Video content has witnessed an unprecedented surge in popularity across various online platforms. Whether it’s on social media, websites, or streaming services, videos capture attention and convey information in a way that text alone cannot.
Among the many forms of video content, interviews stand out as a potent means for brands to connect with their audience.
What are Interview Videos?
Interview videos of brands include conversations with interesting people – maybe industry experts, customers, influencers, or employees. They’re not just about selling stuff; they’re about sharing stories, knowledge about the brand, or relevant industry trends.
These videos, referred to as branded interviews are aligned with the brand’s identity, values, and messaging, aiming to enhance credibility and engage the audience emotionally. By incorporating storytelling, education, and promotional elements, branded interview videos seek to establish the brands as authorities, while maintaining consistent visual styles and messaging.
Widely utilized across platforms, from the brand’s website to social media, these videos go beyond traditional marketing, aiming to educate, engage, and leave a lasting impression.
Must-Know Tips for Brands to Create Awesome Interview Videos
Here are nine indispensable tips to guide brands in mastering the art of this powerful communication tool.
Selecting the Interview Format
The format of an interview can significantly impact how the audience perceives the brand and its message.
One-on-one interviews create an intimate setting, fostering a deeper connection between the guest and the audience.
Panel interviews, on the other hand, bring diverse perspectives to the forefront, making them suitable for discussions on complex topics.
Roundtable discussions can infuse a sense of informality, making the content more approachable.
Selecting Relevant Guests, Preparation and Briefing
The success of an interview video often hinges on the choice of guests. Select individuals who not only align with the brand’s values but also resonate with its target audience.
A guest’s credibility, expertise, and likability play pivotal roles in engaging the viewers. Collaborating with influencers or industry experts can bring added credibility and broaden the reach of the interview.
Preparation is key to a seamless and impactful interview. Ensure that guests are well-versed in the brand’s messaging and key talking points.
Share an outline or agenda beforehand, allowing guests to prepare insightful responses. This preparation not only enhances the quality of the content but also helps in avoiding potential pitfalls during the interview.
Take a look at this Netflix interview video featuring 12 employees sharing their insights on freedom and responsibility within the company’s work culture. Each speaker is concise, articulate, and well-informed, effectively conveying the company’s intended message.
Authenticity is the cornerstone of effective communication through interview videos. Audiences today value genuine connections with brands.
Encourage guests to speak from the heart, sharing personal experiences and insights. Authenticity builds trust and resonates with viewers, fostering a sense of loyalty. Avoid overly scripted content; instead, prioritize spontaneous moments that reflect the human side of the brand and its guests.
The Home Lane customer interview video exudes authenticity, featuring real customers sharing their personal experiences with the company’s services. The participants speak spontaneously, infusing a human touch into the brand.
Different social media platforms cater to diverse audiences, and each has its unique features and dynamics. Tailor your interview videos to suit the platform where they will be published.
For example, on YouTube, where longer-form content is accepted, dive into more in-depth discussions. On Instagram, focus on visually appealing snippets or highlights. LinkedIn, being a professional network, may require a more polished and industry-focused approach.
Check out this detailed interview on YouTube of Apple Music, featuring Canadian singer-songwriter Shania Twain.
Convert leads into customers using interview videos by strategically aligning your content with the platform’s audience and engagement style.
Video Length and Timing
The attention span of online audiences varies across platforms. While YouTube audiences may be willing to invest time in longer videos, platforms like Instagram require concise and attention-grabbing content.
Be mindful of video length, aiming for a balance between delivering valuable content and maintaining audience engagement.
Enhance the discoverability of your interview videos by prioritizing effective SEO strategies.
Conduct comprehensive keyword research and seamlessly integrate relevant terms into your interview video titles, descriptions, and tags.
Additionally, including transcriptions and closed captions improve accessibility, catering to a wider audience. Also, search engines index the text from transcriptions, contributing to improved SEO.
Social Media Strategy and Promotion
Working around a solid strategy and promoting your interview videos across various social media channels is crucial for maximizing their reach and impact.
Tailor your promotional content for each platform. Create teaser clips, engaging images, or quotes from the interview that are optimized for each platform’s format and audience expectations.
Take a look at how YourStory, a platform dedicated to share the stories about different entrepreneurs, tailors each interview to meet the specifications of various platforms like YouTube and Instagram respectively, optimizing content for maximum impact.
Maintain a consistent brand voice and visual identity across all promotional materials. These promotional interview videos help to create brand awareness, reinforce brand recognition and create a cohesive online presence.
Incorporate relevant and trending hashtags to increase the discoverability of your content. Research popular hashtags in your industry and use them strategically in your social media posts.
Encourage your guests to share the interview on their social media channels. Their audience is likely to be interested in the content, expanding its reach organically.
Email Marketing Integration
Integrate your interview videos into your email marketing strategy to leverage your existing audience.
Pic Courtesy: campaignmonitor.com, OnBrand’s integrated interview video within its email
Segment your email lists based on audience preferences and engagement levels. Send targeted emails to specific segments, ensuring that the content aligns with the interests of each group.
Craft personalized email messages that highlight the value of the interview content. Explain why the audience should watch the interview and how it aligns with their interests or needs.
Embed clear and compelling calls to action in your emails. Direct recipients to watch the interview, subscribe to your YouTube channel or share the content on social media.
Schedule follow-up emails to remind your audience about the interview, especially if it’s a series. Include snippets or highlights to pique their interest and drive them to the full video.
Monitor and Analyse Performance
Utilize analytics tools to track the performance of your interview videos and gain valuable insights.
Platforms like YouTube, Instagram, and others provide detailed analytics on video performance. Monitor metrics such as views, watch time, engagement, and audience demographics.
If your interview videos are embedded on a website, use Google Analytics to track website traffic, user behaviour, and the effectiveness of your video in driving engagement.
Actively seek and listen to audience feedback. Comments, direct messages, and surveys can provide valuable information on what your audience likes or dislikes, helping you refine your approach.
Experiment with different elements such as video titles, thumbnails, and promotional strategies. A/B testing allows you to identify the most effective elements that contribute to higher engagement.
In a world where video reigns supreme, mastering branded interview videos can set your brand apart. Dive into the art with these nine essential tips. Choose the right format and guests to embrace authenticity and tailor interviews for each platform. Optimize video length, amp up SEO, and promote strategically on social media. Don’t forget email integration and keep a close eye on analytics. These tips ensure your brand creates engaging interviews that captivate audiences, boost credibility, and make a lasting impact. Ready to elevate your brand’s video game? Let the interviewing begin!