Podcast Trailer Mistakes to Avoid
Podcast Marketing is crucial in attracting new listeners! There are many ways to market your podcast from social media to word of mouth and more. Of these, we should be utilizing multiple ways to market our shows to gain listeners and continue to retain an audience.
But what are you sharing on such platforms to promote your show?
There are many ways to advance your podcast and create a returning audience base. One really beneficial tool to create and use regularly is a Podcast Trailer!
That’s right, just like a move or television show podcast trailers are exceptional ways of attracting and retaining listeners. Podcast trailers allow you to give a brief overview of what the listener can expect, much like show notes, but with the ability to add music and clips from the episode that will draw listeners in.
A well-crafted trailer not only attracts new listeners but also is a tool used to maintain an audience. The trailer should engage the listener, give them a brief synopsis of the episode, as well as keep the listener interested while leaving enough unsaid to ensure they return and listen to the full episode. They also allow your audience to understand what the next episode or season will entail which encourages subscriptions!
There are many ways to create a stellar podcast trailer. Instead of covering what to include, as that’s a vast array of options - today we’ll discuss podcast trailer mistakes to avoid! Such as:
poor audio quality
unclear messaging
lackluster storytelling
information overloading
lack of call to action/engagement
Some common podcast trailer mistakes to avoid:
Poor Audio Quality
Audio quality, just like with your podcast episodes, can make or break your podcast trailer. According to Listening Dog Media, “Excellent audio quality signals professionalism and credibility. Listeners are more likely to trust and continue following a podcast that invests in delivering a polished and professional sound.” In addition to credibility, poor audio quality can be the cause for a listener to avoid engaging with your show. Some audio-quality podcast trailer mistakes to avoid are:
poor sound quality: cracking, background noise, anything that can make it difficult or distract your viewer from listening to the intended content
inconsistent volume levels: volumes such as voice or music that fluctuate or can not be heard because of the other. e.g.:
intro music is louder than the host’s voice or the volume changes at any point where the listener has to adjust their volume throughout the show to compensate for the show’s lack of consistency
lack of music or sound effects: No use of music or sound effects can work, depending on your audience, but often this lack of layering can bore the listener and cause them to avoid returning.
To avoid these podcast trailer mistakes, take steps to ensure the proper audio quality of your trailer. Such as:
Record in a studio or quiet environment: allowing you to block out as much background noise as possible while amplifying your voice and those recording alongside. We have a great blog on “Tips for Setting Up a Productive Recording Environment” to help!
Add music or sound effects: incorporating music and or sound effects that catch your audience’s attention encourages engagement and inspires them to return when the episode is released.
Avoid adding music or sounds that are distracting/don’t add substance to your trailer.
Edit your Audio:
remove, where able, any background noise, awkward pauses, or anything that may be distracting.
ensure your music and sound effects are incorporated with your content well - i.e.:
doesn’t overpower any voices/conversations
fades in and out where needed
fits with the vibe of the trailer/episode
use genres/sounds that will resonate with your audience's demographic.
Refusing to incorporate the above advice is a podcast trailer mistake to avoid. Remember, this trailer is supposed to enhance your episode and attract new listeners while retaining your past listeners.
Unclear Messaging
A really important podcast trailer mistake to avoid is unclear messaging. A trailer should be short and concise, giving the listener a peak into the upcoming episode and drawing them in - keeping them attracted and needing to return when the episode airs.
Clearly communicating the podcast's value proposition is vital to creating a successful trailer. To ensure clear messaging refrain from:
vague messaging: being too broad and not hooking the listener with a clear understanding of the episode content
lack of clarity about the podcast's theme or target audience: this pertains to content, music, and such.
failure to convey the podcast's unique selling points: Why is this episode important? Why should a listener return?
Not providing examples of effective value proposition statements and analyzing what makes them compelling.
Why should your listener return?
Lackluster Storytelling
Storytelling is paramount in captivating the audience and generating interest in the upcoming episodes. Some podcast trailer mistakes to avoid when storytelling:
failing to establish a clear narrative arc or structure: leaving the trailer feeling disjointed or unfocused.
Using generic or uninspired storytelling techniques: can fail to capture listeners' attention or evoke emotion.
Revealing too much of the story or content upfront: depriving the trailer of suspense or intrigue.
Neglecting to connect the storytelling to the podcast's overarching theme or message: can lead to confusion or disinterest.
Overloading it with Too Much Information
While it is crucial to include the podcast’s unique selling points, there is such a thing as too much information in a podcast trailer. Conveying too much information may not only make the trailer extremely long - creating boredom and potentially push the listener to not finish the trailer or return to the podcast. It may also give the listener the whole story, therefore the listener has no reason to return as they heard the content and the ending.
Because of this the importance of brevity and focus in capturing listeners' attention and conveying essential information is key! One should organize key information that entices viewers and give just enough knowledge that lets the audience know they’re interested while cutting it off with just enough information not shared, alluring the listener to return. In your podcast trailer prioritize:
key messages: what is the episode about?
do you discuss the gravity of mental health or clean eating, etc
portray highlights: again, give just enough information about the highlights to entice the listener without divulging all of the content
keeping the trailer concise and engaging: keep the trailer to about 30 seconds to one minute. Incorporate music and sound effects, including short snippets from the episode or show.
Missing Call to Action and Engagement Opportunities
Including a clear call to action (CTA) is arguably the most important part of any podcast or trailer. A clear CTA encourages listeners to subscribe, share, or engage with the podcast. Especially with regard to a trailer, a clear CTA brings the listener back to engage with the show/episode. Common podcast trailer mistakes to avoid, such as:
omitting a CTA altogether
providing an unclear or ineffective CTA
failing to prompt listeners to take action
To avoid these mistakes craft a compelling CTA and leverage engagement opportunities to build anticipation and excitement for the podcast including all key components discussed above while creating a call to action. The call to action does not need to be just to listen to the episode. Your CTA should be short and sweet and can encourage listeners to engage with your social media and any other content you create surrounding the podcast. Creating an inflow of engagement on your social media which then allows you to also create CTA’s on social media that point back to your podcast.
Conclusion
Podcast trailers are the building block to a strong audience and engaging listeners. However, a podcast trailer can be the podcast’s downfall if not created well. Podcast trailer mistakes to avoid such as poor audio quality, unclear messaging, lackluster storytelling, and more can make or break the success of your show’s trailer.
Focusing on creating a compelling and impactful preview of the podcast. Start by creating a list of the positives of your show to create a trailer that leaves a lasting impression. Be sure to apply the tips and techniques discussed to create trailers that captivate listeners and drive engagement and remember, we are here to help!
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