There’s not much you can do in a few seconds—turn on a light, send a text, take a deep breath. But when filming a vox pop, a few seconds is all you have to capture the attention of someone you’ve just met and invite them to answer a question.
So, what is a vox pop?
A vox pop, taken from the Latin phrase vox populi meaning “voice of the people”, is a short video made up of clips from spontaneous interviews with members of the public.
Vox pops might sound simple
And in some ways, they are – straightforward set up, a small crew and minimal equipment. However, anyone who has tried to stop someone on the street with a microphone and camera to ask them a question knows they can be deceptively hard.
There are many factors to consider
Location, weather and time of day. You also need to consider your hook, opening question and approach. But done well, videos with real people can generate four times higher engagement rates than scripted videos with actors.
Take Brenda from Bristol, for example. Brenda’s reaction to the 2017 snap election generated 1.8 million views for the BBC when she famously responded: “You’re joking, not another one!” Comparatively, the actual video of Theresa May calling the General Election posted on the same day generated 290,000 views.
Why do vox pops work?
1. They resonate on a personal level
“Vox pops work by following one simple rule: they show, don’t tell,” our in-house filmmaker and content creator Dan Caulfield explains. “Vox pops capture real, unfiltered and authentic reactions and opinions, making them an effective tool for resonating with people on a personal level.”
2. They force you to clarify your message
“With only seconds to capture someone’s attention, there’s no time for complicated messaging. Vox pops force you to clarify your messaging to ensure it is accessible to everyone,” Dan says.
3. They spread awareness and spark debate
Vox pops often reflect shared feelings about social, environmental, political and economic events. Even if viewers don’t agree with the opinions expressed, they can create a shock factor that fuels conversation and debate.
An example of this in action is when Joss Ford, the founder of Enviral recorded a Vox Pop at Change Now in Paris. Asking attendees whether we should be focussing on the solutions or the consequences to inspire engagement and action in the climate movement.
What makes a good vox pop?
1. What’s your hook?
Think visually about the message you want to convey. Dan explains, “In an RSPB campaign about pesticides, we dressed our interviewer in a hazmat suit with a water sprayer on their back. This kind of hook is a great way to capture attention and tell a story without words. We try to film the hook first thing in the day. Get the tricky part done and then ask the questions.”
2. Open with a strong question
Start with a question that is thought-provoking, funny or surprising. “Instead of ‘Do you have a minute to talk?’ ask a question that simplifies the topic and engages people on a personal level. For a Clean Air Wins campaign with C40, we used dirty water bottles and asked, ‘Would you drink this water?’ and followed up with, ‘So why are you breathing dirty air?’”
3. Control the controllables
To capture the best one-liners, start with a solid plan. “Think about how you will guide the viewer through the content. Use the plan as a springboard, but remember that vox pops are reactive and spontaneous. So control what you can but be prepared for unexpected shifts in direction.”
4. Secure the right interviewer
The right interviewer makes a big difference in capturing attention. “You need someone who is approachable and confident in front of the camera. They also need to be good at asking the right questions – this can often mean leaning into awkwardness and sitting with silences.”
5. Research your location
Choose locations where people are more likely to be relaxed and have time to spare. “Parks usually work well. Timing is also important. Try to avoid rush hour (unless that is relevant to the story).”
6. Be mindful of your equipment
Most people don’t feel comfortable in front of a camera, so striking the balance between having the right equipment without intimidating is key. “We use a wireless microphone, smaller cameras so you don’t come across as too intimidating, and a variable lens so you can zoom in and out.”
Other ways to use vox pops
Research
You can also use a vox pop as part of your research. “While working on a campaign about heat pumps for Good Energy, we used a vox pop to learn more about what people already knew.
“Our first question was, ‘How much do you think it costs to install a heat pump?’ While it’s not scientific, it is a litmus test of what the general public in this area is thinking. Most people guessed £15-£20k over how much it would actually cost.”
Thought leadership
Vox pops are also great tool for talking to people at events. “They highlight your engagement while lifting others and providing a platform for important conversation.”
Interested in using vox pops in your sustainability campaigns? They can work as standalone, social-first content, but we’d always recommend pairing vox pops with a wider communications strategy to help reach and connect with your audience. If you have a project or campaign you’d like to talk about, then get in touch: hello@enviral.co.uk
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Enviral