In the world of online content, video is king. 90% of customers find video useful, and it’s one of the most effective ways to communicate with your target audience, so it’s no wonder that so many businesses are beginning to create their own video content.
But before you begin any content production, it’s important to first define how it will be used. Corporate and promotional videos come in a variety of formats and applications, and each requires a different approach.
In this article, we’ll explain the differences between corporate video and promotional video, the benefits of each, and how you can start creating the most effective video content for your brand.
What is a Corporate Video?
A corporate video is first and foremost a representation of the business. It showcases the brand on a macro level, telling the story of how it came to be and how it is working towards achieving goals for the future.
The corporate video aims to give the viewer an understanding of the history, culture, and ethos of a business, encouraging potential clients to engage with the brand as a whole, rather than focusing on a particular product. It’s often used for website content, business profiles, recruitment, and internal communications.
What is a Promotional Video?
Video is one of the most effective marketing formats as it can show features in a way that text and images often can’t. A promotional video demonstrates how products or services work and highlights the benefits to the user.
Common forms of the promo video, like product showcases and client testimonials, are an important part of any modern marketing strategy and can be used for web content, social media marketing, and paid advertising.
A promotional video is used to increase brand awareness and recognition, but it differs from a corporate video in that fictional stories can also be used.
A promotional video is an opportunity to get creative. Often, the most memorable campaigns are completely original ideas, like Dumb Ways to Die by Metro Trains Melbourne, which turned out to be one of the most successful video campaigns ever!
Pros and Cons of Corporate Videos
Corporate video is an effective way to share information about your business both internally and externally. When done right, corporate video helps the viewer to understand your business and see how they can work with you to achieve mutually beneficial goals.
Pros:
- Defines your brand voice
- Provides information on your structure, purpose, and business goals
- Help your customers understand your values and philosophy
- Can be used for internal communications, e.g. policy, training, and recruitment
- Can be used for B2B marketing purposes
Cons:
- Should not be used to promote products or services
- May not drive an increase in sales in the instance of executive messaging for staff.
Pros and Cons of Promotional Videos
Whether you use cute characters or compelling testimonials, a promotional video is one of the best ways to reach your target audience and drive engagement.
Pros:
- More engaging and memorable than text
- Can be used as marketing material on a range of platforms: website, social media, TV, online video, and even in email marketing
- Gives the viewer information on particular products or services and how it will benefit them
- Can directly drive revenue increases and helps you reach your promotional campaign objectives.
Cons:
- Aimed at the prospect or clients not useful for internal communications
- May not convey information about all aspects of the business, for example, mission statement or brand values
Corporate Video Types
Corporate video production comes in many forms, all of which focus on communications from the business as a whole. Examples include:
Business Profile
An overview of the business, which may include a statement from the founder/CEO and an explanation of the mission statement.
B2B Marketing
Use achievements and client testimonials to reach potential clients in industry spaces, e.g. on LinkedIn or at events, conferences, or trade shows.
Recruitment and Training Videos
Discuss upcoming projects, explain new policies and processes, and showcase benefits and growth opportunities within the business.
Social Responsibility
Introduce causes that align with the business’ values and ethos, and demonstrate commitment to supporting projects and organisations.
Promotional Video Types
Promotional video is most often used to advertise a product, service, or event. Some of the most common types of promotional videos are:
Product Explainer
Use an explainer video to show the features and benefits of a product.
Client Testimonial
Show real reviews and recommendations from clients and customers to add legitimacy to your product or service.
Video Marketing Material
Use video stories to promote your brand, products, or services through advertising campaigns, for example on TV, YouTube, Facebook, Instagram, or TikTok.
Website and Social Media Content
Use promotional video to showcase product ranges, promote sales, and encourage users to engage with your content.
Thought-leadership Content
Add value to your clients and prospects by showcasing your leading-edge thinking and how the latest innovations in your sector can improve their lives.
How to Start Planning For Your Videos?
As with any new project, it can be hard to know where to start!
Professionally produced promotional video content can be very powerful and persuasive. A great place to start is by doing the following:
- understanding your message, ie. what you want to communicate, and;
- outlining the audience.
- identifying how you want your audience to feel.
Once you’ve identified the purpose of your content, give us a call and see how your next Marketing Video can generate understanding, acceptance and action from your audience.
If you’re looking for inspiration, check out our portfolio of work to see the true power of great storytelling.
Or, if you already have a few ideas and you’re ready to get the ball rolling, give us a call or complete our client brief form, and we’ll get back to you with a proposal.
We’re proud to be one of Australia’s most trusted video production companies
Inspireworks has over 21 years experience producing every type of video content for some of the biggest companies in Australia’s construction, utilities, science, and technology sectors.
Over the years, we have developed a finely-tuned process to deliver exceptional quality video content to clients across the nation, and the results speak for themselves!
Hire a Professional Video Production Company
Every successful business begins with a vision. At Inspireworks, we believe the same is true about stories. Our team combines passion, experience, and understanding to develop ideas into stories, and stories into inspiring, effective media. All you need is to decide on your messaging, and we’ll do the rest!
If you’re ready to get started with producing high-quality, professional video content, get in touch with our team to see how we can help your business reach its full potential.
Please call us today at Inspireworks on 1300 885 968 or send us a message for more information.
“At Inspireworks, we’re passionate about exceptional storytelling. We deliver video content that excites and inspires your audience, building brand awareness and driving business growth.”