We all have heard that, video marketing is on the rise, and not just for now – but for quite a long time.
And, it is – without a doubt. The customer’s attention is getting shorter. Whereas, businesses wanted to get the most out of the customer’s shorter attention span. And Video marketing is the key to this.
Every business has different requirements and needs a video. But what kind? how to decide – which one to choose?
Today, we will be covering the two most popular types of video marketing – corporate videos vs brand videos. What it is, what are the differences, which one to choose and when?
What Is Brand Video?
Brand videos have emerged as one of the most popular and versatile video types and for all the good reasons. It is all over social media, YouTube, company websites, landing pages, and whatnot – helping businesses create unforgettable branding, boost credibility, conversions, SERP rankings, etc.
Businesses use brand videos to tell their story, USP, who they are, what they do, how they do it, why they do it, and everything in between – in an easy, appealing, intuitive, and convenient manner.
Brand films raise awareness of your brand and foster a positive view of your company. It does not need to promote a certain product or service, but rather your company and brand as a whole. Think of the brand video as a visual version of your elevator pitch. It’s your brand’s essence decreased into a brief yet compelling message that captures attention and prompts action.
What is a Corporate Video?
There is a significant difference between the brand video vs corporate video.
Corporate videos are an important part of corporate communication with employees, training staff, investors, etc. It can be used for various purposes such as promoting products, showcasing company values, training employees, or sharing success stories. The major purpose is to communicate information clearly and professionally.
Today, a significant portion of corporate video material is hosted on the company’s website and distributed via social media or email marketing. Companies will combine corporate videos with press releases, newsletters, and other forms of communication to broaden the reach of their messaging.
Some of the common corporate video examples include business overviews, worker training and safety videos, communications with investors and shareholder videos, market changes, executive proposal videos, and so on.
Additional Read:
How to use storytelling marketing in corporate video production?
Corporate Videos vs. Brand Video
1. Purpose
Brand videos are primarily aimed at customers, to increase brand awareness and recognition in the market among those customers. These videos are imaginative and fascinating, and they have been widely shared on social media sites. Their goal is to increase brand awareness, attract customers, and enhance loyalty by engagingly displaying the company’s personality.
Corporate videos, on the other hand, are designed to facilitate internal communication with employees, stakeholders, investors, and even customers. They are intended to provide specific messages about the firm, such as operations, accomplishments, training materials, or internal updates, to inform or educate the audience.
2. Content
Brand videos convey a story about the brand and have an emotional appeal that connects with the audience. Their content revolves around brand values, customer experiences, and inspirational narratives that highlight what makes the brand unique. They interact with individuals by using engaging images, music, and messages to evoke emotions and build a strong brand identity that resonates with customers.
Corporate videos provide clear and factual information about the organization, such as company history, mission statements, operational processes, employee training, or financial reports. It includes the most recent data sets, training, and company development updates. They are more formal and structured, often using interviews, presentations, or behind-the-scenes footage to communicate key business information to employees, stakeholders, or investors.
3. Audience
Brand videos are meant for a broad audience. It typically targets the general public as well as potential and existing clients who may be interested in the brand. The objective is to increase overall brand recognition, conversions, and customer loyalty. These videos are designed to capture attention quickly and appeal to a wide audience through emotional storytelling and compelling visuals.
Corporate videos, on the contrary, are intended for the business’s internal audience, including employees, stakeholders, and business partners. They focus on delivering important company-related information, such as organizational updates, training programs, or corporate achievements to their target audience. Through corporate videos, they convey the video in a way that their targeted audience wants to see – factual, true-to-picture, precise, and appealing at the same time.
4. Tone
Brand videos have a more emotional, engaging, and relatable tone designed that connect by making the audience feel a part of the brand’s journey and vision. It has an inspiring, friendly, and storytelling-driven language that reflects the brand’s personality and values. The tone is typically warm, aspirational, and conversational, aiming to evoke emotions such as trust, excitement, or inspiration. Brand videos focus on building a connection
Corporate videos, on the other hand, maintain a more formal, professional, and informative tone – as it is used for giving company overviews to the internal audience. They focus on clarity and credibility, using a straightforward and authoritative style to communicate company values, goals, or internal updates. The tone is often serious, respectful, and neutral, ensuring that the message aligns with the company’s professional image and resonates with stakeholders, employees, and partners.
5. Production Style
Brand videos’s production style is somewhat creative and emotionally driven, which helps businesses leave lasting impressions and improve brand awareness. It includes cinematic storytelling, vibrant colors, dynamic motion graphics, and targeted music that aligns with the brand’s personality. All these elements authentically showcase what the brand stands for, curate an engaging experience, communicate brand values, and build a strong emotional connection.
Corporate videos, on the other hand, follow a more structured and professional approach to video production. The style has steady camera work, professional lighting, and a formal tone suitable for internal communication ensuring alignment with company branding. These videos focus on delivering clear and informative content without relying heavily on flashy visuals or dramatic storytelling.
6. Cost
Brand video costs are significantly lower than corporate videos, as they focus on building an emotional connection with the audience through high-quality visuals and creative production techniques. It requires professional scriptwriting, advanced cinematography, custom animations, and extensive post-production work to create a visually appealing and engaging experience, It also includes hiring actors, multiple shooting locations, and special effects that further increase the cost.
Corporate videos, on the other hand, tend to be more budget-friendly because they have quite a simpler simpler production process. They often rely on in-house talent, straightforward filming setups, and minimal post-production effects, focusing more on delivering clear and professional communication rather than high-quality visuals animations actors, or even location for that manner. So, all in all – it saves costs.
How to Choose the Right Video for Your Business Needs?
Well, the answer to this is dependent on you, what your business wants, and what’s your current and future business goals.
If you are a cool D2C brand selling trendy t-shirts, then brand videos with upbeat music, models, animations, effects, and models – then brand videos are helpful. Companies can create customer testimonial videos, partner with influencers to create UGC content, and BTS videos on how it is manufactured or printed that help businesses create stellar brand identity, brand boost conversions, brand remembrance, and customer loyalty.
For a D2C brand – if you are looking to communicate with your internal team on how to streamline the printing process while achieving maximum efficiency – then corporate videos are the key. You can create a simple yet detailed video with one of your top employees on how to streamline the t-shirt printing process.
So, this is how the use-case of different types of videos varies. And, based on your distinct business requirements – you can choose the right type of video.
Conclusion
Here’s the wrap on the basics of corporate video vs Brand video, how these two differ, which one to choose, and when. So, make sure to find out about the differences, and make the right decision for your business.
Also, you can both these types of videos as well at the same time, as it has different purposes, content, audience, tone, etc.
If you are still confused about whether to go for a corporate video or a brand video – then you can connect with Krisha Studio. We are a leading video production company with a team of video professionals, designers, animators, voiceover artists, etc – who can understand your vision and ensure best-in-class results.
To know more about us & how we can help you out – book a free consultation call now.
