In brief: A teaser is a short introductory message designed to create interest in content, an offer or an upcoming release.
How I use teasers in practice
I define the audience, the one message the teaser should convey and the next step. The teaser must preserve the essential meaning on a small screen and when separated from its original context.
What to watch for
Curiosity without a worthwhile follow-up becomes manipulation. Avoid vague promises, artificial urgency and a headline that cannot be supported by the actual offer.
Questions for a decision
- What should the person understand immediately?
- What proof carries the promise?
- What happens after the first response?
- How will we measure quality rather than clicks alone?