How to Conduct Great Video Interviews

How to Conduct Great Video Interviews

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. 

5 Signs You Should Update Branding Videos for Marketing

5 Signs You Should Update Branding Videos for Marketing

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

Building the Ultimate School Video Marketing Campaign

Building the Ultimate School Video Marketing Campaign

The Final Installment of the School Video Deep Dive Series

If you’re just tuning in now, welcome to our comprehensive guide to the ultimate school video marketing campaign. If you’ve been reading from the beginning, congratulations on making it through our entire School Video Deep Dive Series! While our previous blogs explained marketing videos for schools according to type, this blog provides an overview of how the different videos work together.

Whether you’re just beginning to explore video marketing for your school, or you’ve already begun producing assets, we recommend reading this guide to using school marketing videos in a campaign to improve enrollment.

Understanding School Video Marketing Funnels

Achieving a basic understanding of marketing funnels will help you better align your marketing assets with your goals. A marketing funnel is typically represented by a funnel-shaped diagram explaining how your marketing assets should work within your campaigns. This diagram is separated into a few sections, usually labeled awareness, interest, consideration, and intent.

At the top of the funnel, there is a “wide mouth” meant to catch as many prospects as possible. A marketer builds out  “awareness” with marketing assets meant to capture attention and introduce prospects to the brand. 

Further down the funnel, marketing assets offer niche resources directly related to the brand to narrow down the audience. As a result, the target audience becomes more refined as only truly interested prospects continue through the funnel while others exit.

Overall, your school’s video marketing funnel should capture attention and then slowly weed out prospects who do not fit your target audience. At the same time, these videos should convince prospective families to enroll by overcoming common objections and barriers.

Types of School Marketing Videos in the Funnel

Now, let’s talk about how each school marketing video type fits into that funnel. Different types of school marketing videos naturally lend themselves to certain sections of your video marketing funnel, starting with awareness and following through the stage of intent.

To begin, your general admissions video should be the first video marketing asset introducing prospects to your school. This video captures the attention of prospective families looking for a new institution and offers a general overview of the school and what your school’s value proposition is.

Once prospective families decide to learn more, they enter the stage of consideration. Here, we recommend providing more detailed information combined with emotional content about your school.

Here’s a brief recap of the types of school marketing videos that can help move prospects further down the funnel: 

Student-parent experience videos are testimonial videos from real families with compelling stories about their experience with the school. These videos are inspirational and highlight the school’s success, focusing on the institution’s core mission and values.

Program and curriculum videos specifically target prospective families according to their intracurricular and extracurricular interests. You can choose to have a few videos, each one focusing on a facet of the academic curriculum, athletic programs, and other activities. Your faculty are also given the opportunity to shine, and interested students can “meet” the teachers they’ll encounter once enrolled.

Finally, prospective families still in the funnel will enter the stage of intent, looking for detailed information about enrollment and the logistics of attending your school. Questions about applications, tuition, and transportation should be answered in barrier videos. Here, offer solutions to any objections prospective families might have.

How Do I Use School Marketing Videos?

Once you’ve successfully produced all your school’s video marketing assets, you’ll need to distribute them to your target audience. Your marketing funnel should inform how you use each type of video on your social media feeds, website, emails, and more.

When it comes to the awareness stage, where your prospects discover you, you should focus on distributing your general admissions video through social media and on the homepage of your website. More detailed videos, such as your testimonials and curriculum videos, should be embedded in specific pages of your site and distributed to leads, such as through email marketing. Barrier videos should appear on the informational pages of your site, such as your tuition assistance page, and should be provided to prospective families who have inquired about a visit and ultimately enrollment.

Of course, there are exceptions to every rule of marketing engagement, and you should strive to be creative with your video marketing strategy! 

If you’re looking for further professional guidance, whether to produce your school marketing videos or to learn more about how to build your marketing funnel, contact Monzo Media Productions today.

How to Use Barrier Videos for School Marketing

How to Use Barrier Videos for School Marketing

Part V of the School Video Deep Dive Series

One important reason to set up a school video marketing campaign is to offer information for prospective families who are still exploring all their options. The general admissions video provides an overview of the institution, and school program videos highlight specific aspects of the curriculum. However, you’ll likely find that your marketing campaign doesn’t end simply by convincing prospective families, through an overview video, that the institution is a great choice.

Commonly, families researching schools will find a few excellent options but refrain from enrollment because of some unfortunate barriers or obstacles. Therefore, a video marketing campaign is not complete without barrier videos. You need to convince these prospective families who are otherwise interested in your school to enroll using content that addresses their concerns and pain points.

To avoid leaving these interested families behind, let’s explore how you can include barrier videos in your school video marketing campaign.

Where Do Barrier Videos Fit into School Marketing?

Too often, schools leave money on the table when their marketing materials promote the school but don’t address the barriers that keep interested families from enrolling. Barrier videos are the tool that are towards the end of the top of your marketing funnel, targeting families who already know lots of aspects about the school but have a few issues standing in the way of enrollment.

While previous school videos, such as general admissions videos and testimonial videos, speak to families early on in their research process, barrier videos should be saved for families who require that last push towards conversion. As a result, barrier videos best serve prospective families when used as:

●      Embedded videos towards the end of email drip campaigns

●      Posted videos on school website pages — for example, those that address tuition assistance

●      Resources provided by faculty when families explain their concerns about the school if applicable

Overall, think of barrier videos as one of the final chances in your video marketing campaign to become problem solvers. Ask yourself how you would want to be addressed if you presented concerns about applying to the school.

What Makes An Effective Barrier Video?

In order to create effective barrier videos, the first step is to identify and evaluate exactly which problems are discouraging families from enrolling. Barrier videos must address your target audience’s concerns so that you systematically overcome objections to enrollment. 

To properly address your prospective families’ barriers, it is best to have one video dedicated to each of their pain points. Families should feel that you fully understand their needs and have taken the time to thoroughly address each of them.

If prospective families have a difficult time affording tuition, create a video that walks them through the financial assistance process at your institution. If they worry about having the means of transportation for students to attend school every day, use a barrier video to explain opportunities such as signing up for school bus pickup.

These videos are also more factual rather than emotional, presenting statistics and offering solutions. Barrier videos should ultimately highlight the school’s process for solving the pain points and how effective these solutions have been for other families. 

A great example of a barrier video is one of our tuition assistance explanation videos, in which we used motion graphics along with statistics and facts to reassure families that the school could help them afford tuition. This barrier video showcases the tuition assistance application process, provides examples of average household incomes and percentage of tuition waived, and explains exactly how the school is able to accomplish this level of financial aid.

Create Barrier Videos for Your School Marketing

At the end of your barrier video, families should be left without any doubt that enrolling in your school is the right choice. With a deep understanding of your target families’ pain points, thorough answers to their concerns, and compelling video marketing assets to communicate your solutions, you’ll be able to significantly increase enrollment.

We are proud of the several successful barrier videos we’ve produced for schools. To get started with fleshing out the end of your school marketing funnel with helpful barrier videos, connect with Monzo Media Productions today.

Why School Program and Curriculum Videos Are Important Marketing Tools

Why School Program and Curriculum Videos Are Important Marketing Tools

Part IV of the School Video Deep Dive Series

Your school’s video marketing campaign is made even more powerful when it’s broken down into a set of topic videos, each one offering an inside look at different aspects of the student experience. Part of this process is keeping your target audience in mind. While general admissions videos encapsulate the heart and soul of your community, school program and curriculum videos offer an opportunity to speak directly to your targeted prospective families even more.

Publishing a set of these videos as part of your campaign can help families who are interested in specific programs discover your school through online search, and learn more about your curriculum, faculty, and the student experience. 

Here’s how you can take advantage of school program and curriculum videos as part of your marketing strategy. 

What Is a School Program Video?

A school program video goes into more depth about a program within your school’s curriculum. While the general admissions video is more of an overview of the schools core offering and value, program videos help families further explore the departments and activities that are most important to them.

For example, you could choose to highlight the performing arts program in your curriculum with a dedicated video. In this video, families can learn about performing arts classes and events, and meet the teachers and faculty directly involved, without actually meeting them (yet!).

Generally, school program videos are short, sweet, and concise, providing just enough information to intrigue families. A brief overview of what parents and students can expect from the program will suffice. At the end, the video should prompt families to contact the school for more information. 

How Do School Program Videos Add to My Marketing Campaign?

Program and curriculum videos are important and effective because they narrow down the audience and target families with specific interests. Families who are particularly excited about one program, such as theatre or the science department, can be spoken to directly. In doing so, you’re giving them all the important information they need to move forward in the enrollment process.

By adding program or curriculum videos to your video marketing campaign, you can also dive into the heart of your school and introduce teachers that students will interact with every day. Previously, teachers added their thoughts about the school in the general admissions video, but in the program video, this is their chance to shine. Families get to virtually “meet” these teachers before they meet in person, and teachers can make their best first impression.

Overall, program videos humanize the school and break down key topics or concerns that families can more comfortably approach. As a result, they’ll become confident in the school, programs, and teachers, knowing that their students are in good hands.

How Can I Produce an Effective School Program Video?

One of the great aspects of producing a school program video is that the format is open to interpretation. These videos break down your school into parts that families can explore with ease, but how you present your school is up to you.

In other words, you could create a separate video for all the main programs at your school, offering one for academics, one for athletics, and some for extracurriculars. If you’d like to do something different, you could focus each video on a separate grade level or range of grades, covering the curriculum for lower, middle, and upper schools. Regardless of your choice, the most important point is to help families enter into the school experience and understand what to expect.

Another thing to keep in mind is the kind of footage you use. Many other school marketing videos have been best formatted as a combination of interviews and B-roll, but that doesn’t have to be the case here. You could have one of your teachers explain the program while presenting footage of the classrooms or events involved. You could also have a walk-through video of the program’s space. Get as creative as you’d like!

Build a Powerful School Video Marketing Campaign

As with other types of videos, producing school marketing videos means you’ll have a vault of marketing assets that you can use across channels and at events. Adding videos that address specific programs or classes to their respective pages on your school website should help your website rank better in search engine results. To learn more about how school programs and curriculum videos can improve your marketing strategy, contact Monzo Media Productions today.