Interview your way to better video: 5 steps

You’ve got a great plan for video marketing—don’t let it fall flat by missing the mark on content.

You probably know the basics of conducting an interview; you may have loads of experience, but don’t underestimate the unique challenges of video. These tips will help you make the most of shoot-day to capture a compelling story.

1. Find the right interviewee.

Finding the right subject is critical. It can be more difficult than it seems. Look for someone knowledgeable and passionate, someone who has real-world experience and speaks from the heart, someone who exudes expertise and intrigue. These qualities come in handy on set, where “lights, camera, action” can distract and intimidate. Charisma is a bonus, but remember that a good interview brings out the best in any interviewee; don’t eliminate candidates on their charisma alone.

A speaker who relates to your audience is more compelling because he or she speaks directly to their needs. For instance, if you market pediatric services, look for an interviewee who interacts with children outside of their medical role-as a parent, relative or community volunteer. Parents (potential clients) are more likely to engage with someone who’s been in their shoes.