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:

1. Warm-up (2-3 questions). Easy, low-stakes. "How did you first hear about Shootsta?" Helps the subject relax and find their voice.
2. Core (5-7 questions). The questions that produce the cuts. Built around the key message.
3. 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.

Questions that almost always work

• "What were you doing before this changed?"
• "Tell me about the moment it clicked."
• "What surprised you about the result?"
• "Walk me through a specific example."
• "What would you say to someone in your role who's still on the fence?"
• "What's the hardest part nobody talks about?"

Each one invites a story, not an opinion.

Watch: powerful stories with video interviews

Interview question mistakes to avoid

• Stacking multiple questions. "Tell me what worked, what didn't, and what you'd do differently." The subject answers one and forgets the other two.
• Leading the witness. "Wouldn't you say it was a great experience?" produces a yes that no one trusts in the edit.
• Reading the script. Memorise the question or know it well enough to deliver it naturally. Reading from a sheet kills the rhythm.
• Skipping the follow-up. The best lines almost always come on the second or third probe of the same question.

For B2B customer interviews, lean on our testimonial production guide for the full workflow from outreach to final cut.

FAQs about interview questions

How many questions should I prepare?

8 to 12 for a 60-minute interview. More than that and the subject feels rushed. Fewer and the team runs out of material if a question doesn't land.

Should I share questions in advance?

Share themes, not exact questions. The subject can prepare the territory but won't memorise canned answers. Memorised answers always sound memorised.

What if the subject gives a one-word answer?

Stay silent for 5 seconds. Most people can't tolerate the silence and will keep talking. If they don't, ask "Can you give me an example?" That's the universal recovery question.