What a teaser is and how your company can use it – WAU
The teaser is that content that leaves your audience with the “taste of I want more”! They are contents that generate expectations and desire for consumption. In addition, they make your product talked about. In the era of digital transformation, all of these elements are indispensable.
Disclosure is an important work aimed at advertising and which has some specific tools to generate attention and engagement. Among these possibilities is the teaser, a type of media traditionally used in the dissemination of videos, films and music.
This advertising tool, over the years, has gained broader ways of use and was better developed in its classic model. Thanks to the digitalization of media and innovation as a parameter in current communication, the teaser became more interesting, complete and flashy.
That’s why this post will be entirely dedicated to that topic. In it you will find detailed content according to the topics:
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What is a teaser?
The teaser is a type of video developed to anticipate a product, movie, video clip, service or any audiovisual content launch. The proposal, however, is precisely generate a greater expectation in the public, to then draw attention and awaken the desire for consumption.
In English, “tease” means to provoke, that is, the idea of the teaser is really to be provocative content. For this reason, they are always well-produced videos, which use flashy elements that have a direct connection with the audience. These are some key elements that arouse interest, expectation and even anxiety in relation to what is announced.
Certainly you have seen a teaser at a certain moment, even though you didn’t even know that that content was about this strategy of provoking and generating expectations.
If you felt curious and wanted to know the product related to that ad, that content was a teaser and, of course, it worked very well!
The teaser is an attraction strategy that has two main bases, the first of which has to do with precisely this interest aroused in the target audience. The content needs to be well produced, deliver small samples of the product, service or content, in addition to being insightful. It is necessary to stir the viewer’s curiosity to the point of making him want more.
In parallel to this, the other basis of the work has a purely advertising bias, of really divulging something. However, with this attraction proposal, an environment is created in which the consumer is taken to the maximum of the expectation, for then to already create in advance an idea about that product.
Although the result is not everything that was expected, the teaser feeds this curiosity through the idea of provocation. It is an interesting consumption strategy that guarantees engagement that will direct the public to consumption. However, if the final product is not good, there will always be the feeling that it was below expectations.
In the digital age, it is common to link the concept of a teaser to online content, such as videos. In fact, this is the most used model and, of course, it draws a lot of public attention. However, there are offline and printed teasers, such as billboards and even publications in newspapers and magazines.
The teaser is not an inflexible tool that is limited to video. If the piece used to anticipate is capable of generating engagement and curiosity and is provocative, it will be within the concept.
How important is the teaser for content strategies?
If used well, the teaser can become a very important tool for any brand that knows how to apply it in their strategy. As much as it is quite common to see this possibility linked to audiovisual products, it is possible to use it in services or any other type of consumer good.
As a means of attraction that makes direct contact with the user, this advertising model becomes a creative, innovative and very valuable channel for dealing with the public. Its importance can be realized thanks to the direct results generated.
Know the main ones below.
Stimulates audience engagement
The magic word of Digital Marketing: engagement! As much as it sometimes seems that it is used too much, believe me, it is not! Engaging your audience and creating a relationship of expectation of consumption and proximity is really something of great value in the current scenario. The teaser has great possibilities to conquer the consumer, thanks to its model.
In the era of consumer 4.0, content has immense value, as does the final product. The public likes to be part of the job and is always looking for something new as an offer. The teaser goes very well in this search, mainly because it is based on the effort to generate this curiosity and direct consumption.
Generates anticipated expectation
Another characteristic of the current consumer is the demand driven by a sense of urgency. The ease that digital has brought helps to stimulate this behavior, something that needs to be understood by brands.
Working in this scenario is simply using that urgency as something in your favor, and the teaser may well be a tool that generates the famous hype.
The anticipated expectation is important even to make this final product a subject, which generates engagement and exposure for the brand. The teaser, when well produced, awakens this urgent desire for consumption, generates expectations and even makes the product an issue on social networks, expanding the reach of advertising.
Attracts visitors to your brand website or channel
Now we come to the subject of attraction. The teaser can be considered a good inbound strategy, depending on how it is made available to the public.
When published on the institutional website, on social networks or even on a hotsite, it brings the public to an environment of control and dissemination of that brand.
This work of attraction greatly facilitates the next steps, that is, the work aimed at engagement. The attraction generates a greater flow for the brand’s platforms, which can accelerate this engagement with the public, generate leads in the event of associating the teaser with a subscription and, following this path, subsequently result in conversions.
When can the teaser be used?
The teaser goes far beyond audiovisual and can be an important tool for launching a product or communicating an event.
Next, see what are the main moments when he makes a great strategy.
Launch of services or products
The teaser can be dedicated to generating expectations or giving clues about a new product or service that is about to be launched. A very common example are electronics, for which brands always make videos showing a little of their functions and, mainly, of their design.
Disclosure of an internet channel
A new channel that is about to be launched on the internet can also motivate a teaser. Generally, this piece will bring some takes of what has already been recorded or a presentation of someone speaking in a brief way what the audience can expect from the contents.
Anticipation of advertising campaigns
Teasers even anticipate an advertising campaign! When they are big, this tool creates an expectation for the next actions. Generally, in this context, the campaign will also be longer so that, at the end, the product will be launched already under a lot of waiting.
Dissemination of audiovisual works
In the most recurring model, teasers are very common to anticipate films, documentaries, music and video clips. In these cases, videos are the main format of the teaser, always with high definition images and a production that really draws attention.
How to make a teaser and publicize it?
How about some tips on how to produce a teaser and make it widely consumed by the public? There are some basic concepts that, when applied, help to achieve a good result.
A teaser must be based on the ability to generate curiosity and expectation in the target audience. Regardless of whether it is digital or printed, online or offline, there are some parameters that guarantee success when making a teaser.
- use creativity to get attention;
- give information about the launch of the final product;
- the design and audiovisual production, depending on the format, need to be impeccable;
- innovation is always something that adds value to the content;
- anticipate details, but without exaggerating;
- the duration must be short, to function as bait;
- if possible, make more than one version and disseminate them in different periods.
With good content produced, the dissemination part is what ensures that the target audience will have wide access, and then this provocative work will be accomplished.
Good publicity needs to follow these bases:
- advertise on all brand social media;
- place on platforms like YouTube;
- in disclosure, give space for comments and interact;
- advertise in an email marketing strategy, especially if it is a product.
In the era of urgency and high content consumption, the teaser has the elements that result in the ideal recipe to attract attention and provoke consumer curiosity. Versatile, this type of tool can be used on several occasions, as you have seen.
Taking advantage of the subject, learn more about corporate videos and how to use them in favor of your business!