In the dynamic landscape of corporate communications, interview-based videos have emerged as a powerful tool for conveying messages, sharing expertise, and humanizing brands. When executed well, these videos can captivate audiences, build trust, and effectively communicate complex ideas. This article delves into
the best practices for creating impactful interview-based corporate videos, offering insights that can elevate your corporate videos production process.
Interview-based corporate videos can serve a variety of purposes. They can be used to:
- Showcase thought leadership by featuring industry experts or company leaders discussing trends and innovations
- Explain complex products or services through conversations with product managers or satisfied customers
- Highlight company culture by interviewing employees about their experiences and values
- Provide customer testimonials that build trust and credibility
- Offer behind-the-scenes glimpses into company operations or events
- Address frequently asked questions or concerns in a more personal, approachable manner
The power of these videos lies in their ability to convey information in a relatable, human-centric way. Unlike scripted promotional videos, interview-based content often feels more genuine and trustworthy to viewers. This authenticity can be a powerful tool in building brand loyalty and establishing a connection with your
audience.
However, creating a truly effective interview-based corporate video requires more than just good intentions. It demands a strategic approach that encompasses
every stage of the production process, from initial concept development to final distribution. Each step presents its own set of challenges and opportunities, and mastering the best practices at each stage can make the difference between a forgettable video and one that resonates deeply with your target audience.
Understanding the Power of Interview-Based Videos
Interview-based corporate videos offer a unique blend of authenticity and authority. They provide a platform for executives, employees, customers, or
industry experts to share their knowledge, experiences, and perspectives directly with the audience. This format allows for a more personal connection, making
complex information more digestible and relatable.
Pre-Production: Laying the Groundwork for Success
1. Define Your Objectives
Before diving into production, clearly define the goals of your video. Are you aiming to showcase thought leadership, explain a new product, or highlight company culture? Having a clear objective will guide your entire production process, from selecting interviewees to crafting questions.
2. Choose the Right Interviewees
Selecting the right people to interview is crucial. Look for individuals who are not only knowledgeable but also articulate and comfortable on camera. Consider a mix of perspectives – executives for high-level insights, employees for on-the-
ground experiences, and customers for testimonials.
3. Prepare Your Interviewees
Once you’ve selected your interviewees, provide them with adequate preparation. Share the interview topics and broad questions in advance, but avoid giving them a script. The goal is to help them feel comfortable and prepared without losing the natural flow of conversation.
4. Craft Thoughtful Questions
Develop a list of open-ended questions that encourage detailed responses. Avoid yes-or-no questions, instead opting for queries that begin with “how,” “why,” or “tell me about.” This approach will yield more engaging and informative answers.
Production: Capturing Compelling Content
5. Create a Comfortable Environment
On the day of filming, create a relaxed atmosphere for your interviewees. A comfortable setting can help reduce nervousness and encourage more natural responses. Consider conducting a brief warm-up chat before rolling the cameras to help your subject feel at ease.
6. Use Multiple Camera Angles
In corporate videos production, visual variety is key to maintaining viewer
engagement. Set up at least two cameras – one for a wide shot and another for close-ups. This will give you more options in the editing room and allow for
smoother transitions between cuts.
7. Pay Attention to Lighting and Audio
Good lighting and clear audio are non-negotiable in professional corporate videos production. Invest in quality lighting equipment to ensure your subjects are well-lit, avoiding harsh shadows or washed-out appearances. Similarly, use high-quality microphones to capture crisp, clear audio.
8. Capture B-Roll Footage
While the interview is the main focus, b-roll footage can significantly enhance your video. Capture shots of the interviewee in their work environment, relevant products or processes, or other visuals that complement the discussion. This
footage can be used to break up long interview segments and provide visual context.
9. Encourage Conversational Responses
Guide your interviewees to respond in complete sentences, incorporating the question into their answer. This technique, known as “bookending,” allows for smoother editing and ensures that responses can stand alone if necessary.
Post-Production: Crafting the Final Narrative
10. Structure Your Story
In the editing phase, focus on crafting a coherent narrative. Start with a strong hook to capture attention, then build your story logically, using the most compelling and relevant parts of the interviews. End with a clear conclusion or call-to-action.
11. Keep It Concise
While you may have hours of interview footage, your final video should be concise and focused. For most corporate videos, aim for a length of 2-5 minutes. If you have more valuable content, consider creating a series of shorter videos rather than one long piece.
12. Use Graphics and Lower Thirds
Enhance your video with graphics and lower thirds (text overlays) to provide additional context or highlight key points. These elements can help reinforce important information and make complex ideas more accessible.
13. Choose the Right Music
Select background music that complements the tone and message of your video without overpowering the interviews. Music can help set the mood and pace of your video, enhancing the overall viewing experience.
14. Incorporate Branding Subtly
While it’s important to include your company’s branding, do so subtly. Bookend your video with your logo, and consider using branded lower thirds or subtle watermarks. Remember, the focus should be on the content of the interviews, not overt marketing.
Distribution and Measurement
15. Optimize for Different Platforms
Once your video is complete, optimize it for various distribution channels. This might involve creating shorter cuts for social media, adding captions for silent viewing, or adjusting aspect ratios for different platforms.
16. Measure and Analyze Performance
Track the performance of your video across different platforms. Look at metrics such as view count, engagement rate, and watch time. Use these insights to inform future corporate videos production efforts.
Conclusion: Elevating Your Corporate Videos Production
Creating compelling interview-based corporate videos requires a blend of technical skill, storytelling ability, and strategic thinking. By following these best
practices, you can produce videos that not only inform and engage your audience but also effectively communicate your brand’s message and values.
Remember, the key to successful corporate videos production lies in authenticity. Let the genuine voices and experiences of your interviewees shine through,
supported by professional production values and thoughtful editing. With practice and attention to these principles, your interview-based videos can become a powerful asset in your corporate communication toolkit.
As you embark on your next corporate videos production project, keep these best practices in mind. They will guide you in creating interview-based videos that resonate with your audience, effectively convey your message, and contribute to your overall communication goals.
