When the lights of the movie theater begin to dim, that’s how you know… it’s time for the trailers. 

But today, trailers don’t exist solely in the movies. They’re ubiquitous among all sorts of artistic projects, from festivals to contests, and even teasers for businesses launching new products. 

So what is a movie trailer, exactly? The trailer is an integral part of marketing your video. It’s a first impression, an introduction, not only to the specific project the trailer focuses on, but to the filmmakers or creators themselves. Sure, it’s an ad, but there’s an art to making a trailer that often goes unnoticed. 

Still, there are some common trailer pitfalls you should avoid at all costs, and some best practices — the core elements of a good movie trailer, if you will — so you can splice together your next project’s trailer with confidence. 

Here are seven timeless best practices on how to make a trailer that captivates audiences and doesn’t give away too much. 

Lean on the experts

When you’re working on your first short film or video project, it can be easy to feel like you’re out to sea without a paddle, a stranger in a strange land. Luckily, one of the beautiful things about the video industry is that there are so many creatives who you can draw inspiration from. 

Even if you’re flying solo making your trailer, you’re not really alone. You’ve got the wisdom and insights of other filmmakers, writers, directors, and creators who have been there before. 

Check out our fireside chat with filmmakers and creatives as they trace their own journeys in short film to their success today in the television world. Discover the POV of experts like: 

  • Aisha Harris, Host/Reporter, NPR’s Pop Culture Happy Hour
  • John Wilson, Filmmaker, How to with John Wilson (HBO)
  • Julia Pott, Animator and Show Creator, Summer Camp Island (HBO Max)
  • Morgan Cooper, Writer/Director, Bel-Air (Peacock)

Leave audiences hanging

We’ve all seen trailers that pretty much give away the entire movie.

(Pro tip? Don’t do that.)

The best trailers introduce you to the main characters, set up the central conflict of the film, and end on a major cliffhanger, leaving the conflict unresolved. If you do this successfully, you’ll create empathy for your character and viewers will be dying to see how they get through the conflict.

Even better, some trailers effectively zig where the film zags, making the true plot of the film even more mysterious.

For documentaries, the approach is similar, but you may focus on a particular topic rather than a main character. If you’re promoting an educational video, your trailer might look a bit different; rather, the cliffhanger may be something simpler that lets the viewer know what to expect if they watch the rest.

Above all else, a viewer needs to be intrigued by the end of the trailer and think, “Whoa. I need to see that.”

Try this trailer template

Cut the logos and credits

While we’re all for giving credit where credit is due, save that for the end — or the final cut. The logo of the distributor or production company doesn’t really need to be in the trailer, and it certainly shouldn’t be the first thing on the screen. Online trailers should be quick, snappy, and end fairly abruptly to keep people intrigued.

If someone is scrolling through a feed on Vimeo or Facebook, you need to engage the viewer within a couple seconds. Keep your trailer short by cutting out all unnecessary information.

Give the viewer an action to take

You should be using your trailer to get viewers to take action, e.g., buy your movie, sign up for your mailing list, etc. Otherwise, creating a trailer is a huge missed opportunity.

If you haven’t yet made your video available for purchase, try using this space to encourage mailing list sign-ups instead. 

Rather than give viewers an opportunity to abandon before the buttons appear, go straight from the cliffhanger into your call-to-action. Avoid extended credits and black frames at all costs.

Trailer-making pro tip:

Don’t place a quote on the screen at the same time as someone speaking. You need the quote to stand out, and it’s very hard to read and listen at the same time. It’s very hard to subtitle both talking and on-screen text at the same time.

Don’t put a URL in your trailer

This may seem like a simple one, but it makes a big difference. An end card that says: “go to http://website.com to see it” can lead to fewer people seeing your project. You want people to click a button to buy or watch your film, not think, “oh, I need to type that URL.” 

The key is to eliminate as many obstacles as possible so it’s one easy action required by the audience.

Remember: all press is good press

Word-of-mouth is a powerful tool. When someone raves about a movie, it definitely makes you want to watch. When certain flicks get picked up by festivals and start to sweep awards shows, their star power rockets up. 

It’s no secret that recommendations make you want to buy something. In fact, 93% of consumers read online reviews prior to purchasing a product, you can bet they’re reading reviews for movies and media. 

While word-of-mouth recommendations from friends are best, a good review from a reputable publication can be just as convincing to potential viewers. There’s a reason that Hollywood puts press quotes in trailers and on posters — it ups your social proof, showcasing that not only does your project or product exist, but that someone else notices you too. 

Every time you get a new review or great comment, update your trailer to include the freshest quotes possible. If your film doesn’t have any press reviews yet, quote fans instead.

Take, for example, beauty mega-brand Glossier, who created an entire trailer for their Lash Slick mascara, inspired (and powered) by their loyal following and five-star reviews.

Use teasers AND trailers

Try this teaser template

A teaser is a shorter cut of your trailer that can be used to generate interest in your video. You can also release teasers over time to keep people engaged. Each time you publish a new video or cut, it’s another opportunity to build buzz about your project.

When it comes to distribution, teasers work great on Facebook with the call-to-action button, giving viewers a quick taste and an easy link to see more. If you have a sizable Instagram following (typically over 10k), you can leverage the “Swipe up” feature in your Instagram Stories and get eyes on your trailer that way.

Get creative in how you tease out your project, whether that’s a short gif posted on your Instagram feed each day counting down to when the trailer drops, or pushing sponsored social ads.

How do you make a good trailer?

Tell a story with a beginning, middle, and a climax — which is different from an ending. Don’t give away the plot! Add audio and music, which are integral to a compelling trailer.

With these seven tips in mind, creating a buzzy trailer is easier than ever. Remember — when a trailer is doing its job well, your purchase and watch rates will soar. Another sign you might have a success on your hands? Social shares and saves.

What matters most, however, is that you learn how to make a trailer that resonates and connects deeply with your intended audience. 

Morgan Cooper, writer and director of Peacock’s Bel-Air, said, “At the end of the day, all people are seeing is what comes through in the frame. It doesn’t matter if you went to film school or not. If you can give people that magic feeling, then you should be telling stories.”

Unsure how to edit a trailer? Try your hand at Vimeo Create, an easy video and trailer maker for video novices and film aficionados alike.

Start making a trailer today