Expert tips to excel in video content

By Kirsty Doolan

- Last updated on GMT

According to Watson, speaking for longer than necessary can detract from your authority and expertise (Image: Getty)
According to Watson, speaking for longer than necessary can detract from your authority and expertise (Image: Getty)

Related tags video Social media Marketing TikTok trends Cosmetics

With the popularity of TikTok and other video-based social media platforms as marketing and educational tools, more consumers expect to see brand ambassadors on-camera sharing their expertise. How can cosmetics brands ensure they are getting the best out of this medium?

On-camera interviews with in-house experts give beauty brands the ultimate chance to connect with customers, reach new audiences, and demonstrate expertise to raise the profile of the business.

In particular, younger consumers put a lot of trust in experts and frequently turn to video content for beauty education.

According to London-based content solutions agency Bareska, online searches for ‘video interview tips’ increased by 500% between October 2023 and January 2024.

Managing partner at Bareska, Carly Watson, shared her top tips for beauty and personal care brands that want to put their experts in the 'hot-seat' in front of the camera…

Take control of your interview experience

“When you’re being interviewed – you are in charge,” said Watson. “Remembering to command your delivery on the day will assist you in removing the horrible feeling of not knowing what’s going on.”

To do this, she suggests building relationships by introducing yourself to the producer and camera operator when you arrive, and asking if there’s anything you can do to help prepare. “Don’t be afraid to be curious, ask to see the shot and how it looks,” she said.

She also recommends that you take 15 minutes aside with the producer or interviewer to be clear on what they are expecting from the interview and make sure to tell them what you want to achieve from your contribution.
"Give them instructions on how you want to come across, tell them you expect guidance, but don’t be bossy, rude or forceful,” she said. “Remember to assert control over your contribution, not how the crew operate.”

Think about the outfits  

“On-camera clothing can be a minefield if you’re not guided properly,” shared Watson. “The camera is fussy when it comes to your clothing choice so ensure you understand how to avoid complications.”

She highlighted that it’s best not to let what you are wearing detract from what you’re saying, but also to avoid grey or blue suits as you won’t engage visually. “Aim for colour with a simple approach to pattern,” she said. “This will make you more attractive and engaging on the screen.”

“Avoid plain white and bright green as any lights on you will make you ‘too hot’ which is a technical term for too much light,” said Watson.

“Also, avoid very fine patterns as these cause what’s called Moiré – it’s a buzzing moving strobing effect on the screen and crews get driven crazy by it,” she shared.
She also recommended that you factor in your target audience and brand identity when choosing an on-screen outfit. “For example, if you’re trying to engage corporate clients, you may choose to wear a suit or blouse,” she said, and recommends taking a back-up top just in case your clothes cause trials and tribulations for the crew.
If you’re onstage, you’ll also need to wear microphone-friendly clothes. “Wearing a tight T-shirt or single close-fitting dress will mean the crew have nowhere to attach your radio microphone pack or hide a microphone cable,” she explained. “It will also mean you’ll be asked to feed a cable up the inside of your shirt or dress.”

She continued: “Always wear a jacket or a belt on which the transmitter pack can be clipped out of sight. Other tops to avoid include polo or polar necks – these are a sound recordist’s nemesis!”
And finally, noisy jewellery like bangles or large reflective jewellery around your neck are also a no-no as they can cause sound or light issues, respectively.

Prepare… and then prepare even more

“Preparation is key – this cannot be overstated,” said Watson. “The more you prepare ahead of your interview recording, the less stressful you will find it once the camera and lights are on.”
She recommended finding out what will be required of you well in advance of the recording day to understand how the interview will run and what is expected.

Next, it’s also important to know exactly what you want to say. “Being clear in advance of the interview on what you are going to say will help you deliver your contribution without the risk of stumbling through the recording saying ‘umm, I’ve forgotten what it was I wanted to say’ or the one we hear all the time ‘my mind has gone blank – can we take a break?’ said Watson.
Her top tips include visualising yourself on camera and imagining everything going well, practicing your answers beforehand and making notecards with bullet points to help prompt you.

Be concise when you speak

“Speaking longer than necessary can be a sign of nervousness,” said Watson. “While this can be OK in a one-to-one conversation, it doesn’t work when being interviewed as it can detract from your authority and expertise.”

She also highlighted that people watching videos are time poor, often skipping through parts and often distracted, as they have other things to do.

“The latest stats show a significant drop in user engagement after two minutes, so, if what you’re saying takes too long to resolve, the viewer will disengage and possibly even switch off,” shared Watson.
She continued: “The key to a great video interview is punchy, direct and succinct answers or statements. Not only does this make you clear and engaging to understand, but it makes the editor’s job much easier when choosing which of your recorded clips to use.”
“By ensuring you give concise answers, you’ll be able to fit more content into a short amount of time, sound more confident, and keep users engaged and interested in what you’re saying,” she concluded. 

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