Customers love videos. Video marketing is over the roof these days. Especially live-action videos where people can connect with your business better. Corporate Video and Promotional videos are at a boom nowadays.
Did you know that 89% of businesses use video as a marketing tool? And, 87% of individuals have been persuaded to purchase a product or service after watching a video.
Incredible stats, right? We can keep giving you statistics, but you understand that you’re missing out on many potential clients if you don’t use video in your marketing.
But, with so many video types and increasing competition, businesses find it pretty overwhelming to choose the right video content type. But, to make things easier – today, we’ll dive into the two main categories of video content: corporate videos and promotional videos.
Let’s get started.
What Are Corporate Videos?
Companies create corporate videos to raise awareness of their organization with shareholders, communities, future employees, and customers. Corporate videos focus on the overall business rather than a specific product or service.
It encourages and enhances a company’s branding and transparency, which are important components in lead generation, for increased consumer interaction. It assists organizations with B2B marketing, lead generation, staff training and recruitment, event promotion, and other functions.
To capture your target audience’s attention, corporate video creation can include testimonials, case studies, company profiles, and other concepts or aspects. Corporate videos are an attempt to increase company transparency and brand recognition.
Additional Read:
What is Corporate Video Production? A Detailed Guide 2024
Common Uses of Corporate Videos
- Employee Training and Onboarding.
One of the common use cases of corporate videos is employee training and onboarding as it offers a convenient, consistent, and engaging way to educate new hires about company policies, processes, and culture. These videos offer comprehensive guidance about workplace safety, compliance, and role-specific responsibilities, with end-to-end uniformity and convenience. These videos save time and resources while enhancing employee retention and productivity.
- Annual Reports or Shareholder Updates.
Businesses can use appealing corporate videos instead of lengthy written reports to showcase financial performance, key achievements, and future goals through compelling visuals, interviews, and infographics. This helps stakeholders easily understand complex data building up confidence in the company’s progress.
- Company Culture Showcases.
Nowadays companies are looking for creative ways to showcase the company culture and corporate videos are one of the effective ways to do it. These videos showcase the organization’s values, work environment, employee experiences, and behind-the-scenes – to attract top talent and foster employee engagement. These videos make the company appealing to potential hires, boosting morale among current employees and positioning themselves as a desirable place to work.
- Event Recaps or Internal Communications.
Companies use corporate videos for event recaps and internal communications as well. It helps businesses capture and share important moments from company events such as conferences, product launches, and team-building activities across various departments and locations effectively. All in all, these videos foster transparency, alignment, and a sense of community within the organization.
What is a Promotional Video?
Promotional videos are used to promote goods, services, or events, as opposed to corporate videos. A well-crafted promotional video may generate attention, raise brand awareness, and enhance sales. Businesses can use animation form, motion graphics, live-action footage, b-roll, music, sound effects, and many other elements to keep videos engaging and innovative for their target audience.
Promotional videos are used to promote goods, services, or events, as opposed to corporate videos. A well-crafted promotional video may generate attention, raise brand awareness, and enhance sales.
This form of material often seeks to influence clients’ decisions by explaining why they need the product or service, and how it works, creating a buzz with a freshly released promo video, and other related types of videos.
Businesses can use animation form, motion graphics, live-action footage, b-roll, music, sound effects, and many other elements to keep videos engaging and innovative for their target audience. You can mix more than one of these features, depending on what you want to promote and what fits into your marketing strategy and project budget.
Common Uses of Promotional Videos
- Product launches or Feature highlights.
When you are launching a new product or new feature – promotional videos are your business’s best friend. It helps businesses generate buzz around the market and encourages customers to try out the new product or feature. They grab attention quickly and showcase what makes the product special in an engaging way – explaining how it solves a problem and excites potential customers.
- Seasonal Sales or Special offers.
When it’s time for a big sale or a special promotion, a short and engaging promotional video comes to the rescue to create buzz, drive more traffic, and boost conversions. Whether it’s a holiday discount, a limited-time offer, or a clearance sale – these types of videos work well across social media, websites, and emails, encouraging customers to take advantage of the offer before it’s too late.
- Customer testimonials and case studies.
People love videos that are backed by real customer testimonials and case studies. Because people trust other customers more than they trust brands. Whether it’s a short review or an in-depth case study, these videos showcase success stories and show potential buyers how the product or service has made a difference in real life – building trust and credibility
- Lead generation campaigns.
Promotional videos are powerful lead generators and attract new customers. Whether it’s a short video ad on social media or a landing page video, they help businesses capture attention and encourage viewers to sign up, download, or learn more. By focusing on customer pain points and offering solutions, these videos drive engagement and make it easier to turn viewers into potential customers.
Key Difference: Corporate Video Vs. Promotional Video
Both promotional and corporate videos are powerful marketing instruments that can assist companies in reaching their objectives. They have diverse functions and unique features in a business’s marketing plan, though. The target demographic and particular marketing goals determine which video format is best.
1. Purpose and Audience
Corporate Video: The purpose of a corporate video is to create a company’s brand identity, highlight its culture, values, and mission, and cultivate connections with a wider audience. Its target audience includes prospective collaborators, investors, employees, and the general public.
Promotional Video: A promotional video advertises a certain good, service, or occasion. It targets prospective clients to boost sales, generate leads, and encourage conversions.
2. Tone and Style
Corporate Video’s tone is typically formal, professional, and informative, which helps businesses establish credibility and trust. They focus on clear messaging, structured storytelling, and a steady pace. All in all, the corporate videos prioritize clarity, professionalism, and consistency to appeal to stakeholders, investors, and employees.
Promotional videos, on the other hand, have a more energetic, engaging, and persuasive tone designed to grab attention quickly. It has a dynamic, visually appealing, and emotionally driven style, that includes fast-paced edits, vibrant colors, and catchy music to drive customer interest and immediate action, making it ideal for social media, ads, generating buzz, and product launches.
3. Distribution Channels
Corporate Video: The company’s website, social media accounts, and investor relations channels are frequently used to distribute corporate videos. Because it is particularly useful in interacting with internal stakeholders and the organization. They can also be used in conferences, trade exhibitions, and staff training events.
Promotional Video: On the other hand, promotional videos are mostly shared online through social media, the company’s website, and online advertisements. They might also be seen in real-world settings or broadcast on television. Because they target customers, promotional videos are displayed on practically all customer-facing channels.
4. Content Approach
Corporate videos typically provide a longer-term, more comprehensive view. They frequently include a thorough synopsis of the business, including its background and future objectives. These videos emphasize the importance of developing a strong market presence and brand equity.
Conversely, promotional videos follow a more targeted and time-bound strategy. In a shorter amount of time, they focus on attracting the target audience and selling a certain product or service.
5. Content-Length
Corporate videos are typically longer, ranging from 2 to 5 minutes, and provide a comprehensive overview of the company, its mission, values, and achievements. They present a professional image with a formal and polished style, including interviews with leadership, employee testimonials, and company culture insights. They help build internal communications, investor relations, and brand positioning to build stakeholder credibility and trust.
Promotional videos are shorter, varying between 15 to 60 seconds. They focus on capturing attention quickly and delivering a clear, concise message. They have a dynamic and engaging style with eye-catching visuals, upbeat music, and persuasive messaging. These videos are often used for marketing purposes across social media, websites, and ads to drive engagement.
6. Measurement and Effectiveness
Corporate video efficacy is measured using criteria such as brand recognition, reputation, and engagement. At the same time, the efficacy of this form of video has an impact on the recruitment process, staff training, employee retention, and investor interest.
Promotional Video: On the other hand, sales conversions, lead generation, customer interaction, website traffic, social media followers, and other appropriate metrics are used to gauge how effective promotional videos are. It may have an impact on consumer awareness and product perception.
How to Choose the Right Video for Your Business Needs?
Now, while you know the difference between the basics of promotional vs corporate videos followed by the difference – the answer to choosing the right one depends on your business goals and audience requirements.
To make the decision – start by asking yourself what you want to achieve.
If you want to build brand awareness, a corporate video showcasing your company’s values and culture is a great choice. For boosting sales, a short and engaging promotional video highlighting your product’s benefits works best.
Training videos are ideal for educating employees consistently, while testimonial videos help build trust with potential customers. Think about where your audience spends their time—social media, your website, or emails—and choose a video style that fits the platform and message.
Conclusion
We hope you have decided as of now, whether to opt for promotional or corporate video. If you are looking for professional assistance to make the right decision, our team at KrishaStudio can help you out.
We have a team of designers, video marketers, editors, and animators. We understand your project needs, business goals, and user requirements to offer best-in-class Corporate video production services.
