Learn from these podcast trailer examples to craft a captivating introduction for your show.
Podcast trailer examples go a long way in building excitement around your pending podcast. But there are better and worse ways to go about it. We’ll give you our top 7 tips.
But first –
Why do you even need a podcast trailer?
A lot of people underestimate the importance of the podcast trailer. But I ask you: would you spend all day cooking and then forget to invite anyone over? No, you would not! Nor should you go to the work of creating a podcast without making a trailer. Think of it as a way to let the audience know what’s on the menu.
A trailer also serves the dual purpose of “priming the pump” at Apple Podcasts, Spotify, YouTube, and so on. There can be a slight delay between when you first post new content, and when it gets approved to appear. By launching a trailer in advance, you ensure that your first episode will be able to go live whenever you decide to drop it, with no delay.
So what makes a compelling trailer?
Hint: they don’t all have to feature that dude with the deep voice saying things like, “In a world, where….” Creating a podcast trailer that grabs attention and entices listeners to subscribe is both an art and a science, heavily relying on effective podcast storytelling techniques to captivate your audience. You need to capture the hearts of your audience while conveying critical information, aligning with your overall brand podcast strategies to ensure consistency and effectiveness. As the Chief Creative Officer of JAR Audio, there are a few key things that I ask my teams to focus on when they’re making trailers for our clients’ podcasts. I’ve summed them up here. Plus I hope these podcast trailer examples help you on your podcasting journey:
1. Keep It Short, because – Squirrel!
Short trailers are optimal in an era where viewers are used to skipping ad content. The objective is to intrigue, not reveal everything—especially as attention spans dwindle. Some now widely acknowledged Microsoft Research (2015) noted that the average attention span had dropped from 12 to 8 seconds since the year 2000, due to digital the growth of digital technology. A more recent study from Northeastern University indicates that the average time a person can focus on a single task has decreased from about 2½ minutes to approximately 45 seconds over the past 20 years. For all these reasons and more, you should aim for a trailer length of 30 to 90 seconds; this is sufficient to spark interest without overloading potential followers with information.
2. Articulate Your Value Proposition Clearly:
Focus on what matters: The show name, where they can find it, and why they should listen to or watch it. Your trailer needs to suggest, rather than overstate, what your podcast is about. Best to focus on a central idea or question. Audio Podcast trailers often have the host briefly introduce themselves. Here, internal comms professional Kyla Simms, who was the season 1 host of Staffbase’s Infernal Communications, clearly lays out the raison d’etre for this brand-new show. If there are any big names associated with the show – the trailer can be a place to drop them. But be careful here… you are not making a laundry list of assets. You are teasing a concept, or an approach – more than the content itself. Always try to answer the listener’s silent question: “What’s in it for me?”
3. Showcase Show Clips:
Authenticity sells. Use short, engaging clips from your actual podcast episodes (if you have them) to give listeners a taste of what they can expect, showcasing your podcast content creation skills and the quality of your episodes. It’s almost always more compelling to chop up some clips into a montage, giving audiences a collective impression of the types of voices your podcast will feature, rather than having a narrator list those people one by one. Choose words and clips that convey a lot in a short time without feeling rushed. Again, the goal is to impart the essence of your podcast without overwhelming the listener with too much detail. This sets the tone and hooks your audience with snippets of the real deal—not just empty promises of great content.
4. Ensure Quality of Audio and Visual Elements:
The audio and video quality of your trailer should be impeccable. Unless you’re literally making a trailer for The Blair Witch Project, poor sound can be a major turnoff and can reflect badly on the quality of your podcast, as a whole. If your podcast is available on platforms that support visuals (like YouTube or Spotify’s video podcasts), ensure that the visual elements align with the tone and content of your show. Take a look at how, on the Cirque Du Soleil podcast video trailer, host Michel Laprise introduces himself and the show while we get a visual taste of the zaniness that is Cirque du Soleil. Consistency of look, sound, and feel is key to setting the right expectations.
5. Focus on Pacing:
Arguably, this is the most important aspect of cutting a good trailer. In the hands of a skilled editor, your short clips can be spliced and remixed in time with musical, narrative, and percussive elements to create a good sense of forward momentum in the trailer. For instance, this trailer for S2 of Nice Genes, a podcast from Genome BC, does a nice job of mixing immersive audio elements with narration. When it comes to pacing – here are a few pro tips from JAR’s Technical Director, Sam Seguin:
- Start Strong: Begin with a hook—something intriguing, shocking, or highly engaging to grab attention immediately. This could be a provocative question, a surprising fact, or an exciting clip from the podcast.
- Maintain Momentum: Keep the energy moving by carefully selecting clips that are not only engaging but also represent the pace and tone of your show. Avoid long pauses or slow, drawn-out sections unless they add significantly to the mood or message.
- Vary the Intensity: Use changes in tone and intensity to keep the listener engaged. For instance, after a particularly intense moment, you might include a brief pause or a shift to a more reflective tone before ramping up again. This dynamic change helps maintain interest.
- Timing and Transitions: Transitions between different clips and sections should be smooth to keep the flow natural. Don’t be afraid to use multiple pieces of music, sound effects, or brief pauses effectively to segue from one part to another without jarring the listener.
- End with Impact: Conclude your trailer on a high note, leaving your audience wanting more, and driving podcast audience engagement through a compelling call to action. This could be a powerful statement, a compelling question, a climax of music, or a call to action that encourages listeners to tune in to the full episodes.
6. Have a Clear Call to Action:
A compelling call to action (CTA) is crucial. Direct listeners to where they can find your podcast, encouraging them to subscribe, follow, or listen to the first episode. You want to make people feel like they’ll be part of a special group if they follow your show. A privileged group of insiders. Check out the S2 trailer for Amazon’s This Small Business, and notice how host Andrea Marquez encourages listeners to join her in learning how to run a successful small business and even encourages them to leave her a voicemail! The trick is to make the action you want them to take crystal clear—whether it’s visiting your website, clicking on a subscribe button, or following your social media channels.
7. Consider the Timing of your Trailer Release
The timing of a trailer release can vary, but generally, it is strategically planned to maximize anticipation and audience reach, while setting the stage on a technical level for your first episode. The release may be timed to coincide with significant events where the target audience’s attention is at a peak, such as major film festivals, holidays, or in conjunction with other media releases. This zombie-filled award-winning trailer for Wheel of Risk, an Allianz insurance podcast, was tied with the Halloween season. Typical trailer release dates will be a month, a few weeks, or sometimes just a few days before your show launch. Whatever your lead-time, be sure to make the most of it with promotion and sharing.
5 Key Takeaways from these Podcast Trailer Examples:
- Keep It Short: Aim for a podcast trailer length of 30 to 90 seconds to spark interest without overwhelming potential listeners.
- Clear Value Proposition: Clearly articulate your podcast’s value by focusing on the central idea or question, and mentioning any notable names associated with the show.
- Use Show Clips: Incorporate short, engaging clips from your podcast episodes to give listeners a taste of what to expect, ensuring authenticity and capturing their interest.
- High-Quality Production: Ensure the audio and video quality of your trailer is impeccable, as this sets the tone for your podcast and reflects its overall quality.
- Effective Call to Action: End with a clear and compelling call to action, directing listeners to where they can find and subscribe to your podcast.
Jen Moss is the Co-Founder and and Chief Creative Officer of JAR Audio. As JAR’s podcast “doula”, collaborating with enterprise brands to bring great podcasts into the world. With a background spanning CBC Radio, Canada’s National Film Board Digital Studio, Vancouver’s Roundhouse Radio and the University of British Columbia, she guides the creation of captivating podcasts at JAR.
