Corporate video production isn’t about entertainment or consumer-focused content. It’s a tool used by businesses to communicate complex ideas, highlight products or services, and connect with stakeholders across platforms and channels.
Whether you're an experienced marketer or just beginning to explore video marketing, this guide offers practical insights and proven methods to improve your corporate video strategy. We’ll look at the various kinds of corporate videos, go step by step through the production process, offer advice for creating strong content, and examine effective ways to distribute and promote your videos. By the end, you’ll have a clear understanding of how to make corporate videos that deliver real business outcomes.
What Is Corporate Video Production?
Corporate video production involves making video content for a company or brand, usually for purposes like marketing, advertising, training, or internal communication. These videos are created to meet defined business goals, such as growing brand awareness or loyalty, connecting with customers, bringing in leads, or educating employees.
The advantages of using corporate video are well supported by research. Data shows video can raise brand awareness by 54%, increase engagement rates by 28%, and bring three times more monthly visitors to a website. In addition, people remember 95% of a message when they see it in a video, compared to only 10% when they read it in text.
According to HubSpot, 81% of businesses use video as part of their marketing, and 99% of those currently using video plan to keep doing so in the future. As video continues to dominate digital spaces, staying up to date with corporate video trends and best practices is essential for marketers who want to stand out and reach their target audiences.
Professional vs. DIY Approaches
While modern tools like AI video generators have made basic video creation easier, professional corporate video production provides clear benefits that can strongly affect results. Professional productions offer skill in storytelling, technical execution, and brand consistency—qualities that are hard to achieve with AI or limited in-house resources. They also give access to high-quality equipment, experienced crews, and specialized abilities in areas like motion graphics and sound design.
The choice between professional and DIY methods should be based on factors like budget, quality needs, and strategic importance. While simple internal communications may work with in-house tools, content meant for customers often gains from professional production values that boost credibility and viewer interest. High production quality signals trustworthiness, with studies showing professionally made videos receive 87% higher trust scores than amateur content.
What Are the Different Types of Corporate Videos?
Corporate videos come in many formats, each built to meet specific goals and appeal to different audiences. Some of the most common types include:
Brand Videos
Client: Framery
Brand videos act as the visual foundation of a company’s identity, offering a compelling overview of its mission, values, and position in the market. These strategic assets typically combine strong storytelling with high-quality visuals to form an emotional bond with viewers while delivering key business messages. The best brand videos mix genuine company culture with professional production, including leadership interviews, workplace footage, and motion graphics that show company achievements and growth. They are especially useful during important business moments like investor meetings, hiring campaigns, and market expansion efforts.
Promotional Videos
Client: Udemy
These videos target specific audiences with a focus on a particular product, service, or event. While corporate promotional videos are effective for building brand familiarity through online ads, they also work well for OTT and traditional TV broadcasting.
Testimonial Videos (Customer Success Stories)
Client: Salesforce
Customer success stories and testimonial videos use social proof to build credibility and trust with potential clients. These narratives feature real customers discussing their experiences, the challenges they faced, and the measurable results they achieved using the company’s products or services. The most effective testimonials focus on authentic storytelling rather than rehearsed praise, letting customers share their journey in their own words while highlighting specific, quantifiable outcomes.
Strong testimonial videos often combine interview clips with b-roll of the customer’s business operations, adding visual interest and reinforcing the story’s authenticity. They usually follow a clear structure: showing the initial problem, explaining how the solution was implemented, and celebrating the results. Production quality should reflect the brand’s professional standards while keeping enough of a documentary feel to maintain credibility. The best examples include concrete metrics and results while also emphasizing emotional benefits like peace of mind, improved efficiency, or better customer satisfaction.
Internal Communications
Client: Klarna
Internal communications videos have become vital for maintaining company culture, especially in today’s hybrid work environments. These videos range from CEO updates and policy announcements to training modules and team-building content, all designed to keep employees informed, engaged, and aligned with company goals. Successful internal videos balance professionalism with authenticity, often featuring familiar faces from leadership and staff to maintain connection and trust.
The most effective internal communications videos use clear, concise messaging supported by relevant graphics, data visualizations, and real-world examples. They often include interactive elements and knowledge checks for training content, while using a more relaxed, conversational tone for culture-building and team updates. Production quality remains important but should match the urgency and permanence of the message — ranging from polished annual reports to more immediate, documentary-style team updates.
Recruitment Videos
Client: Bolt
These videos give potential employees a behind-the-scenes view of a company’s culture, values, and work environment. They can be a powerful way to attract top talent and strengthen an employer brand.
Training Videos
These videos are used to train and educate employees, customers, or partners on products, services, or processes. They can simplify training and ensure consistent messaging across an organization.
Event Recap Videos
Client: Okta
These videos highlight the key moments and takeaways from a company event or industry conference. They can extend the event’s reach and impact and provide useful content for both attendees and those who couldn’t attend.
Strategic Goals and Objectives of Corporate Videos
Brand Awareness and Recognition
As mentioned, brand videos are excellent at communicating company values and personality in a genuine way. When companies show their workplace culture or highlight sustainability efforts through video, they create meaningful connections that stick with viewers. These videos often use consistent visual elements, messaging, and tone to reinforce brand identity while making complex ideas easier to understand and remember.
Lead Generation and Sales
Success in lead generation often comes from smart video placement and clear calls-to-action. When businesses include videos in their email campaigns, landing pages, and social media plans, they create multiple touchpoints for potential customers to interact with their brand. Companies that use video marketing report generating 66% more qualified leads each year compared to those that don’t, showing video’s strength as a lead generation tool.
The Corporate Video Production Process
Creating a high-quality corporate video requires careful planning and execution at every stage. Here’s an overview of what’s typically involved:
Pre-Production
The pre-production phase is about laying the groundwork for a successful video. This includes:
- Goal setting and creative brainstorming: Defining the objectives, target audience, key messages, and creative direction for the video.
- Scripting and storyboarding: Writing the video script and creating a visual storyboard to map out the flow and key shots.
- Casting and location scouting: Identifying and securing talent, whether actors, employees, or customers, and finding the right filming locations.
Production
The production phase is when filming takes place. This involves:
- Filming and directing: Capturing the necessary footage, often from multiple camera angles, and directing talent to deliver their lines and actions.
- Lighting and sound: Setting up proper lighting for visual quality and clarity, and recording clean audio using microphones and other sound gear.
- Interviews and b-roll: Conducting interviews with key stakeholders or experts, and gathering supplemental footage (b-roll) to add visual interest and context.
Post-Production
The post-production phase is where raw footage becomes a polished final product. This includes:
- Editing and assembly: Selecting the best takes, cutting the footage together, and creating a logical flow and structure.
- Motion graphics and visual effects: Adding text overlays, animations, and other visual elements to enhance the story and maintain a consistent visual style.
- Music and sound design: Including music tracks and sound effects to set the mood and tone, and mixing the audio for optimal clarity and impact.
- Final approvals and revisions: Reviewing the video with key stakeholders, collecting feedback, and making necessary changes before final approval.