If you’re aiming to promote your business, perhaps to raise brand awareness or explain how a new product works, a corporate video can be the ideal vehicle. In fact, corporate videos are so effective that businesses using them are able to grow their revenue 49% faster year on year than organisations that don’t. In this blog, we’ll showcase 10 of the best corporate videos ever (in our humble opinion!), to illustrate several more powerful benefits of a well-executed promotional video.
What is a corporate video?
Talk of corporate videos conjures up thoughts of glossy promotional videos designed to promote a brand, product or services (or a combination of all three). This is the most familiar format of corporate video and one that continues to prove highly successful. In our annual survey, The State of Video Marketing 2018, 97% of marketers told us that video has helped increase user understanding of their product or service and 76% said it helped to increase their sales.
There are also various other types of corporate video that can help you to fulfil distinct objectives. For example, let’s say your company has several different regional or global offices. This can make company-wide training sessions costly, impractical and inefficient. Which is where a corporate training video can give you the edge. Not only can a video be watched anytime, anywhere, but it can also be watched any number of times and even include interactive elements to cement learner recall.
If it’s your customers, rather than your personnel, who are the focus of your educational efforts then an explainer video is an excellent tool. This type of corporate video gives you the opportunity to deep-dive into the nuances of complicated products or services that require a little more explanation for your customers to understand. It’s an effective approach, as illustrated by the 95% of survey respondents who told us they’d watched an explainer video to learn more about a product or service.
10 Awesome corporate videos
Without any further ado, let’s press play on some of the most effective corporate videos in recent memory and explore the various reasons why these videos made us sit up and take note.
Two key ingredients to a killer corporate video are pace and production values. Urban Farmers’ explainer video has both in abundance. With the world’s population predicted to reach 9 million people by 2050, Urban Farmers’ mission is to feed the growing populous in a more efficient and eco-friendly manner.
Putting the ‘ability into sustainability’ their premise is to nurture hyper-local produce and sustainable fish stocks grown where we eat them – on urban rooftops. A wacky idea sometimes needs a zany video to capture the zeitgeist. Urban Farmers went all in with this vibrant video, incorporating a faux-Western soundtrack and drawling voiceover to poke fun at our obsession for ‘fair-trade-inated’ organic food that clocks up thousands of air miles just to reach our plates.
The slick animation thrums along at a banjo-strumming pace, giving you plenty of thought-provoking ideas to chew over without ever crossing the line into preachiness. If you’ve got a game-changing product, but fear it might be too ‘out there’ for potential customers to grasp, then take a leaf out of Urban Farmers’ playbook. Package your message in an explainer video that leaves your audience informed, educated and very much entertained.
Dubai Association Centre
Corporate videos can also be a great tool for presenting heavy subject matter in a light and breezy way. When the Dubai Association Centre (DAC) set out to explain the bureaucratic machinations of its line of business, they astutely recognised that the subject matter they were promoting could come across drier than the Dubai desert if it wasn’t handled with care.
As the gateway to the world’s fastest growing economies Dubai is an international hub that links Africa, Asia and the Middle East to the rest of the world. DAC is an amalgamation of the Dubai Chamber, Dubai Tourism and Dubai World Trade Centre tasked with promoting the formation of global professional associations and trade bodies in the Emirate of Dubai.
We told you it was dry! Which is why DAC chose a vivid animated explainer video to distil the essence of their message in one richly textured and colourful video. This is a great example of how to use an engaging visual platform like video to package pedestrian messaging. Do as Dubai does and aim big. With a little bit of creativity, your branded messaging can be elevated to something far greater than the sum of its parts.
Red Bull Racing
A great way to encourage customer buy-in is to give them exclusive access to the inner sanctums of your business. Red Bull Racing did just that with this fascinating walking tour of their Milton Keynes race factory. Presented by their charismatic principal, Christian Horner, this video gives you a rare, behind-the-scenes look at what makes a Formula One team tick.
Horner takes us on a magical mystery tour with pit stops at F1 design legend Adrian Newey’s two offices (the second being the executive toilet if his witty repartee is to be believed!); the team gym that’s frequented by the pit crews to get into peak condition; and the state-of-the-art machine shop, where all the race cars’ carbon fibre and composite parts are produced. There’s even a hint that a pair of Drivers’ and Constructors’ Championship trophies might not be replicas after all.
This exclusive video gives a real sense of the ‘work hard, play hard’ environment that was clearly a major factor in the team’s four consecutive double world championship wins between 2010 and 2013. If your aim is to humanise your business, then following Red Bull Racing’s lead could put you in pole position.
Never ones to shy away from a promotional corporate video, Twitter have been bossing the corporate video genre for years. As you might expect from a marketing tech firm, they’ve got a real knack for selling their product in a fun and engaging way. This video, which promotes their Twitter Flight School service – a ‘dynamic learning experience to help you craft the best ways of integrating Twitter into your work’ – is typically on-point.
Remarkably, given it’s in Twitter’s best interests to upgrade its customers knowledge base, this fast-paced explainer animation makes you want to find out more. Which is the highest compliment we can pay it. You likely already know about Twitter, have the app and use it successfully for business. And yet, the social media gurus manage to be very persuasive in their assertion that there’s far more you could be achieving with their platform with a bit of tuition.
You can take a lot of inspiration from Twitter’s Flight School video. What they always manage to nail is the ability to fuse a razor-sharp script with a coherent visual narrative (in this case a paper aeroplane that glides through the entire video). Take heed and ensure your visuals and messaging are totally in sync to help your video take flight.
Sometimes the simplest ideas are the best. When it comes to a great corporate video, keeping it simple can often be the most effective means of getting your point across. Practicus, a recruitment agency that specialises in placing interim managers, executives and other senior personnel, could be on a hiding to nothing if they tried to explain their concept of an ‘outcome delivery partner’ in words alone.
What they did instead was produce a subtle, yet compelling explainer video to do the talking for them. Practicus’ branding, embodied by their logo, is intrinsically square. Presumably to represent the absolutes they can offer through their recruitment practices. However, squares aren’t friendly, they’re spiky. So, thinking well and truly outside the box (see what we did there?!), the producers of this video used a series of simple circles, backed up by the brand’s white, red and black brand colours, to ensure Practicus’ messaging didn’t come across as ‘square’ too.
If you’re planning to produce your own corporate video, you don’t always need complicated graphics or high-budget live action to sell your product or services. Getting back to basics, really zeroing in on the fundamentals of your business, and conveying them in a stripped back, insightful fashion can be an effective route to success.
Symbolism can be a great ally when explaining your service business in a corporate video. Used cleverly, a subtle nod to your line of work can work brilliantly in video format. Global logistics firm, Landstar, got creative with this particular explainer video to demonstrate how their freight solutions move goods all over the world via air, land and sea.
When setting out to showcase their Landstar Advantage business model, Landstar’s video producers developed an animated explainer video to tell their story. Creating a 3D modelled landscape reminiscent of the classic computer game SimCity, and clearly drawing inspiration from the circular flourish on Landstar’s logo, the video zips from one circular landmass to another in their depiction of everyday haulage activities.
The revolving landscapes at play here remind you of wheels, perpetual motion, the steady march of time. It not only commands your attention but taps into your understanding of Landstar’s transportation credentials on a subconscious level. Playful visual narratives like this can be the driving force of your business’ corporate video.
If we could give you one piece of advice, it would be to have fun with your corporate videos. If you’ve had fun creating your masterpiece that can often shine through in your content. This is a really endearing approach that can often excuse a lower budget production.
Inbound marketing experts, HubSpot are masters of using video to convey often quite technical theories in an accessible, easy to understand format. When it came to selling themselves and their own working environment to attract new talent, it can hardly come as a surprise that they nailed the brief. That is if the brief was to demonstrate how creative, relaxed but professional their work culture is.
This is an unashamedly kitsch, tongue-in-cheek 80s homage that ironically promotes an extremely modern company through everything from pixelated graphics, to comic book artwork and a synth-heavy soundtrack. It probably shouldn’t work but it does! The takeaway here is that your corporate video doesn’t have to be stuffy and, well, corporate. It can be fun, engaging and hilarious to create just as much, if not more, of a lasting impact.
Corporate videos are an excellent vehicle for conveying reams of information in a short space of time. Our survey results have shown that 72% of respondents would rather use video to learn about a product or service than text. Brands need to respond to this trend and turn it to their advantage. Take scientific innovators, DuPont, as an example of how to hammer home your mission statement in a short, compelling video.
In their efforts to showcase their corporate story and values, global conglomerate DuPont turned to the tried and tested route of an animated explainer video (can you see a theme emerging here?!) to explain their global interests and enterprises – as wide-ranging as agricultural products, to high performance materials. This is one fast-paced video that reflects the high-speed developments it seeks to document. It blends a snappy script and pop art inspired illustrations to convey a huge amount of detail in less than two minutes of video.
If your business covers a diverse range of specialisms and services, it can sometimes be difficult to encapsulate all that you do into words. A corporate explainer video can help you to package your offer into a digestible format, one that can resonate with your audience on a much more immediate basis.
When done well, words and video used in unison can create an insightful fusion of information. You don’t always need a voiceover to get your message across. Rather, some great visuals overlaid with impactful statements can be just as effective. American multinational, General Electric, used this technique to great effect with their ManuFACTS video.
More akin to the traditional brand awareness style campaign, this corporate video employs a highly stylised animation to demonstrate how GE is using 3D Printing and a new smart factory concept to revolutionise large-scale manufacturing. Combined with short, simple written statements and a stirring soundtrack, this video is clear, concise and effective.
Conveying large swathes of information with animated visuals alone is a difficult route to success. Adding eye-catching, headline statements can make all the difference. It’s also a great discipline for any marketing activity to capture the main thrust of your brand messaging in succinct soundbites that people will easily remember.
Altering the viewer’s perspective can often be a useful tool for introducing new concepts. The natural instinct is to sell a product or service directly from your business’ perspective. Whilst you know the benefits of choosing your brand better than anyone, sometimes it can be more disarming to hear from an alternative point of view to advocate what’s on offer.
In their Living a Richer Life video, global homestay moguls, Airbnb, turn the spotlight onto the hosts that open up their homes to visiting travellers for them to share their experiences. We learn about their motivations for becoming a host and how this impacts their daily lives for the better. This video connects on a human level. You want to meet these people and explore their homes and cities, which is exactly the reaction Airbnb set out to provoke.
As consumers, we’re constantly bombarded with marketing messages. In many ways, we’ve become immune to blatant brand campaigns. What we’ll never be averse to though is a great human story. A corporate video that teases out authentic human-interest stories can connect with us on an instinctive level. If you have passionate brand advocates, try featuring them in your video to promote your wares for you.
These 10 best corporate videos demonstrate distinctive techniques for capturing the audience’s attention. Whether it’s through sense of humour, clever pacing or a devastatingly simple idea, these companies have managed to harness the power of video to get their point across.
There is much you can take from their innovative approaches. You might even choose to take a mixture of their ingredients to produce your own memorable corporate video. And who knows, we may well be featuring your video next time!
Check out our ‘20 Awesome Explainer Video Examples (2018)’ blog for more examples of corporate videos that bossed the brief.