What is the Difference Between Corporate Videos and Marketing Videos?

 

Are you wondering whether you should use videos to promote your business?

While text or image-based content marketing is one of the most common ways to spread messages and portray companies, video marketing has gained a lot of traction over the last few years, and for good reason. Indeed, according to a study published by Oberlo, demand for video content is increasing, with 54% of consumers wanting to see more videos from a brand or business they support. Besides, in the same study, marketers reported getting 66% more qualified leads a year thanks to their video content.

However, choosing the right video format based on the purpose of your video is important. Are you wondering which format suits your needs best?

To assist you, we’ll highlight the difference between corporate and marketing videos so you can start planning your next project ;)

What is a Corporate Video?

Corporate videos aim to describe a company and raise awareness about an organization to its shareholders, community, prospective employees, and potential customers.  

Some of the key things corporate videos usually entail include:

  • Highlighting the company’s values and mission

  • Showing the history of a company

  • Explaining the company’s vision and future strategy

  • Sharing the company’s culture and introducing employees

HOWEVER, CORPORATE VIDEOS CAN ALSO BE USED TO TRAIN A NEW TEAM, UPSKILL SPECIFIC EMPLOYEES, OR UPDATE INVESTORS ON KEY METRICS AND TARGETS. 

The target of corporate videos is usually:

  • Shareholders

  • Investors 

  • Bankers

  • Governments

  • Clients or customers

  • Prospective business partners

  • Employees and prospective employees

Benefits of Corporate Videos

MORE ENGAGING

According to a study published by Forbes Insight, 59% of senior executives prefer watching a video rather than reading through text. The main reason for this is the fact that videos are easier to process while being more engaging. They also allow you to humanize your company and showcase some of your best talents, turning your content into a powerful marketing and recruitment asset. 

COST-EFFECTIVE

Corporate videos used for training purposes (such as webinars) can significantly reduce your training costs as they allow your employees to watch them from anywhere in their own time and as many times as they want. 

A corporate video explaining your company’s history, values, vision, and strategy can also be clearer and easier to understand than a brochure or a manual allowing you to make your organization more memorable while reducing your printing costs.
Finally, a corporate video can also reduce your HR costs as it can be an effective way to attract new talent and showcase opportunities. 

HELP WITH GOOGLE RANKINGS

Having a corporate video on your website is an excellent way to boost your SEO and increase your rankings on search pages. Indeed, according to Optimind, websites that feature videos are 50 times more likely to be ranked on Google’s first page. 

What is a Marketing Video?

While corporate videos aim at selling a company or an organization, a marketing video (or a promotional video) is designed to sell a product, a service, or an event. A perfectly crafted marketing video can create buzz, increasing your brand awareness, your sales and ultimately improving your bottom line. It generally strives to explain to a brand’s community and its prospective customers why they should attend a specific event, why they need the product or service, or detail the product or service’s function.

THEY USUALLY ENTAIL:

  • Promoting and explaining an existing service, product, or event

  • Making your product or service memorable using a catchy phrase, song, or impactful storytelling

  • Providing a quick bite to make your audience excited about an upcoming service or product

Marketing videos can be short (under one minute) or a bit longer (up to four minutes) and aim at providing a memorable experience to a brand’s community. 

They can be used on your website and professional platforms, but the most powerful channels to harness are social media platforms. Indeed, the nature of marketing videos is to create buzz and to be widely shared. As a result, using social media platforms can help your amazing marketing or promotional videos reach a broader audience.

The target of marketing videos is usually:

  • Potential customers or clients

  • Sales Staff

  • Online and offline Customers

Benefits of Marketing Videos

INCREASE YOUR BRAND AWARENESS AND SALES

Marketing videos allow you to tell a compelling story and increase your brand awareness. Indeed, videos are easy and fun to watch and can be easily shared, generating comments, and likes. In addition to increasing brand awareness, having your videos shared on social media can provide credibility to your brand, leading to increased sales.

Marketing videos are also a great way to increase your sales as people are more easily convinced to purchase a service or product based on videos. In fact, 64% of consumers make a purchase after watching a video. 

BOOST YOUR EMAIL MARKETING CAMPAIGNS

Featuring videos in your emails as part of your email marketing campaigns can be a great way to increase your website traffic and engagement. Indeed, according to AB Tasty, including a video in your emails can increase your click-through rate by up to 300% and reduce your unsubscribe rate by 75%. 

As we get bombarded and overwhelmed with emails on a daily basis, adding compelling, funny, or how-to videos to your emails can be the best strategy to attract your audience’s attention. Besides, as mentioned before, viewers retain more information when watching a video than when reading a text.

VIDEO MARKETING CAN EXPLAIN EVERYTHING

When launching a new product or service, featuring an explanatory video on your homepage to explain your product or service to your audience and prospective clients can greatly improve your audience engagement. Indeed, according to a study published by Dreamgrow, 45% of businesses who use video marketing have an explainer video on their homepage, and 83% of them report that their homepage explainer video is effective.

We hope this article has provided some useful insights and helped you better understand the difference between corporate and marketing videos. At Starks Media, we strive to provide our customers with high-quality and impactful videos based on their needs. Indeed, we tell your story through compelling videos to allow you to convey your message effectively, connect with your audience and increase your bottom line. Are you wondering whether videos could work for your business? Don’t hesitate to get in touch here. We’d be happy to discuss your needs and how we can help.

 
Brand Video, Marketing VideoKara