Choosing the right video for your business communication and marketing can be tricky. Should you focus on internal messaging to boost team morale and training, or aim to capture the attention of a broader audience? Understanding the difference between commercial vs corporate video is key to aligning your approach with your goals.

Corporate videos engage internal stakeholders, focusing on education, culture and processes, often shared via intranets. On the other hand, commercial videos are crafted to engage an external audience, using storytelling and persuasive calls to action across the internet. 

Ready to choose the right type for your business? Keep reading to dive deeper into each option.

Commercial Vs Corporate Video – A Quick Answer

Corporate videos are used for internal or external communication, such as training staff, showcasing workplace culture or introducing new processes. They tend to have a professional and informative tone. Commercial videos, however, target a broader audience to encourage actions like purchasing a product or using a service. These videos are designed to engage, evoke emotions, or tell a story. They also differ in how they are delivered, with corporate videos often shared on intranets and commercial videos on the internet.

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What is a Commercial Video?

Commercial videos aim to attract external audiences. Their goal is to influence viewer behaviour, encouraging the audience to engage with a brand, product or service. These videos are pivotal in building brand awareness and driving sales.

Core Objectives

Commercial videos are crafted to capture the attention of external audiences and drive engagement. They focus on:

• Influencing Audience Behaviour: Motivate viewers to interact with the brand and its offerings.
• Promoting Brands, Products or Services: Utilise emotional storytelling to enhance brand visibility and market products or services effectively.

Attributes of Commercial Videos

To resonate with a broad audience, commercial videos incorporate several engaging features:

• Engaging and Emotionally Evocative: Craft content that stirs emotions, ensuring the video remains memorable and effective.
• Storytelling Elements: Use powerful narratives to connect deeply with the audience.
• Internet-based Delivery: Leverage online platforms for global reach, allowing quick and widespread distribution to maximise impact.

What is a Corporate Video?

Corporate videos are essential tools for internal communication within a company. They serve to inform and align the workforce on company policies, updates and corporate culture. The primary purpose of these videos is to ensure that employees and stakeholders have a clear understanding of the company’s goals and processes.

Key Functions

Corporate videos play a crucial role in internal company communications. Here’s how they’re used:

• Training Staff: Provide a uniform training experience across the entire company, ensuring all employees receive the same information and training.
• Highlighting Workplace Culture: Foster a sense of community and shared values among employees to enhance company culture.
• Introducing New Schemes or Processes: Ensure smooth transitions and adaptability within the organisation by clearly explaining new procedures.

Characteristics

Corporate videos are designed to inform and align internal teams effectively. Key characteristics include:

• Informative and Professional Tone: Tailored to convey clear, concise and direct messages to internal staff and stakeholders.
• Security and Accessibility: Typically delivered through intranet systems to keep sensitive information secure and accessible to relevant viewers only.

Differences Between Commercial and Corporate Videos

Commercial and corporate videos serve distinct purposes, target different audiences and adopt unique styles to achieve their objectives. Here are the key differences between the two:

Audience Target: Internal vs External

The distinction between commercial and corporate videos primarily revolves around their intended audience. Corporate videos are specifically produced for an internal audience, which includes employees and stakeholders. These videos are crafted to support internal communications, training and the dissemination of corporate culture and initiatives. 

On the other hand, commercial videos are directed toward a much broader, external audience. They are designed to attract potential customers, investors and the general public, playing a critical role in marketing strategies and brand engagement efforts.

Content Tone and Style

The tone and style of a video can significantly influence its effectiveness, depending on its intended audience. Corporate videos typically adopt a professional and informative tone, aimed at delivering clear and useful information to internal viewers. This approach ensures that the content is straightforward and suitable for a professional setting, where the primary goal is to inform and align internal operations or values. 

In contrast, commercial videos often embrace a more dynamic and persuasive style. The goal here is to captivate and engage an external audience, using compelling narratives and emotional appeals that encourage viewers to take action, such as making a purchase or exploring more about a brand.

Intended Outcomes and Calls to Action

Corporate videos and commercial videos differ significantly in their objectives and the responses they seek to elicit from their viewers. Corporate videos are designed with the goal of informing and educating employees or stakeholders. Their calls to action are generally more informational, aimed at fostering understanding or compliance within the company. Examples might include adopting a new company process or embracing a change in corporate policy. 

Conversely, commercial videos are crafted to persuade and motivate a broader audience. The calls to action in these videos are usually straightforward and action-oriented, such as prompting a viewer to buy a product, sign up for a service or engage with a brand through social media platforms.

Channels of Distribution and Access

The channels through which videos are distributed also highlight key differences between commercial and corporate videos. Corporate videos are often circulated through secure intranets or closed networks. This method ensures that sensitive content remains confidential and is only accessible to those within the organisation, aligning with the videos’ internal focus and the need for privacy and security in corporate communications. 

In contrast, commercial videos are typically distributed across a wide array of public platforms, including YouTube, social media and corporate websites. This broad distribution is essential for maximising reach and impact, aiming to attract as wide an audience as possible to generate interest, engagement and consumer action.

Choosing the Right Video for Your Business Needs

Selecting the appropriate video type is crucial for aligning with your strategic business objectives and engaging your intended audience effectively. Below are five key considerations to help you choose the right video for your business needs:

Understand Your Audience

Identify who the video is intended for. Is it for employees, stakeholders or the general public? Knowing your audience helps tailor the content and delivery style to ensure maximum engagement and effectiveness.

Clarify Your Communication Goals

Define what you aim to achieve with your video. Are you looking to inform and educate your workforce, or are you aiming to attract and convert potential customers? Your goals will dictate the type of video you should produce.

Consider the Content’s Scope and Scale

Assess the scope of the information you want to share. Corporate videos might require detailed explanations suited for a smaller, informed audience, while commercial videos need to be broad and engaging enough to capture and retain public interest.

Evaluate Distribution Channels

Choose a distribution channel that aligns with your video’s purpose and audience. Corporate videos may benefit from secure, internal channels, whereas commercial videos thrive on public, accessible platforms.

Align Video Style with Brand Identity

Make sure the tone, style and visuals of the video are consistent with your brand identity. This alignment helps reinforce your brand message and enhances viewer trust and connection, whether through a professional, informative corporate video or a dynamic, engaging commercial one.

Wrapping Up

Understanding the difference between corporate and commercial videos helps you meet your business goals. Corporate videos improve internal communication and team knowledge, while commercial videos engage customers and drive action. Choosing the right video type ensures it adds value to your business and reaches the right audience.