By Kim McDougall
www.castelane.com

Our children are growing up in a multimedia world. Teens get most of their information from YouTube. Not only do people seem to relate better to visual information but so does Google. As an owner and partner of YouTube, Google ranks videos higher than text in its search algorithm. Facebook also gives priority to video when deciding what posts to push into your feed. No other type of promotion can go viral the way video can. 

Video can reach a global audience, and if done well, can hook new readers in ways. The key is to produce an interesting and informative trailer with a professional look. Anything less will not only be a waste of time and money, but it could work against you. Bad trailers, like bad commercials, will turn off readers.

This doesn’t mean you need to spend big bucks to make a great promotional video. As an author, you’re already a creative individual, so you’ve crossed the first hurdle. But making a trailer is an involved process. Before you jump into the video production arena, be sure that you are ready to give your book the best creative push possible.

How do you decide if you should make your own trailer or hire a professional video producer? Here is what making a trailer entails. Ask yourself if you are capable or willing to do the following:

Do you have an eye for photography and an ear for music?
Selecting dramatic photos and music is the most important aspect of trailer creation. Many authors have difficulty swapping the writer's hat for the producer's hat. The ability to think in images (rather than words) is essential to creating an effective trailer.

Do you have a knack for computers and search engines?
If simple computer tasks frighten you, then creating a trailer will probably cause more frustration than its worth. Knowledge of how search engines work will not only help for finding media, but can also aid in targeting audiences with your final trailer.

Can you use video production software or are you willing to learn?
Video creation software has advanced quickly in the past few years. The new programs are user friendly and reasonably priced. Online sites offer video production tools without having to download any software. All these options require some learning time and this should be figured into the equation.

Do you know where to find suitable stock images and music and do you have time to spend searching for them?
Should you decide to make your own video, music and images will be your biggest production cost. However, many first-time producers fail to factor in the time it will take to find these resources online. As an experienced producer, finding media for a trailer can take me up to 2 hours. For a first time producer, just beginning to understand the world of royalty free media, this time can easily be quadrupled. You should decide if you can fit this into your writing and daily life schedule.

Do you understand the principles of royalty-free resources and the Creative Commons License? (creativecommons.org)
The temptation to use images pulled from a Google search can be overwhelming, especially when you've found the perfect picture to represent your main characters. However, your trailer is a commercial endeavor, which means royalty free media is a must. There are dozens of sites for royalty free media, but each has its own rules that should be explored in detail. Using your own photos can also cause problems if you don't have proper model releases. Even things like architecture can be copyrighted. Showing pictures with home addresses or license plates can cause problems too. So be sure to understand all the elements of proper attribution before using your own photos or video.

Can you write a tight script to hook a reader?

Do you remember that excruciating task of writing a query for your novel?
The frustrating feeling of having to condense your entire story down to one short paragraph? Trailer text is even tighter. In some cases, you may have only five or six short lines to tell it all. Think you can effectively convey the mood and story in fifty words or less?

If you answered yes to all these questions, you might be in the position to make your own trailer. If not, seeking out a professional video producer would be a good idea.

What should authors keep in mind before contacting a trailer producer

Like hiring any professional, ask the basics. You’ll want to see samples of the producer’s work. Use common sense. Find out how you will pay for the trailer and if you need to give a deposit. Shy away from anyone asking for full payment upfront unless they come recommended by a reliable source. How does the producer proceed? Will you need to provide a synopsis or just a blurb? Speaking as a producer, starting from a detailed synopsis will provide a much better trailer. Will you have a chance to add your input and make revisions? If you have a specific script in mind, is the producer willing to work from your ideas?

Ask the producer where they get their photos. You can check prices on those sites to make sure they aren’t jacking up the prices too high. Trailer-makers need to make money too, but if someone offers a low price, they might be making it up by charging extra for photos or music. Make sure you know all the costs before you start. Can you provide your own images to reduce the cost? You also want to be sure that they use only royalty free images and music. Your name will be on this trailer and you don’t want to get caught up in a copyright lawsuit.

Where will the trailer be posted? Does the producer upload it to viewing sites? Is there an extra charge for that? If you want something custom, like live video, animation or photo retouching, be sure the producer is capable of these things. You will pay more for them, so include the cost of these into your budget.

In the end, the choice to make your own trailer or farm it out may come down to a question of money. A good producer will cost you, no doubt about it. You have to weigh the pros and cons and decide if paying for a great trailer is worth it. Whatever choice you make, trailers are still one of the hottest and least expensive kinds of promotion available to authors.

Kim McDougall is an fantasy author, fiber artist and photographer. She writes children's and YA fiction under her married name, Kim Chatel. She is also the founder of Castelane-For the Prose www.castelane.com, a book marketing shop specializing in book videos, cover designs and eBook conversions. After creating 500+ trailers she has picked up some tricks for promoting with this hot multimedia tool.