Videos are no doubt one of the biggest marketing tools out there. With ⅓ of all online activity dedicated to watching videos, the video penetration rate worldwide is at an all time high. When you think about videos, you may think about cats, food or entertainment. However, videos are no longer just a medium for entertainment, it is also becoming a powerful tool in the corporate world as well. Many businesses now create corporate videos as part of their marketing strategy to promote their services and establish their brand. Here are 5 different types of corporate videos to help promote your business:
Brand video
A brand video is to give an overview of your company. Brand videos tell the story of your company’s journey, including your services, milestones, visions and missions. These videos are meant to be authentic, engaging and should help to bridge your brand to your stakeholders. They are meant to showcase your company’s branding and focus more on your unique selling propositions without hard-selling. Typically, these videos are less technical in nature, and do not include too much information about your product, focusing on emotional appeal instead. Brand videos build your corporate reputation through subtlety and engaging visuals.
This is a branding corporate video created by Gram for PayBoy, a HR and payroll software company. They chose to do a brand video to explain their services, using a comedic theme with interesting transitions to tell the story in a humorous manner in line with their branding and mascot. The end product resulted in a corporate video that efficiently showcases the features of their services in a casual, conversational manner.
Testimonial video
Testimonial videos are similar to reviews, just that it is in a video format. A testimonial video features clients/employees who have worked with your business and are here to give an authentic review about their experiences with your business. As these videos are from individuals who have first-hand experience working with you, they have a higher credibility and are more likely to persuade your target audience.
Here is an example of a testimonial video of a past intern for Gram.
Product video
A product video is a demo video for the product that you want to sell. There are many ways to film a product video, but companies usually focus on 2 angles: the features of the product, or how the product solves pain points that the consumers may encounter. The first angle is more of a hard-sell approach, showing the audience the features and benefits of the product. The second approach can be a subtle approach, showing the audience how the product solves your inconveniences and how it can fit in your life. A creative product video can increase conversion rates because it shows how your product can make an impact to your target audience. There are many ways to showcase your product, depending on the objective that you want to achieve for your video.
Here is an example of a product video by Google. It is more than just a video that shows the search engine’s functions. It also emcompasses its branding image and brand personality, all blended together with great, engaging narrations that are relatable to our daily lives.
Onboarding/training video
Onboarding training videos are great for companies with new employees coming in regularly, an onboarding video helps to facilitate the training process and serves as a proper introduction to the company. Onboarding videos save the time and hassle of a live-demonstration, and video is an amazing medium because your employees can re-watch the video as many times as they like. It is the best way to clarify steps and instructions, especially there is a lot of information and involves complicated steps.
This is an example of an onboarding video done for Uber, to facilitate the training process of Uber drivers. This video shows a step-by-step tutorial of how to use the Uber app when you register as an Uber driver. This video is part of a 4 part series of onboarding videos we created for Uber, and the other videos give tips and tricks on driving for Uber.
Corporate events
If you need a highlight reel of your event to promote your next upcoming event, event videos are just the type of corporate video you need. An event video includes the highlights of your event from the start to the finish, capturing every important detail and turning them into a cinematic video. Coupled with interviews and background music, corporate event videos give the viewer an immersive and engaging experience. An event video can be used to promote another upcoming event, or serve as a reminder of an event that has taken place before.
Here is an example of a corporate event video that Gram covered for NUS Innovfest 2017.
