Interview Questions Framework

Complete 30-question interview framework for gathering video requirements before writing a programmatic video script. Questions are organized by category with follow-up trees and interpretation guidance.

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How to run the interview

1. Ask one category at a time, in order
2. Wait for answers before proceeding to the next category
3. Summarize each category's answers before moving on
4. Skip categories that are irrelevant (e.g., Assets for concept-only scripts)
5. Total interview should take 10-15 minutes
6. After all categories, produce a structured brief for confirmation

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Category 1: Product/Subject (5-7 questions)

Core questions

1. What is the product, tool, or subject of this video?

   • Follow-up if vague: "Can you give me a one-sentence elevator pitch?"
   • Interpretation: Extract the product name and core category

2. What are the 3 most important features or aspects to highlight?

   • Follow-up: "Which of these is the single most differentiating?"
   • Interpretation: Rank features by priority for scene allocation

3. What problem does this product solve for its users?

   • Follow-up: "How were users solving this problem before?"
   • Interpretation: This becomes the "pain point" scene content

4. What makes this product different from alternatives?

   • Follow-up: "Is there a specific competitor you want to contrast against?"
   • Interpretation: Differentiators become emphasis moments in the script

5. Is there a tagline, slogan, or key phrase you use?

   • Follow-up: "Should this appear as on-screen text or narration?"
   • Interpretation: May become the hook or CTA text

6. What is the current stage? (launched, beta, pre-launch, major update)

   • Interpretation: Affects tone - launched products can show real UI; pre-launch needs mockups

7. Are there any technical details the audience needs to understand?

   • Follow-up: "Should we simplify these or keep them technical?"
   • Interpretation: Determines technical depth of narration

Summary template

Product: [name]. Solves [problem] for [who]. Key features: [1], [2], [3]. Differentiator: [what]. Stage: [stage]. Tagline: [if any].

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Category 2: Audience (3-5 questions)

Core questions

8. Who is the primary target viewer?

   • Follow-up: "Job title, role, or persona name?"
   • Interpretation: Drives tone, vocabulary level, and examples

9. What is their technical level?

   • Options: Non-technical / Semi-technical / Developer / Expert
   • Interpretation: Non-technical = benefit-focused, no jargon. Developer = can show code.

10. What pain points or frustrations do they experience?

    • Follow-up: "Which pain point is the most emotionally charged?"
    • Interpretation: The strongest pain point often becomes the hook

11. What would make them share this video?

    • Interpretation: Identifies the "aha moment" that should be most prominently featured

12. Are there secondary audiences to consider?

    • Interpretation: Secondary audience may need a brief nod but should not dilute the primary message

Summary template

Primary audience: [role/persona]. Technical level: [level]. Key pain point: [pain]. Shareability hook: [what].

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Category 3: Video Goals (3-4 questions)

Core questions

13. What type of video is this?

    • Options: Product demo / Explainer / Social clip / Announcement / Tutorial
    • Interpretation: Directly sets pacing template and scene count

14. What is the target duration?

    • Follow-up if unsure: suggest based on type (demo: 30-120s, social: 15-60s)
    • Interpretation: Sets total_frames and constrains scene count

15. Where will this video be distributed?

    • Options: Website hero / YouTube / LinkedIn / Twitter/X / TikTok / Instagram / Internal / Email
    • Interpretation: Determines resolution (vertical vs horizontal) and pacing expectations

16. What should the viewer do after watching?

    • Follow-up: "Is there a specific URL, signup, or action?"
    • Interpretation: Becomes the CTA scene content

Summary template

Type: [type]. Duration: [Xs]. Channel: [where]. CTA: [action + URL].

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Category 4: Tone & Style (3-5 questions)

Core questions

17. What tone should the video have?

    • Spectrum: Formal <-> Casual, Energetic <-> Calm, Playful <-> Serious
    • Interpretation: Affects narration word choice, music selection, animation speed

18. Are there reference videos you like the style of?

    • Follow-up: "What specifically did you like about them?"
    • Interpretation: Extract concrete style elements (pacing, color, animation)

19. Should there be a human narrator voice or text-only?

    • Follow-up if narrator: "Male, female, or neutral? Any accent preference?"
    • Interpretation: Text-only scripts need more on-screen text; narrated scripts need pacing for speech

20. How fast should the pacing feel?

    • Options: Relaxed / Medium / Fast / Frenetic
    • Interpretation: Maps to per-scene duration choices within the type's range

21. Any styles or trends to avoid?

    • Interpretation: Adds to the anti-pattern list for this specific project

Summary template

Tone: [descriptors]. Pacing: [speed]. Voice: [narrator/text]. Reference: [if any].

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Category 5: Assets (3-5 questions)

Core questions

22. Do you have a logo in SVG or PNG format?

    • Follow-up: "Any usage rules (minimum size, clear space)?"
    • Interpretation: Logo appears in intro and outro scenes

23. Are there screenshots, screen recordings, or mockups available?

    • Follow-up: "Are these current or do they need updating?"
    • Interpretation: Real screenshots make demos more credible than illustrations

24. What are the brand colors? (hex codes preferred)

    • Follow-up: "Primary, secondary, and accent colors?"
    • Interpretation: Sets the color palette for backgrounds, text, and accents

25. What fonts does the brand use?

    • Follow-up: "Web-safe alternatives if custom fonts are unavailable?"
    • Interpretation: Typography choices for all on-screen text

26. Any existing brand motion guidelines or animation library?

    • Interpretation: Constrains animation choices to match existing brand motion

Summary template

Logo: [yes/no, format]. Screenshots: [yes/no]. Colors: [hex codes]. Fonts: [names]. Motion guidelines: [yes/no].

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Category 6: Content (4-6 questions)

Core questions

27. What is the single most important message the viewer should take away?

    • Interpretation: This message appears in at least 2 scenes (hook + CTA)

28. Which features or aspects must be shown, no matter what?

    • Follow-up: "In what order of importance?"
    • Interpretation: Each must-show feature gets its own scene

29. What is the call to action?

    • Follow-up: "Exact URL, button text, or next step?"
    • Interpretation: Final or penultimate scene content

30. Do you have an idea for the opening hook?

    • Follow-up if no: suggest 3 hook options based on gathered info
    • Interpretation: First 3 seconds of the video

Additional questions (if time allows)

• "Are there any claims that need disclaimers or caveats?"
• "Should we mention pricing or keep it out?"
• "Any seasonal or time-sensitive elements?"

Summary template

Key message: [message]. Must-show: [features]. CTA: [action + URL]. Hook idea: [hook]. Disclaimers: [if any].

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Category 7: Visual Preferences (3-5 questions)

These questions are asked last because earlier answers inform better defaults.

• Animation style preference? (Smooth/eased, Snappy/spring, Minimal/subtle)
• Color palette beyond brand colors? (Dark mode, light mode, gradients, flat)
• Layout preference? (Centered, split-screen, full-bleed, asymmetric)
• Any specific visual elements to include? (Icons, illustrations, 3D, photos)
• Screen recording style? (Full browser, app window only, cropped to feature)

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Generating the brief

After completing all categories, compile answers into a structured brief:

brief:
  product:
    name: "Acme Dashboard"
    problem: "Building dashboards takes weeks of developer time"
    differentiator: "AI-generated layouts from natural language prompts"
    tagline: "Dashboards that build themselves"
    stage: "launched"
  audience:
    primary: "SaaS founders and product managers"
    technical_level: "semi-technical"
    key_pain: "Wasting engineering time on internal tools"
  goals:
    type: "demo"
    duration: "60s"
    channel: "website-hero"
    cta: "Try free at acme.dev"
  tone:
    descriptors: "professional, confident, minimal"
    pacing: "medium"
    voice: "male narrator, neutral accent"
  assets:
    logo: true
    screenshots: true
    colors: ["#1a1a2e", "#16213e", "#0f3460", "#e94560"]
    fonts: ["Inter", "JetBrains Mono"]
  content:
    key_message: "Build production dashboards in minutes, not weeks"
    must_show: ["AI prompt input", "drag-and-drop editor", "real-time data"]
    hook: "What if your dashboard could build itself?"
  visual:
    animation_style: "smooth"
    palette: "dark mode with accent pops"
    layout: "centered with browser mockups"

Present this brief to the user for confirmation before generating the script. Any changes at this stage are much cheaper than revising a completed script.

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Adapting the interview

• Repeat clients: Skip Asset and Visual Preference categories; reuse from last project
• Tight timelines: Compress to 10 essential questions (1, 2, 3, 8, 9, 13, 14, 15, 27, 29)
• Multiple stakeholders: Run the interview with the primary decision maker, then share the brief with others for feedback before scripting
• Vague answers: Offer 2-3 concrete options rather than asking open-ended follow-ups

Pacing Guide

Deep-dive into pacing strategies for programmatic video scripts. Covers scene duration distributions, hook techniques, CTA placement, rhythm patterns, and type-specific guidance for maintaining viewer attention.

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The attention curve

Viewer attention follows a predictable pattern:

Attention
  ^
  |  *                           *
  | * *                         * *
  |*   *                       *   *
  |     *     *       *       *
  |      *   * *     * *     *
  |       * *   *   *   *   *
  |        *     * *     * *
  |               *       *
  +---------------------------------> Time
  Hook   Body          CTA  Outro

• Seconds 0-3: Peak attention - the hook must land here
• Seconds 3-15: Gradual decline - establish credibility quickly
• Mid-video: Lowest attention - use visual variety to re-engage
• Pre-CTA: Attention rises if content earned it - deliver the payoff
• CTA: Brief spike - viewer decides to act or leave
• Outro: Rapid drop - keep it short

Design your scene pacing to match this curve.

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Pacing by video type

Product demo (30-120s)

Goal: Show the product doing its thing. Let the UI speak.

Section	% of Duration	Purpose
Hook	5-8%	Bold claim or question
Problem	8-12%	Pain point the audience feels
Feature showcase	50-60%	3-5 features, each in its own scene
Social proof	8-10%	Logos, numbers, testimonial
CTA	8-12%	Clear action with URL
Outro	5-8%	Logo and tagline

Scene duration range: 5-10 seconds per scene

Pacing rhythm: Medium. Let each feature breathe but do not linger. Cut to the next feature the moment the current one is understood.

Example scene distribution for 60s demo:

intro:       4s  (7%)
problem:     6s  (10%)
feature-1:   8s  (13%)
feature-2:   8s  (13%)
feature-3:   8s  (13%)
proof:       6s  (10%)
pricing:     8s  (13%)
cta:         6s  (10%)
outro:       6s  (10%)

Explainer (60-180s)

Goal: Teach a concept. Move from problem to solution to benefit.

Section	% of Duration	Purpose
Hook	4-6%	Provocative question or surprising fact
Pain/Problem	10-15%	Build empathy for the viewer's situation
Solution intro	8-10%	Name the solution and its core promise
How it works	30-40%	3-5 steps, each clearly illustrated
Benefits	10-15%	Concrete outcomes and improvements
Social proof	5-10%	Credibility markers
CTA	5-8%	Specific next step
Outro	4-6%	Brand close

Scene duration range: 5-12 seconds per scene

Pacing rhythm: Slower than demo. Give concepts time to land. Use visual metaphors and animations to make abstract ideas concrete.

Example scene distribution for 90s explainer:

hook:           5s  (6%)
pain-point:    10s  (11%)
intro-solution: 8s  (9%)
how-1:         10s  (11%)
how-2:         10s  (11%)
how-3:         10s  (11%)
benefit-1:      7s  (8%)
benefit-2:      7s  (8%)
proof:          8s  (9%)
cta:            8s  (9%)
outro:          7s  (8%)

Social clip (15-60s)

Goal: Stop the scroll. Deliver one idea fast. Drive action.

Section	% of Duration	Purpose
Hook	10-15%	Must grab in under 3 seconds
Core demo/message	40-55%	Single feature or concept
Result/payoff	20-25%	Show the outcome
CTA	15-20%	Action with urgency

Scene duration range: 3-8 seconds per scene

Pacing rhythm: Fast. Every frame earns its place. No filler, no breathing room. Cut the moment understanding lands.

Example scene distribution for 30s social clip:

hook:    3s  (10%)
demo:   12s  (40%)
result:  8s  (27%)
cta:     7s  (23%)

Announcement (15-45s)

Goal: Deliver news. Build excitement. Drive to learn more.

Section	% of Duration	Purpose
Teaser	10-15%	Build intrigue before the reveal
Reveal	30-40%	The news itself with visual impact
Key detail	20-25%	One supporting point
CTA	15-20%	Where to learn more

Scene duration range: 4-8 seconds per scene

Pacing rhythm: Build tension then release. The reveal scene should feel like a moment - slightly longer than expected, with impactful animation.

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Hook techniques

The first 3 seconds determine whether a viewer stays. Use one of these proven hook patterns:

1. The bold question

Open with a question the viewer wants answered.

- id: hook
  duration: "3s"
  narration: "What if your code reviewed itself?"
  visual: "Question text animates word by word on dark background"

2. The surprising statistic

Lead with a number that challenges assumptions.

- id: hook
  duration: "3s"
  narration: "Teams waste 12 hours a week on manual reports."
  visual: "Large number '12h' with clock animation draining"

3. The pain statement

Name the pain the viewer feels right now.

- id: hook
  duration: "3s"
  narration: "Stop building dashboards from scratch."
  visual: "Bold text slams onto screen with impact animation"

4. The before/after flash

Show the transformation in a single shot.

- id: hook
  duration: "4s"
  narration: ""
  visual: "Split screen: messy spreadsheet morphs into polished dashboard"

5. The demo tease

Show the product doing something impressive without explanation.

- id: hook
  duration: "4s"
  narration: ""
  visual: "Quick montage of the product in action, 1-second cuts"

Rule: Text-heavy hooks work for social (viewers have sound off). Narration hooks work for website embeds and presentations (sound on expected).

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CTA placement and design

Placement rules

• Always second-to-last or last scene - never bury a CTA in the middle
• Duration: 5-8 seconds for demos/explainers, 3-5 seconds for social clips
• Repeat the URL or action twice: once in narration, once as on-screen text

Effective CTA patterns

Pattern	Example	Best for
Direct URL	"Try free at acme.dev"	Website-distributed videos
Action + benefit	"Sign up and build your first dashboard in 5 minutes"	Demos and explainers
Urgency	"Early access closes Friday"	Announcements
Social action	"Follow for more tips"	Social clips with series

CTA scene template

- id: cta
  duration: "6s"
  frames: 180
  narration: "Start free at acme.dev. Your first dashboard takes five minutes."
  visual: "CTA text centered, URL prominent below, subtle animated background"
  animation: "text fades in over 20 frames, URL underline draws in at frame 40"
  music:
    track: "main-track"
    volume: 0.4
    duck: false
  sfx: []
  transition_to_next: "fade-to-black"

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Rhythm and scene variation

The 3-beat pattern

Group scenes into sets of 3 with consistent internal rhythm:

Beat 1: Setup     (shorter scene, introduces the topic)
Beat 2: Develop   (longer scene, shows the detail)
Beat 3: Resolve   (medium scene, delivers the payoff)

Example for a feature showcase:

feature-intro:  4s  (setup: "Three ways Acme saves you time")
feature-1:      8s  (develop: first feature in detail)
feature-1-result: 5s (resolve: the outcome of using that feature)

Visual variety checklist

Avoid visual monotony by varying these elements across scenes:

• Layout: Alternate between centered, left-aligned, and split-screen
• Scale: Mix wide shots (full UI) with close-ups (specific button or element)
• Motion direction: Alternate slide-from-left with slide-from-right
• Color intensity: Use accent colors sparingly - not every scene needs a pop

Pacing variation

Do not make every scene the same length. Vary scene durations to create rhythm:

Good:  4s - 8s - 6s - 10s - 5s - 8s - 6s
Bad:   7s - 7s - 7s - 7s - 7s - 7s - 7s

Monotonous pacing feels like a slideshow. Variable pacing feels like a story.

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Scene duration calculations

Words-to-duration formula

comfortable_duration = word_count / 2.5
maximum_duration     = word_count / 3.0
minimum_duration     = word_count / 2.0

Words	Min Duration	Comfortable	Max Speed
5	2.5s	2.0s	1.7s
10	5.0s	4.0s	3.3s
15	7.5s	6.0s	5.0s
20	10.0s	8.0s	6.7s
25	12.5s	10.0s	8.3s

If a scene needs more words than its duration allows, split into two scenes.

Transition time budget

Transitions consume real frames. Account for them:

Transition	Typical Duration	Frames at 30fps
hard-cut	0 frames	0
cross-dissolve	15-30 frames	15-30
fade-to-black	20-40 frames	20-40
wipe-left/right	15-25 frames	15-25

During a cross-dissolve, both scenes are partially visible. Plan visual content so neither scene's key elements overlap with the other's during the transition window.

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Common pacing mistakes

Mistake	Impact	Fix
Every scene is 5 seconds	Feels mechanical, no rhythm	Vary between 3-10s based on content weight
15-second scenes	Viewer disengages, feels like a lecture	Break into 2-3 shorter scenes
No pause after hook	Hook's impact is diluted immediately	Add 1-2 beat pause or visual-only scene
CTA shorter than 4 seconds	Viewer cannot read the URL or action	Give CTAs 5-8 seconds minimum
Outro longer than 7 seconds	Viewer has already left	Keep outro to 4-7 seconds
Front-loading all features	Mid-video sag with no content	Distribute features evenly with benefits between them