They're depending mostly on the fame of the books, and the familiarity of the scenes from the previous Swedish film adaptations. The quick cuts touch on key characters, locations, and scenes from the film, which will be recognizable to fans. Then it wraps by revealing what the movie is for those who are unfamiliar with it.
But I get the feeling you're asking more about why they released the teaser so early. It was purely to build buzz. This is a normal part of movie marketing. In this case, they pushed out a super early teaser that could be shown during the big summer movie season. This establishes that the movie is coming in the popular consciousness, along with providing a time for the movie's release. This means that a few months later, when the more fleshed-out trailer is released, they aren't selling you on the film from nothing, you'll remember that tantalizing hint of an interesting movie you glimpsed in the original teaser.
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