It’s no surprise that people love trailers – they’re quick, to the point, and when done well you’ll know pretty quickly if you’re the right audience for the TV show, movie, or in this case, podcast. 

If you’re an avid podcast listener, you’ve probably heard your fair share of podcast trailers – the minute or two teasers that come before a new show or season.

But they’re not just a “nice to have,” podcast trailers are essential for brands and creators looking to build anticipation, reach new audiences, and effectively promote their podcast before it even airs. 

In this blog, we’ll dive into what it takes to create a podcast trailer that performs and go over some of our favorite examples of branded podcast trailers you can take inspiration from.

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What is a podcast trailer?

A podcast trailer is a short, engaging preview of your podcast that gives potential listeners a glimpse into what your show is all about. 

Typically lasting between 30 seconds to a couple of minutes, a podcast trailer introduces the hosts, teases upcoming content, and highlights the key themes or topics that the series will cover. 

It serves as an attention-grabber, helping to entice new listeners by showcasing the personality, tone, and unique value of your podcast. A trailer also acts as a promotional tool, helping your podcast gain visibility on platforms like Apple Podcasts, Spotify, and more, often serving as the first content listeners encounter when discovering your show.

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Why do you need a podcast trailer?

Put simply, what’s the use of creating a podcast if it doesn’t get in front of the right people?

Podcast trailers help you get the word out before the first episode of your show even airs – which is great for building anticipation and attracting an audience. 

On top of that, podcast trailers are great for establishing your presence on listening apps and ensuring the launch of your first episode (and episodes to come) goes smoothly. 

When you post new content, there's often a delay before it's approved and published. By releasing a trailer in advance, you give the platforms time to approve your show, ensuring that when you're ready to launch your first full episode, it can go live instantly, without any delays.

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How to create a podcast trailer that performs 

Now that you understand more about what a podcast trailer is, let’s dive into our top tips for creating one. 

1. Keep it short and to the point 

The main goal of a podcast trailer is to entice your potential audience without giving too much away. 

With attention spans falling to 8.25 seconds, it’s more important (and challenging) than ever to cover the important aspects of your show quickly.

When it comes to deciding what to include and cut out, here are some things to consider:

• Is there any information you contractually need to include? For example, information about your series sponsor or podcast guests.
• If you were a listener, what information would you want to know? What sound bites would you find the most interesting?
• How many people have heard your trailer sample? Can they help you identify a lull or redundant information that can be cut out?
• What are the other shows in your niche including in their trailers? Is there something missing or enticing that you hadn’t thought of?

And, as you’ll hear below in our examples, most trailers will include:

• Your release schedule 
• Information about your sponsor (if applicable)
• Key details about your show (name, season number, etc;)
• The most important or catchy sound bites from your season
• Your unique value proposition (why potential listeners should tune in) 
• A few high-profile guests listeners will be hearing from (if applicable)
• A brief (1-2 sentence) introduction of your host and their accomplishments
• Where your listeners can tune in (Is your show available on all listening apps? Or is it exclusive?)

2. Communicate what’s in it for your listeners 

We’ve said it before and we’ll say it again – your ideal listeners need to be at the heart of your podcast strategy. Because creating a podcast doesn’t mean much if you’re not connecting with the right audience in a meaningful way.

Instead of creating a laundry list of reasons why your show is great, focus on what’s in it for your ideal listeners. 

That’s not to say you can’t include some high-profile guest names or touch on your host’s experience – you can (and should). Just don’t get too caught up in the features of your show. Instead, spend most of your trailer speaking to the benefits your audience will receive from turning in. 

Is it entertainment? Education? Self-improvement? Either way, after listening to your trailer, audiences should be able to quickly answer: “What’s in it for me?” and discern if they’re the target audience for your show.

3. Focus on building momentum 

When it comes to creating a podcast trailer, pacing and momentum play a crucial role in keeping your audience hooked. 

It’s a careful balance between bringing your audience in and captivating them without revealing too much from the get-go. Here’s how most snappy trailers unfold:

Start with a hook

You want to start strong by immediately grabbing attention—this could be with a provocative statement, a striking soundbite, or an intriguing question that sets the stage for what’s to come.

Don’t let the middle fall flat

As the trailer unfolds, maintaining that momentum is essential. Carefully chosen clips that reflect the energy and tone of your podcast keep the listener engaged. Avoid any slow or drawn-out moments unless they add significant value to the narrative.

Instead, keep the pace lively by varying the intensity—move from high-energy moments to more reflective sections, and back again. This ebb and flow keeps listeners intrigued and attentive throughout the trailer.

Smooth transitions are also vital for maintaining a natural flow. Consider using sound effects, music, or brief pauses as transitions between different clips. 

End with impact 

Finally, end with impact—whether it’s a bold statement, a powerful question, or a clear call to action—and leave your listeners excited and eager to dive into your full episodes. The goal is to build up enough momentum that your audience is compelled to subscribe and tune into future episodes.

4. Include samples from your show

When you only have a couple of minutes at most to encapsulate the essence of your series, including clips directly from your show is one of the most effective and efficient ways to show your listeners what’s in store.

Choose clips of attention-grabbing conversations that pack a punch in just a few seconds, leaving listeners curious and excited without overwhelming them with too much information. 

This is a great way to build anticipation and help potential listeners decide if this podcast is for them. Plus, anyone can promise “engaging conversations with voices you want to hear.” It’s a lot more effective to show audiences the real deal with a few impactful hooks.

5. Have a strong CTA

As with any marketing channel, your podcast needs a clear CTA – and your trailer is no exception. 

After listening to your trailer, what should your potential listeners do next? 

You may have a few things running through your head – follow our podcast, follow my brand on social media, subscribe to our newsletter – but limit it to 1-2 CTAs to get the best results. 

At this stage, we recommend asking listeners to subscribe to your podcast to be notified of all future episodes and then adding in your secondary CTA throughout the season. 

6. Time your release 

Like most things, it’s important not to rush your trailer. Ideally, you’ll want to time your release so you have enough lead time to effectively promote your show, maximize reach, and build anticipation. 

Depending on your brand, your existing audience, or the recommendation of your podcast agency, trailers are released anywhere from a month to a few days before your first episode airs. 

You may also choose to time your release around a specific holiday, time of year, or event. For instance, Momentum by The Canadian Olympic Committee timed its release around the Paris 2024 Olympics.

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Examples of effective podcast trailers 

Momentum by The Canadian Olympic Committee 

Momentum dives into conversations with some of the driven, passionate, and inspiring women of Team Canada. The trailer starts with dramatic and strong music that keeps the momentum (see what we did there?) the whole way through. It also features the voices of beloved Team Canada athletes like Diana Matheson and Alannah Yip, teasing some of the impactful success stories and tales of triumph to come. 

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Work Therapy by MHS

Work Therapy provides practical solutions to common workplace challenges and actionable advice for navigating the ups and downs of leading a team. Hosted by Dr. Steven Stein, the trailer does an excellent job of establishing his credibility while simultaneously weaving in humor and validating the less-than-perfect parts of 9 to 5. 

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SickKids VS by SickKids Foundation

SickKids VS takes you behind the scenes of groundbreaking discoveries, exploring how faster diagnoses, cardiac death prevention, and AI are shaping the future of healthcare. Their trailer features compelling and impactful snippets of interviews with top doctors, scientists, and even a music therapist.

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Makers Mindset by Twine

Hosted by Nancy Twine, Makers Mindset explores the stories of determination and success from today's top female entrepreneurs and leaders. This trailer does a wonderful job of answering that ever-important “what’s in it for me?” question. Between Nancy’s narration and her guests' soundbites, listeners feel motivated and more empowered to “cultivate growth in business, career, and personal lives.”

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Countermeasures by Emergent BioSolutions‍‍

Countermeasures features firsthand stories of resilience and hope from those fighting the opioid epidemic and destigmatizing opioid dependency. From elderly communities to high schools, the trailer features snippets of compelling stories from communities hit hardest by the opioid crisis. As the trailer concludes, potential listeners receive a more precise explanation of what to expect, where to find the show, and the next steps to learn more before the new season airs.

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Is your podcast ready for its trailer debut?

There you have it – our top tips for creating a podcast trailer that performs. 

The steps above can all be done in-house or in partnership with your podcast agency, but having these strategies in your toolbox will be key to creating a trailer that stands out from the crowd. 

Remember, when it comes to trailers, keeping them concise, value-packed, and filled with momentum from start to finish will be key to persuading potential listeners to stick around and subscribe. 

If you’re interested in learning more about partnering with a podcast agency to bring your podcast (and podcast trailer) to life, reach out to our team of audio experts.