The Corporate Video Landscape
The term 'corporate video' covers a wide range of content types. Understanding the different formats helps you choose the right approach for your communication objective. Here's a complete breakdown of the most common types.
Brand and Culture Videos
Brand and culture videos tell the story of who you are as an organisation: your values, people, and purpose. They're used on websites, in pitches, and at events. They're particularly effective for B2B businesses where trust and credibility are central to the sales process.
Training and Onboarding Videos
Training videos deliver consistent, repeatable instruction at scale. Common types include:
- Onboarding videos: introducing new employees to the organisation, culture, and systems.
- Compliance training: WHS, workplace conduct, privacy, and regulatory requirements.
- Systems training: how to use specific software or platforms.
- Product knowledge: training sales teams on products and features.
- Customer service training: standards, communication styles, and processes.
Internal Communications Video
Internal comms video is used to communicate with employees, particularly in large, geographically distributed organisations. Types include:
- CEO and executive updates.
- Strategy and vision announcements.
- Change management communications.
- All-hands and town hall recordings.
- Team and department spotlights.
- Culture and values content.
Testimonial Videos
Customer testimonial videos feature real clients talking about their experience. They're powerful proof points for marketing and sales, particularly in B2B contexts where social proof is essential. A well-produced testimonial is more persuasive than any written equivalent.
Event Coverage Video
Event video captures the highlights of a conference, product launch, awards night, or corporate summit. It extends the life of the event through content that can be shared, repurposed, and used in future marketing. Same-day social edits can be delivered during or immediately after the event.
Explainer and Product Videos
Explainer videos simplify complex ideas such as products, processes, or concepts, using a combination of presenter, animation, and motion graphics. They're commonly used on websites, in sales decks, and at conferences.
Investor and Stakeholder Video
Corporate video for investor relations communicates financial performance, strategic direction, and business updates to shareholders, analysts, and media. They require particular attention to accuracy, tone, and compliance with ASX disclosure requirements.
Recruitment and Employer Brand Video
Employer brand video is designed to attract candidates and showcase the workplace. It's used on careers pages, LinkedIn, and in recruitment advertising. It differs from a brand video in that its primary audience is potential employees, not customers.