No one likes to sit through a total talking-head-style video anymore. To be honest, no one was too fond of them when they had to watch them in school and such places in the past, so they definitely aren’t going to endure one now if there’s a choice.
And remember, we’re in the Age of Optional now, not the Age of Interruption. Online video watchers are used to having more say. They’ve also grown to expect everything in an instant, and they want it to pack a punch too.
This can be a difficult thing to accomplish when you’re setting out to execute what could be a very typical, interview-based promotional video production.
But that doesn’t change the fact that audiences don’t just want content anymore. Whether you give them something funny, touching, scary, informative, etc., the point is, they want something more.
So, let’s take a look at 3 ways you can spice up your interview-based web promo videos. That way, just when your audience starts getting that urge to click away, you can surprise them with something they’ll never forget.
1. Avoid robotic questioning, you’ll get robotic responses.
Right off the bat, you or the promotional web video production company you hire, or whomever’s handling production, should sit down and go over the kinds of things you’ll be talking about.
Now, of course, this is what you’d do before any interview, but the point here is different. The point is, not just to go over the details, but also to start a casual conversation between the interviewer and the interviewee.
It’s very easy to fall into the old Q&A style interview and focus on getting the facts straight, but, in this day and age, it’s far more advantageous to handle the whole thing in a more casual nature, fast and loose.
That way, once production begins, instead of outright questions, the interviewer can tell the subject to describe their experience at the company or a memorable experience in the past. Get them to tell stories.
The point is, the entire interview can be conducted in an entirely different, more modern way, one that promotes more truthful, spontaneous, and interesting responses.
Also, with any interview, it has a lot to with who it is being interviewed. Sometimes, simply choosing the superiors isn’t the best way to go. Think about who your intended audience is and go from there.
2. Think about interesting places and spaces.
The failure of far too many promotional online video productions has to do with a boring setting and a distracting frame composition. To put it simply, they choose the wrong location and camera position.
It seems simple enough, but video production teams who think that way won’t find too much success. Where you choose to conduct the interview and how it’s framed are crucial elements in any interview setup.
It’s understandable for people to settle, especially in corporate culture. Many offices simply seem dull and boring and, often, small and limited in terms of where production equipment can be placed.
All that said, there’s still no excuse for a completely boring, uninteresting setting and composition. You must find ways to be creative anywhere, under any circumstances.
The big thing with an interview setup is that you’ll most likely be doing everything in your power to keep the focus on the subject, ensuring the background remains in the background of the viewer’s mind.
But that doesn’t mean they won’t get a certain feeling from the setting. Even out of focus, certain visual elements, like computer screens or desks, will give the viewer the vibe of the workplace. So, be mindful of all elements in the frame.
When choosing a location, try to find a balance, whether it comes in the form of colors, shapes, vector lines, or something else. Just don’t throw your subject right up against a bland wall. Look for visuals that feel interesting.
As far as framing, of course there are inherent limitations with any interview, but that doesn’t mean you can’t get multiple angles and distances. That doesn’t mean you can’t try creative compositions, frames within frames, for example, to spice it up.
Be resourceful. Look around the office. Use interesting, visually appealing objects in the frame. The point is, put your talking head in a position that renders him or her unforgettable to the viewer.
3. Give B-roll your A-game.
Even in an office interview setup, some B-roll could be the thing that sets the web promo video apart. It also offers help not just in terms of additional visuals to the interview, but with the editing of the interview itself.
B-roll, by the way, is simply footage of the workplace, surrounding area, etc., that can be shown while the interview goes on in the background or during breaks.
The editing help that B-roll offers, mentioned above, is an important advantage. During times when the interview must be cut, taken to a different portion, B-roll provides the perfect bridge until the interview continues from its new point.
It’s an incredible device for the post-production team, often a lifesaver. However, it’s really the potential to provide the viewer with new, eye-catching visuals that makes B-roll so important.
Whether it’s the people of a workplace, working together and interacting, or perhaps a big piece of machinery at work, or the busy lobby of a hotel, whatever you choose, this kind of additional visual content can set your video apart.
So, just remember, if you can bring a casual, authentic feel to your interview, choose the right setting and some interesting compositions, and pepper it all with some inspired B-roll footage, you can give your viewers something unforgettable.
KVibe Productions is a full-service video production company. Whether it’s a promotional web video production, a corporate video, or a commercial production, KVibe offers the total package of multimedia services from development through distribution.