Everyone’s talking about “authenticity” in content, but street interviews are walking the walk. From viral TikToks to brand-led Q&As, this raw format is proving it can do more than just entertain.
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Street style interviews (those spontaneous Q&A clips with random people on the street) have been dominating viewer’s attentions on TikTok and Instagram for the last couple of years, and are still going strong today.
And the reason they're so popular, is because nothing screams ‘authenticity’ more than an unplanned conversation with strangers in public. Today’s consumers crave community and unfiltered brand experiences - as Sprout Social puts it: UGC is an “authentic snapshot of genuine brand love.” Street interviews deliver exactly that by capturing real people’s emotions and opinions on the fly.
In practice, these videos combine three magic ingredients:
Authenticity (genuine reactions)
Engagement (viewers hooked)
Share-worthiness (unexpected or resonated answers)
Street interviews have roots in old TV vox-pop segments, but social media has exploded this trend. In just a few years, TikTok creators have made “man-on-the-street” clips a platform staple.
Creators like “What’s Poppin? with Davis!” and personality Hannah Berner built their channels around catching strangers off-guard and asking fun questions. And large brands quickly started to join this trend. Tinder’s TikTok regularly features hosts wandering around asking bystanders about dating tips and “red flags.” These clips feel fresh and relatable - a far cry from traditional ads.
But street interviews aren’t just for dating apps. A niche career platform called RecruitU used street interviews about finance careers and rejection to capture Gen Z’s attention, growing their following by amassing ~90,000 Instagram followers and roughly 80,000 views per clip in six months.
Even street fashion accounts like New York’s Watching New York and OOTD regularly interview “ordinary” people about their outfits, partnering with brands like Aerie and Gucci. Aerie’s CMO calls street-style content “the ultimate trend report” on how real people wear a brand.
Agencies and brands see street interviews as both engaging content and live market research - in other words; entertainment with insight ✨👀.
These examples show street interviews work across industries when done casually, respectfully, and on topics people care about. Because this content format is improvised by real people, it feels genuinely user-generated rather than ad-like.
You don’t need to use influencers to film street interviews. Brands can produce or commission this content too - especially with the rise of UGC production services like Twirl. Here’s how brands can make the most of it:
Ask questions that your audience actually wants to answer. Some great examples:
Beauty brands: “What’s the best skincare tip you’ve received?”
Food or wellness: “What’s your go-to comfort food after a bad day?”
Finance/tech: “What’s something you wish you learned in school?”
These questions should be open-ended, playful, and relevant to your brand’s values.
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Your host is the face of your brand in that moment, so make sure the UGC creator you choose is charismatic, approachable, and fully briefed on your tone of voice. Think of them as your brand ambassador and content creator in one.
The charm of street interviews lies in their imperfection. You don’t need fancy lighting or scripted answers - just clear audio, steady filming, and authentic reactions.
Always get written consent from participants, especially if you’re using the content in paid campaigns. Luckily, we’ve made that easy…
🔗 Download our free Street Interview Consent Form. A ready-to-go template you can customise for your next street interview shoot.
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We’ve seen a huge spike in brands asking about street interview UGC, which is why we now offer IRL UGC packages as part of our platform.
If you’re a brand, you can collaborate with UGC creators to conduct interviews on your behalf - and we’ll help you with the logistics.
👉 Want the full PDF, including pricing and guidance?
Book a demo call or sign up to Twirl to request our exclusive “UGC IRL” PDF guide.
Twirl is your go-to partner for UGC. Whether you're a brand, agency or a UGC creator, we bring together 5000+ talented creators to produce authentic, scroll-stopping content for ads, websites, emails, and social channels.