Interviewees, whether they are staff members, customers with testimonials, the business owner or the CEO, are the drivers of the story you’re about to create in a marketing video, recruitment video, or any other type of video that involves interviews. Their spoken words and genuine passion will be used to create the narrative surrounding their experience with the organization and help to express the value of the products, services, and environment, helping to support your overall strategy.
Below are some tips for conducting the ideal video interview beyond capturing a beautiful frame with great lighting and sound. You want the interviewee to look good, but you also want to make sure they appear comfortable and authentic in the spotlight.
1. Guide the Video Interview with Compelling Questions
When you’re writing your questions for the interview, use your story structure as a guide. Define the goal of the video and ensure your questions will lead your interviewee towards that goal. If the goal is to get more interest in a product or service, for example, make sure your interviewees answers will reflect that narrative.
Remember to formulate your interview with open-ended questions. The worst thing for interview footage is to end up with “yes” and “no” answers. Instead of, “Did you like this product?” ask, “Tell me about what your life was like before this product.” You’ll likely receive a lengthier and more detailed response that propels the story forward.
Finally, coach your subject to respond to questions by rehashing the question within their answer. Make sure that when you ask, “How has this product helped you?” they respond to the effect of, “This product has helped me because…”. In doing so, your soundbites will have built-in context for the audience after edits.
2. Conduct a Pre-Interview
Always try to do a pre-interview with each subject who will be on camera. Set the expectations for what the interviewee will experience and be asked to do while on camera. As a result, they’ll be more prepared for questions you’re going to ask, even if they choose to answer naturally within the moment. Pre-interviews help subjects start thinking about their answers before the real deal. You should also let them know what your goals are for the video so that everyone is on the same page.
3. Keep it Casual
The lights, cameras, and microphones can be intimidating, so counteract the staging by staying relaxed. Being too serious and reading off the question sheet directly can make the subject uneasy and therefore look unnatural in the footage. Keep the interview conversational and try not to interrupt interviewees during their answers. Imagine you’re talking over a coffee or at a bar about something really exciting – viewers will be inspired by the passion and authenticity that shines through.
4. Stay Flexible in the Moment
A great interviewer knows when a question needs a follow-up. If a subject gives a great answer with the potential for even more golden content, ask for more information even if you haven’t prepared for this moment. Stay interested in what the subject is talking about and grab as much footage as you can as if you’re in a candid conversation with a friend.
It’s important to stay flexible if the subject is either shy or talkative. If they’re reserved and not giving enough information, you might need to lead them a little more. If they’re talking too much, you might need to redirect them to get to the point. Follow your intuition.
5. Smile for the Camera!
Finally, the best way to get great interview footage is to smile and listen. Staying engaged and friendly will help the subject feel comfortable and open up. Naturally, they will react to your body language, so you want to mirror interest and keep a relaxed smile on your face. The more passionate you are, the more passionate they’ll be in return.
Of course, it’s important to put a time cap on all interviews, no matter how engaging they are or how much prodding the subject needs. Fatigue can ruin an interview, and you’ll need to review all of this content under a fine-tooth comb.
Remember: Not all subjects are naturals, so it’s up to you to be a great interviewer. There are always ways to edit and piece the narrative together from the footage you’ve captured, but you want to make sure you have something usable in the first place.
Looking for more tips on how to conduct a great marketing video interview?
Contact Monzo Media Productions to discuss your project or strategy.
If you were proactive about implementing video marketing campaigns for your new business during the start of the video marketing age, it’s likely that your brand has evolved tremendously since then. Creating and branding videos early on might have offered you success right away, but like many marketing assets that age out, results can plateau. It’s likely your business has experienced substantial changes from the time of your last video marketing campaign, and those new offerings and key personnel need to be better represented. Aesthetically, the video might be outdated as well as new ways to use the medium and new technology has improved the quality of videography. In other words, you might be wondering if it’s time to invest in an update to your video marketing strategy.
The start of the year is the perfect time to evaluate your older marketing assets and decide if the changes in your business warrant producing updated branding videos. The good news is that if you’ve enjoyed success from past videos, you don’t necessarily need to completely start from scratch. Footage from old videos can be repurposed (as long as they match the new video quality about to be shot or created) and the formats that you used can stay the same.
Of course, whether you can reuse footage and mimic your previous branding videos will depend on the changes in your organization and your new goals. It’s up to you to revisit these videos and decide which ones need to be altered or completely redone.
Here are 5 signs that your old branding videos could use an update for 2022.
1. You’ve Added New Offerings
As an early bird to the video marketing era, your business might have had only one or two core offerings to market. Now that it’s been a few years, your business might be more complex with new services or products.
Do these newer offerings have any representation in your older video marketing campaign? If not, you’re leaving a hole in your marketing funnel. Raising awareness about these new products and services is crucial to their success, so you should prioritize updating your video marketing campaigns as soon as possible.
2. Your Customer or Client List Has Grown
Since the beginning of your business, you’ve been working hard to build up a list of loyal customers or clients. If you produced marketing videos early on, you made the best of the content you had to work with. Now that you’ve added products and services and obtained more testimonials, it’s time to represent that in updated branding videos, especially if you are doing a new testimonial video(s).
Adding more testimonials will not only help to show the popularity of your offerings, but also represent your continued success. Having more recent testimonials and interviews included will reassure prospects that your business is still thriving and offering consistent value.
3. You Have a New Brand
Entrepreneurs are passionate people, so getting a business up and running often takes precedence over perfecting the branding. Sometimes, business owners procrastinate finalizing a logo, brand colors, messaging, and design until they’ve successfully earned a profit. Other times, the business evolves and requires some tweaks to the brand in order to more authentically represent the mission and offerings.
As a result, your original video marketing campaigns become outdated. Inconsistent brand colors, fonts, and messaging can confuse your audience, and these video campaigns aren’t showing off the new brand in which you’ve invested. It’s time to promote your new brand, create consistency across your marketing efforts, and authentically represent your business to your audience with updated branding videos!
4. You’ve Moved to a New Location
Recent changes to the economy and job landscape have caused many business owners to downsize, relocate, and make changes to the way they do business. You might have had a brick-and-mortar location but moved to a smaller storefront or chosen to go fully remote. No matter the changes, it’s imperative that your audience has the most up-to-date information about your business so that they can easily support you. You’ll want to set the right expectations for customers or clients who plan to arrive at your business in person and offer an updated address, revised business hours, check-in protocols if applicable, and more.
5. You’ve Had Changes to Staff
When you first created your branding videos, it might have been important to introduce your prospects to your staff. If you’re a school, for example, you might have department or program-specific videos that introduce prospective families to the department heads and program leaders. Changes to staff could also mean that your organization has changed in size, which you’ll want to reflect authentically to your prospects. If you’ve had changes to staff members who played key roles in older marketing videos, then it’s time to update your campaign with new staff members.
If you’re looking for more advice about updating your branding videos, Monzo Media Productions has extensive experience in helping organizations produce and promote their marketing videos. Contact us to get started!
Photo by KAL VISUALS on Unsplash