Hi! This time I'll discuss how to make a trailer (or teaser) - and whether you even need one.
A podcast trailer works just like a movie trailer: it's a super-short episode that explains what your new project will be about. Most importantly, it awakens listeners' curiosity. Although it's usually very short, 1-3 minutes, creating it is a significant task. Do you need it?
I believe you do, and I'll explain why.
Why do we need a trailer?
For technical reasons. Podcast platforms require specific audio upload processes. This is how it works: podcasters upload to a hosting service (Ausha or Podster, as examples), which then transmits episodes via RSS to platforms. Setting up this RSS feed requires separate applications to Apple Podcasts, Spotify, Amazon Music, etc. This process takes time, potentially delaying your first episode's release. A trailer allows you to set up RSS feeds while preparing for the main launch.
To generate interest. Posting a trailer on social media can build anticipation for your new podcast, giving you a reason to promote before the first episode.
To attract subscribers. New listeners often use trailers to decide whether to subscribe, making the trailer crucial for audience growth.
To pitch. The trailer link serves as our quick introduction to the project for various stakeholders: potential employers, clients, award juries, or decision-making specialists when it comes to featuring. Having a trailer readily available proves invaluable for demonstrations and elevator pitches in all such scenarios.
To get a secret bonus, mentioned at the end of this post.
The easiest way to make a trailer
A standard trailer typically follows this structure:
The host greets listeners
They briefly describe the podcast's concept
Pieces from future episodes play
The host returns, detailing the podcast and highlighting its best features
More extracts from future episodes play
A call-to-action: listen, subscribe, and tune in next week
That’s all.
It works, but often the best approach is to break it. What if the teaser started with a binaural sound of a forest? Or with a dialogue between two as-yet unknown guests? Or with a story that the host will share? Or with cutting emotional exclamations?
In general, you can make the trailer as original as your imagination allows. However, I advise you not to forget:
Set expectations: explain what the podcast is about, its format, and (even more importantly) its mood and vibe.
Give it a try: use fragments of future episodes to showcase the content.
Call to action: ask listeners to subscribe so they don't miss upcoming episodes.
Secret bonus for those who bothered to make a trailer
The news portal Podnews hosts a podcast called "New Podcast Trailers" with a large listener base. If you're launching a new show, you may qualify for a spot in this project. Getting featured can help jumpstart your auditions. We've used this opportunity and recommend it to you.
To learn how to get on the "New Podcast Trailers" podcast, read here.
Thanks to our producer Dary Sannikova for this lifehack.
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That's all. Follow your curiosity, listen to references on New Podcast Trailers, experiment.
And don't forget that you can always ask me and our team to create a teaser or help with any other task in your podcast.