Interviewing clients for video case studies is a crucial step in creating compelling content that showcases your business’s value. A well-executed interview not only highlights the client’s success but also builds authenticity and trust with your audience. Here are some tips to ensure you capture authentic and engaging interviews for your video case studies.
1. Prepare Your Client in Advance
Not everyone is comfortable in front of a camera, so preparation is key. Share an overview of the process with your client beforehand and provide them with a list of sample questions. This helps them feel more confident and allows them to think about their responses in advance. Encourage them to speak naturally and remind them that the goal is to share their genuine experience.
2. Craft Open-Ended Questions
The best interviews are conversations, not interrogations. Use open-ended questions that encourage the client to elaborate on their experience. For example:
- "What challenges were you facing before working with us?"
- "Can you walk us through how our solution helped solve your problem?"
- "What results have you seen since implementing our product/service?"
These types of questions allow the client to share their story in their own words, resulting in more authentic and relatable content.
3. Choose the Right Environment
Select a location that is quiet, well-lit, and free from distractions. The setting should complement the story—whether it’s their office, a workspace, or another environment relevant to the narrative. A clean, professional backdrop helps keep the focus on the client’s story, while good lighting and sound quality ensure a polished final product.
4. Build Rapport Before Filming
Take time to connect with your client before the camera starts rolling. Engage in light conversation to ease any nerves and establish trust. When the client feels comfortable with you, they’re more likely to relax and speak openly during the interview. Building rapport also helps create a more conversational tone, which resonates better with viewers.
5. Listen Actively
During the interview, listen attentively to the client’s responses and adapt your questions as needed. If they mention an unexpected challenge or success, follow up to dig deeper. Active listening allows you to uncover unique insights and create a richer, more nuanced narrative.
6. Encourage Storytelling
Prompt your client to share specific anecdotes and examples rather than speaking in generalities. Stories about real-world scenarios are far more engaging and memorable for viewers. For instance, instead of saying, “Our efficiency improved,” a client might share, “We saved 10 hours per week by automating our process, which allowed us to take on more clients.”
7. Keep the Atmosphere Relaxed
A rigid or overly formal interview setting can make clients feel uncomfortable. Encourage a conversational tone and reassure them that there’s no pressure to deliver perfect answers. Let them know it’s okay to pause, rephrase, or ask for a redo if they stumble over their words. Keeping the atmosphere relaxed ensures more natural and authentic responses.
8. Capture B-Roll Footage
In addition to the interview, capture supplementary footage of the client in action—whether it’s working in their office, interacting with their team, or using your product. B-roll footage adds visual context and keeps the video dynamic and engaging. It also provides flexibility during editing to create a seamless flow.
9. Focus on Authenticity Over Perfection
While it’s important to produce a polished video, authenticity should always come first. Viewers connect with real, human stories. Encourage your client to speak from the heart, even if their delivery isn’t perfect. Genuine emotion and enthusiasm are far more impactful than a rehearsed or overly polished performance.
Conclusion
Capturing authentic and engaging client interviews is an art that requires preparation, empathy, and a keen focus on storytelling. By creating a comfortable environment, asking the right questions, and emphasizing authenticity, you can produce video case studies that resonate with your audience and effectively showcase the value of your business. Start implementing these tips to turn your client’s stories into compelling marketing assets that inspire and convert.