Why is video an important part of book marketing?
I believe video is very important for 5 reasons:
- The explosive growth and popularity of video allows an author to be seen by large numbers of existing and potential new fans.
- Video can directly impact your marketing efforts because it is a “shareable” medium that can create immediate buzz about your book.
- Video can foster deeper connections between authors and their readers by increasing the KLT (Know, Like, Trust) Factor which is critical to book sales.
- Video helps keep your book top-of-mind as the reader is faced with the choice of purchasing your book over another title.
- Video is cost-effective. Once created, it continues to deliver your message 24/7 with no further investment costs.
What evidence is there for book trailers actually getting attention and buyers for books?
A book trailer is a specific type of video marketing. Some video marketing stats that authors need to be aware of are:
Readers are 64% more likely to purchase your book if they see a book trailer that effectively promotes your book. (Source: ComScore)
Using a book trailer on a sales landing page can increase conversion rates by as much as 80% (Source: Unbounce)
Visitors to your author website stay an average of 2 minutes longer than on author sites that do not use video. (Source: ComScore)
92% of mobile video viewers share videos with others. (Source: Invodo)
Authors who use book trailer video in email campaigns can experience Open Rates [increases] from 19% to 300%! (Source: Forrester Research)
These stats show that if a book trailer is used strategically as a video marketing tool (rather than a vanity item) it can lead to increased awareness and book sales.
Besides creating an engaging book trailer, the most important thing I can recommend is Distribution. This means taking your book trailer and posting it to several top websites in your niche or genre. I believe this is a critical step that many authors either skip or don’t know.
Posting your trailer on YouTube or FaceBook isn’t enough these days.
You must strategically place your trailer in all online/offline places where book buyers hangout. I truly believe a widely distributed mediocre book trailer will generate more book sales than an amazing trailer that is practically invisible online.