BJ Hoff's GRACE NOTES: About those Video Trailers ...

Some of the questions circulating among writers these days have to do with online video trailers for books: Why use them? How effective are they? Is this just another trend? Do they really help sell books?

For my part, I love giving my readers a "teaser" that will introduce them to the heart of the story and give them at least a peek at the setting.

My book videos have received thousands of views from the many places the experts at PulsePoint Design, (who have created the trailers for three of my novels- American Anthem, Rachel's Secret, and Song of Erin) have distributed them. And these trailers have elicited wonderful feedback from readers all over the world who learned about my work through the videos.

Here are just a few of those comments:

Wow!!! I haven't heard of this movie(?) before. Thanks for posting this. I have to see it now!" - Christina Hogan (My design firm wrote and explained the video was a promo for a book available right now in her local bookstore)

"Wow!" – Birfin Adzimba from Russia

"I'm gonna buy the book first thing tomorrow :)" – Basima Sabbagh

"I am definitely buying this book!!" – Ana Izquierdo from New York

"I'm a big BJ Hoff fan, and I think this video perfectly captures the spirit of her wonderful novels! Beautifully done." - SongLover7

Other than my own experiences with this great new technology, I don't claim to have specific answers to the questions about video value I'm often asked, but I do think the questions are valid and would like to provide at least some information.

Following is an article written by Kelli Standish at PulsePoint Design that I believe you'll find interesting. Hopefully, it will help to answer some of the above-mentioned questions and some of your own, so read on.

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(reprinted by permission)

"They’re out there…flashing, teasing, intriguing, beguiling, scrolling, thundering, and occasionally boring us comatose. Have you seen them?

Whatever name you use, whether it’s: Book Trailer™, Book Preview, Book Video, Book Teaser, Book Clip, Book Short, or Book Flick, these products of the Internet Generation are becoming more common every day.

But are they worth the investment? Do they influence sales? Are current trends moving to or away from Internet video?

If you’re wondering what all the hype is about, and whether this is something you should pursue, read on! This article is written with you in mind.

What Are These Book Video Things?

Wikipedia defines a book trailer/video/teaser as:

“A video advertisement for a book which employs techniques similar to those of movie trailers. They are circulated on television and online in most common digital video formats.”

Basically, a book video is a brief, (hopefully) entertaining teaser that presents intriguing bits of the plot to readers, or features clips of the author interspersed with plot points, while using a contemporary visual medium to draw new audiences to the book.

A quality book promotion video, like well-written back cover copy, will intrigue while maintaining the mystique and promise of the story.

Do People Actually Watch Online Video?

Consider this: Google recently modified its search engine results to include video in the main search pages, not just in the video sub tab.

In the coming year, Google also plans to modify how they rank web sites in search engine results. Sites that feature "engagement objects", including audio and video, will receive higher placement in search results pages.

The writers strike last November that robbed us all of new episodes of LOST (sob!) was staged primarily because writers felt they were being deprived of the major profits studios gained from online and digital media consumption.

And there’s more:

According to comScore estimates 73% of U.S. Internet users viewed video online in February, 2008.
eMarketer estimates that one in two Americans, or 154 million people, will watch an online video at least once a month in 2008, and that audience size for online video will hit 190 million by 2012.
A study by Nielson Online shows traffic to online video sharing sites has more than doubled since November of 2007. YouTube claims an 18% increase in traffic, while video start-up Crackle, has seen traffic double to 2.4 million users.
A new study from the Solutions Research Group shows a MAJOR increase in people viewing primetime programming on the internet in the past year. SRG says that almost 80 million Americans — 43% of the online population — have watched one of their favorite shows on the internet. That’s up significantly from 25% a year ago.
Pew Internet & American Life recently released a study showing that 53% of men and 43% of women watch online video, and over 70% of Internet users under the age of thirty actively visit video-sharing sites.
Simmons, a unit of Experian Research Services, suggests that consumers are 47% more engaged in television commercials online than on television. The study also found that people are 18% more engaged in ads online, as opposed to print versions in magazines.
A new report from the Convergence Consulting Group suggests that by the end of the decade, “about one out of every four times somebody sits down to watch a show, they’ll be facing a computer monitor or a television connected to a computer.”
And according to the “Streaming Media, IPTV, and Broadband Transport: Telecommunications Carriers and Entertainment Services 2008-2013″ report from Insight Research, streaming online video and music revenue is expected to increase at an annual growth rate of 29% over the next five years.

What Does This Mean For Authors?

It means that television viewers are migrating to the Internet for their entertainment. It means that more users than ever are sharing and watching online video. And it means that if you want to meet them when they arrive at your cyberdoor, a book video or trailer could be a solid addition to your book promotion arsenal.

Videos are sharable, promotable long after your book’s release date, and they capture the attention of potential readers in a way back cover copy cannot.

ABA Publishers Turn to Video:

A recent article from the Christian Science Monitor entitled “Why Book Tours are Passé” confirms the move toward book promos and online video by ABA publishing houses, saying

“Author readings and signing sessions, once the staple of publishing publicity, are being usurped by virtual encounters and promotional videos.”

And a quick search on Google confirms this:

Hyperion, Bantam Dell, Simon and Schuster, Harper Collins and Penguin all offer book videos.

Penguin’s UK branch recently ran a world-wide competition for creation of a book video for author Chris Mooney’s The Missing. (See the winner of the competition on Penguin’s web site.)

Author Dean Koontz, in partnership with Random House, recently ran a competition for a book promo video for his latest book, The Good Guy.

Smaller presses such as Kunati and Mercat Press of Scotland are also featuring book videos.

Technology Savvy CBA Publishing Houses Pursue Video:

In the CBA, publishers such as B & H, Harvest House, Kregel, Zondervan, and Thomas Nelson have all commissioned book promo videos.

Trailers & Online Video in Bookstores:

Publishing houses aren’t the only ones capitalizing on reader interest in video promotion of books.

Publishers Weekly now features a Sunday Matinee by columnist Barbara Vey, showcasing her top picks for the latest book videos.

Out of the Book Productions - a branch of Powell books, now offers trailers featuring author voiceovers.

Christian bookseller Christianbook.com has begun featuring trailers for novels.

Barnes and Noble has dedicated an entire section of their web site to trailers and author videos.

Amazon now accepts reader-generated video reviews of books, as well as book videos, in their Add A Review section.

Borders has a dedicated section on their web site, as well.

Awards and Bold New Frontiers:

I’m wrapping up here, but I should mention just a quick word about the awards and new frontiers in book promotion that have sprung up in response to this fresh art form.

The Moving Stories Film Festival was created specifically to highlight book video excellence, and the well-known review magazine, Kirkus Reviews in partnership with Random House, has sponsored the Teen Book Video Awards several years in a row. And the Telly Awards known for their awards of excellence in the Television industry, have recently expanded to include online videos and book promos as well.

Besides the dedicated sections on Barnes and Noble and Borders sites, readers can now view entire web sites dedicated to book videos, including BookVideos.tv, ExpandedBooks.com, YourBookTube.com, ChristianBookVideos.com, WatchtheBook.com (viewer discretion advised), BookWrapCentral.com, and PreviewtheBook.com

Looking Deeper:

“Whether you turn to the right or to the left, your ears will hear a voice behind you, saying, “This is the way; walk in it.” ” Isaiah 30:21

Here at PulsePoint Design, we’re strong advocates of trailers and online video. Not because we believe in chasing trends, or even in setting them (although we do lean toward that second one:). We advocate the use of this medium because it’s another way to use today’s technology to love and uplift your readers. To reach out to them, and to share your heart and the beauty of your story.

With that said, I hope very much that NO ONE will go away from this post feeling terrified that they must get their own online video or else. The reality is that God can do marvelous things with the work of your hands, whether you have some fancy online trailer or not.

Online video is a useful tool for spreading the word about books in a new way. But like every other promotional medium, it is not one-size-fits-all. Not all authors are comfortable in front of a camera. Not all books lend themselves to trailers.

Ultimately, you must listen to the Coach in your heart, and invest where God directs you to invest. This is true of your time, your energy, and your technology!"