If you haven’t incorporated video into your marketing strategy, you’re missing out. There are three big reasons to do videos:
- Get discovered. Videos give you another way to connect and engage with people who are searching for offerings like yours.
- Sell your products or services. Consumers value videos that educate or demonstrate a product in which they were interested, according to eMarketer.
- Tell your story. With sights and sounds, video packs more information about you, your brand, your partners or your customers than words alone.
While professional-looking videos build trust for your brand, there are times that you may need to produce a quick video interview. Mark Arellano of Conscious Creative has given us five simple, practical guidelines to help you make your video interviews more effective.
- LOCATION. Choose a setting with a background that is is neither too plain (boring) nor too busy (distracting), and is fitting for the subject and/or the topic.
- SOUND. Choose the quietest, most echo-free location available. (You can clap your hands to gauge a room’s echo.) Ideally, the subject would be mic’d and monitored via headphones, but if not, the closer the camera is to the subject, the better the audio quality.
- LIGHTING. The light on your subject should be greater than or at least equal to the light behind your subject. This can be achieved through resourceful selection of available lighting.
- EYELINE. The camera should be placed on a tripod at eye level with the subject, and the subject should be looking directly into the camera’s lens or just off to the side of it. If looking directly, subject should be centered in frame; if looking off to the side, the subject should be framed slightly off to the side (see rule of thirds). The subject should maintain the same eyeline and expression until the director/shooter calls cut. A common mistake is for the subject to convey dissatisfaction or look up or over at the director or camera operator immediately after concluding a statement.
- CONTENT. Make sure your subject’s spoken content stands on its own, without the benefit of off-camera questions to provide context. If for example, you ask your subject to state her full name and title (always a great idea, by the way), a good answer is “My name is Emily Smith, and I am the manager,” not “Emily Smith, manager.” Encourage the subject to avoid saying things like “uh,” um,” “like,” “as I said before,” and to avoid mashing words together, because you never know where the editor’s going to cut. Also, the interviewer should not make any sound at all while the subject is speaking. Lastly, make sure to leave at least a couple seconds of silence after recording and before cutting.
Like this advice? Learn more about Conscious Creative, and check out their portfolio of videos.