Understanding the difference between a corporate video and a promotional video

Defining the main objective and message to convey:

The main difference between a corporate video and a promotional video lies in the stated objective and the conveyed message. The former focuses on providing an overall presentation of the company, its values, culture, history, and expertise. Its aim is to strengthen brand image and establish the credibility of the company. There are various formats of corporate videos such as animated corporate videos, institutional films, team presentation videos, etc. The “Super Héros de Sanofi” interviews are a perfect example of a corporate video with a humorous tone that conveys the desired message while respecting the company’s values. 

On the other hand, the latter highlights a product, service, or offer specific to your company. Its objective is to generate interest in order to increase sales and attract new customers. Different formats also exist: product demonstrations, branded content videos, product launch videos, video clips, etc. This promotional video for Jake Food showcases a completely unique universe to promote a product. And as you can see, surprise, laughter, joy… No matter what your message is, emotions are key!

Choosing the content to promote and its tone:

A corporate video is generally more informative and narrative, without being boring. The tone is often professional, serious, and focused on the company’s values. This format can include employee interviews, workplace sequences, customer testimonials, etc. Don’t hesitate to take your audience on a journey. Here is an example for Besix.

On the other hand, a promotional video takes a more persuasive and convincing approach. It highlights the benefits of the product or service, uses visually appealing elements, and employs a more dynamic and enthusiastic tone to encourage action.

Defining the target audience:

Another difference lies in the target audience for both types of videos. A corporate video usually targets a broader audience, including employees, clients and potential clients, business partners, and investors. It aims to establish a relationship of trust while enhancing the company’s reputation. This format is also used to raise awareness about specific topics, as seen in the Paprec campaign that explains each step of waste recovery.

As for the promotional video, it specifically targets potential customers who are interested in a particular product or service. Its objective is to generate interest and convert these prospects into customers. Just like the Nestlé campaign that highlights dark chocolate dessert through a mouthwatering spot.

Defining duration and distribution channels:

Corporate films are often longer, ranging from a few minutes to several minutes. They are often distributed on the company’s website, social media platforms, and during professional events such as trade shows, etc. Promotional films, on the other hand, are shorter, typically ranging from 30 seconds to a maximum of 2 minutes. They are often used in online advertising campaigns, on social media platforms, video platforms, and even on television.