Corporate videos are useful tools that businesses can employ to build awareness and understanding in their customer base, or alternatively with internal videos for their employees or investors. In a world where attention spans are a shrinking and limited resource – corporate videos can help to cut through and get your message across.
Typically, there are 9 types of corporate videos, and each will cater to a different audience. They can have as diverse aims as enhancing the company’s branding or marketing, upskilling and training employees or even just conveying a clear message. In this article, we will explain exactly what a corporate video is and also guide you through the 9 most effective types of corporate videos, as well as how you can reap the benefits of producing them for your own business.
What is a Corporate Video?
A corporate video is an all-encompassing term which includes all video communications made by a business, with the aim of sharing either internally (i.e. within their own companies; to employees) or externally (i.e. to customers or the outside world). These videos are professionally produced, fit the brand of the business and have a strong message behind them.
One example of a product-focused external facing corporate video is Blackwoods Workhorse Stretch Workwear; this video focused on Blackwoods workwear, in particular their new Workhorse Stretch range. The shoot was in a location that went hand in hand with the product – the Port Kembla Steelworks. Shooting on site allowed Blackwoods to showcase the ruggedness of their Workhorse apparel authentically.
Why Do Businesses Need a Corporate Video?
Businesses need corporate videos, now more than ever, as so much of our interaction with companies is through recorded content. While there is a place for written, static content – the majority of time poor customers, investors and even your own employees will appreciate the speed at which video content conveys information.
Video content conveys information vividly which engages them and captures their attention for longer, ultimately creating a stronger connection between your business and the audience. This content should help your audience to understand who you are as a business, and what you do – this should resonate with your audience and drive engagement. Ultimately, an engaged audience is one that is more likely to convert, and be loyal to your business.
9 Types of Corporate Video
Generally, there are nine key areas where corporate videos are used effectively by businesses, spanning everything from internal, employee focused training to external promotional videos. Corporate videos are a large umbrella – and all nine types are outlined below:
1. Company Profile Video
A company profile video is essentially a representation of the company, covering at a high-level the company’s history, vision, mission and offerings.
Key features:
- Company profile videos should be to-the-point, snappy and engaging in order to leave a great first impression with the audience.
- Furthermore, it’s recommended that they include an overview of the business as a whole.
- Another key aspect of profile videos is the inclusion of key figures within the business, such as chief executive officers or chief financial officers.
- Finally, the videos should help both customers and stakeholders to understand the value of the business.
2. Explainer Video
Typically, these are short but focused videos aiming to explain a complex concept, operating procedure or set of instructions to the audience.
Key features:
- Typically, these can be highly-stylised, animated videos but may also be live action. Think of a video explaining a company’s data-retention policy to its employees, or a workplace safety video.
- Explainer videos must be short. They are usually around 3 minutes but never longer than 10 minutes. The shorter and punchier the video, the more engaged the audience is.
- They can be used for an internal or external audience – for example: Koala Bed Building instructional video can be viewed as an external explainer video or an employee safety training video that explains how to assemble a bed.
3. Promotional Video
Promotional videos are typically short videos that showcase a particular product or service – the standout ones tell a story that both inspires and delights the audience, encouraging loyalty from existing customers or conversions from prospective ones. Our work for the Blackwoods Wet Weather Workwear exemplifies a promotional corporate video. This video showcases their new line and (in combination with product photography) helped to generate a significant uptick in sales for the brand.
Key features:
- Promotional videos are, primarily, a marketing tool – they aim to talk to the target audience.
- Branding is paramount – the video must fit the brand of the business well.
- Typically, these will be created as a component of a wider marketing campaign.
4. Testimonial Video
Testimonial videos are really a subset of promotional videos – a powerful way to convince prospective customers to try out your product or service. In-fact – 77% of people say that a testimonial video has convinced them to purchase a product or service. These videos will generally showcase a customer praising your product or service. As long as the customer review is perceived as authentic, testimonial videos are typically one of the most impactful and effective types of promotional videos. For example of an effective testimonial video, see our UNSW Career Mentoring Program video, which captured compelling testimonials for their Career Mentorship programme.
Key Features:
- Again, a form of promotional video – but putting a testimonial front and centre.
- Authenticity is key here – the testimonial must be believable for it to be effective.
- The human element is very important – we want to see and hear the person delivering the testimonial – if we do, we are more likely to believe what they say!
5. How-To Video
How-To Videos are absolutely essential if you are selling a product, even if it has a slightly complex set of instructions ( even if it doesn’t, they are still a great idea). Images and plain-text can only get a customer so far – and in lieu of a hands on experience with the product, a How-To video is generally a great way to get customers understanding how your product works. How-to videos are important for customers before they buy, after they buy, and once they try to actually use the product.
Key Features:
- There must be clearly defined steps demonstrated in How-To videos, so viewers can pick up easily at any time throughout the process.
- It must feel like you are accomplishing something by moving through the video – it’s important for the end viewer not to get frustrated!
- Finally, use the visual for maximum effectiveness. Don’t just say – show the viewer what to do.
6. Internal Communication Video
Internal communication videos are generally used to convey information to an internal audience – typically when onboarding employees or contractors. Often, these can be drab, dreary and a lowlight of an employee’s onboarding. However, done well, these videos will not just engage your employees, they will make them more productive at their job and get them up to speed far quicker than you’d expect.
Key Features:
- Internal communication videos convey information in an engaging manner.
- They generally use plain language, while still being engaging, so that a diverse audience is able to understand the message.
7. Social Media Video
For most people – these videos will be the primary way they interact with your company’s corporate videos. With average daily social media usage rates globally at 143 minutes per day, there is a huge audience out there for this sort of content. Because of that, this is a competitive space and videos for sharing on social media need to be attention-grabbing, punchy and convey a clear message. Generally, these have the aim to promote a particular product or service, or enhance a brand’s image.
Key Features:
- Start with an attention grabbing intro – the first few seconds are key to get audiences’ attention.
- Fit within a larger ‘brand’ of the business – the videos will be shown amongst other videos, and they should all feel similar.
- These videos must feel fresh and interesting in order to gain an audience in a competitive market.
8. Corporate Social Responsibility Video
These videos are a great way to demonstrate your company’s impact on social, ethical and environmental initiatives and ultimately show to the audience how your company is managing to positively contribute to society. Companies which manage to promote their activity in this space, typically attract positive interest from customers and investors alike. Corporate social responsibility videos do not promote a product or service, but rather a company’s commitment or solution to a social issue.
Key features
- Neutral, but confident tone – the video should not come across as bragging.
- Include actual data in the video – data can add legitimacy and show the scale of the impact.
- Include stories about how the company has positively impacted communities, individuals or real world issues.
- Finally, the video should not be overly edited or fast-paced – avoid presenting it like a highlight reel to truly explain the impact on society your company has made.
9. Recruitment Video
Finally, recruitment videos are a hugely important form of corporate video. Employees are the lifeblood of any business, and recruitment videos are effective ways to attract top talent to your workplace. Often, these videos will demonstrate the culture, work environment, benefits and any career opportunities available to potential employees with the ultimate aim of encouraging more applications.
Key features:
- These videos must show the culture in a more personal, authentic way than other videos
- Have the viewer in mind – what sort of employee do you as a business want to attract?
- Make use of testimonials from current employees to add a level of authenticity
How To Make a Corporate Video
So, we’ve covered the benefits of corporate video and the top most effective types of corporate video, but how can you actually make one for your own business? As has probably become clear, making a corporate video is a process which requires thought, care, attention and specific skills. Some businesses opt to try this for themselves, or often will get started with the assistance of a professional video company.
Ultimately, making a corporate video involves setting out a clear, strategic plan with a complete understanding of the audience and message you are aiming to convey. Once you have an audience and message in mind, typically you would then create a storyboard of specific shots or frames required for the video. After you have a storyboard and an idea of what you want to shoot, sourcing audio and video equipment and actually filming your content comes next. Once filming is done, editing is required to create a polished, snappy and concise video from all the footage you’ve shot. We’ve outlined how to create a corporate video in much more detail here, if you are interested.
While that may sound like a lot of work, it’s what’s required to create a professional, polished finish that resonates with your audience. In order to guarantee an impactful, punchy corporate video, many businesses opt to hire a video production company – who will manage everything from sourcing equipment to storyboarding, shooting and editing the final video.
We hope that this article has demonstrated how widespread and important corporate videos are – and what a range of use cases they have – from social media posts, to product launches and even recruiting new staff. If you think your business could benefit from a corporate video, or if you have an idea but are unsure how to get started, we at Ivory Media would love to help get you started. Reach out for more information or get a quote today.