Here's how you decide what style of trailer to make for your game, using a little bit of marketing 101

The tl;dr:

When you consider how much the people you're targeting know about your game, it makes it easier to know what they need to see in the next trailer.

Blog post version:
https://www.derek-lieu.com/blog/2020/...

Video Chapters

00:00 - Intro
00:12 - There are many types of trailers
01:02 - The Sales Funnel
02:07 - Stages of the funnel
02:53 - How to use the funnel
03:20 - Awareness
04:57 - Consideration
07:44 - Evaluation
09:01 - Customer
09:43 - True Fan
10:13 - The term "True Fan" is kind of gross
10:52 - Concluding thoughts on the funnel
12:13 - Lesson recap

—

Links
Malcolm Gladwell on Spaghetti Sauce -    • On spaghetti sauce - Malcolm Gladwell  
Why People Aren't Buying Your Game - https://www.gamedeveloper.com/busines...
Snow Runner's Masterful Trailer Campaign - https://www.derek-lieu.com/blog/2020/...

Music from BattleBlock Theater OST

Trailers
BattleBlock Theater - 2010 Trailer -    • BattleBlock Theater - The Original 20...  
Lab Rat - Official Reveal Trailer -    • Lab Rat  - The Dev Teaser Trailer  
Firewatch - Reveal Trailer -    • Firewatch - August 2014 Reveal Trailer  
Untitled Goose Game - Pre-Alpha Gameplay Trailer -    • Untitled Goose Game by House House - ...  
Assassin’s Creed Revelations - E3 Trailer -    • Assassin's Creed: Revelations - Offic...  
DEATHLOOP - E3 World Premiere Trailer -    • Video  
Drake Hollow - Announce Trailer -    • Drake Hollow - X019 - Announce Trailer  
SnowRunner - Reveal Trailer -    • SnowRunner - Reveal Trailer  
Spelunky 2 - Gameplay Trailer -    • Spelunky 2 - Gameplay Trailer  
Neo Cab - Story Trailer -    • Neo Cab — Story Trailer — June 2018  
SnowRunner - Overview Trailer -    • SnowRunner - Gameplay Overview Trailer  
Pyre - Reveal Trailer -    • Pyre - Reveal Trailer  
Mosaic - E3 2019 Trailer -    • Mosaic E3 2019 Trailer  
Opus Magnum -    • Opus Magnum, by Zachtronics  
Creature in the Well - Gameplay Trailer -    • Creature in the Well - Gameplay Trail...  
Tactical Breach Wizards - Act One beta trailer -    • Tactical Breach Wizards - Act One bet...  
Metro Exodus - Story Trailer -    • Metro Exodus - Story Trailer [Official]  
Firewatch - E3 Trailer -    • Firewatch - Now Available  
Everybody’s Gone to the Rapture - Launch Trailer
SnowRunner - United We Drive Trailer -    • SnowRunner - United We Drive Trailer  
Deus Ex Human Revolution - 101 Trailer -    • Deus Ex: Human Revolution 101  
The Long Dark - The Vision - Part 1 (Developer Diary) -    • The Long Dark - The Vision - Part 1 (...  
Hades - v1.0 Launch Trailer -    • Hades - v1.0 Launch Trailer  
Broforce - Alien Infestation Update Trailer -    • Broforce - Alien Infestation Update T...  
Broforce - Tactical Update - Steam Workshop -    • Broforce Tactical Update - October 20...  
Noita - Snowy Update Trailer -    • Noita  - Snowy Update Trailer  
Inscryption - Accolades Trailer -    • Inscryption | Accolades Trailer  
Ori and the Will of the Wisps - Accolades Trailer -    • Ori and the Will of the Wisps Accolad...  
Stellaris - 4th Anniversary Trailer -    • Stellaris: 4th anniversary - Free wee...  
Assassin’s Creed Revelations - Gameplay Trailer -    • Assassin's Creed Revelations - Gamepl...  
Transistor - Reveal Trailer -    • Transistor - Reveal Trailer  
The Last of Us Part II - Reveal Trailer -    • The Last of Us Part II - PlayStation ...  
Subnautica Gameplay Trailer -    • Subnautica Gameplay Trailer  
—



—
FOLLOW ME!

Weekly trailer making tips - http://www.GameTrailerTips.com
Instagram Trailer Tips:   / derek_lieu  
Patreon:   / dereklieu  
Website: http://www.derek-lieu.com
Twitter:   / derek_lieu  
Podcast: http://www.cutdowncast.com
Cats' Instagram:   / uniandebi  

—
ABOUT ME

Hi, I'm Derek Lieu and I make indie game trailers! I got my start in the movie trailer industry as an assistant editor at a house which produced trailers for: The Matrix Trilogy, Spider-Man, Pirates of the Caribbean and many more.

Over many years I worked as an editor and started making fan trailers for games, until eventually I got jobs at game trailer houses in Los Angeles where I worked on games like Mortal Kombat X, Shadow of Mordor and lots of LEGO games. Independently I've helped make trailers for games like: Half-Life: Alyx, Firewatch, Dead Cells, Subnautica, Spelunky 2, Ooblets, BattleBlock Theater and a lot more.

I'm using this channel to teach people about the art of making trailers via video essays, tutorials, reviews, and behind-the-scenes looks at my own work. I think about trailers a lot both for work and fun, so I have A LOT to say about them.