The right question turns an interview from awkward to compelling. Here is how to write questions that pull stories out of even the most reluctant subject.
Why interview questions matter
The question is the script. In an interview-led video, the team isn't writing the talent's lines. They're writing the prompts that decide what the talent says. A great interview question pulls a real story out of the subject. A bad one gets a yes/no answer that isn't usable in the edit.
What makes a question engaging?
Open, not closed
"Did you like the rollout?" gets "Yes." "Talk me through what the rollout actually felt like for your team" gets a story. Open questions can't be answered in one word. That alone fixes most interview problems.
Specific, not generic
"What do you think about video at work?" is too broad. "Tell me about the first time video saved your team time" is concrete enough that the subject can picture the moment. Specific questions get specific answers, and specific answers cut better.
Past-tense and grounded in events
"What's your philosophy on customer success?" rarely produces watchable footage. "Walk me through what happened last quarter when the support team adopted video" usually does. Stories beat opinions every time.
Built around the message, not the brand
The first instinct is to ask "Why do you love working with us?" The better instinct is to ask "What changed for your team after you started shipping more video?" The viewer cares about the change. The brand is the implicit answer.
The interview question structure that works
Aim for 8 to 12 questions for a 60-minute interview, knowing the team will use 4 to 6 in the edit. Structure them in three arcs:
- Warm-up (2-3 questions). Easy, low-stakes. "How did you first hear about Shootsta?" Helps the subject relax and find their voice.
- Core (5-7 questions). The questions that produce the cuts. Built around the key message.
- Open close (1-2 questions). "Anything I haven't asked that you'd want people to know?" Often produces the best line of the day.
For the production side of an interview shoot (camera, audio, framing), pair this with our 2-person interview filming guide.
