Storytelling Interview Questions – A Tool for Gathering Stories with Emotional Connection

Guest Post by Elissa Leif, CEO, MiniMatters, LLC

As Jill wrote in a recent post, getting emotional with your audience is a good strategy, as emotional connection with your organization leads to more engagement and spending.

At MiniMatters Video + Marketing, our prime area is video, which provides many opportunities for building this sort of emotional connection with audiences.

Conversation Icon.pngHaving done this work for many years, we’ve come to see that the interview portion of video making is critical to drawing out video clips that can make this emotional connection. In particular, carefully crafted storytelling interview questions help.

If an interviewee is asked about why they support a particular nonprofit organization or buy a certain product, there is a huge difference in emotional punch between a rambling answer that covers several different reasons and one that focuses on one powerful thing.

Here’s our free primer on Storytelling Interview Questions, from which you can download a free PDF with our “Top 7 Interview Questions for Storytelling.”

Your subjects will appreciate a good interview because the resulting story, whether in print or video, will make them look and sound better. It will also serve as more effective advocacy for your cause or product. And it helps your viewer connect on an emotional level with what you’re promoting.

Make Your Videos Rock the Facebook World

Videos draw attention on Facebook. Your content plan should include creating and sharing videos.

What Facebook videos get attention? The topic chosen, length of the video, the content, and the amount of text will affect your results.

Data collected by BuzzSumo based on 100 million Facebook videos offers insight into what to do to create video that works on Facebook.

Here are insights to help you create videos that will be shared and attract likes and comments. Here’s how to rock video on Facebook:

Hungry Anyone?

The number one video category by far on Facebook is food. Food is a good topic. There are also categories that usually tank. Avoid them.


Short and Sweet

Short Facebook videos are more likely to attract attention from viewers than longer ones. The ideal length is 60 to 90 seconds. After 90 seconds, engagement falls.

Don’t fall below 30 seconds. Videos below 30 seconds performed worse than any other category.

Go Live, Too

About 20% of all Facebook video content is live. Most people interact with live feeds longer than regular videos. Here, about 15-20 minutes is the ideal length.

Win with Video Marketing

Video content marketing is one of the most powerful ways to capture attention. People will spend more time watching video than reading text.

According to data complied by Insivia:

  • After viewing a video, 64% of viewers are more likely to make an online purchase.
  • Including video on a landing page can increase conversion by 80%
  • Real estate listings that include a video receive 403% more inquiries than those without.

Every minute, 300 hours of video are uploaded to YouTube.  Research from Pew, shows that video is fueling the trend of Americans getting most of their news on social media.

More great data about the impact of video:

  • Video in email leads to 200-300 percent increase in click-through rate
  • 90 percent of users say that product videos are helpful in the decision process
  • 92 percent of online video users share videos with others
  • 80 percent of users recall a video ad they saw in the last 30 days.

It’s time to add video to your social media mix in an intentional, strategic way. The data say that the effort will be worthwhile.