There are a lot of little things we can do to help our clients get the word out about their music. We build splash pages, optimize social profiles and make sure they’re posting the right things at the right times. Lately, we’ve also been encouraging our clients to really embrace the use of album trailers across all socials, but particularly on Facebook and Instagram.
Album trailers provide the opportunity for fans to sample a clip of new music and learn basic information about a new release while they’re scrolling through their feed (which, let’s be honest, they’re doing all day anyway). Facebook doesn’t have a specific time limit for videos, but we’ve found that trailers between 15 and 30 seconds do best. When uploaded natively (as in not shared from another network), videos auto-play in the Facebook news feed as users scroll by. This catches the eye and leads to noticeably higher engagement rates. Similarly, Instagram video lends itself perfectly to album trailers. The 15 second time limit allows just enough time to get the message across without giving too much away, and the ability to choose a cover image allows the creator to feature a still image conveying information without requiring the user to play the full video.
One of the best things about album trailers is how easy (and in my opinion, kind of fun) they are to make. We often use a service called Animoto to create trailers for our clients. Animoto is great because they’ve created a simple and straightforward interface that uses a super secret original algorithm to sync a small deck of images and title cards with a song clip of your choosing. This means that when the music changes, the image changes — automatically. The only downside to Animoto is that you gain simplicity at the cost of some control. But not to worry — we can easily put together completely customizable trailers using basic music and video editing programs and a little bit of Photoshop magic.
Whether you’re putting out a full length album, music video or even a single, trailers are a great way to let your audience know something’s coming and they should start getting excited about it.