Lesson 18: Creating Your Trailer & Teasers

How to hook listeners with your podcast's sonic first impression

Jul 05, 2025

Hi Besties!

Let’s talk about first impressions. Because in podcasting, your trailer is basically your show’s Tinder profile—it’s gotta be enticing enough for people to swipe right (aka hit play on an actual episode), or you're missing out on potential listeners.

A strong trailer gives newcomers a taste of what’s to come, builds anticipation, and can help you start growing your audience before you’ve even dropped your first episode. Plus, short teasers are your secret weapon for keeping that momentum going and staying top of mind.

So how do you make trailers and teasers that hit? Let’s break it down.

What makes a great podcast trailer?

Think of your trailer as a cross between a movie preview and an elevator pitch: it’s got to be quick, compelling, and crystal clear about who your show is for and why it matters.

Your trailer should:

✅ Center one standout moment – Pick something that made you laugh, cry, or gasp—and build the trailer around it. Don’t try to include everything. One strong theme is better than a muddled preview.
✅ Set the scene – Who’s the podcast for? What can they expect? Why now? Let your tone and style shine.
✅ Be short & sweet – Aim for 60–90 seconds. Get in, make an impression, and get out.
✅ End with a clear call to action – Tell listeners exactly what to do next: subscribe, follow, sign up for your newsletter, or stay tuned for a specific launch date.

The anatomy of a perfect teaser

Teasers are tiny audio snacks—just enough to get people excited for your next episode. Drop them pre-launch or between episodes to build buzz and sustain engagement.

What works in a teaser:

✅ A juicy hook – Something shocking, funny, poignant, or thought-provoking.
✅ A soundbite with a bit of context – Set up the clip with enough info that the listener isn’t lost.
✅ A strong CTA – Tell them when the next episode drops and where they can find it.

When we were doing Reality Bytes, we would record a separate 5–10 minute segment to preview the week’s guest without blowing content. It was very effective for audience retention and growth—I highly recommend this strategy especially for video-forward podcasts that also post on YouTube.

I’m also really inspired by Arielle Nissenblatt’s brilliant trailer/teaser strategy for launching Trailer Park: The Podcast Trailer Podcast. They created multiple versions and dripped them one month before the first episode to create an extended PR moment. She dropped a quickie to set up the feed, then the main trailer, then another host-centric teaser, and hyped each one on social media. It definitely caught my attention!

Repurpose your trailers & teasers

Don’t let your promo assets go to waste! Use them to drive engagement across platforms:

Post on socials – Add captions and eye-catching visuals to stop the scroll.
Include in your companion newsletter – Embed your trailer with a short intro. Email is still the MVP for converting listeners.
Use in paid ads/cross-promos – A sharp trailer is your best pitch to potential new listeners, perfect to reuse for cross-promo swaps with other podcasts or in paid campaigns.

Trailer listening lab: 9 excellent examples (and why they work)

I love doing a trailer listening exercise in my podcast classes. Listening critically to great (and not-so-great) trailers can teach you a ton about the artform. Here are some student-approved favorites:

The Retrievals (Serial Productions/New York Times)

Why it works: Emotionally gripping and journalistic. The trailer drops you into a real-world horror story with haunting soundbites and music, building suspense and urgency. It previews a gripping true story that leaves you needing answers.

Dolly Parton’s America (WNYC/OSM Audio)

Why it works: Joyful, rich in sound design, and SHORT. It sets up a big cultural conversation while keeping Dolly at the heart of it all.

The Lolita Podcast (iHeartRadio)

Why it works: Sets up a clear premise and POV—a feminist reclamation of a misinterpreted cultural touchstone.

Not Lost (Pushkin Industries)

Why it works: This travel show trailer captures the personal stories at the heart of the show with a sense of humor wrapped in gorgeous sound design.

70 Million (LWC Studios)

Why it works: Uses real voices to personalize the title statistic and sets up the powerful premise of the show—incarceration in America. Compelling and mission-driven.

Field Guide to Gay Animals (Canadaland)

Why it works: Nails its tone immediately and in no time flat—quirky, unexpected, and attention-grabbing. The trailer perfectly introduces the show’s irreverent voice and offbeat topic while making you curious to learn more. And the video version is chef’s kiss.

The Goaldigger Podcast (Jenna Kutcher)

Why it works: A high-energy, female-focused business show with a polished, motivational trailer. Speaks directly to its niche: creative, entrepreneurial women.

Appearances (Mermaid Palace)

Why it works: An audio fiction standout. The premise could be confusing, but they convey it clearly while staying true to the show’s voice. The trailer is cinematic, layered, and introduces listeners to the intimate interior world right away.

Tell Them I Am (Higher Ground)

Why it works: Beautifully produced, identity-driven, and poetic. The trailer is a friendly invitation.

👀 Bonus: The video trailers for shows like Rebel Eaters Club and Moonface are fantastic examples of how to visually translate your audio trailer for YouTube, TikTok, and Instagram.