Asking the Right Interview Questions – What Can Make or Break Your Video

Ever watched a video or documentary on TV and thought the presenter or the journalist simply wasn’t asking the right questions?
It’s actually quite common for the wrong questions to be asked either because the person isn’t aware of key messages that need to be communicated, a brief is missing, or something goes wrong during the shoot. Outcome: Money is spent on a video that doesn’t do anything for your brand or business and is canned at the editing table.
Video interviews can be a great marketing tool when it connects with your viewer and has a memorable message. According to a Hubspot article, 51.9% of marketing professionals worldwide name video as the type of content with the best ROI. Though visuals play a big part in making a good video, the right messages can also deliver a powerful impact.
Videos are a great way to communicate with customers or potential prospects because:

  • They add a personal touch, build trust and humanise brands and businesses.
  • They help is building rapport, connection and credibility among your audience, think of how well celebrities use this to connect with their fans.
  • It’s cheaper and quicker sometimes to produce than scripted videos – think Facebook Live.
  • Helps those interviewees who are usually camera-shy feel more at ease.

You can create videos for testimonials, case studies, introducing your business, showcasing products and services, behind the scenes, invitations for events, event recaps and much more.
The base of a successful video is nailing those video interview questions and answers and then adding angles and cameras, other interviewees to tell the story from different angles, editing footage to deliver a sense of space and action, adding motion graphic enhancements, using aerial shots and sound effects to add the right feelings like excitement or melancholy to create a powerful video.

Here are 6 tips for a good video interview:

  1. Planning

Planning for a video is the most important part of the whole process and leads to the success or failure of the video. The planning process would typically include; understanding why the video needs to be made, understanding the audience – their pain points and what will resonate with them in terms of visuals and messaging, the key points that need to be communicated and asking if there are any stories (human angle) which can be woven into the script to increase engagement. Who is the ‘talent’ or the person chosen to convey the message? And why is he or she relevant to what’s being said? Ensure you know exactly what’s needed from the talent or person being interviewed.

  1. Ensure the talent is relaxed

Ever been part of a shoot where the talent gets so nervous they faint? We haven’t either…well not yet! But you need to make sure the person gets to the studio in plenty of time, is dressed correctly (comes with a change of clothes in case they start sweating!), and knows what questions you’ll be asking beforehand. Ideally, they should have been given these a day or two before the shoot to get enough time to prepare.

  1. Interview techniques

Ask questions from the interview sheet but don’t be afraid to rephrase your questions to get the answer you need. Keep asking your question in different ways until you get what you need and pursue a point if you think it’ll make a difference to the story. If the person asking the questions is not part of the video, ask the interviewee to include the question in their answer. For example, Interviewer: Why did you choose X company? Interviewee: I chose X company because…

  1. Key messages

Get a third person to record the different messages while the talent is being interviewed to ensure none of the key messages are missed.

  1. Envision the whole picture

The whole video is made up not only of visuals and words but also camera angles, lights, sounds and other effects. Pick the right ones to accompany the visuals and message in the video so it doesn’t become one-dimensional.

  1. Hook the viewer

Create a story hook right at the beginning like what this video does so it catches the viewer’s interest and holds in the first 10 seconds.
There you have it, 6 key points to remember when including interviews in your video. Any other points to add?


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