• Rui Veras

Interviewing for the biggest city in the World

Updated: Mar 18

On my recent flight to Uganda, I met an interesting fellow traveller who believes that: "To change the world we need to go to its biggest city: social media".


There are 3.8 billion social media users in 2020, reports We Are Social and Hootsuite - together with other interesting insights to understand global audiences. Producing content that reaches people is important. This will come with a decision on which messages to fund and produce. Interesting and well-developed content that can reach and influence the world is key to evolving societies. Currently, for most of the world, the new global television is Facebook, especially in Africa and Asia.



At a day and age where social media speeds interest times, it is paramount to be sharp and straight to the point. Interviewing is a natural process. You need to understand what is the relevant story under the story that people tell.


It helps immensely to work on the story beforehand. Understanding the key points to communicate, and focus the interview on those key arguments that convey the message at stake. This is a style that places the interviewee centre stage. And most important, telling a story requires using the right tone. And nowadays, also subtitles.


When the story is longer, we need to ensure that the feature developed keeps the viewer interested. A feature should be more complexly composed. To convey a larger message, or a longer feature, the content needs to be information-rich, with video or pictures that convey what the narrator or interviewee describes. Ensuring this illustration of the speech is paramount: "God is in the detail"


We all know that keeping an audience interested is key. And different audiences have different interest points, that the story needs to cater to. The interviewer needs to understand the issue at stake so that he can help or guide the interviewee in his answers. A few questions that guide those answers:

- What is the main theme or message?

- How does it relate to the audience at stake?

Once you understand this you understand the purpose you are communicating.

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