- Article
- Video production
Today, we’re unpacking a topic that often confuses clients, marketers, and even the occasional filmmaker: the difference between a corporate video and a promotional video. They might seem interchangeable on the surface, but trust us, each serves a different purpose and plays a unique role in your marketing strategy.
So let’s explain, shall we?
What’s a Corporate Video?
When we talk about a corporate video, we’re usually referring to content that focuses on your company’s identity, values, culture, or internal messaging. Think of it as a mirror you hold up to show the world (or your team) who you are.
These videos can take many forms – internal training pieces, CEO messages, company culture videos, recruiting content, or even investor updates. They’re often polished, informative, and a bit more buttoned-up.
In short: corporate videos are about your company talking about itself, with purpose and professionalism.
Common examples of corporate videos:
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Company overview videos
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Employee onboarding and training videos
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Internal communications
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Annual reports or shareholder messages
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Recruitment campaigns
And a Promotional Video?
Promotional videos, on the other hand, are your hype machine. They’re flashy, energetic, emotionally driven, and designed to sell a product, service, idea, or event. The goal? Drive action.
These videos are marketing tools, plain and simple. You’ll see them embedded on landing pages, running in paid ad campaigns, or launching a new product on social media. They might feature exciting music, bold visuals, and direct calls to action.
In short: promotional videos are about getting your audience to do something, sign up, buy, book, or share.
Common examples of promotional videos:
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Product launch videos
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Social media ads
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Event promos or trailers
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Special offer or seasonal campaign videos
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Brand awareness campaigns
So… Why Does the Distinction Matter?
Here’s the thing: while the tools and cameras used to create both types of videos might be similar (we’re still rolling on cinema-grade gear, lighting like maniacs, and obsessing over every frame), the intent is completely different.
If you approach a promotional video like a corporate piece or vice versa you risk missing your target entirely.
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A corporate video that’s too salesy? It might feel insincere.
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A promotional video that’s too informational? It might bore your audience before the call-to-action even hits.
Knowing the difference helps you define your message, choose the right style, and ultimately get better results.
Where They Overlap
Of course, these categories aren’t completely siloed. You might have a brand film that toes the line, sharing your story and creating emotional impact. That’s totally fine. Great video marketing often blends strategy with storytelling.
But here’s our advice: start with the goal. Ask:
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Who is this for?
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What do we want them to feel?
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And most importantly, what do we want them to do next?
If the answer involves informing or aligning people internally, you’re likely in corporate territory. If it’s about sparking attention or driving sales, you’re in promo land.
Final Thoughts
At the end of the day, both corporate and promotional videos are powerful tools when used the right way. Whether you’re trying to build trust with your audience or convert clicks into customers, video gives you a way to communicate with impact.
So, next time you’re planning a shoot, take a moment to figure out, are we explaining or selling? Understanding that will shape everything from the script to the music to the final edit.
Need help figuring out which kind of video is right for your next campaign? You know where to find us.
by Lexy Condick