At a glance
Choose a corporate video format around what viewers need to understand or do. A brand overview introduces the business, a customer story supplies evidence, and a training video explains a task. Agree on the audience and distribution first, then plan the interviews, footage and versions that suit that purpose.
In this guide
A clear guide to the main types of corporate video and when to use each one
Start with what the viewer needs: an introduction to your business, an explanation of a product, instructions for a task or evidence from a customer. That will help you choose the video format.
Different types of corporate videos meet different needs. The formats below cover these different uses. You may need more than one if the project serves several audiences.
Below is a clear guide to the main styles of corporate video, where they are used, and what they help you achieve. This is written for marketing teams, communications professionals and business leaders who want clarity before starting a project.
Comparison of Corporate Video Styles
This table summarises the purpose and best use of each video format to help you choose the right approach for your project.
| Video Type | Main Purpose | Where It’s Commonly Used | Best For |
|---|---|---|---|
| Brand Overview | Introduce who you are and what you do | Homepage, About page, Pitch decks | First impressions and building familiarity |
| Case Study / Customer Story | Demonstrate real outcomes | Service pages, Sales follow-up, Proposals | Building credibility and trust |
| Testimonial Interview | Provide social proof in a concise format | Websites, Landing pages, Sales collateral | Supporting reassurance during evaluation |
| Workplace / Culture | Show what it feels like to be part of your organisation | Careers pages, Recruitment campaigns | Attracting and aligning new team members |
| Training / Instructional | Teach a process or standardise knowledge | Staff induction, Compliance, Internal systems | Clear, repeatable training at scale |
| Product / Service Explainer | Simplify how something works | Landing pages, Sales demos, Onboarding | Helping audiences understand value quickly |
| Event Video | Document key moments and messages | Conferences, Launch events, Internal gatherings | Sharing highlights and extending event reach |
| Recruitment | Show roles, opportunities and culture | Job listings, Careers pages, LinkedIn campaigns | Engaging prospective hires |
| Corporate Documentary | Explore a story or transformation in depth | Investor relations, Brand storytelling, Culture work | Explaining the organisation’s background and direction |
1. Brand Overview Video
A brand overview video provides a concise introduction to your organisation. It gives viewers a sense of who you are, what you do and how your work helps people. These videos are often placed on a homepage or About page, and also used in presentations or social media profiles.
They typically combine interview footage with workplace visuals, staff interactions and examples of your work. The tone should feel natural and confident. The most effective brand videos show real people and real environments, rather than only products or buildings. View a Brand Video below that we made for Horseland.
2. Case Study or Customer Story Video
A case study video demonstrates the value of your work through the experience of a client. It explains the initial challenge, how your organisation approached the solution, and the outcome achieved. A useful case study gives viewers specific evidence to assess, with the client explaining what changed and which results can be supported.
Case studies are commonly used on service pages, in proposals and during sales conversations. They are particularly useful when potential clients are comparing vendors and want reassurance that you have solved similar problems before.
The key is to focus on the client’s perspective and the results achieved, not just praise for your organisation. Here’s a case study video we made for Harwyn:
You can see more examples on our Case Study Video Production page.
3. Testimonial Interview Video
Testimonial videos are shorter and more straightforward than full case studies. They feature a client or stakeholder speaking directly to the camera about their experience working with you. These videos work best when the person speaking feels relaxed and is answering real, conversational questions rather than reading a script.
They are useful as supporting proof on websites and landing pages, or as part of a broader content library for sales follow-up. Watch a testimonial video we made for 12RND:
4. Workplace or Culture Video
A workplace or culture video shows what it feels like to be part of your organisation. It is often used for recruitment and internal engagement. The goal is to help potential employees understand your environment and values.
Show staff doing their work and invite them to describe their experience. Specific examples of the role, working environment and expectations help applicants assess whether it would suit them. View a workplace culture video we made for Fulton Hogan below:
5. Training and Instructional Video
Training videos are designed to teach or standardise a process. They ensure that information is communicated consistently and can be revisited as needed. They are often used for staff induction, safety training, product operation, technical procedures and internal education.
Clear structure and language are essential. The viewer should be able to follow the steps without confusion. Training videos can include live action, screen recording, animation or a blend of approaches depending on the subject matter. You can watch a training video below that we made for BMW:
View more training videos that we’ve produced.
6. Product or Service Explainer Video
Explainer videos break down how a product or service works. They are particularly useful when the offering is complex or unfamiliar. These can be produced using filmed footage, animation or motion graphics.
The focus is clarity. Visuals should support the explanation and help the viewer understand the process or value. Explainer videos are often used on landing pages, within sales processes and in internal rollouts.
7. Event Video
Event videos capture conferences, presentations, launches and internal gatherings. The aim can be to document important messages, provide highlights or create shareable content for social media.
Deliverables may include full presentations, short speaker excerpts, a summary highlights reel, interviews with attendees or cutdown clips for ongoing use.
The planning stage is important for event coverage. Camera placement, sound capture and scheduling need to be agreed in advance to ensure smooth production on the day. Here’s an event video we made for The Coach Place:
See more of our Melbourne event videos.
8. Recruitment Video
Recruitment videos highlight your workplace, values, roles and opportunities. They are commonly used in careers marketing, job advertisements and onboarding communications.
Interviews with staff and footage of the workplace can show applicants what the role involves. Include the tasks, conditions and expectations they need to understand before applying. Below you can watch a recruitment video we made for Linde:
9. Corporate Documentary
A corporate documentary is a longer-form story that explores your organisation in depth. This may include history, purpose, key projects, periods of change or personal stories from within the company.
These films support internal culture-building, investor relations, and brand identity. They are more narrative-driven than other video types and often involve interviews, voiceover, archival material and carefully planned cinematography.
How to Choose the Right Video Type
A simple way to select the correct format is to answer four questions:
Once you have a format in mind, how to make a corporate video covers the script, filming and delivery decisions to plan next.
- Purpose: What are you trying to achieve?
- Audience: Who is the viewer and what do they care about?
- Message: What key points must they remember?
- Distribution: Where will the video be watched, and how will it be used?
For example:
- If the goal is to explain something complex, an explainer or training video is appropriate.
- If the goal is to build trust, a case study or testimonial will be more effective.
- If the goal is to attract talent, a culture or recruitment video is suitable.
Use your answers to brief the production team, choose relevant examples and agree on the versions needed.
Further Reading
- Corporate Video Production Melbourne
- Training Video Production
- Event Video Production
- Corporate Documentary Guide
Your questions
FAQ
Questions about choosing a format, planning production and preparing the finished versions.
How do I choose the right type of corporate video?
Start with purpose and distribution. What do you want the viewer to do after watching, and where will they see it? If you need trust and proof, use a case study or testimonial. If you are explaining a process or product, choose an explainer or training video. For hiring, a culture or recruitment piece is more suitable. Decide the goal first, then match the format.
How long should a corporate video be?
Length depends on context. A 60 to 90 second homepage video or a 30 to 60 second LinkedIn edit can be a useful starting point for planning, rather than a guaranteed optimum. Training content can run longer if it is clearly structured and chaptered. Consider what viewers need to understand, where they will watch and how the finished video performs.
When should I use animation instead of live action?
Choose an animation when the subject is abstract, technical, or impractical to film. It helps simplify complex workflows, data and software. If your message relies on people, culture and place, live action is usually better. Many projects benefit from a mixed approach, using animation to clarify and live action to humanise.
What timeline should I expect from planning to delivery?
For a straightforward corporate piece, expect two to four weeks from briefing to final delivery. That includes pre-production, one shoot day, a first edit, review and a final pass. Multi-location shoots, animation or approvals across several stakeholders will add time. A clear brief and quick feedback keep projects on schedule.
How can we make sure the video performs after it is published?
Decide on the distribution plan in pre-production. Optimise the video for the platform, create short cutdowns, add captions and write supporting copy. Embed on relevant pages, post natively on social channels and repurpose highlights for email and sales follow-ups. Track results with simple metrics such as watch time, click-throughs and form submissions.
Do we need captions, accessibility and branding guidelines?
Yes. Captions support silent viewing and accessibility. On-screen text should be legible on mobile. Follow brand fonts, colours and tone so the video sits comfortably with other assets. For training and compliance content, include clear titles, steps and on-screen reinforcement of key points.
How many deliverables can we create from one shoot?
Plan for a primary edit plus useful derivatives. A typical set may include the main video, a 15 to 30-second cutdown for social, a few vertical clips and stills pulled from footage. If you plan this upfront, you can capture the right coverage on the day and improve the return on the production.
Ryan Spanger is the founder and managing director of Dream Engine, a Melbourne video production company established in 2002. Over the past two decades, he’s produced hundreds of videos for businesses, government departments, universities and healthcare organisations across Australia. Ryan specialises in helping organisations explain complex ideas through clear, engaging video content, with particular experience in corporate communications, training and education.
