It’s decided: to boost your marketing strategy, you’re going to create a video interview. And it’s all to your credit!
Easily shareable on all online platforms (website, social networks, emails, and newsletters…), the video interview is just as easy to carry out. The proof: this video format does not require any technical skill, nor even advanced storytelling or sophisticated background. Bye-bye, audiovisual agency fees, hello time, and cost savings with the help of a brand strategist.
The interview is also an asset for engaging your targets, and not just a little: the video interview is on the podium of the most popular formats on Instagram – and more generally on the whole Internet. What effectively federates your target audience around your brand messages?
Finally, video interviews reinforce the human dimension of companies by showing faces in front of the camera, smiles, and other authentic moments. No wonder the video interview is the #1 video trend of 2022!
But to make a video interview worthy of the name, you still need to know how to interview someone.
And that’s good: this article gives you lots of technical tips and best practices for conducting and carrying out a video interview like a pro. And who knows, becoming the future Larry King of video marketing?
Before filming, anticipate your video interview
Like all good content, your video interview must be thought out in advance, down to the smallest detail. After all, it is better to think before you act than to regret after you have acted, as the saying goes.
Like a checklist, follow the 5 main steps of a (well) simmered video interview:
#1 Set Video Interview Goals
Reflex #1: Before even thinking about the interview, you are going to conduct, focus from the start on the objectives of your video interview.
What key message do you want to convey? Which target(s)? What purpose?
These are all questions that will help you determine a clear objective and, a fortiori, identify the right interlocutor, adopt the right tone… and more importantly, choose the video interview format that best suits your needs.
Typically, you aim to…
Boost the motivation of your employees and spread your corporate culture, as part of your internal communication? A success story interview with your employees will be the ideal format.
Bring social proof and promote your offer, as part of your external communication? A video testimonial interview of your satisfied customers will meet your expectations.
Attract the best talent and improve your employer’s brand, as part of your HR communication? Without hesitation, a recruitment interview or a job interview will do just fine.
#2 Choose the (right) person to interview
That’s it, do you have your objectives (and the resulting video interview format) in mind? Owl.
Now comes the time to choose the person you are going to interview. And when you know that a (good) interviewee is supposed to help the brand achieve its objectives – while embodying its corporate values – it is better to bet on the right horse.
But then, how do you choose the right person for your interview? Nothing’s easier:
Start by shortlisting several people who you think are legitimate to bring their expertise on the subject discussed. Depending on the objective of your video interview, it could be an employee, a client, a partner, an influencer… or why not your CEO?
Then, among those people, identify those who are most likely to be comfortable in front of the camera. To do this, try to remember a person who is a particularly good speaker at an event, a contact who used to speak on Instagram Stories… Or better yet, call the profiles that interest you directly, for you. get a concrete idea of their speech – and therefore, what the real interview will be like on D-Day!
Once this sorting is done, all you must do is ask the desired interviewee to confirm their volunteering. And presto, you hold THE rare pearl for your video interview.
#3 Prepare the questions to ask the interviewee
Who says interview, says questions to ask? But beware, not just anyhow!
To help you ask the right questions, here are some tips to apply without moderation:
Create a list of open questions: banish at all costs closed questions (which your subject can only answer with “yes or no”) and the negative form (which could direct your subject’s answers, and therefore influence his comments).
Ask concrete questions: subliminal questions (“I wonder if…”) and long sentences, it’s no! Get straight to the point and always include a question mark (Is…? How? Why? Do you think…?”)
Imagine original questions: to differentiate yourself in the competitive jungle of the video interview, it is better to bet on unusual questions and answers – or at least, which amuse and/or mark the mind of the viewer. For example, if your brand image lends itself to it, how about opting for the Fast & Curious interview format or the Brut video interview?
#4 Write and structure a video script
Are your questions in the pocket? Well done, your interview is ready… or almost. Before attacking the technical preparation of your video, you will have to structure your interview from A to Z using a video script.
The idea? Write a clear and concise document that will guide your interview – but also the recording and video editing! –, so that your spot (really) meets the objectives you have set for yourself.
A bit like a screenwriter would think about his film before producing it, so it is essential that you first structure it in writing…
The ideal sequence of the different questions: yes, your interview should not be a simple juxtaposition of isolated questions! Like a funnel, structure your script to hold a conversation that goes deeper and deeper into the topic being discussed. Broad questions first, then specific questions.
Your instructions for filming: camera shots, sound recording, lighting… For example, if you plan to use the vertical format, indicate that the interviewee must remain in the same place throughout the interview… Otherwise, it could be off-screen in your final version!
Your editing instructions: subtitles, transitions, special effects (zoom, motion design, etc.), intro and outro music…
#5 Brief the future interviewee
Congratulations, you have arrived at the final stage of designing your video interview: the briefing of the interviewee! As its name suggests, it is simply a question of briefing your interlocutor on the interview, to optimize the filming. To do this:
Send your questions to the future interviewee. That said, avoid sending the list of exact questions, at the risk of finding yourself faced with an over-prepared interlocutor who will not come up with anything spontaneous on D-Day.
Send him the possible dress code to follow avoid clothes and accessories that distract the public from the main message (too bright colors, complex or shiny patterns, noisy jewelry…), favor light and neutral tones, bring clothes spare, etc.
Finally, indicate the exact time and address of the shoot. And voila!
Prepare the recording of your video interview
Your video interview is officially prepared and just waiting to be filmed! Anyway, that’s what you believe… As you can imagine: to be able to film your audiovisual masterpiece, you still need to equip yourself with the (good) equipment.
Without delay, discover the toolbox of a good interviewer and tips for optimizing the technical preparation of your spot.
#1 Get the right equipment
Good news: you don’t need the financial resources of Universal Studios to make a good video interview. These few low-cost tools are enough:
A lavalier microphone (or “Lavalier”), to attach to the collar of your interviewee, to record his voice as closely as possible. Here, prefers a wireless microphone, much more practical to conduct your interview without pitfalls!
An extra light (easily found on Le Bon Coin or Amazon), to enhance natural light and illuminate shadow areas.
A 4K resolution camera, reflex type, to produce good quality images. That said, most phones are now equipped with HD cameras: you can therefore largely be satisfied with your smartphone to film an interview with small onions.
Possibly, a tripod to be installed at the interviewee’s eye level and about 2-3 meters away, to guarantee the stability of the images.
#2 Test your technical set-up before shooting
Clap, clap, clap: here you are armed to the teeth to film a video interview that rocks.
But because prevention is better than cure, don’t forget to test your technical set-up before shooting :
Is the camera stable and well-positioned?
Does the location reflect the tone of the interview?
Is the sound of good quality? Are extraneous noises masked?
Does the lighting highlight the face of the interviewee?
Does the setting draw attention to the main subject (the interviewee)?
If the answer to all these questions is a big “YES”, then congratulations: the shooting of your video interview is imminent!
On D-Day, how to interview someone?
This is the big day! Armed with your awesome script, you’re ready to film the interview that will get your video marketing strategy off the ground.
But before you press ” On “, here are 4 expert tips that are sure to optimize the flow of your interview and its video shooting. Let’s go!
#1 Put your interviewer at ease before the interview
Because the exercise of the interview facing the camera can be a source of stress, you have to put your interlocutor in total confidence before (but also during!) the interview.
OK… But how to do it concretely? Here are some tried and true tips to put your interviewee at ease:
Welcome your interlocutor like a friend: smile at him, bring him a bottle of water, put him in a quiet and comfortable place, and (above all) always stay close to him!
Reassure him as much as possible: to help him reduce his stage fright, explain to him, for example, the progress of the shooting, ask him to ask you any questions, give him advice on how to behave and position himself facing the camera…
Practice small talk: nothing beats an informal discussion to relax the atmosphere and encourage your guest to express themselves naturally! “This bright sunshine makes me want to go on vacation… Do you have any plans for the summer?”
And to break the somewhat “masterful” aspect of the classic journalistic interview, don’t hesitate to slip in a joke or two before and/or during filming. Because it’s a fact: a good, confident atmosphere rhymes with a relaxed attitude.
#2 Keep the camera running continuously
Between two questions, your interviewee told a joke, had a giggle, perhaps even made a face worthy of a Twitter meme … turned off your camera, and therefore failed to capture those preciously authentic video footage.
To avoid this kind of mishap, you know what you have to do: (always) let the camera roll continuously, even if the discussion breaks away from the prepared questions!
As a bonus, this clever trick will help you collect B-rolls and other “side” takes that you can use in the intro, in the outro, or transition … and thus create an enticing video montage that will capture all the Attention of Spectators!
#3 Detach from your script
Preparing and structuring your interview using a script is good from a brand consultant. Conversing naturally with the interviewee and leaving room for improvisation is even better.
And for good reason! Detaching yourself from your list of questions will make the interview feel more like a natural, spontaneous discussion. Result: in addition to conducting a (much) freer and more authentic interview, this technique could well help you dig into a relevant aspect of the subject that you had not thought of… And who knows, to ask even more captivating questions and engaging for your target audience?
#4 Do not hesitate to ask your questions
Better too much than too little: the same goes for the tapes of your video interview!
Yes: rather than realizing after the fact that there is a problem with such and such a socket. Do not hesitate to record the answers to the same question several times. You will thus have several rushes under the elbow. And will be able to choose the best passage for your final editing.
That said, don’t forget to change the wording of your questions slightly with each take, at the risk of breaking the spontaneity of your interlocutor’s answers.
Pack, it’s weighed: you now know how to interview someone like a real professional! It remains to create an exceptional video montage, to impress your target audience.
Yes, but here it is Adobe Premiere Pro and other editing software are not your forte… Fortunately, with an ultra-intuitive video creation tool, you can have professional video interviews in minutes.