Interviews with real people are one of the most engaging forms of brand video. Customers, colleagues and founders can speak with an honesty that scripted content struggles to match. But most people are not used to being filmed, and nerves can make even confident speakers sound stiff. A few simple techniques can help your interviewees relax and be themselves.
Prepare them, but do not over-prepare
Share the general topics in advance so there are no surprises. Explain how the day will work, how long it will take and what the video is for. However, avoid sending exact questions for people to rehearse. Memorised answers tend to sound flat. It is better for people to know the subject than to learn lines.
Create a calm environment
The set-up can feel intimidating, with lights, cameras and several people watching. Keep the room as quiet and uncrowded as possible. Ask anyone who does not need to be there to wait elsewhere. Offer water and take time to chat before recording starts.
Interview techniques that help
- Start with easy questions, such as asking people to describe their role
- Ask open questions that begin with “how”, “why” or “tell me about”
- Ask interviewees to include your question in their answer, so it makes sense on its own
- Listen properly and follow up on interesting points
- Use encouraging nods rather than saying “yes” or “great” over their answers
- Let pauses happen, as people often add their best thoughts after a moment of silence
Reassure them throughout
Remind interviewees that they can stop, restart or rephrase at any time. Explain that the edit will remove mistakes and hesitations. Knowing this takes away a lot of pressure. Give positive feedback between questions so they know it is going well.
Respect their contribution
Make sure consent forms are signed and that interviewees understand how the video will be used. If possible, let them see the final version before it is published. People who feel respected are more likely to take part again.
Relaxed interviewees give warmer, more natural answers, and that shows on screen. If you are planning interview-led video, the Northpeak team would be glad to talk it through.
