4 Types of Corporate Videos Your Company Needs

Story sells. This isn’t a catchphrase from a marketing textbook — it’s something I see with every project where we’ve used video. People respond to stories. Numbers and facts are hard to remember, but the story of the person behind the company? That sticks.

But corporate video isn’t just one thing. There are different types, and each one serves a different role. Let’s look at the four that make the most sense for businesses.

1. Brand Video

A brand video is your company’s business card in motion. It presents the company, its values, the team, and what it does. It’s not an ad — it’s a story.

A great example is the video for Galerie Sodovkarna, which I shot for the construction company Stating from Kostelec nad Orlici. It was about a sensitive renovation of a historic soda factory in Hradec Kralove into a gallery of classic cars. The project won a Special Jury Prize in the Building of the Year competition for the Hradec Kralove Region.

I approached it as a short documentary. We interviewed the key people — the investor, the site manager, and architect Pavla Foglarova from AKIA studio. Each brought their own perspective on the project, and together it became a complete story of the place.

Three interviews, three perspectives, one story. We interviewed the key people involved in the project.

Stating gained a powerful reference that works better than any text on a website. When a potential client watches this video, they immediately see the quality of work and the team’s approach.

2. Testimonial Video

A testimonial video is a customer review on steroids. Instead of the text “We were satisfied,” you get a real person talking about a specific experience.

A great example is the collaboration with K-mont, a renowned construction company. We created a complete video ecosystem — a brand video, two customer testimonial videos, and footage from a major project. Three different types of videos, each with a different purpose, working together as a cohesive brand communication.

In an industry where decisions are based on references, customer testimonial videos are an incredibly powerful tool. How we managed the whole thing cost-effectively is described in the article about corporate video on a budget.

Why testimonial videos work:

• A real customer is more credible than any marketing copy
• Viewers see emotions, expressions, sincerity
• A specific story is more memorable than a generic claim
• You can use the video on your website, in proposals, and on social media

3. Recruitment Video

The war for talent is real. Especially in tech companies. And a quality recruitment video can make an enormous difference in whether the right person applies.

A recruitment video shows company culture from the inside. Not statements on a careers page, but the real atmosphere. What it looks like at your place, how people communicate, what they do during breaks.

This is exactly what we did, for instance, with the shoot for Axians. Although it was primarily about photography, the whole concept was built on the same principle — showing that even in a large multinational company, the atmosphere can be completely relaxed and that working in such a team is a reward in itself.

What a recruitment video should include:

• Authentic footage from the work environment
• Short interviews with employees (not HR, but real team members)
• A glimpse of company culture — team-building events, shared lunches, informal moments
• Company premises — offices, break rooms, facilities

4. Interview with the Owner / CEO

This is a type of video I’m recommending to companies more and more. A short interview with the owner or CEO, talking about why they started the company, where they’re taking it, and what matters to them.

People want to know who’s behind the company. The founder’s personal story builds trust and differentiates the company from the competition. In the B2B segment, where deals are closed based on relationships, this is key.

The format can be:

• A 2–3 minute interview on camera
• A combination of the interview and footage from the company
• Part of a larger brand video

How It All Works Together

Videos have the strongest impact when they form a cohesive ecosystem. Exactly the way we did it with K-mont — the brand video introduces the company, testimonials confirm quality, and project footage shows how they work.

Each video serves its role:

• Brand video = introduction, first impression
• Testimonial = proof, building trust
• Recruitment video = attracting talent
• Interview with the owner = personal story, differentiation

What It Costs and How It Works

A one-day shoot for a short brand film typically falls in the lower tens of thousands of CZK. That includes preparation, filming, editing, and final post-production.

I work with a small team, without agency overhead, which keeps costs low. But the result is visually top-notch — because even documentary-style shots are properly lit, and I make sure everything looks professional.

For context — for a price comparable to a one-day photoshoot, we produced the Galerie Sodovkarna documentary, a four-minute story-driven video with three interviews and drone footage. I go into pricing details in the article why your corporate video doesn’t need a Hollywood budget.

Interested in corporate video? Get in touch — I’d be happy to discuss which type of video makes sense for your company.