Interviews let the people involved explain a project or share their experience in corporate videos. The same approach works for a case study, a brand story, an internal communication piece, or an educational film: prepare the topics, ask questions that invite detail and listen for useful follow-up questions.
These are the practices I use when interviewing leaders, experts and clients. They help people understand what to expect and give the conversation enough room for answers we could not have scripted.
1. Build rapport before the camera rolls
An interview may involve personal experiences or sensitive topics. Give the person time to understand the project and raise any concerns before filming.
If possible, connect beforehand by phone, video call or email. Explain who the video is for, where it will be used and the topics you would like to discuss. This also gives you a chance to learn about their experience before deciding what to ask.
2. Warm up with easy questions
Start with simple questions about the person’s role or the project. These give them time to get used to the camera and the conversation before you move into more detailed or personal topics.
3. Treat the interview as a conversation
Use your prepared questions as a guide. Listen closely to each answer and follow up when something needs explaining, even if that means changing the order of your questions.
Prompts such as “Can you give me an example?” or “What happened next?” can turn a broad statement into a specific account of what happened.
4. Know the story you are trying to tell
Know what the audience needs to understand and which topics the interview should cover. You can prepare a direction without deciding in advance what the person should say.
Let them speak in their own words, including details that challenge your original assumptions.
5. Ask short, open-ended questions
Ask one question at a time. A closed question like “Are you happy with the results?” can produce a one-word answer. An open question such as “What changed for you after this project?” invites the person to explain their experience.
Use a closed question when you need to confirm a fact, then follow up if the answer needs context.
6. Explore what is at stake
Ask why the topic matters to the interviewee. For example: “What does this achievement represent for you?” or “Why is this project important for your team?”
Follow up on the specific consequences: what changed in their work, what was difficult, or what they learned.
7. Finish by asking what you’ve missed
A useful closing question is: “What should I ask that I have not asked yet?” People often have a perspective they want to share, but are waiting for an invitation. This question gives them the space to include what they most want to say.
8. Leave room for a final thought
If the person has another point to add as you finish, give them time to explain it. Make sure they know the camera is still recording and that this is part of the interview. If recording has stopped, ask before starting again.
Final thoughts
Before you finish, check that you have covered the main topics and clarified any answers that could be misunderstood. Thank the interviewee and explain what happens next.
If you would like help filming interview-driven videos for your business, get in touch with Dream Engine. Tell us who you would like to interview and what the video needs to explain.
Ryan Spanger is the founder and managing director of Dream Engine, a Melbourne video production company established in 2002. Over the past two decades, he’s produced hundreds of videos for businesses, government departments, universities and healthcare organisations across Australia. Ryan specialises in helping organisations explain complex ideas through clear, engaging video content, with particular experience in corporate communications, training and education.
