Well…
In the early 2010s, book trailers became a new go-to marketing strategy. They were inspired by movie trailers, short cinematic videos designed to capture attention in a visually driven digital age.
Publishers and authors soon saw the benefit and jumped on board, hoping to translate visual storytelling into book sales. Over a decade later, however, the question remains: are book trailers still effective marketing tools?
The quick answer is—not as much as they once were. While they can be visually appealing, their overall impact on book sales and reader engagement has dropped significantly in recent years.
A BIT OF BOOK TRAILER HISTORY
When video-sharing platforms like YouTube gained popularity, book trailers came onto the scene to promote books and connect them to the visual media arena.
For a time, they offered a unique bridge between print and digital culture. Major publishers released professionally produced trailers with music, actors, and even voiceovers. Smaller authors used simpler animations or stock footage to motivate readers to buy their books. The novelty of seeing a book “previewed” like a movie was new and quickly gained traction, and some early examples, such as trailers for “Miss Peregrine’s Home for Peculiar Children” or “Pride and Prejudice and Zombies,” went viral.
However, as digital marketing evolved, the novelty wore off. Readers’ attention spans shortened, and social media platforms became oversaturated with video content. Book trailers struggled to compete with the flood of fast-paced, algorithm-driven videos on TikTok, Facebook reels, Instagram Reels, and YouTube Shorts.
OTHER REASONS BOOK TRAILERS LOSE THEIR EFFECTIVENESS
One major problem is return on investment. Producing a high-quality trailer can cost anywhere from a few hundred to several thousand dollars, depending on animation, editing, and professional narration. However, there is little evidence that book trailers drive significant sales.
Readers often rely on cues, such as cover design, reviews, social media recommendations, and sample chapters, when deciding whether to buy a book. A visually appealing video may generate likes or views, but these metrics do not necessarily translate into purchases.
Another issue is platform fit. Traditional book trailers were made for YouTube, but today’s readers are more likely to discover books through short-form, personality-driven content on TikTok or Instagram.
In these spaces, authenticity is what matters. Readers trust other readers, not polished marketing materials. A 30-second clip of a creator crying or laughing over a favorite scene, or recommending a book to their followers, has far greater viral potential than a mundane, generic trailer.
Algorithmic visibility also plays a key role. Social media algorithms favor consistent posting and engagement, not one-time promotional videos.
In the first decade or so of their introduction, a book trailer was typically released once, with limited follow-up. Unless it went viral immediately, a rare occurrence, it quickly faded into digital obscurity. In contrast, ongoing social content, such as reading challenges, behind-the-scenes writing updates, or fan interactions, sustains interest and builds communities.
With all this said, if you search for ‘book trailers and marketing,’ as I did, you will find lots of articles and videos on how to create a trailer. Most of the videos I found were for building one on Canva. So, it seems they’re still relevant.
VIDEO-BASED BOOK MARKETING MOVES TO THE FOREFRONT
While old-style traditional trailers may have declined, video marketing for books has evolved. Authors and publishers now focus on social storytelling rather than book previews.
Platforms like TikTok (specifically “BookTok”) have changed how readers discover new titles. Instead of polished trailers, short, authentic clips showing emotional reactions, quotes, or general imagery dominate the platform. These videos often cost nothing to make but have the potential to reach millions of readers.
While BookTok may have surpassed its peak, it continues to drive sales, with viral videos leading to potential sales spikes for both new and backlist titles.
For example, Madeline Miller’s “The Song of Achilles,” a decade-old novel, saw a resurgence and hit top seller lists after its initial publication, thanks to a viral video. This phenomenon was driven by users creating emotional and engaging videos about the book, which sparked a massive surge in interest and sales across all formats.
Additionally, publishers are actively monitoring BookTok trends to inform their acquisitions and marketing strategies. Some even encourage authors to engage with the platform.
Authors also create personalized interactive video content, such as “character diaries” or “author Q&A” segments, which build emotional connections with audiences.
One children’s author I know, Sherry Dunn, has taken this path with image-content posts. She has her cat giving updates, information, and news about the author, her books, and their topic. The tone and style are fun and engaging, making them effective. This personalized approach is more aligned with today’s consumer behavior: readers want engagement and authenticity, not advertisements.
REVAMPED BOOK TRAILERS AND OTHER STRATEGIES
As you can see, book trailers, video clips, and even image-content posts can help sell books. They may also be useful for school visits and library displays, where they add a professional touch and create engagement. In these cases, the trailer is less of a sales driver and more of a branding or engagement tool. Visibility matters.
SUMMING IT UP
Book trailers, when used properly, are still an effective book marketing strategy. They do need to be more authentic and engaging, though. You might have the protagonist or a wisecracking secondary character do the talking. Make it personal and fun.
However, don’t rely solely on book trailers; most authors now see better results by focusing on multi-faceted marketing, including social-first content that meets readers where they already are.
In today’s book market, storytelling doesn’t end when the writing does; it continues through how that story is shared, discussed, and experienced online.
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I’m a working children’s ghostwriter, rewriter, and coach. I can help turn your story into a book you’ll be proud to be the author of, one that’s publishable and marketable.
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