The word "interview" often brings to mind images of a TV news anchor asking tough, pointed questions as they try to get to the bottom of an issue. But when you're conducting an interview for a company's marketing video, that's where things are a little bit different.
The goal of a marketing video interview is to make sure the subject looks good! So here are a few tips on how to put the person you're interviewing in the best position to succeed.
Get Your Subject Talking
It's important to get the interview subject talking from the get-go! It's not at all uncommon for people to become a little by shy once the cameras start rolling, even if it's just a one-on-one. So before you begin the shoot, get the conversation started, and give positive feedback as you listen to what they have to say.
Ask Follow-Up Questions
You want to be open to asking a lot of follow up questions. Usually the most genuine answers come from off-the-cuff inquiries, because people's answers tend to reflect the way in which the question was asked. If you ask a lot of overly-prepared questions, you're going to get a lot of overly-prepared answers.
Restate the Questions
You'll want to get the interviewee to begin his or her answers by restating the question that you asked. More often than not, audio from the interviewer's questions will be edited out before the video is actually put together. And there's nothing worse than a great sound bite that you can't use because it lacks context.
Check for Other Details
Make sure you ask the subject if there's anything that you may not have covered. Just because you researched the company before the interview doesn't mean you know everything there is to know. So defer to your interviewee who lives and breathes the company culture day-in and day-out.
Remember, video production isn't the same as live television! You have the ability to ask questions several times until you get the answer you most desire. So be thorough, and don't stop until you have exactly what you're looking for.