The teaser is a creative audiovisual resource whose duration ranges between 20 and 30 seconds. The main purpose to be achieved is to capture the attention of the user to induce him to view the main video.
We must not confuse teaser with trailer. While the teaser is short-lived, it doesn’t reveal any revealing details and is released before the end of production, the trailer works differently. The trailer is a resource used to promote a film, documentary, series …, which is usually finished and about to be released. Its duration exceeds 60 seconds and they usually reveal important details of what the future visualization will be, such as the characters.
The teaser is considered as an intrigue campaign or pre-launch campaign and works as a preview of an audiovisual campaign, service or product. Furthermore, it shows only segmented and incomplete information. It is very common to use it for the launch of products or services and it adopts different formats such as websites in development or mysterious ads. In them, no type of identity (advertisers, products …) that is being promoted is ever revealed, it only provides small clues creating expectation. Through this expectation, the advertising message provokes curiosity among users and generates media coverage on the Internet, solving the mystery in subsequent advertisements.
Consequently, a teaser will have to be literally different from the original piece, both in form and duration. In the same way it can be in the message being this more uncertain, interesting, provocative …, with the sole purpose of encouraging to see the original content.