In 2025, it’s no longer a surprise: creating content is essential for promoting your work or business. However, the biggest challenge still lies in how to produce that content effectively.
A professional specialized in a certain field knows how to solve problems within their industry. Precisely because of that, they often struggle with recording videos or writing posts. And, in fact, producing social media content should not even be the main priority of that specialist. Their time should be focused on serving clients and solving their problems.
On the other hand, appearing on social media and communicating with a broader audience is fundamental for attracting new clients and enabling business growth. That’s where the right professionals come in: the content creator and the social media manager.
Documentaries as a Content Tool
Throughout my career, I have produced several documentaries. One of the first was during my marketing internship, when I filmed a feature about a free preparatory course for the Enem exam offered by my university in Marília.
That experience taught me how to create an interview method that makes the interviewee feel comfortable while also allowing the extraction of the most important information. Because of this, I consider documentaries an excellent tool for generating natural and valuable content for social media.
After all, most professionals freeze in front of a camera. A recording session that should last less than an hour can easily consume an entire day just to capture a few sentences. In an interview, however, the conversation flows naturally — and naturality is exactly what we seek for social media content.
The Importance of the Interview
Anyone can conduct an interview, but there are important precautions to follow. The first step is making the interviewee feel comfortable with both you and the camera. This requires some patience, so start by asking them to introduce themselves, say their full name, where they studied, and what they graduated in — even if you already know the answers. The goal is to make them forget about the camera and simply talk to you naturally.
During the recording, they may stumble over words, say something awkward, and suddenly remember they are being filmed. At that moment, reassure them: not everything will be used, and editing will take care of it. If other people are present during the recording, ask them to stay close to you and make as little noise as possible.
Moments of relaxation and laughter will happen, and they are important to help the interviewee feel more at ease. But do not lose control of the conversation. Guide it back by saying something like, “You were saying that…”
Let the interviewee speak. If they do not go deep enough into the subject, insist in different ways. Take on the role of a curious outsider, asking simple — even “silly” — questions so they explain things in detail. This creates more natural and accessible answers for the audience.
What to Ask in a Content Interview
Every effective sales video follows a basic three-act structure:
- The Problem
Present the client’s pain point.
Question: What is the biggest difficulty your clients face before hiring your company?
(Ask them to explain their answer thoroughly and clarify technical terms. This helps make the reasoning clearer.) - The Solution
Show how the company solves the problem.
Question: How does your company solve these difficulties?
(Encourage natural answers about processes, vision, and values. If they sound like a robot reciting a memorized script, develop the conversation further. Say you did not understand and ask them to explain it better until you get a strong answer.) - The Call to Action
Indicate the next step.
Question: How can people get in touch with your company?
This structure applies to any kind of content, whether personal or business-related.
B-Roll and Editing
A well-conducted interview can generate up to an hour of footage and provide multiple videos for social media. Afterward, it is essential to record B-roll footage: supporting images showing the professional working, the office environment, and details of the service or process. This material greatly enriches the editing.
Then comes the editing stage — a topic for a future post.
