4 tips for making your video interviews, better.

Interviews are the backbone of so many videos I produce on behalf of my nonprofit clients. I really enjoy doing them when I have the opportunity, but typically, my clients have closer relationships with their subjects and are better equipped to manage the questioning process during the production. I’ve conducted interviews from behind the camera—and in front of the camera—and as a result I’ve developed a basic approach to getting the most out of every story. Here are 4 quick pieces of advice that I would like to impart. ;)

1. Craft your questions around a story

If your questions are aimless, then your subjects responses will be the same. Even before I start asking questions, I make sure that the subjects are at least minimally prepared with the appropriate frame of mind. I might give them a little back story or explain what the goal of the video is. Often, I’ll use specific words and phrases embedded within my questions that point to specific themes or ideas.

You can’t score without a goal. Without a story in mind, you’ll most likely end up with wasted footage.

2. Build rapport then permission

Some interviewers have the innate talent for becoming fast friends with their subjects in the moments before the camera is even rolling. If I’m able to find common ground with the subject, this is much easier to do. Before I meet them in person, I’m already familiar with their basic story (a quick Google search or conversation with a colleague helps here) which better equips me to help them feel comfortable as quickly as possible. Try to be human, but remember, the power dynamic goes in only one direction, and since they are the subject sitting or standing in front of the camera, YOU have to be responsible as you guide them through the questions. If there are difficult questions that have to be asked, it’s almost impossible to do so if you haven’t met them where they are. In the editing room, the subjects can’t rephrase what they said or intended, they will have no power over what gets left in or thrown out. Trust is your most valuable asset.

3. “Be the hornet that stings, not the fly on the wall”

Werner Herzog is famous for coining this phrase, “I prefer to be the hornet that stings, not the fly on the wall.” It refers to the classic documentary filmmakers approach, Cinéma vérité, which asserts that truth seeking is always journalistic in practice, and thus requires one to just sit back and capture from a distance. In all honesty, I don’t think this even works for journalism. Although this approach is appropriate for shooting observational B-Roll, I find that interviews are much more in the spirit of being the hornet. It may feel uncomfortable and antagonistic at times, but assure yourself that you are doing your work on behalf of the your viewing audience—they aren’t there in your feet to ask the tough questions. But in the final product, they will be able to feel the true emotions.

4. Keep the camera rolling.

There are so many instances where I or my cinematographer has cut the video feed once the interview was “over.” Sometimes the most valuable pieces of the interview occur when the subject feels like the interview is over. The relief of having finished talking for a half hour or an hour is incredible, and sometimes results in the most honest responses.

Keep the camera on, keep the sound rolling. You never know what can happen.

—Reuben

Interested in making better iphone videos with more tips and recommended gear? Check out this downloadable PDF I put together.