Corporate Video 101: What It Is, Why It Matters, and How to Create One

Corporate Video 101

If you’ve landed on this blog, chances are you’re curious about corporate videos. Well, you’re in the right place! As a motion design agency, we’ve worked on plenty of them, helping businesses bring their ideas to life and communicate their messages clearly.

So, what exactly is a corporate video? In simple terms, it’s a video a company uses to talk about the business itself—its people, culture, values, goals, achievements, changes, or anything else stakeholders need to know.

And here’s an important distinction: corporate videos aren’t made for sales and marketing. If the main goal is to sell a product or service, you’re probably looking at something like a product demo, explainer video, or ad instead. Corporate videos are more about communicating with the people connected to your company, whether that’s employees, new hires, investors, partners, or other stakeholders.

But even then, you’re not always talking to the same people. Take onboarding and training videos. They’re both used internally, but an onboarding video is speaking to someone who’s just joined the company, while a training video might be for a particular team that needs to learn a new process or skill.

The same goes for other types of corporate video. A company culture video might be aimed at employees or potential hires, while a sustainability or CSR video could be created for investors, partners, employees, or other stakeholders. It really comes down to who needs to hear the message and what you need them to understand.

So, what makes a corporate video different from a commercial video? The easiest way to think about it is what the video is trying to do. A commercial video is there to promote and sell a product or service. A corporate video is there to communicate something about the company itself.

Why videos? Is it really essential?

Well, think about how much information a company needs to communicate. You’ve got new hires trying to understand how everything works, employees learning new processes, teams going through organisational changes, and stakeholders who need to stay in the loop.

Of course, you could put all of that into a long PDF or presentation. But let’s be honest, some things are just easier to understand when someone shows you rather than tells you.

And there’s actually research behind that. In a study published by Athabasca University in Canada, professionals who took part in video-driven online training achieved a 76.6% knowledge score, showing how video can be an effective way to support learning in the workplace.

That’s really where corporate video comes in handy. Instead of giving people pages of information to work through, you can use visuals, sound, motion, and storytelling to make complex messages much easier to follow.

And it doesn’t have to live in just one place. A training video might sit on your internal learning platform, an onboarding video could be part of your new-hire process, while a company update might be shown at an internal meeting or corporate event. It all depends on who you’re talking to and what you need to communicate.

Does that mean you need a video for absolutely everything? Of course not. But when you’ve got something important or complicated to get across, sometimes showing it is simply easier than writing another 20-page PDF.

So do we only need one corporate video?

Not necessarily. There’s no one-size-fits-all corporate video because companies have different messages to communicate, different goals to achieve, and different people they need to speak to.

Even corporate videos made for the same general purpose can have completely different audiences. For example, an onboarding video and a training video might both be used internally, but they’re not necessarily speaking to the same people. One could be introducing new hires to the company, while the other might be teaching an existing team a specific process or skill.

The same applies externally. A video created for investors and stakeholders will need a different message from one created for potential partners or future employees.

That’s why the format should always follow the audience, message, and purpose.

You might need a company profile video to introduce who you are, an onboarding video for new hires, a training video for a particular team, or a CSR video to communicate progress to employees, partners, or stakeholders.

And you don’t necessarily need all of them. The right corporate video is the one that gets the right message to the right people.

Popular types of corporate videos (+ examples)

Company & brand story videos

Every company has a story to tell, and corporate videos are a great way to bring that story to life. These videos focus on a company’s values, vision, and mission, helping businesses build a real emotional connection with their audience. They give brands the chance to stand out by sharing their journey, purpose, and culture, creating a sense of trust and authenticity. A well-crafted brand story doesn’t just introduce your company—it makes people feel connected to it. This is the video where you want to talk about the company's struggle; think of this as a way to think

Examples of company story and brand story videos:

• Company culture videos – Show what it’s like to work at your company by highlighting the workplace environment, employee experiences, and core values. These videos often include team interactions, leadership insights, and behind-the-scenes moments to give an authentic feel.
• Rebranding/brand identity videos – When a company evolves, so should its brand. These videos (like the example above) help communicate a fresh direction, new messaging, and an updated visual identity, making sure customers and stakeholders understand and embrace the change.
• Company story/history video – Tell the story of how your company has grown from where it started to where it is today, sharing the milestones, changes, and important moments that shaped the company along the way.

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Training & internal communication videos

Keeping everyone on the same page gets harder as a company grows. Training and internal communication videos help businesses share important information with employees in a way that’s clear, consistent, and easier to follow. Whether you’re teaching a new process, introducing a company-wide change, or simply keeping teams updated, video can make information feel much less like another document people have to read.

And while these videos are both used internally, they don’t always serve the same audience or purpose. A training video might be made for a specific team learning a new skill, while an internal communication video could be created for everyone across the company.

Examples of training and internal communication videos:

• Employee training videos – Help employees learn new skills, processes, tools, or company procedures. They can be created for a particular role or department, so people get information that’s actually relevant to their work. We’ve seen this firsthand with Obrizum, where we created a series of videos for their L&D content. You can see more of that work in our case study.
• Internal communication videos – Keep employees informed about what’s happening across the company, from important announcements and leadership updates to new initiatives and organisational changes.
• Organisational update videos – Help explain what’s changing, why it’s happening, and what employees need to know, giving teams a clearer picture of what comes next.
• Company values and UVP video – Show what your company believes in, what makes it different, and how those values show up in day-to-day work, from the way your teams work together to how employees put those values into practice.

Employer branding

Ever struggled to understand a new product or software? That’s where explainer and educational videos come in. They take complex products, services, or ideas and break them down into simple, easy-to-follow content. Whether it’s helping customers navigate a new tool or training employees on company processes, these videos make learning faster and more engaging.

They’re especially popular in the IT and SaaS industry, where onboarding tutorials help users get the most out of software. The example above is one such explainer video, showcasing how a complex idea can be broken down into an easy-to-understand and engaging format. They’re also widely used in the education sector, making complicated topics easier to grasp through visuals and step-by-step explanations.

Examples of explainer & educational videos:

• Software and tool onboarding tutorials – Show users how to navigate features and get started quickly.
• How-to guides – Provide step-by-step instructions to help customers or employees learn new skills with ease.
• Customer onboarding guides – Help new customers get started smoothly by walking them through key features and functionalities, ensuring a seamless experience.

4. Employee Orientation & Corporate Training Videos

People want to know what it’s actually like to work somewhere before they join. Employer branding videos give potential hires a look inside your company, from the people and culture to the values that shape how your team works.

And it doesn’t always have to be a polished “this is why you should work here” video. Sometimes, hearing directly from employees or seeing what a normal day looks like can say much more about your company than a careers page ever could.

Examples of employer branding videos:

• Employee testimonial videos – Let employees share their own experiences, from what they enjoy about their role to why they chose to join and stay with the company.
• Recruitment videos – Introduce your company, teams, and opportunities to potential hires, giving them a better idea of what they could expect before applying.
• Day-in-the-life videos – Follow an employee or team through their typical day to give potential hires a more realistic look at different roles and how people work together.

Company culture and value video

Your company values might be written on your website or tucked away in an employee handbook, but that doesn’t necessarily mean people understand what they look like in practice. Company culture and values videos help bring those ideas to life by showing what your company stands for and how those values shape the way people work.

They can be especially useful when you want everyone across the company to have a shared understanding of your culture, whether you’re introducing new values, reinforcing existing ones, or simply reminding people what the company is working towards.

Examples of company culture and values videos:

• Company values videos – Explain the values your company stands for and, more importantly, what they actually mean in everyday work.
• Mission and vision videos – Give employees and stakeholders a clearer picture of where the company is heading and what it’s working towards.
• Culture videos – Show how your company’s culture comes to life through the way teams work, communicate, collaborate, and make decisions.
• Leadership message videos – Give leaders a more personal way to talk about the company’s direction, values, or the thinking behind important decisions.

CSR, sustainability & compliance video

Every company has its own rules, responsibilities, and protocols. And sometimes, those don’t just affect employees. Partners, investors, and other stakeholders might also need to understand how your company operates and the standards it follows.

That’s where CSR, sustainability, and compliance videos can help. They give companies a clear way to communicate the policies, commitments, and responsibilities that matter to the business, even when they’re not directly tied to sales, revenue, or ROI.Whether you’re explaining an important compliance process or showing the progress you’re making towards a sustainability goal, video can make these topics much easier for different stakeholders to understand.

Examples of CSR, sustainability and compliance videos:

• Compliance videos – Explain the rules, regulations, standards, and protocols your company follows and what they mean for employees or other stakeholders.
• Sustainability videos – Communicate your environmental commitments, initiatives, goals, and the progress you’re making towards them.
• CSR videos – Share the social and community responsibilities your company cares about and what you’re actually doing around them.
• Policy and protocol videos – Break down important company policies and procedures so the people affected by them know what’s expected and why they matter.

Steps to Creating a Corporate Video

Just like any other videos, corporate video has three general steps of creation: Pre-Production; Production; Post-Production. What these steps  consist of might differ from one project to another, but in general these are the steps:

1.Pre-production (planning & strategy)

Alright, so you’re thinking about creating a corporate video—great! But before jumping straight into production, it’s worth figuring out exactly what you need the video to do. Here are a few things to think about first:

• Start with the goal – What are you actually trying to achieve? Maybe you want to introduce your company to potential employees or partners, communicate an important update internally, or explain your sustainability commitments to investors. Your goal should come before everything else.
• Pick the right type of video – Two videos might technically fall under the same category but still need completely different approaches. Take training videos: an onboarding video for someone on their first week has a very different job from an employee development video for someone who’s been with the company for years. The purpose changes, so the focus of the video should too.
• Know who you’re talking to – Who needs to see this video, and what do they need to take away from it? Employees, new hires, investors, and partners will all come to your message with different levels of knowledge and different expectations. A simple creative brief can help keep everyone focused on the same message.
• Decide between animation and live action – Think about what’s going to tell the story best. Real people can work well when you want employees or leadership to speak directly to the audience, while animation and motion graphics can make policies, processes, data, or more complex ideas easier to explain. You can also combine the two.
• Think about where people will watch it – An employee training platform, your company website, an internal presentation, and an investor pitch deck are very different places. Knowing where the video will live helps you make better decisions about its length, format, tone, and level of detail.

2. Production

Alright, now it’s time to bring your video from concept to reality. Here’s how to make sure it all comes together smoothly:

• Shoot or animate the video – This is where the fun begins. If it’s a live-action video, that means setting up the right shots, capturing great footage, and making sure everything aligns with your storyboard. If it’s animated, this step involves designing motion graphics, illustrations, or 3D elements that turn your message into something visually engaging.
• Keep the quality high – A great video isn’t just about the content—it needs to look and sound professional too. That means using the right cameras, lighting, and sound equipment for crisp visuals and clear audio. If you’re working with animation, make sure you’re using the right software and tools to keep everything smooth and high-quality.
• Stay on brand – Your video should feel like a natural extension of your brand. That means keeping the visuals, tone, and messaging consistent—using the right colors, fonts, and logos, and making sure the overall vibe matches your brand’s personality.

With these steps locked in, you’ll end up with a video that not only looks great but actually connects with your audience and delivers results.

3. Post-production

Now that the footage (or animation) is ready, it’s time to bring everything together and make sure the finished video gets in front of the right people.

• Edit the video – This is where everything starts to come together. Tighten the footage, remove anything unnecessary, and add graphics, animation, sound design, or music where needed. Good pacing and clear visuals can make even complicated information much easier to follow.
• Review and finalise – Before you call it done, go back to the goal you set at the beginning. Does the video communicate what it needs to? Will the intended audience understand it? Check the visuals, messaging, tone, and pacing to make sure they all work together.
• Put it in front of the right audience – Where you share a corporate video depends entirely on who it was made for. A company profile or brand story video might have a broader audience, so it could live on your website, careers page, or be used in presentations. But something like an internal company update, employee training, or compliance video might only need to live on your internal platform. Not every corporate video needs to be seen by everyone—and that’s the point. The goal is to make sure the right message reaches the right people.

Case study: Proaction international & utrakk

The challenge

Proaction + Utrakk came to us with an important story to tell. Two companies were coming together, and they needed a company story video that could introduce their new shared identity and communicate what this next chapter meant.

Bringing two companies together meant bringing their different histories, values, and identities into one clear story. Our job was to create a 90-second corporate video in just two weeks that:

• Celebrated the journey that brought the two companies together.
• Introduced the newly combined company and what it stood for.
• Helped employees and stakeholders understand the direction the company was heading.
• Brought two different identities together into one story that still felt true to both.

They already had a clear idea of how they wanted to tell that story: a 2D animation-led video with a strong focus on typography, mixed with live-action footage to give the story a more human side.

The result wasn’t a product launch or a sales video. It was a way for Proaction + Utrakk to introduce who they were as one company and bring their people and stakeholders along for what came next.

Pre-production

This was more than just a brand refresh; it was a new beginning for two already established company with their own existing ecosystem. Since this video would be used for both internal and external communication, we needed to make sure the messaging was engaging, clear, and easy to understand for everyone watching.

• Our project manager worked closely with them to ensure:
  • Everything aligned perfectly with their new branding.
  • The project stayed on budget and on schedule.
  • The messaging and visuals would connect with employees, customers, and stakeholders alike.
• To keep things transparent and collaborative, we provided 24-hour turnaround updates throughout the process.
• Once the direction was locked in, our storyboard artist sketched out the visual flow, ensuring the animation and live-action elements blended seamlessly.

Production

With the plan in place, it was time to bring their vision to life. One of our senior designers led the project, ensuring every detail reflected the new brand identity.

• The video was built primarily with 2D animation, using bold typography to drive the brand message.
• We carefully integrated live-action footage, adding depth and real-world context to reinforce key visuals.
• Since this video wasn’t just an internal announcement but also a public-facing communication piece, we focused on making sure it was:
  • Engaging and inspiring for employees.
  • Simple and digestible for customers and external audiences.
• One of the biggest challenges? Creating two versions—one in English, one in French, while keeping the animation smooth and natural. This meant:
  • Adjusting the timing of typography animations to accommodate language differences.
  • Ensuring seamless transitions and pacing in both versions.
  • Keeping every element consistent, polished, and aligned with the brand’s identity.

Post-production

With both versions complete, it was time for final refinements. Since typography timing differs between English and French, our senior designer had to be extra precise to make sure both versions felt equally smooth and impactful.

• Every frame was carefully fine-tuned to maintain the perfect pacing.
• We made sure the animations felt natural and fluid across both languages.
• The final result? A dynamic, visually striking brand reveal that clearly communicated the company’s transformation in a way that felt fresh, exciting, and easy to understand.

A few months later, Proaction + Utrakk reached out again—this time for another exciting project: designing and building their new website. Their continued trust in our work proved just how powerful a well-crafted corporate video can be.

Wrapping It Up

Corporate video covers a lot more than just the typical company profile video. It can help you onboard new employees, train your teams, communicate organisational changes, share your values, explain company policies, report on sustainability initiatives, or keep stakeholders informed.

But as we’ve covered throughout this guide, there’s no single corporate video that works for every situation.

• Start with who you need to communicate with. A video for new hires will look very different from one made for existing employees, investors, partners, or other stakeholders. Even two internal videos, like onboarding and employee training, can have completely different audiences and goals.
• Choose the format around the message. Company stories, employer branding, training, internal communications, culture and values, CSR, sustainability, and compliance videos all have different jobs to do. The right format comes down to what you need people to understand.
• Think beyond production. A good corporate video isn’t just about making something that looks great. Where it will be watched, how much your audience already knows, the tone you use, and what information you include all matter just as much.
• Make it easy to understand. At its core, that’s what corporate video should do: take something important your company needs to communicate and turn it into something people can actually follow.
• Remember who your audience is – Think about who you’re actually talking to and what they need to know. A report for C-level executives or investors might need more detail, data, and context, while a video for a broader audience may need to keep things simpler. Plan the message around the people watching, so they get the information that actually matters to them.

You don’t need a corporate video for everything. But when there’s something important your employees, new hires, partners, investors, or other stakeholders need to understand, video can be one of the clearest ways to communicate it.

Got something your company needs to communicate? Book a call with us or take a look at our corporate video services to see how we can help bring it to life.

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