The Differences Between Commercial And Corporate Videography

Corporate and commercial videography may sound similar but are in fact, two very different things and serve separate purposes.

By understanding their differences, both businesses and video production companies can avoid any miscommunications as well as achieve better transparency. Apart from that, businesses will also be able to discern which is the best option for their needs.
If your business is considering producing either a corporate or commercial video, read on to find out more about the differences between the two before deciding.

1. Different objectives

A commercial video campaign is often referred to as a promotional video as it aims to advertise a product, service or event. It is mainly used to highlight a new product or service’s unique selling points to boost sales, click-through rates and attain new customers. 

However in recent trends, commercials are steering towards a more narrative storytelling route in their content. Which most of the time requires a duration of 2 to 3 mins and that is when multiple versions of the content would be done to cater to both broadcast and social media deliverables.

On the other hand, a corporate video focuses more on the business itself to improve brand awareness and transparency in hopes of getting potential customers to engage your business if the vision and mission of your company are in line with theirs.

2. Different durations

The tricky part about commercial videography is the need to attract attention and convey the important points about a product or service in a short amount of time. 15 seconds is the standard length for a TV commercial while 30 to 60 seconds is often considered the max for online video advertisements on platforms like YouTube and Instagram.

Luckily with corporate videography, you are given a bit more leeway in terms of the video duration; a few minutes is fine but a rule of thumb is it should be enough to serve its purpose. Viewers also tend to decide within the first minute of the video if they are going to continue watching, so it is imperative that the key messages are included at the beginning.

3. Different approaches

Every video needs a storyboard to allow businesses a clearer idea of what the end product will look like and help the video production house know what to produce. 

A commercial video tends to take on the storytelling approach as it is one of the hallmarks of an effective promotional video. Other approaches include testimonials and a talking head video.
However, a corporate video may vary from a company profile video in which it includes a message by the CEO of the company, to showcasing the work culture in a recruitment video and behind-the-scenes of the company’s corporate social responsibility efforts.

4. Different audiences

A commercial video is usually more consumer-focused to increase sales and is entertaining to improve shareability. 

While corporate videos can be targeting consumers as well, they are often more business or brand-focused and suited for a B2B market. 

Due to the different objectives, video formats and approaches, the target audience for commercial and corporate videography will naturally differ too. Hence, it is vital to consider your business’ needs and target audience before deciding on one. 

Producing a commercial or corporate video in Singapore

If you are now sure of what your business wants, consider reaching out to Zeetrope and allowing us to meet all your commercial or corporate video needs. 

We have worked with a number of notable clients such as Nike, Google and Mediacorp so you can rest assured that only the best quality and the highest standards of service will be provided. 

Contact us today.