By far, one of the most popular types of video on YouTube is the movie trailer. In a very short amount of time, a cleverly produced trailer can make a viewer want more of what it is previewing, which as you know, is a huge component of advertising. So how does it work?
Remember the last time you saw a really great trailer. Was it for a movie that was being released? Keep picturing the trailer in your mind and you'll remember that it made you not only want to see the movie- it was something you had to see.
Any movie trailer that can make the audience say, "I have to see that new movie" is a successful promotion. It's the same philosophy with advertising- you want potential customers or website visitors to be so moved that they simply cannot wait to experience more, and trailers have the power to do that.
We have to look at how movie trailers work from the inside out and apply that to business promotion. First, the trailer will show scenes (glimpses) of what the audience can expect when viewing the whole film. Each scene is carefully selected to present the best possible representation of a movie.
In addition to having the right clips, the tone of a trailer is also important. Action movies tend to have a fast paced roller coaster ride of exciting scenes. Comedies show the funniest parts, jokes, etc. Dramas usually rely on strong emotional dialogue, mystery, and/or unanswered questions.
Occasionally, a movie will attempt to capture all of these elements and it can be quite a task to accurately convey them within the confines of a 1 to 3 minute trailer. Studios with those movies walk a fine line between several genres, but when it is done right, it can be extremely successful because it appeals to a wider audience range. Unlike the movie trailer that hopes to accomplish it all, most promotional campaigns have a very direct message that everything else is built around.
No other type of advertising media today has the impact of a high quality trailer, and audiences respond to it with interest and anticipation- the keys to effective marketing promotions as well. Personality is another major element in a promotional video as each trailer will only be successful if it connects with people. and it is essential for you to know about your individual audience.
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