"Empathy is connecting with the emotion that someone is experiencing, not the event or the circumstance."
- Brene Brown
Today I'm going to share with you one of the most important approaches and styles of video that you can use in your business...INTERVIEWS!
Aside from creating a pure interview style video, the technique of interviewing itself is crucial in gathering the information required to get a feel for your overall subject and objectives for creating a video. It also helps you decide what you should focus on when it comes to video content and creation. Understand that the information extracted during interviews has profound implications on the message that you want to convey to your audience. Interviewing is an art form and it's a good idea to think carefully about what approach or style you are going to use for your own interview videos and what questions you need to be asking to elicit the best responses.
We'll take a look at a couple of styles that will suit most businesses to gain the attention of your particular target audience.
Now we've all seen interviews on mainstream television, and you're probably familiar with a current affairs program called 60 Minutes. Interviews are critical to these TV programs. Often these interviews have the effect of creating extreme curiousity, so that as viewers we are pulled into the stories and dramas because we want questions answered or we want to know the outcome. And usually the people being interviewed are either famous or infamous, and there is a current and significant amount of media attention surrounding the interviewees, increasing the curiosity factor and so, holding our attention longer.
You can incorporate the same approach or style, by creating purely interview-only videos where the content is based entirely around one interview, whether that be one or two people. In this particular style of video, the interviewer's questions are also being recorded and broadcast, and will make an appearance in the final video. These types of interview videos are great for businesses. Especially if you have a subject or person that is interesting and engaging. You can interview customers or other businesses that provide services which are aligned with your own business. I would highly recommend this style of video but using a less formal set-up, like a chat session where it becomes more of a conversation, rather than an interview.
Another variation of this, like the video above that I filmed and created as part of my Business Stories series, is where the interviewee's are being filmed and recorded, but the interviewer (myself) does not appear as part of the video. The reason for this variation, is because the objective is to promote the business itself, so we want to focus purely on the business and the owners and/or key characters. It also focuses on the storytelling aspect of video, and interviews are crucial to telling stories in videos.
The main difference you'll notice about this type of video which includes other footage as well as the interview, is that it makes it more interesting. Different visual elements called'cutaways' and 'B-Roll' are interspersed with the footage of the interview to keep the viewer's attention longer. Things such as Andrew and Jess preparing and cooking food and close-ups of the salad vegetables, and varying aspects and perspectives. These elements help support and tell the story by providing context to the viewer, and they also relate to the what the video is about, which is about providing allergy-friendly food. You may notice also that as some of these elements appear, you can't see who is being interviewed, but you can still hear their voices (these are called voice-overs). Again, this is to make the video more engaging and help tell the story so that the viewer can relate to what is being discussed, but it also keeps the viewer's attention.
So as businesses, what can we learn from having videos which incorporate interviews? It's highly personal and it's targeted.
What that means is that by interviewing a person, we get to know the person...the individual. We get a sense of who are they, what drives them...what's meaningful and important to them. We also get a real sense of what they are passionate about - what they care about. And most importantly, what we often get to see, is another human being sitting in their vulnerability, displaying and sharing their feelings (depending on the skills of the interviewer). If we as viewers get a glimpse of what it feels like to walk in someone else's shoes, the more that we can relate to a person and/or their story or experience, then the stronger the connection that is made and the level of trust increases dramatically.
Say for instance you have a video interview of one of your customer's who had a great experience, and during that interview they shared how much your product or service changed their life or made a positive difference in some way...and they were visibly moved. How do you think the viewer (your target audience), who is considering buying your product or service would feel after watching that interview? How much more impact do you think that would have, coming directly from someone who has had that positive experience? How much more would you trust in that business that provides that kind of product or level of service?
So today, I hope this post has helped you think a little differently about interviews and how you can incorporate them in your own video marketing. And remember to look out for next week's post where we take a look at WHITEBOARD VIDEOS to create interest!
If you have any questions, please feel free to leave a comment or email me at firstname.lastname@example.org and I'll be happy to help!
Ciao for now...
Kerry :) x
*Banner image by Sam McGhee