Posts Tagged‘audience reactions’

EPK Video Production: 6 Ways To build Your Story

EPK videos are an engaging way to tell your story to audiences and stakeholders. There are goldmines of valuable content to be presented to audiences and press, other than show footage, and exploring different angles is essential in building up a rich narrative.

In this article we look at six strands of  content and explain their value in EPK video production.

1. Interviews with Key Creatives

Creators and champions of the work are usually best placed to espouse its unique selling points (USP); artists, writers, directors, producers and so on. By exploring their motivations, or responses to the work, we give the audience the tools to take more from the work. On film, their responses are more candid and engaging than in print, making it a far more effective way to tell your story. These interviews often function as the structure of an EPK video, which the rest of the content punctuates.

2. Star on Camera

When there’s a big name involved your EPK video must make a memorable connection between that person and the work. They are perhaps the most trusted and respected ambassador you have. Visually associating this person with the branding and story of the work is essential. Photo calls and dress rehearsals are perfect places to film them because your star is in costume or immersed in the environment of the piece. Use these interviews to show off the personality or the talents of this person, but also to dispel the misconceptions you think audiences or press will have about the work.

3. Vox Pops

Eloquent public testimonial is invaluable, not just as an advertising tool to audiences, but as a public stamp of approval to venues and funders. Don’t underestimate its effectiveness, but note the importance of asking leading questions to focus the interviewee on your key messages.

4. Exposition

You can build on the shareability and interest of the piece by placing it in a relevant cultural context. This could be through live Q&As, social media campaigns, or user generated content.  On film it can also be explored through a documentary approach to the subject. Belarus Free Theatre made short documentaries about their political activism efforts to accompany Red Forest; their play about man-made destruction and globalisation. The musical Made in Dagenham relied on archive footage of the original strikes at the FORD plant in their EPK videos.

5. Behind the Scenes

Discover the people, the ideas, and the work behind the scenes of a production. This unique insight is valuable to professionals as well as audiences, and it lends an invaluable authenticity to an EPK video that the more glossy promotional content cannot.

6. Show Footage

 If possible, an audio visual teaser of what patrons and paying audiences can actually expect is a powerful asset. However it’s not always possible, and in some cases where justice can’t be done to the real thing, it’s best to focus on creating original supporting content.

Video as a medium is the most persuasive, shareable and engaging way to communicate your story.

EPK videos can bring together various strands of content that combine your key messages from different angles.

At Impact Video we can help you from strategy to concept through to execution.

Get in touch with to talk about your next video production. 

7 Tips For Perfect Vox Pops

some likeCustomer Testimonials, Audience Reactions, or Vox Pops are invaluable nuggets of online communications. There is nothing more persuasive than a talking head, and nothing more trustworthy than a real customer.

A 2012 Nielsen survey found that “92% of consumers trust recommendations from friends and family and 70% trust online reviews, while the vast majority view paid online advertising with deep suspicion”. We want to share some tips and tricks from years of producing Vox Pops for our arts clients.

1. Selecting the Right People

You are looking for strong persuasive comments from interviewees, but that in itself is not enough. Your target audience must be able to relate to the speaker. If your objective is to attract younger audiences select your interviewees accordingly.

2. Asking the Right Questions

Before you shoot, think about the responses you want and prepare questions that will elicit them. Avoid asking questions with yes/no answers. For example instead of ‘Did you like the set design?’ ask ‘what was it about the set design that you liked?’

3. Choosing the Right Team

The public are generally unaccustomed to be being interviewed so make sure your team are personable and able to make interviewees feel comfortable in what they may find a stressful situation. Before we start an interview we like to introduce our team and ask the interviewee a few casual questions. Of course we’re in a rush, but they don’t need to know that.

4. Positioning & Equipment

When filming, position your camera near the buzz of the crowd but not so much that audio will be negatively affected. We prefer to use clip microphones as the background noise is minimal and they are discreet. Roaming microphones are also effective but will affect the look and feel of the video and can take away from the authenticity. If portability and time are more important you might need to go more mobile with a boom microphone. However we’ve found that this less subtle approach can intimidate interviewees more than clip mics.

5. Incentivising

Offering an incentive to interviewees will greatly increase your hit rate and the length of time people are willing to wait around to be interviewed. This depends on the event and the venue of course. Often a free program or drink is more than enough.

6. Using Supporting Footage

When you come to the edit stage of your video it is always beneficial to have event footage to intersperse with the interviews. This helps your edit if you need to cut out hesitations or stutters, as well as heightening the viewer’s interest and understanding of what you’re advertising. How much footage you show really depends on the need to reassure audiences or to spark intrigue.

7. Call To Action/Offer

It’s critically important to tell viewers what you want them to do after the video. If you can get your interviewees to tell them that’s great. We find asking ‘if you were to tell a friend to come what would you say?’ is great for acquiring this kind of sound bite. Failing that, make sure you include a graphic call to action; share this video, buy tickets, visit the website and so on.

There you have it, our tips and tricks to shooting the perfect vox pop. Here is one of our productions for the Young Vic that blends VoxPops and show footage. 

Get in touch with  to talk about your next Vox Pops shoot. 

© Impact Video 2023Tuscany Wharf, 4B Orsman Rd, London, N1 5QJ  |  020 7729 5978  |  
Impact Video is part of Impact Marketing

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© Impact Video 2023

Tuscany Wharf, 4B Orsman Rd, London, N1 5QJ
020 7729 5978

Impact Video Production is part of Impact Marketing




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Tuscany Wharf

4b Orsman Road


N1 5QJ

020 7729 5978