Question

Topic: E-Marketing

Video: Talking Head Or Interview Style

Posted by Anonymous on 10/15/2013 at 12:07 PM ET 250 Points
A colleague of mine and I have been having some debate over the effectiveness of different video shoot types and their overall effectiveness in marketing. So the two different types (and I know there are many more) in question are of the "talking head" and "interview" styles. What we do is take a small topic from a larger more broad topic and shoot a video explaining the small piece of the puzzle. So for example let's say that we are talking about making a pizza. We might produce a podcast that outlines how to pick the correct cheese for your pizza. Maybe another one on the merits of choosing the correct pepperoni. At the end of the day we'd be running a Webinar on pizza making and would use the shorter podcasts to help sell the "How to make the best pizza" webinar. Make sense? So the question is for a podcast where you are using it to teach, is a talking head or an interview style more effective? Is there any research on this? Please feel free to ask me clarifying questions.
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RESPONSES

  • Posted by Jay Hamilton-Roth on 10/15/2013 at 12:18 PM Accepted
    There are a lot of variables besides the video format. If the interviewee isn't comfortable on-screen, then an interviewer can help to "bring them out". If the interviewer's ego is too large, it'll take away from the interviewer. If the subject matter is visually compelling, then neither format is likely to matter much - so long as you have good b-roll. In either case, multiple camera angles will add some punch to an otherwise boring recitation of "the facts". And if you're not sure, A/B test the videos to see which resonates more with your audience.
  • Posted by Moriarty on 10/15/2013 at 2:46 PM Member
    Further to Jay's insights, it's as important to quantify the subject matter and approach too - this can also be done using split testing but using landing pages that are considerably less expensive to set up than video shoots. Split testing headlines and copy will give you an idea of what styles and qualities resonate with your audience first - then you can use all that to reinforce the impact of your video.

    Don't forget that you need to have a script for the video, much of which can be taken from the best performing landing page.
  • Posted by Gary Bloomer on 10/15/2013 at 7:02 PM Member
    Really, anything's better than slide after slide of bullet points that you or your business partner read out to your viewer as if the person watching is an imbecilic illiterate.

    My preference for a food-based shoot like this is close up demonstration that's intercut with a half body talking head.

    With food preparation the key is showing people the thing that's being discussed: what it is, how to use it, how to prepare it, how to slice it, how to dice it, and how to serve it.

    With a few minor exceptions, every TV or online cookery show (which really, is the way to approach this kind of content) follows this formula.

    Why?

    Because it works.

    Ordinarily I advocate that the majority is mostly wrong. But in food preparation, it's not.

    Look at any of the cookery demonstrations on PBS's America's test Kitchen and you'll
    see what I mean.

    They offer no nonsense, step-by-step, solid, grade "A" advice and simple, clear directions.

    Follow their lead.
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