Organisations should ensure interviews are purposeful and well structured.
This article states that, for companies, branded videos reflect their capabilities, values and commitment to quality. Branded interview videos, in particular, can help companies answer demanding questions in an engaging and relatable way.
Conducting video interviews of customers “can be more compelling than a typical testimonial”. During the interview, brands can guide customers to express the core experiences and benefits that they’ve experienced. Further, interviewing the company’s founders can present the emotion behind a brand.
One interviewing approach suggested is to ask the easy questions first. “The “heavy hitter” questions can be saved for the end. To make the interviewee feel comfortable, build a rapport with them prior to the shoot. Overall, branded interview videos must have a natural flow.
[5 minute read]