choose, it should be direct and easy to understand so that your audience knows what they’re getting into when they hit the subscribe button.