Don’t forget the impact of video in producing effective news teases. Writing alone does not create powerful teases. Strong visuals also serve as a hook to entice viewers.
Feel free to use your best video excerpts in the tease. In fact, it’s a must. These visuals grab the viewer’s attention. That’s your goal.
Avoid “saving” your best video for fear of giving the story away. Video works differently than copy in a tease.
The copy serves to create a sense of anticipation on the part of viewers. You want to set up a mystery of sorts that can only be solved by watching the report.
Copy that gives away the story resolution works against these purposes.
Video can evoke a visceral reaction in viewers that copy can’t. This reaction doesn’t depend on viewers having the full context of the story. The power of the visual itself is what serves as the lure.
People will readily watch intriguing video over and over. Using it in teases will not diminish its value in the story itself. In fact, its impact grows in the short term. People see how it relates to the story as a whole, giving it more meaning.
Movie studios always use their best video excerpts in trailers. They know it’s an effective way to sell the movie to audiences. Nothing is held back and people don’t object when they see the scene again in the movie.
Keep visuals top of mind when producing your teases. The right combination of copy and video will get your audience coming back for more.
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