Anthony Smith is the creative genius behind the viral trailers for Stephen Bartlett’s hit podcast, previously editing for major franchises like James Bond. He shares the evolution of trailer making, explaining how cinematic storytelling boosts audience engagement. Anthony discusses the significance of good hooks and emotional narratives, while revealing strategies like A/B testing to enhance viewer retention. His insights into crafting compelling content set a new standard in podcast marketing, merging creative passion with data-driven success.
The strategic framework for trailers emphasizes hooks, life lessons, emotional narratives, and engaging conclusions to captivate and retain audiences.
The creator's journey highlights the importance of pursuing passions in high-pressure environments, ultimately leading to personal growth and job satisfaction.
Success is measured through viewer engagement metrics and community feedback, reinforcing the need for data-driven creativity in podcast marketing.
Deep dives
Trailer Creation Framework
Every trailer produced follows a specific framework that includes four main elements: a hook, a life lesson, an emotional rollercoaster, and an engaging conclusion that leaves viewers wanting more. This structure is essential for capturing audience attention and driving engagement. The hook is designed to draw viewers in quickly, while the life lesson provides value that listeners can take away. By crafting a narrative that evokes emotion, the trailer transforms from a simple advertisement into a compelling story.
Transition from Burnout to Passion
The creator experienced burnout from the high-pressure demands of video editing, leading to thoughts about abandoning the industry for a more stable, less stressful job. However, the encouragement from friends and family to follow his passions helped him realize that he thrived in environments where he felt challenged. Now working in a fast-paced landscape, he has embraced the intensity and pressure, finding purpose in the work he creates. This shift highlights the importance of pursuing a career that aligns with individual strengths and interests.
Innovative Promotion Strategies
The initial approach to podcast trailers focused on short clips of the most interesting moments, which often failed to engage the audience fully. By working closely with team members, the goal evolved to create trailers that serve as standalone stories, highlighting emotional narratives that resonate with viewers. The successful trailers have even drawn comparisons to cinematic productions due to their storytelling quality, demonstrating the potential of creative marketing in podcasting. This strategy not only promotes the podcast effectively but also builds a deeper connection with existing and potential listeners.
The Role of Feedback and Measurement
The success of the trailers is evaluated through viewer engagement metrics, such as comments, likes, and viewer retention rates. Positive feedback from the community indicates that the trailers resonate with audiences and encourage them to explore the full episodes. Additionally, collaboration with guests and leveraging their platforms helps broaden the reach of trailers, further enhancing visibility. This data-driven approach to creativity allows the team to continuously refine their methods, ensuring they consistently produce impactful content.
Hiring and Storytelling Skills
When searching for new editors, the primary focus is on their ability to tell a cohesive story, as technical editing skills alone are not sufficient. Successful applicants demonstrate an understanding of narrative arcs and emotional engagement, making their work compelling and relatable. This storytelling prowess is essential, especially in short formats, where staying concise while delivering strong messages is critical. The ability to evoke emotion through video is seen as a valuable trait that significantly enhances the overall quality of the product.
Anthony Smith is the creative mastermind behind the viral trailers for Steven Bartlett’s podcast, The Diary of a CEO, with over 7 million subscribers.
Get Diary of a CEO's Strategy (FREE): https://callummcdonnell.substack.com/
Formerly a video editor for major film and TV franchises like James Bond and Marvel, Anthony has revolutionised podcast marketing by bringing cinematic storytelling to short-form social media content.
Tune in to learn how his innovative podcast promotion strategies have significantly boosted The Diary of a CEO’s visibility, setting a new industry standard.
Tools I use:
VidIQ - https://vidiq.com/creatorplaybooks/
Riverside - https://riverside.fm/?via=callum
Listen on Podcast Player:
https://podcasters.spotify.com/pod/show/callum-mcdonnell
Follow Callum on socials:
Instagram - https://www.instagram.com/thecallummc/
Tiktok - https://www.tiktok.com/@heycallum
Twitter - https://twitter.com/McdonnellCallum
LinkedIn - https://www.linkedin.com/in/callummcdonnell/
Follow Anthony on socials:
Instagram - https://www.instagram.com/anthonyr.smith/
LinkedIn - https://www.linkedin.com/in/antsmith93/
Work with Callum: https://www.7xcontent.com/
Timestamps:
00:00 Introduction
01:01 How I Got a Job with Steven Bartlett
07:59 Evolution of Trailer Making
11:00 How to Measure Success
24:47 Diary of a CEO’s Blueprint for Creating Trailers
26:35 What Makes a Good Hook?
35:34 Which Metrics Matter Most?
37:42 Crafting the Moment of Value
41:47 The Defense Lawyer Narrative Structure
44:12 Diary of a CEO’s Weekly Workflow
49:51 Urgency in Social Media
58:11 Tips for Hiring and Managing Great Video Editors
01:05:18 What It’s Like to Work with Steven Bartlett
01:09:22 How Ownership and Purpose Drive Editing Success
01:17:30 Quickfire Questions
Remember Everything You Learn from Podcasts
Save insights instantly, chat with episodes, and build lasting knowledge - all powered by AI.
