What is Trailer?
A podcast trailer is a short promotional episode (typically 1-3 minutes) introducing your show to potential listeners. It's often the first episode in your feed and marked with the trailer episode type in your RSS iTunes tags.
Trailer Purpose
| Goal | How Trailer Achieves It |
|---|---|
| First impression | Shows your style and quality |
| Pitch | Explains what the show offers |
| Hook | Gives reason to subscribe |
| Taste | Samples the listening experience |
| Conversion | Turns browsers into subscribers |
Trailer Components
| Element | Purpose | Duration |
|---|---|---|
| Hook | Grab attention | 5-10 sec |
| Introduction | Who you are | 15-30 sec |
| Value proposition | What listeners get | 30-45 sec |
| Sample content | Taste of the show | 30-60 sec |
| Call-to-action | Subscribe prompt | 10-15 sec |
Total: 1-3 minutes
Trailer Best Practices
Do:
- Lead with the most compelling hook
- Show, don't just tell (use audio samples)
- Match the energy of your actual episodes
- Include your best production quality
- End with clear CTA
Don't:
- Make it too long (over 3 minutes)
- Include dated references
- Promise things you don't deliver
- Sound dramatically different than regular episodes
- Forget to actually ask them to subscribe
Trailer Placement
| Position | Use Case |
|---|---|
| First in feed | New subscribers see it first |
| Pinned on website | Landing page introduction |
| Social media | Promotional content |
| Shared with guests | Pre-appearance context |
Updating Trailers
| Timing | Reason |
|---|---|
| Show evolution | Content/style has changed |
| Major milestone | Refresh with credibility |
| Yearly | Keep it current |
| Never | If still accurate and effective |
Why It Matters
Trailers convert podcast browsers into subscribers. When someone lands on your show page, the trailer is often the deciding factor in whether they commit to a full episode.
Why trailers matter:
-
First impression: The trailer might be someone's only exposure before deciding.
-
Low commitment: 2 minutes to evaluate vs. 60-minute episode commitment.
-
Directory optimization: Trailers are featured specially in some apps.
-
Evergreen promotion: Always available for discovery.
-
Shareable pitch: Easy to send someone considering your show.
Trailer conversion funnel:
See show in directory
↓
Check trailer (2 min investment)
↓
Like what they hear
↓
Subscribe and try full episode
Without trailer: Browse → See 60-min episode → Maybe later → Forget
Trailer quality signals:
| Element | What It Signals |
|---|---|
| Professional audio | Production quality |
| Clear value proposition | You know your audience |
| Compelling samples | Content quality |
| Confident delivery | Host credibility |
| Strong CTA | You want them to subscribe |
The silent browser problem: Many potential listeners browse podcast directories without clicking play. A well-positioned trailer is your best chance at converting these silent shoppers.
How to Use This in Dispatch
Create a trailer episode and set its type to "Trailer" in the episode editor:
Creating a trailer:
- Record your trailer (1-3 minutes)
- Create a new episode
- Upload the trailer audio
- Set Episode Type to "Trailer"
- Publish
Trailer behavior:
- Marked with
<itunes:episodeType>trailer</itunes:episodeType>in RSS - May be featured or pinned in supporting apps
- Appears in your episode list like other episodes
Trailer recommendations:
- Keep it under 3 minutes
- Lead with your hook
- Show your personality and production quality
- Include samples of actual episode content
- End with a clear call to subscribe
Updating your trailer: You can replace or add new trailers anytime. Some podcasters refresh their trailer annually or after significant show evolution.