A book trailer is really just a specific type of product marketing video. Product marketing videos are now driving billions of dollars of online sales.  The following stats sound very technical but if you’ll substitute “book trailer” wherever you see “product” or  “video” then each stat becomes more relevant to authors.

Professionally produced video optimized for eCommerce outperforms user-generated video (UGC video) by 30%. (Source: ComScore)

52% of consumers who watch product videos say those videos make them more confident about purchases. (Source: Internet Retailer)

Posts with videos included will attract almost 3 times more In Linking Domains than a plain text post. (note: In Linking Domains are basically the number of websites that link back to your blog or website. Source: MozSEO)

76% of those who embedded video in email saw higher click-through rates and 72% believed that prospects were more likely to buy. (Source: Content Marketing Institute)

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. The spaces are simply too crowded. 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.