YouTube, Your Book Trailer and You!
M.J. Kelley (@themjkelley) asks about how to use YouTube in a book’s marketing plan.
Hold on! Isn’t YouTube only for videos, tutorials, and short movies? Yes, this is why [share ]an author should invest in a book trailer for their book[/share]. If one writes young adult/teen fiction, it isn’t even up for discussion that the investment should be made. You should make the investment.
A recent poll found that more young adults recognized YouTube ‘wonder stars’ more than they recognized Hollywood stars. In a Variety article on the subject, they state, “YouTubers were judged to be more engaging, extraordinary and relatable than mainstream stars, who were rated as being smarter and more reliable.”
Think that this statistic is limited to teens only? Not so, says a poll conducted by eMarketer that found that Americans are spending more time on digital devices than any other outlet.
What is a book trailer and why should I have one?
[share ]Consider a book trailer a movie trailer for your book[/share]. A book trailer attracts readers who are more stimulated through visual/auditory methods to purchase your book.
Can I do it myself? How much should a video cost me?
I will give the same advice that I give people on not getting professional services on editing and cover design. You get what you pay for. Those who make these trailers for a living have studied the psychology of buying. They know what prompts a certain purchasing sector to buy. Professionals will be careful to look at copyrighted material and have a greater library of material to select from than an average author.
In the research I have done on this subject, professional vendors range between $500 to $4000 dollars for a video with a median cost of about $1000.
What are some key tips to remember in production of the video?
- All aspects of the video should be age appropriate to the genre you write in. This includes music, images, etc.
- Vet your vendor. Don’t just select someone on cost and don’t select the first one you interview. Ask for references. Ask other authors who they have worked with.
- We have short attention spans. Videos should be no shorter than 30 seconds and no longer than 90 seconds.
- Include author website and links to purchase in the video.
How do I incorporate my video into my marketing plan?
Chris Robley with BookBaby wrote an excellent post on promoting one’s book with a book trailer. Included are:
- Obviously, uploading your book on both YouTube and Vimeo. Like all social media outlets, the keywords, tags are key from your book sitting in obscurity to popping up in regular searches and trending. Make sure that your keywords fit your book. Maybe not so obvious, make sure your website is front and center, as well as the Amazon link to purchase the book. People don’t like to search. If they do, they tend not to purchase. Be sure to make it easy peasy for them to buy your book and feed into that impulse purchase.
- Another obvious place, your own website! Maybe not so obvious, make sure that it is on your home page with the links of how to purchase the book.
- LinkedIn. As a professional author, if you don’t have a LinkedIn profile, you should. Plus, it is another way to post your video, especially if the genre you write in is more geared towards adults.
- Facebook: I know, another DUH! but where on Facebook?
- Your personal account
- Your business page
- Groups, where allowed and find them if you don’t know of any.
- Your street team. If appropriate, ask members to share on their social media pages.
- Make it a regular on your Hootsuite or Buffer rotation.
- Ask friends/fellow authors to tweet it out as well. Play nice in that sandbox so that they want to help.
- Remember your hashtags!
- Goodreads profile page and groups where permitted.
- Amazon Author Page
- On your Pinterest book’s board
- About page
- Video page
- Posted once per month. Remember, hashtags matter!
- Tumblr: Repeat for Google+
- Check out sites, such as I Love Book Trailers, that allow for the posting of book trailers. Chris talks about several genre specific others in the referenced post.
The Dos and Don’ts:
- DO post the video more than once in a venue, if it is allowed. DON’T post it so many times that it becomes spammy. It will backfire on you.
- DON’T post the video onto another author’s social media sites without permission. Yes, I do speak from experience.
- DO play nice in the sandbox. More authors will help you get the word out.
- DO ask selected/known reviewers to post it with his/her review. Another reason to play nice in the sandbox. Most reviewers want to help out the authors worked with. Authors write to make money while reviewers do what we do for the sheer enjoyment of it.
Have you produced a book trailer for your novel(s)? What was your experience?
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