By Susan Gatti
Interviews are a driving force for much of the content we watch today. Whether it be documentary film, marketing video, TV commercial or social share, video interviews have the power to persuade an audience.
If you are thinking about incorporating video into your marketing efforts, you probably considered interviewing people in your company to create video for web, perhaps a product demo or video as part of an integrated marketing plan. So how do you prepare yourself or a colleague for a great video interview? Here are 3 tips to help you prepare.
1. Know what your audience wants
One of the most important points to consider in a video interview is who you are targeting and what information is important to them. Research shows that customers are not only influenced by the videos they watch online but have a positive emotional response to those that helped them resolve concerns. Companies who understand the value of building audience trust, think beyond the benefits for their products or services, into how they can solve a common problem for customers or make a difference for their family.
That said, create a list of things that are most important to your customers, then determine the best person is to interview. Write down in detail all your findings, then begin to craft interview questions around things that matter most to your customers. Don’t be afraid to address common concerns especially if your company has a proven method to resolve them. The key is to provide compelling information that keeps them engaged and builds trust in your brand.
2. Developing the Storyline
Storytelling is an art. A great story creates an emotional response, it not only entertains but influences, motivates, and/or persuades. The architecture of the story is as important as the characters you are interviewing. Some may appear throughout the entire video while others play more of a supporting role. Keep in mind the underlying emotion each person creates in their interview.
When asking a question, expect that the person being interviewed may reply in run-on sentences. Remember, time is of the essence and good video content requires answers that are clear, concise, and compelling. That said, it is very helpful to write and review questions with the people being interviewed beforehand, so they have time to formulate their answers based on the key points in the storyline.
While some people are very comfortable on camera, many get nervous, particularly if the information is technical in nature. Therefore, certain people may require a teleprompter or cues. An experienced producer can help you develop the storyline and determine the best way to interview the characters you’ve chosen.
While filming, ask the person being interviewed to incorporate the question you’re asking them into the answers they give. This often helps the story make more sense and flow better. Even if it ends up being edited out, it’s better to have it than wish you did.
3. Smile, Relax, Be Yourself.
When you know the answer to a question, it’s easy to answer right?
Not always! Once you put a camera, lights, and perceived pressure from a room full of people to nail the answers, the interview may suddenly become much more difficult than anticipated. That’s why It’s so important to work through questions and answers in advance whenever possible. You’ll feel more relaxed, prepared, and confident so that must-have content in your story is easy to gather once filming starts.
Of course, there are always exceptions like professional actors, or perhaps the CEO is terrific on camera. However, the surest way to prepare for a video interview is to write questions that prompt the type of answer you need based on your story architecture. Ultimately, a good video editor can create a story from almost anything, sometimes combining b-roll or stock footage with the interview, but the better prepared you are in the interview process, the more likely you’ll end up with a video that is compelling to your audience.
There are many things to consider when producing great video for your business. Preparing for interviews is just one of them. If you’d like assistance producing your next video, please contact us for a complementary consultation.
About the Author
Susan Gatti is the President of Que Productions, a NY based video production company providing quality production services from concept to completion. Que approaches every project big or small with the same level of commitment to excellence. They are a dedicated media partner that listens closely, develops creatively, and has the experience to produce an exceptional product on time and budget.
