The Fine Line: The Difference between Corporate and Commercial Video Production
Key takeaways
• Corporate video production is used for in-house communication or external communication with shareholders, customers, and stakeholders, and includes training videos, testimonial videos, brand videos, and product release videos.
• Commercial video production is a marketing strategy used to advertise and promote a product or service via mass media platforms such as TV, radio, and billboards.
• The main difference between corporate and commercial video production is the intended audience and the key message; the former process promotes content and defines company culture while the latter markets a brand by engaging viewers.
Commercial video productions usually possess larger budgets, ranging from 20k to 100k, compared to corporate projects which typically allocate 5k to 15k. This disparity is mainly attributed to the higher viewership potential associated with advertising.
• When looking to create a video, businesses should consider their brand objectives, target audience, message tone, and budget.
Introduction:
If you’re in the business of hype, advertising, or awareness-raising about your brand, you would know the value and power of video marketing. It’s no surprise that video is the most engaging and persuasive way to tell your brand story and convey your message to your target audience.
But often people get confused about the types of videos that they need to create and the purposes they serve. If you're struggling with the difference between corporate and commercial video production, then you are not alone.
In this blog, we’ll sort it out once and for all.
What are corporate videos?
Corporate videos are a form of video production and editing that's intended for companies, brands, and organizations to use for in-house communication or external communication with shareholders, stakeholders, and clients.
These videos are designed to convey a specific message, promote content, and define the company culture. It includes brand videos, training videos, testimonial videos, charity and philanthropic videos, product release videos, hiring videos, and process videos.
Depending on the specific objectives per project, corporate videos have a slightly more serious and informative note than advertising videos.
What about video ads?
Commercial video production is a type of video production used to promote and advertise a product or service via mass media platforms such as TV, radio, billboards, and more. The primary goal of commercial digital marketing and video production is to convince potential customers to purchase the product or service being advertised.
The advertisement videos are used to market a brand and a product. They need to be high-quality, creative, and attention-grabbing. These videos are often engaging, entertaining, and persuasive. For instance, think of the iconic “Got Milk” or “I’m Lovin' It” advertisements.
So what's the big deal between these
two?
The major difference between the two video productions is the intended audience and the key message. The corporate videos are produced for internal viewers (employees and stakeholders) or external viewers (clients, investors, and people outside the organization) while commercial videos are purposed for a broader audience.
Marketing videos are aimed at promoting brands, driving sales, or introducing new products, while corporate videos are aimed at informing, educating, sharing stories about company culture, and training employees internally.
The Approach and Budget
Video ads usually have a larger budget than corporate productions. They require more resources, time, and effort- scripting, casting, set preparations, message creation, and high-end shooting equipment. The high budget cost of 20k - 100k on average is because of the substantial audience viewership of the video, and the potential revenue that the company will earn as a result.
On the other hand, corporate projects have smaller budgets of about 5k - 15k since the ultimate goal is to only inform, educate, and improve the internal culture of the organization, and sometimes to showcase the company's products and services.
Conclusion:
It’s essential to understand that corporate and commercial video production differ significantly. The choice between the two depends on what the company or brand aims to achieve; it's essential to understand the importance of creating a video carefully.
Ensure you select the correct type of video production that aligns with your brand objectives, communication style, target audience, and overall message.
If you want to build brand awareness or drive sales, you might opt for a different video production experience. But if you want to improve your internal communication, foster employee morale, or showcase your company culture or products, then corporate videos would be your best option to boost sales.
If you're unsure about the right video
Reach out to a full-service video production company for guidance. Melo Multimedia is a production company based in St. Paul, MN, but services other amazing cities like Minneapolis, Edina, and Rochester to name a few. Feel free to reach out to know if we can travel to you.
