An interview video is a reflection of your company’s capabilities, values, and commitment to its customers, thus involves thoughtfulness when produced every single time.
It is also a brilliant tool to introduce viewers to the individuals from your company, convey information directly into the camera, and entertain them.
Whether you’re interviewing a subject expert, a happy customer, or filming your team to explain what your business is all about, interview videos are essential to video content for every business.
It is also used by companies to attract new clients and drive revenue.
If you have been wondering why interview videos are important to your business, we’re here to show you.
Read along as we take you through everything you need to know about interview videos and how to shoot a stunning one.
What is an interview video?
Interview videos are everywhere – right from news channels, late-night talk shows to documentary videos, etc.
It is essentially a structured conversation where one participant asks questions based on a specific subject, and the other answers them.
This style of video is up close and personal, and you get to understand the interviewee’s point of view regarding the subject matter.
Authentic interviews with real people help boost interest and provide social proof to viewers.
Advantages of interview videos
Incorporating interview videos into your marketing plan has a number of advantages. Here are a few:
- Interview videos are authentic: B2B buyers may not have the opportunity to book a meeting with the CEO of your company. In this case, interviews with a CEO or internal characters allows them to get information straight from the horse’s mouth about the product/service.
- Boost customer’s trust: Providing an authentic testimonial video showcasing past customers that are genuinely satisfied with your product or service quickly boosts customer trust and brand awareness for your business.
- Improves customer’s understanding of your product: Sometimes, despite your best efforts, customers will still struggle to understand your product/service. In this situation, a video interview can educate your customers about potentially confusing elements related to the product or service.
- Less fuss when compared to other video types: Interview videos are easier when compared to other kinds of content to shoot. Other than preparing your interviewee, all you need is a camera, tripod, and a microphone coupled with a standard one angle set-up, and you’re ready to roll.
- It is great for repurposing: You can break your interview videos up into short clips and post it on your social media pages, websites, or even use it as a company culture video.
Where do you use interview videos?
IInterview videos can be used throughout your business on various channels to boost brand awareness, explain concepts, and attract new customers.
Here are a few channels you can use your interview videos:
Interview videos are a great addition to your website, on landing pages specific to a particular product, or even in the “About us” section.
In the below example, Salesforce in their “What does Salesforce do?” section, has included a video interview of existing customers who are using their product “Customer 360”, an integrated CRM platform, and how it has benefited their business.
It will create trust and add value to the customers watching the interview video.
You can also include interview videos of your existing customers in the customer testimonial hub of your website or landing page.
In this example below, we can see a business owner talking about his experience in using Xero, a software to manage the accounting needs of businesses.
Interview videos work great in emails to engage your recipients when compared to long and unengaging texts.
From customer newsletters to interviews with your CEO or industry experts, you can feature these videos in your emails.
In the below example, Salesforce uses a great visual representation such as videos, blogs, etc. to attract customers.
Like Salesforce, you too can incorporate video(s) into your emails without any fuss.
Traditionally, videos had to be embedded into the emails using the daunting HTML codes with no guarantee that your recipients would be able to watch the video owing to the file size limits and slow-loading of videos.
With video hosting platforms like Hippo Video, you can now “host” your video on a third-party video platform by embedding the hyperlink it provides into your email. Simply embed the link and share – it’s as easy as that.
Did you know as of April 2019, there are about 3.499 billion social media users in the world?
In this example below, Hubspot has included many short interview videos on its LinkedIn page.
There are different types of interview videos you can choose from when creating your own. Here are they:
The talking head is one of the most frequently used types of interview videos. Here only the interviewee’s head and shoulders are in vision.
The person may speak while looking directly into the camera, or to somebody who’s sitting to one side of the camera. If you want a feeling of authenticity and transparency, especially when it is unscripted, opt for this style.
The below example is a video by Marshall Strategy with a talking head interview style.
This type of interview looks much like having a real and less-structured conversation between two people.
Unlike the talking heads, this is a two-way casual conversation where both the candidates will be in the camera, exchanging questions and information.
With the advancement in technology, we no longer require the interviewer and the interviewee to be in the same room or even in the same country.
Remote interviewing is an inexpensive style to shoot interviews. All you need to do is to conduct a video call, and you can capture it from a distance.
- Make sure you have a dependable audio and video connection.
- Spend extra time talking with the interviewee before you start the interview.
- Never look away from the camera as much as possible.
- It is ideal to use headphones to improve the sound quality.
- Smartphones can add as a good B-roll to go along with the interview.
How to make an interview video
The key to establishing a relationship of trust with your viewers is to set the right tone with your video. It starts with interviewing the perfect subjects, asking the right questions, being spontaneous, etc. If you’ve ever wanted to take your interview videos to the next level, here are some factors you should consider to help you shoot dynamic interviews:
Narrow down your purpose
What is the purpose of your interview video? Do you want to simplify a complex subject matter, gain new leads, or position yourself as an industry expert? Narrowing down your purpose of the video is the first step to clearly defining what your end goals are.
Find the right interviewee
One thing is for sure: the success of your video interview heavily depends on how engaging your interviewee is.
If you get bored listening to your interviewee, chances are your viewers will too.
It is mandatory to find an interviewee who expresses themselves freely on camera and can hold an interesting conversation.
Pro tip: If you’re looking to educate your viewers about your product/service, choose an expert from within your organization to explain it.
To share a success story, choose a customer who’s tried your product and is happy with it. If it is a recruiting video, choose employees of your company so viewers can relate to the video and get a feel of your company culture.
Next, you should research the subject matter to get a better understanding of the type of questions you need to ask. It will help you rephrase your questions or add context when necessary.
Prepare your questions
Interviews can take unexpected turns if you don’t plan and prepare your questions. Arrange them in a way that there is a cohesive flow. To do this, cover the 6 W’s: Who, What, Where, When, Why, and How.
Also, stick to open-ended questions and be sure to avoid those that require a simple “yes” or a “no” answer. Make sure you ask relevant questions about the subject matter of the interview.
For example, a customer testimonial should address concerns or objections potential clients might have.
Decide on the type of interview
There are two types of interviews: the standard Q&A session and the monologue-style interview.
If you want a natural flowing interview, opt for the second type as it will allow you to edit out any mistakes that might occur by using B-roll footage and voiceovers.
It also allows you to look into the interviewee’s face during the interview. So make your choice.
Choose the right background
Finding the right background is an essential part of a video shooting process. Where should you shoot the video? Indoors? Outdoors? An office space? Or a room with a view?
Whatever the background you’re choosing, make sure it is relevant to the style and subject matter of your video.
For example: when you’re shooting a recruiting video, it is a great idea to show the employees moving in and around the office. It will give a feel of the company culture and help them connect the dots with what you’re saying.
Prepare the interviewee
Now that you have the questions ready, the next step is to prepare your interviewee for the interview.
To calm their nerves, ensure they are as comfortable as possible by addressing any concerns they may have. Let them know you can edit out any mistakes that might occur to put them at ease.
Use good lighting
Good lighting is essential to make your subject look good on camera. When considering lighting, there are two parts – the broad side and the short side.
The rule of thumb is you should have your subject looking into the board side, with your key light (sunlight or from a three-point lighting system) also coming from the same side.
Avoid lighting from the short side as it can create shadows on the subject’s face and make them look flat.
Sound is an essential factor in an interview. No one likes a low-quality sound in their interviews, isn’t it? Have a crew member who will be solely responsible for recording and monitoring on-set audio.
Also, remember to check for background noises and any other distractions while filming the interview.
Edit the video
Once you’ve got all the footage of the interview, it’s time to start piecing together the clippings to create a natural flow from question to question. After editing, you can add music, effects, on-screen text, or anything else your heart desires to make your video stand out.
Best practices to follow
Set the stage
It is understandable your interviewee might be anxious on the day of the shoot. Make sure you set up the lighting and equipment before they arrive. If you’re still setting up when they arrive, you’ll also be under pressure to complete the setup, thus creating an air of confusion.
Mid-shots and close-up shots give a natural look to your interview video. Start with a mid-shot for the first question and then change it to close-up for the second question, and then back to mid-shot for the third question.
It means you can cut out the questions asked by the interviewer when editing, leaving you with just the answers. Also, when you change the camera angle, it would look appealing.
Avoid interrupting the interviewee
Make sure the interviewer stays quiet while the interviewee is answering the questions to avoid any distractions. You don’t want the “hmms” and the “oh right” to be audible over the interviewee’s voice. Instead, engage them by smiling and nodding.
Don’t be afraid to veer off from the planned script. If and when a need arises, pose questions that are off-book. It can bring to light essential information you might have missed to include earlier.
Use a B-roll
A B-roll is a term used to describe any extra footage outside of the interview. It is used to add visual interest and helps the editor to make a smooth transition between frames.
For example, You are interviewing your CEO about the newly launched product, and you include a product shot into the video.
That’s a B-roll. Apart from product shot, it also includes visual aids like graphics and charts, text on the screen, etc.
Shooting an interview video might seem unchallenging. After all, it’s just about having a conversation with a person on camera, isn’t it? Wrong!
There’s actually a lot to consider while shooting an interview video so you don’t end up with boring video content. Pay attention to the questions you’re going to ask during the interview, the background setup, lighting, and recording processes so as to take your interview video to the next level.
If you do all the hard work before the shoot, you can focus on your interview subject on the day of the shoot.
Also, here’s a little tip: When the interview is over, don’t stop filming; keep the camera rolling. This can sometimes lead to some of the best moments captured on camera.
What interview tips and tricks have you used in your video? Feel free to share them with us in the comments section below.