Trailers 101: Making a trailer for your indie game
In a previous post, we covered why to use video and the different types you can produce. In this post we focus on trailers and cover some things that you should keep in mind when making one.
What is the purpose of the trailer?
Trailers are best for generating awareness about your game. If designed well, they can be a quick, easy and interesting way to learn about a new game. Trailers are also one of the most shared types of games content in social media. Of course, trailers can also be used to give further information about particular features, so it’s important to have this clear in your head before you start.
What is your elevator pitch?
When you are planning your trailer, it is important to keep your elevator pitch in mind. The answer for ‘why should people play your game’ should be delivered consistently across all of your marketing communications, and your trailer is a prime example!
What do you want the viewer to take away?
Lots of companies try to say too much in their advertising and it often results in the viewer forgetting about the product. So what is the simplest statement that you want to convey? Again, working from your elevator pitch can help with this. Examples might include:
- That looks like a really cool world
- That [game mechanic] looks like fun
- I want to learn what happens next
Don’t forget the details
It’s easy to get caught up in the design so much that you forget to include the facts. On which platform(s) will your game be available? What date will it release? Why should they pre-order/sign up for the beta?
Call to action
You have their attention, they think the game looks cool, now what do you want them to do? It’s a simple thing, but a lot of people forget to direct viewers to their website, Facebook page etc. Make sure to include links, and give them a reason to click them (e.g. for the latest news, pictures, discount etc.). “Follow us on Facebook” isn’t enough!
Test before you launch
You know your game inside out and it’s easy to forget that other people will probably be watching your trailer without any previous knowledge of your game. They may not have heard anything about your game at all, so don’t assume they will understand what they are seeing just because you do. Before you put your trailer out there, test it on a mix of people. It may also be interesting to gauge the different reactions from people that don’t know anything about your game and those who do.
Summary
Trailers are a superb way to get the word out about your game. They are great to include in your press release and, if good, are more likely to get shared on social media than most other types of content. Just keep the above in mind and you could have a very valuable asset at your disposal!