In the dynamic world of digital marketing, video content has quickly become a powerful tool for engaging audiences. It’s a compelling way to make an impact and tell a personal story.
Interviewing people for marketing videos involves a unique set of challenges and opportunities that can lead to rewarding results. What can you do to make sure your interview captures the heart of the video’s storyline? Consider these tips for filming interviews from my video production experience to get started:
Set a Clear Vision and Objectives
Before diving into the interview process, you need a clear understanding of one thing: The purpose of your marketing video. Whether it's promoting a product, sharing a customer success story, or conveying a brand message, defining goals is essential for shaping the interview questions and overall content.
What story do you want it to tell? Why should it matter to audiences? What do you hope they feel, think, or do after watching your video? Answering these questions as well as evaluating performance of past content can help you better understand what your audiences are looking for and what they can expect from your product or service. Video is no doubt one of the most influential and prevalent ways to engage with an audience, but if you don’t know where the story is going your video will lack a purpose and people will stop watching.
It’s important not only for your marketing and video team to know this but your interviewees as well. During a recent project where I interviewed 30 artists for videos promoting the exhibition Bay Area Now 9, I took a moment with each artist before filming to give them a base for the storyline of each video that included a brief introduction to their creative practice, the story behind the artwork, and any takeaways or experiences for visitors. By doing this, each artist navigated this framework in their own way, giving audiences a unique perspective into their work.
Prepare your Interviewee Ahead of Time
A successful marketing video interview hinges on knowing your interviewee’s story and managing their expectations for the interview ahead of time. I start off by doing thorough research to develop insightful questions as well as think of additional questions during the interview. A better understanding of the interviewee’s background can help you establish a stronger relationship with them so they feel more comfortable sharing stories that can enhance the video’s authenticity.
If you’re unable to meet with the interviewees ahead of time, I find it’s helpful to share as much information beforehand including:
Size of the video crew and amount of equipment
Confirm date, time, and location with the option to make changes if last-minute emergencies occur
Questions you’ll ask in case interviewees want to prep their responses
Providing interviewees with this information gives them a sense of what to expect and ease any concerns they may have about the process.
Create a Comfortable Environment
Building a rapport with interviewees is essential for capturing genuine and compelling responses. Authenticity is key in marketing videos. Viewers connect more deeply with content that feels meaningful and authentic.
How can you encourage interviewees to speak from the heart and share their personal experiences? It all begins with establishing a comfortable and relaxed environment that fosters open communication. When meeting artists for the first time in their studios for Bay Area Now 9 video interviews, I put myself in their shoes. Letting strangers into your place for the first time who are also filming you might feel intimidating or overwhelming. You might wonder how the video will turn out, how the public will perceive you, and if you’ve answered the questions correctly.
Before we sat down to ask questions, I started the conversation by reflecting on a specific aspect of their work and letting them know what I admired about their art. I used examples from my own experiences and memories to open up the door to more personal moments and stories. Conducting these pre-interview conversations not only helped the artists feel more relaxed, but also eased my nerves of any self-doubt about whether or not I could lead a successful interview.
When someone paused or stumbled over their words, the videographer Corey Marsau and I reassured the artists that they didn’t need to be perfect. The magic of editing would make everything feel seamless. At times, we left the room to give people space and not be under bright lighting with a camera pointed at them. Giving that time allows your interviewee time to process and take a breath instead of feeling like they have to force an answer or a moment. Having empathy and understanding is essential among my tips for filming interviews.
Be Flexible and Adaptable
Unexpected challenges are inevitable when filming interviews. Technical issues, changes in schedules, or unforeseen circumstances may arise. Being adaptable and flexible allows you to navigate these challenges, ensuring the success of the video production.
When filming interviews for Bay Area Now 9, Corey and I experienced setbacks of all kinds. In one instance, an artist tried to contact me to let me know they needed to reschedule, but my phone didn’t get cell service where their studio was located. Another time, we purchased a lavalier mic that could be plugged into a phone and used for a second person in the interview. Some studios were located in noisy areas and we would have to pause for a BART train to pass or a plane to fly overhead. One artist informed us that they shared their studio with another artist and that they could not be noisy until the afternoon, so we scheduled a later time for the interview.
Seeing people film videos on their phones might lead you to believe that video production is a very simple and easy process. The reality is that it involves much more and can require you to adapt at the last minute.
Follow-up with Interviewees
Once you’ve filmed the interview and b-roll, you’re good to go, right? In addition to post-production and editing, it’s all a good idea to follow-up with your interviewee and thank them for their participation. Kindness and appreciation goes a long way and can help reassure interviewees as they wait to see the final video.
As we completed interviews with each Bay Area Now 9 artist, I reached out to each one, sharing my respect for their work and any story that may have personally touched me. With each email, I thought of a way to share why I value their work and that I couldn’t wait to share their story with our audiences. As I wrote, I put myself back in their shoes, thinking about the anticipation they may be feeling as editing to publishing can take a long time.
Now that I’ve been a part of the process of filming interviews with 30 artists across the San Francisco Bay Area for marketing videos, I’ve seen that it’s both a dynamic and rewarding journey that requires a combination of strategic planning, interpersonal skills, and creativity. As I start new video projects, I keep applying these tips for filming interviews to enhance the effectiveness of videos and contribute to the success of my brand's storytelling efforts.
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