When you’re launching a podcast for your organisation, a trailer can feel like yet another thing to add to an already very long list of things to do!
You’ve sorted the idea, you’re thinking about guests, episode topics, recording dates, artwork, sign-off, promotion and 572 other things.
And now somebody’s telling you that you need to make a trailer too.
Urgh.
But while a podcast trailer might not be the most exciting part of launching a podcast, us lot MIC reckon it’s worth making one.
Not because it’s another box that every podcast must tick, but because a good trailer can help people discover your podcast, understand why it exists and decide whether it’s worth their time to give it a go.
What is a Podcast Trailer?
Remember back to the last time you went to the pictures. A trailer comes on and halfway through you elbow the person next to you and whisper, “Ooo, we should go and see that.”
That’s essentially what your podcast trailer is trying to do. It’s a short introduction to your podcast that gives potential listeners a flavour of what’s to come.
It doesn’t need to explain everything. It doesn’t need to list every guest you’ve booked or squeeze your entire podcast strategy into two minutes.
It needs to answer a few dead-easy questions:
- What’s this podcast about?
- Is it for someone like me?
- Why should I listen?
- What can I expect if I follow it?
If somebody finishes your trailer thinking, “Ooo, I’d quite like to hear more of that,” it’s done its job.
Why Should an Organisation Create a Podcast Trailer?
There are a few reasons we recommend trailers when we’re helping organisations launch podcasts.
1. It gives people something to discover before you launch
You’ve probably started talking about your podcast before Episode 1 is released.
You might have mentioned it in your newsletter, shared something on LinkedIn, told people at an event or started promoting it internally.
Without anything in your podcast feed, there’s not much for those interested people to actually find.
Publishing a trailer gives them somewhere to go. They can find your podcast, hear what it’s about and follow it so they’re ready when your first proper episode arrives.
That’s much more useful than asking people to remember to search for it again in three weeks’ time.
2. It helps you test everything before launch day
There’s a practical benefit too.
Publishing your trailer gives you an opportunity to get your podcast set up on your host and check everything is behaving itself before you start releasing full episodes.
You can check how your podcast looks and sounds across podcast platforms, make sure your artwork and description are displaying correctly and spot any problems before your big launch.
We’d much rather you discover something isn’t working when publishing a trailer than when Episode 1 is supposed to be going out. Because that’s unnecessary stress levels.
3. It gives your organisation an easy way to explain the podcast
This is really useful for organisational podcasts.
There might be lots of different people involved in promoting your show like your comms team, colleagues, partners, guests, researchers, stakeholders or funders.
A trailer gives everyone something simple they can share.
Instead of every person having to explain what the podcast is and why somebody should listen, you can send people straight to it.
4. Creating a trailer can help focus your podcast idea
This is one of the less obvious benefits.
If you’re struggling to explain what your podcast is about in a couple of minutes, there might still be some work to do on the idea itself.
Creating your trailer forces you to get clear about who the podcast is for, what they’ll get from it and why you’re making it.
Those are pretty important questions.
So the trailer isn’t just a promotional tool, creating one can be a useful little test of your podcast strategy too.
How Long Should a Podcast Trailer Be?
There’s no magic number.
You don’t need to turn your trailer into Episode 0 and spend 25 minutes explaining the entire history of your organisation.
For most podcasts, somewhere around one to three minutes gives you enough time to introduce the idea without overdoing it.
The aim isn’t to tell people everything, it’s to leave them wanting to hear more!
What Should You Include In An Organisational Podcast Trailer?
Keep it simple.
Tell people who the podcast is for, what it’s about and what they can expect from listening.
Depending on your format, you could also include snippets from forthcoming episodes or guests to give people a taste of what’s coming up. Most importantly, give people a reason to care.
This is where organisational podcasts can sometimes slip into corporate-speak.
“We’re delighted to launch an exciting new podcast exploring…”
You absolutely know the sort!
Your trailer isn’t a press release!
Think about the person listening and tell them why this podcast is going to be useful, interesting or relevant to them.
And don’t be afraid to give it some personality.
Your Podcast Trailer Doesn’t Need To Sound Like An Advert
It’s easy to assume that because it’s called a “trailer”, it needs dramatic music, a booming voiceover and the full Hollywood experience.
It doesn’t. Research by Coleman Insights into podcast trailers found that listeners responded to things including authenticity, clarity and being able to understand what a show was about.
That’s good news because authenticity is free! You don’t need a Netflix-sized budget or a voice that sounds like you’re announcing the next X Factor winner.
You need to communicate clearly and sound like actual human beings – which you are experts at!
What About Video Podcast Trailers?
If video is part of your podcast strategy, it’s worth creating a video version of your trailer too.
That doesn’t necessarily mean producing something completely separate.
Think about where people are likely to discover your podcast and create something appropriate for those places, whether that’s YouTube, LinkedIn, Instagram or elsewhere.
Again, it doesn’t need to be a Spielberg production.
The job is the same, it’s to help the right people quickly understand what your podcast is, who it’s for and why they might want to spend their time with it.
Can You Change A Podcast Trailer Later?
Absolutely. Your first trailer isn’t a lifelong commitment.
Podcasts evolve right? Your audience might become clearer, your format might change, you might get better at explaining what makes the podcast worth listening to.
If you listen to your trailer a year later and think, “We’d definitely explain that differently now,” change it.
Give it a little tickle-up and carry on.
So, Does Your Organisation Need a Podcast Trailer?
Technically, you can have a podcast without making a big song and dance about a trailer.
But we’d usually recommend creating one.
It’s a relatively small bit of content that can help you test your podcast setup, give people something to discover and follow before launch, make your show easier for colleagues and partners to share, and help potential listeners quickly decide whether it’s for them.
And there’s another benefit.
If making the trailer forces your team to get clearer about who your podcast is actually for and why they should listen, it’s already earned its keep by a bucket load.
If you’re still deciding whether podcasting is right for you, read our guide to whether your organisation should start a podcast.
MIC FAQ
What is the purpose of a podcast trailer?
A podcast trailer gives potential listeners a short introduction to your show. It should help them understand what the podcast is about, who it’s for and why they might want to listen.
How long should a podcast trailer be?
There’s no fixed rule, but around one to three minutes is plenty for many podcasts. Focus on communicating the idea clearly rather than trying to hit a particular length.
Should a podcast trailer be released before the first episode?
We usually recommend publishing your trailer before Episode 1. This gives people something to find and follow and gives your team an opportunity to check that the podcast feed and listings are working properly.
Do you need a podcast trailer to submit your podcast to Apple Podcasts and Spotify?
A trailer is a really useful way to get your podcast set up on listening platforms before you launch.
To connect your podcast hosting platform with places like Apple Podcasts and Spotify, you’ll need a piece of audio published in your podcast feed.
That’s why a trailer makes sense. You can publish it without a big song and dance, and use it to get your podcast connected to all the different listening platforms.
It means you can check everything is working as it should before launch day. Then, if something does go wrong, you’ve got time to sort it rather than discovering the problem just as Episode 1 is supposed to go live. That wouldn’t be cool would it?
Can we change our podcast trailer?
Yes, your trailer can change as your podcast evolves. If the format, audience or purpose of your podcast changes, updating your trailer can help new listeners understand what the show offers now.
