When you’re looking to get a video made for your business, it can be overwhelming trying to understand all the different types of video available.
Some people wrongly assume that commercial and corporate video are the same thing. In fact, they have some key differences. To properly create a plan for your video, and to meet the objectives you set out, you’ll need to understand the difference between commercial and corporate video.
What is Commercial Video?
A commercial video is a video designed to promote a product or service, or a full band. The desired target audience is any potential lead.
The goal of a commercial video is to increase consumer awareness, and ultimately to try and gain new leads or convert existing leads to the point where they are willing to make a purchase or employ a service.
Sometimes it is straightforward to identify a commercial video. In the modern age, you might not see them on television sets as much as on YouTube videos.
If you see a commercial video for a new drink or snack, it will be obvious that the brand is trying to boost awareness and increase its sales.
The video will ordinarily show the product in its best light, with people enjoying the taste and reaping the benefits.
There are loads of different approaches to commercial video. Some are more creative than this, but ultimately they tend to be about convincing the customer.
What is commercial video production?
This is the process of planning, producing, and preparing a video to go to market.
What is commercial videography? Anything that goes into the video production. The team behind our video production service can thoroughly guide you through each step of the process, as we work together on the goals of your commercial video.
There are many different approaches to this type of video. For example, many traditional ‘commercials’ take the approach of telling a story or even trying to make the audience laugh in order to grab their attention. Other approaches include educating the customer.
A testimonial video can be a type of commercial video, as it can show other satisfied customers. You can also create a video that shows your product or service in action.
A commercial or promotional video can belong to numerous different niches. Here are some examples:
This video promotes the Land Rover Defender, showing it in challenging conditions and presenting it as the tough 4×4 the brand promises. It also aligns the movie with a famous movie, further helping to increase perception and ensure their product is promoted in its best light.
Apple commercial and promotional videos often push the boundaries and get millions of views. This is not a surprise when you consider the size of the company. This promotional video for the Apple Watch shows the product in use in a variety of different ways, allowing you to see it in action.
Pros and Cons of Commercial Video Marketing
Pros:
- Made well, commercial video can boost the awareness of your brand.
- Commercial videos can directly encourage people to buy your product or service.
Cons:
- You usually have to pay for views of this sort of content, unless you have a really clever marketing strategy.
What is Corporate Video?
While corporate video can promote a company and increase the perception of a company, it is not the same as a commercial.
What is a corporate video used for?
Actually, a corporate video can have a number of different uses. Many different videos fall under this video category. This is one of the reasons why people get confused.
For example, if a company were to make a video announcement to the shareholders, that would be class as a corporate video.
If a company were to also produce a variety of training videos to help their employees learn and grow, that would also be a corporate video.
Some corporate videos can be aimed at internal staff, or they can be aimed at the public with a view to enhancing engagement or boosting the public perception.
Corporate videos can include training videos. These often make a worthwhile investment. For example, they may streamline the process of integrating employees and showing them your company’s guidelines and values.
The overall image of your company can be referred to as your “corporate identity”. There is a huge focus on this in modern marketing, and it is easy to see why.
Make the wrong moves and the general public opinion on your company could be impacted. Make the right moves, and work with an exceptional video production company, and you will find that a strong corporate identity makes all the difference to your success.
A company may make a video that outlines community work they are doing, for instance, or they might make a video that shows the company processes and what the workplace looks like.
Though this isn’t directly a marketing activity, it definitely plays a role in changing what people think of a business. Every video created with your brand’s name on it needs the utmost in care and attention to protect the public perception of your company.
Creative Blend is experienced in creating a corporate strategy, and every aspect of a marketing strategy. There are numerous ways to present a corporate video. Here are several examples:
“Honda takes great pleasure in putting smiles on everyone’s faces. Though times may change, our feelings about The Honda Way never do. Here we present images of Honda.”
This Honda corporate video has multiple purposes, it is carefully created with the goal of inspiring employees, providing information about the company, and boosting public perception.
This video showcases Microsoft’s Silicon Valley campus and shows the modern, flexible workplace. It serves to increase the perception of the tech giant, educate employees, and even make the company more appealing to potential employees.
Pros and Cons of Corporate Video
Pros:
- Corporate video can boost the perception of your brand.
- Video may be a solid investment, especially for things like creating training videos.
- Corporate videos can serve many different purposes such as educating about your brand.
Cons:
- They don’t always serve as direct marketing, so they may not immediately increase the bottom line. Corporate video is a part of a bigger strategy.
- Corporate video needs to be consistent with branding, make sure you work with a production company that understands this.
The Difference Between Commercial and Corporate Video
The main difference between the two is that commercial videos are usually direct marketing videos, aimed at potential customers.
Corporate videos can serve a lot of different purposes, for example, they can involve training and getting messages out regarding your business.
Both can serve a purpose, but they vary slightly in the goal and direction of the video.
It is always worth considering any video that is created with your brand and business involved, so that you can ensure that only the very best videos are released to represent your company.
Commercial and corporate video can greatly vary in their pricing. One of the video types is not necessarily more expensive than the other, the price of production and video editing will depend on the ambition of the project.
Working out how much to spend is crucial, and while you should stay within your budget, remember that video can be an effective use of your budget and give you a return on investment.
Conclusion
What’s the difference between a corporate video and a promo video? As you’ve established by now, the bottom line is that a promotional video directly advertises to potential customers.
A corporate video can serve the purpose of boosting awareness and advertising a business service or product, but it can cover many more purposes.
A corporate video could be made to educate employees via a training video or to create a perception of your company.
You may want to share messages about the processes of your business, send out a message to the shareholders, or build a corporate message.
It isn’t a case of commercial versus corporate video. Instead, it is all about working out which is suitable for your goal and for your needs.
Ready to build your corporate strategy or create a marketing video for your product or service? Let’s talk. We can help with every aspect of commercial and corporate video, from pre-production all the way through to launching the video.
