Here at Verge Pipe Media, we definitely believe in the value of video as part of your inbound marketing strategy. According to Hubspot, 54 percent of consumers would rather watch video content than any other kind of content. Video continues to rise in popularity and everyday use, and the way that video content is presented continues to evolve. One of the more popular forms of video is that of the “interview style video,” a type of video that we sometimes internally refer to as “60-Minutes videos.” Essentially, these videos have an interviewee that is the main focus of the video. The interviewee speaks on themselves, a research project, business updates, whatever. It could be anything. These videos are pretty effective since they give the audience a person to connect to, but simply producing a video that is just the person speaking is not always the best way to grab people’s attention.
In order to reach your ideal buyer personas, you must be able to adapt your content to fit who you’re targeting and make the content itself more dynamic. Part of that is having a clear plan before you even start shooting, but making sure you present the information in a visually interesting way is essential. Here’s some ways you can liven up your interview style video content.
Stay with me. I know this seems obvious, but you’d be surprised how much this can make a difference. Shifting between a wider shot of your subject and a close up at a different angle is a great way to break up potential monotony within the video. It also helps with pacing. The longer that a video goes without shifting angles, the longer the video can feel.
If you don’t know what b-roll is, it’s simple. B-roll is just the alternate footage that is cut to during the main footage. This is a fantastic way to keep people engaged by showing them great shots of interesting things happening. Have someone speaking about soccer? Show some shots of an actual soccer game. Have someone talking about Hawaii? Show some shots of the beach and people surfing. You can shoot this footage yourself if you’re able. If you’re shooting it yourself, you can even stage it so you can get exactly what you want. If you’re not able to film it yourself, there’s plenty of online services that you can use to get high quality b-roll. Be prepared, most require some form of payment for the rights to use their footage, but it’s absolutely worth it to have great looking visuals to accompany your interview.
Another way you can liven up your interview videos is by including animated text. This is exactly what it sounds like: text that is animated in some form or another. Cutting to a slide of animated text not only breaks up the interview portion of the video, it can also emphasize points made in the video. This is a great way to distill main points of the video into easily digestible bullet points. It’s also great at highlighting statistics or interesting facts about the topic being discussed. It’s the same idea as using a presentation slide. Having the information where people can read it helps the likelihood of the information being retained.
THIS SOUNDS LIKE A LOT OF WORK…
And it can be! But the more you get used to using these methods, the quicker and easier the process will be for producing highly dynamic videos. Plus, if the extra work leads to better results and responses then it’s ultimately very worth it.
So which of these three methods works the best? It honestly depends on what the video is about and who the video is for. The most dynamic videos, however, will employ all three methods. It’s much better to change up what is happening visually in the video rather than keeping it a static video focused on someone sitting in a chair. Always keep this question in the front of your mind: “is this a video people would want to watch?”
Curious how you can employ these methods to improve your university's interview videos? Then download our free E-book now.