Things I need to include in my trailer

After looking at various other film trailers, I've realised that creating tension in this type of film is essential and in order to achieve this, the pace of the trailer has to start of slow, and speed up towards the end. This pace paired with increasingly paced/volume of sound creates the most effective atmosphere for any supernatural-horror trailer. Therefore I want to use creepier visual things towards the beginning, but pack all the excitement into the last 20 seconds. I am aiming for my trailer to last around 2 minutes.