The Art of the Interview: Authenticity on Camera

In the world of video production, there's perhaps no greater challenge than capturing consistently authentic, engaging interviews. We've all seen those stiff, rehearsed corporate testimonials where executives recite marketing-approved talking points with all the emotional resonance of someone reading the Yellow Pages. But we've also witnessed those moments when someone truly opens up on camera, and we lean in and want to hear more.

At CiK, we've conducted thousands of interviews across every sector imaginable. From nervous first-timers to media-trained sport stars, we've developed techniques that consistently draw out authentic, compelling responses. So here's The Art of the Interview according to us – a guide to help anyone create the conditions for genuine moments of connection on camera.

The Pre-Shoot Comfort Zone

The Pre-Interview Chat: Whenever possible we like to speak with each interviewee before the shoot day. This isn't just about logistics – it's about building rapport, and reducing anxiety for the contributor. A 15-minute zoom or phone call can be the difference between wooden responses and genuine conversation (and sometimes even helps prevent a sleepless night before the shoot).

Explain the Process: Fear of the unknown amplifies nervousness. Walk interviewees through exactly what will happen on the day. Explain who will be in the room, what the setup will be and, most importantly, that mistakes and multiple takes are not just okay but entirely normal and expected. Explain that there may be bright lights in the room, but they’re only there to help them look their absolute best on-camera.

‘This Isn't Live Television’: We always remind people that unlike live broadcasts, we have the luxury of editing. This simple reminder helps people relax and speak more naturally, knowing that stumbles or pauses can be seamlessly removed later. Reassure them that the team’s sole focus is making them look and sound great and they’re in safe hands.

If you can’t do any of this in advance of the shoot day, try to build in 10-15 minutes on the shoot day where you can talk the contributor through these points before they transfer to the set.

The Importance of a Relaxed Set

The Invisible Crew: While technical excellence matters, we keep our crew as small and unobtrusive as possible. Each additional person in the room adds pressure on the interviewee, so our minimal setup often consists of just camera operators and a director.

Physical Comfort Creates Mental Comfort: Something as simple as a comfortable chair, correct height positioning, and appropriate room temperature can dramatically impact how people express themselves. If you can avoid a complicated and potentially intrusive lav mic setup by using a boom mic on a lighting stand that’s always a good idea too. And always offer them a glass of water to sip from between takes to prevent a dry mouth.

Eye Contact Matters: Position yourself as the interviewer directly beside the camera lens, creating a natural eyeline that feels conversational rather than performative. When people speak to a human rather than a lens, authenticity follows. Consider using an EyeDirect if you’d like the interviewee to talk into the lens, which uses mirrored glass to allow them to see the interviewer's face reflected in front of the lens. This has the benefit of giving the contributor eye contact with the interviewer while the viewer feels they’re being talked to directly - a powerful tool for connecting them with the interviewee.

Beyond Q&A: Sparking Real Dialogue

Open With the Easy Stuff: Begin with simple questions like their name, role, or something they're confident discussing, even if it’s completely unrelated to the topic you’re there to cover. These warm-up questions help people find their rhythm and true voice before tackling more substantive topics.

The Power of Silence: After a response, resist the urge to immediately ask the next question. A few moments of silence often prompt people to elaborate with their most thoughtful insights. This technique has consistently delivered our most powerful interview moments.

Active Listening Over Rigid Scripts: While preparation is crucial, rigid adherence to predetermined questions can block authentic conversation. Listen actively, give positive physical feedback throughout their answers (nods, smiles etc) and follow interesting threads – those unexpected diversions often lead to the most compelling content. Build their confidence by providing positive feedback but don’t be afraid to ask for a retake if you feel the energy, content or length can be improved. Be honest (but respectful) in letting them know what you need.

The Magic Follow-Up: "What Do You Mean By That?": This deceptively simple question cuts through rehearsed responses and corporate jargon, inviting people to explain concepts in their own authentic words. It's a secret weapon for depth and clarity.

The Gentle Trap: Prompting a Positive by Suggesting a Negative: This is a highly effective trick for upping the interviewee’s energy levels and getting them to explain a point with precision. If you suggest a premise that you know they’ll disagree with you’re more likely to get a passionate, engaged response than if you suggest a premise they agree with. For example, if you wanted a quote about what a positive collaborative relationship they have with a client, instead of asking them:

‘Do you have a collaborative relationship with your client x and if so can you explain it?’

Ask them this: ‘Some businesses don’t really like to have a close, collaborative relationship with their clients. Is that true of you and x?”

They’ll likely be very keen to correct the record, and in their eagerness they’ll try far harder to paint an accurate picture, and that positive energy will shine through in the footage.

Aftercare: Ensuring a Positive Experience

Show Appreciation: Always thank interviewees genuinely for their time and openness. It’s basic courtesy of course, but also leaves them with a positive memory of the encounter, even if they have been out of their comfort zone being filmed.

The Review Promise: We assure interviewees that they'll have an opportunity to review their segments before launch if they wish. This encourages greater openness during filming because they know they have a safety net and nothing they say will be taken out of context or misused.

The Authenticity Payoff

The difference between scripted corporate speak and authentic human conversation isn't just aesthetic, it delivers measurable results, as demonstrated in several recent research studies.

For example, Wistia's ‘Video Analytics Research found that authentic, conversational videos hold viewer attention 2x longer than scripted corporate content. Their study of over 300,000 videos showed that authentic testimonials had an average completion rate of 68% versus 34% for traditional corporate videos.

86% of consumers said that authenticity was a key factor when deciding which brands they liked and supported, according to a study by Stackla. But 51% of consumers believe that less than half of brands create content that resonates as authentic.

At CiK, we believe that everyone has a compelling story to tell – sometimes they just need the right conditions to tell it. When interviewees feel safe, valued and listened to, the camera essentially disappears. What remains is genuine human connection, the foundation to all powerful communication.

Ready to create interview content that truly resonates? Let's talk about how our approach can help your people shine on camera with authentic, engaging stories that deliver results.