How to decide what style of trailer to create for your game with a little basic marketing knowledge

The short version:

Considering how well the people you're trying to reach know about your game will help you better assess what they need to see in the next trailer.

Blog post version:
https://www.derek-lieu.com/blog/2020/6/10/using-the-marketing-funnel-to-design-a-trailer-campaign

Video chapter

00:00 – Introduction
00:12 – There are many types of trailers
01:02 – The sales funnel
02:07 – Phases of the funnel
02:53 – How to use the funnel
03:20 – Consciousness
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 – Final thoughts on the funnel
12:13 – Lesson Summary

—

Left
Malcolm Gladwell on spaghetti sauce – https://www.youtube.com/watch?vVkhFh5Ms1vc&ab_channelTED-Ed
Why people aren't buying your game – https://www.gamedeveloper.com/business/why-people-aren-t-buying-your-game
Snow Runner's Masterful Trailer Campaign – https://www.derek-lieu.com/blog/2020/5/24/snow-runners-masterful-trailer-campaign

Music from BattleBlock Theater OST

Trailer
BattleBlock Theater – Trailer 2010 – https://www.youtube.com/watch?vdxHV5n6AkSI
Lab Rat – Official Reveal Trailer – https://www.youtube.com/watch?vjXkGaGF6Seg
Firewatch – Reveal Trailer – https://www.youtube.com/watch?vd02lhvvVSy8
Untitled Goose Game – Pre-Alpha Gameplay Trailer – https://www.youtube.com/watch?vwQknBJo4aBQ
Assassin's Creed Revelations – E3 Trailer – https://www.youtube.com/watch?vHMsbMK9Odoc
DEATHLOOP – Trailer for the E3 world premiere – https://www.youtube.com/watch?vMXv5IDp8y74
Drake Hollow – Announcement Trailer – https://www.youtube.com/watch?vmqt-9fHgIzY&t12s
SnowRunner – Reveal Trailer – https://www.youtube.com/watch?vt05KnHZ0acs
Spelunky 2 – Gameplay Trailer – https://www.youtube.com/watch?vZuBDPkOpiaY
Neo Cab – Story Trailer – https://www.youtube.com/watch?vjzFKrqffkQg
SnowRunner – Overview Trailer – https://www.youtube.com/watch?vP1_ty7esAnI
Pyre – Reveal Trailer – https://www.youtube.com/watch?vFvxfmnrNj2U
Mosaic – Trailer for E3 2019 – https://www.youtube.com/watch?vaw0b2QBEz0c
Opus Magnum – https://www.youtube.com/watch?vUj689znjxpg
Creature in the Well – Gameplay Trailer – https://www.youtube.com/watch?v7frppvEWcQw
Tactical Breach Wizards – Act One Beta Trailer – https://www.youtube.com/watch?vL3DbP04LFPU
Metro Exodus – Story Trailer – https://www.youtube.com/watch?vLlaSxWvefrg
Firewatch – E3 Trailer – https://www.youtube.com/watch?vcXWlgP5hZzc
All have gone to the rapture – launch trailer
SnowRunner – United We Drive Trailer – https://www.youtube.com/watch?vwo2-fbBPWsc
Deus Ex Human Revolution – 101 Trailer – https://www.youtube.com/watch?v3i7dKF6-Ctc
The Long Dark – The Vision – Part 1 (Developer Diary) – https://www.youtube.com/watch?vty3gORDjTHw
Hades – v1.0 launch trailer – https://www.youtube.com/watch?vBz8l935Bv0Y
Broforce – Alien Infestation Update Trailer – https://www.youtube.com/watch?vlMeXhJa4x1Y
Broforce – Tactical Update – Steam Workshop – https://www.youtube.com/watch?vFuHFTNF1z34
Noita – Snowy Update Trailer – https://www.youtube.com/watch?vAbOwlheDVh8
Inscryption – Awards Trailer – https://www.youtube.com/watch?vaneRbQGRIMc
Ori and the Will of the Wisps – Awards Trailer – https://www.youtube.com/watch?vNJoWjtp-EIc
Stellaris – 4th Anniversary Trailer – https://www.youtube.com/watch?vZh9yZNrb62U
Assassin's Creed Revelations – Gameplay Trailer – https://www.youtube.com/watch?v6kmulGwfHrc
Transistor – Reveal Trailer – https://www.youtube.com/watch?vGTik6sYT_BE
The Last of Us Part II – Reveal Trailer – https://www.youtube.com/watch?vW2Wnvvj33Wo
Subnautica Gameplay Trailer – https://www.youtube.com/watch?vBtP8r8nRfko
—

—
FOLLOW ME!

Weekly Trailer Making Tips – http://www.GameTrailerTips.com
Instagram trailer tips: http://www.instagram.com/derek_lieu
Patreon: http://www.patreon.com/dereklieu
Website: http://www.derek-lieu.com
Twitter: http://www.twitter.com/derek_lieu
Podcast: http://www.cutdowncast.com
Instagram of the cats: http://www.instagram.com/uniandebi

—
ABOUT ME

Hi, I'm Derek Lieu and I make indie game trailers! I started my career in the movie trailer industry as an editorial assistant at a publishing company producing trailers for The Matrix trilogy, Spider-Man, Pirates of the Caribbean and many others.

For many years I worked as an editor and started out making fan trailers for games, eventually landing jobs at game trailer houses in Los Angeles, working on games like Mortal Kombat X, Shadow of Mordor, and many LEGO games. Separately, I've helped create trailers for games like Half-Life: Alyx, Firewatch, Dead Cells, Subnautica, Spelunky 2, Ooblets, BattleBlock Theater, and many more.

I use this channel to teach people the art of trailer making through video essays, tutorials, reviews, and behind-the-scenes looks at my own work. I think about trailers a lot both professionally and personally, so I have A LOT to say about them.

Please take the opportunity to connect with your friends and family and share this video with them if you find it useful.