In a world where everyone is creating content, clarity, relevance and most importantly, authenticity are the keys to standing out.
Corporate video used to be just brand films, but not anymore. Businesses and organisations use a mix of video types, each with a particular job to do. They might use a brand video to tell their story, a case study to prove that they do what they say they do, or training videos to get their staff up to speed.
In 2026 the question is no longer, should we be using video, but instead, what corporate video types should we be creating?
What Are Corporate Video Types?
Video is one medium, but it can have different uses.
Corporate video types are the different formats businesses or organisations use to get a message across on camera. Each type serves a specific purpose — from building trust and awareness of your brand to training staff or keeping investors and other stakeholders informed.
Not every video should look or feel the same. A recruitment video shouldn’t behave like a shareholder update, and a brand film isn’t the same as a training video. When you choose the right format, you get clarity, engagement, and better outcomes.
A carpenter uses both hammer and nails; they are just the tools they need to create an outcome (or a cupboard).
Think of different corporate video types like different tools in a marketing kit.
A brand film helps build trust, while a case study builds proof.
A recruitment video attracts new talent while an AGM stream speaks to shareholders.
We have all watched corporate videos and thought to ourselves, “I s
Brand Story & Corporate Overview Videos
Stories make the world go round.
A brand story or a corporate overview video is the video that sits on your home page, above the fold. It tells people who you are, what you stand for and why you do it. You might include a link to it in your initial email to potential clients or you might have it playing in your showroom.
Businesses use them to build trust and help viewers get to know their organisation.
Every organisation or business needs a brand story. It should be the first video on your to-do list.
If a viewer knows nothing about you, then they aren’t likely to engage with you. A brand video tells your story, starting the conversation, often without the viewer realising. Brand videos, corporate overviews or explainers don’t sell. They tell.
Case Study & Social Impact Videos
No one wants to hear you tell them how good you are.
In your brand film, you told people who you are and why you do what you do. But that often isn’t enough.
They need proof, and they don’t want you telling them how good you are. That is where case study videos come in.
Just as we automatically look for reviews when we want to buy something on Amazon, a good case study video or social impact video for not-for-profit organisations will do the heavy lifting.
Videos that show real people and real results are great at demonstrating impact and outcomes. They are usually interview-based, with supporting b-roll.
They build trust faster than brand promises or mission statements, and let audiences see and feel results, not just take your word for it. Case studies often dont mention the company or organisation, mainly focusing on the outcomes of the good work done.
At The Jasper Picture Company, we always put story and dignity first in our case studies. We use authentic voices rather than scripted messaging (the audience is too savvy for heavily scripted messages), and we like to film in real locations and capture authentic moments.
We spend the time to learn about the person we are interviewing and the outcomes that the organisation is trying to portray.
Done right, these videos don’t feel like marketing — they feel like understanding.
Recruitment & Employer Brand Videos
These videos are created to help people understand what it’s like to work at an organisation. It should address culture, purpose, environment, values, and real employee stories.
Think about all of the things you want to know about before you work for an organisation or business; that is what you need to include.
If there is free parking, tell people there is free parking, and if your office is in the beautiful hills outside the city centre, then show them the views from your windows.
This corporate video style is most effective when you use real staff voices, not scripts, and when it isn’t just a highlight reel of all the good. You want an honest story that attracts the right people.
Showing everyday moments will help candidates feel the workplace before they apply.
Training & Internal Communication Videos
These videos are used to train staff, onboard recruits (hopefully those you attracted with your recruitment videos), or communicate internal updates.
They could be process walk-throughs, safety and compliance training, leadership messages, culture and value pieces or systems and software training. The focus with these should be clarity, consistency and understanding.
These videos matter because they help scale knowledge across your business, so one trainer doesn’t have to sit down with every member of your staff to teach a single thing. It means that your message can be delivered consistently with no ambiguity, and can make your staff communications feel more human than just a constant stream of email updates.
Great organisations communicate internally as well as externally.
Explainer and testimonial videos
Explainer videos help audiences quickly understand what you do and why it works, they can also break down complex ideas and make them easier to understand. Animation or live action videos can be helpful with this corporate video type.
Testimonial videos are similar to case studies, but focus more on speaking about the company or organisation involved directly referencing the people and the service or product that helped them.
The piece below is a testimonial video that we created with The Heart Foundation (talking about The Jasper Picture Company).
Event Coverage & Live Streaming Content
Event coverage can take many forms, as can Live Streaming Content. In fact, we will be blogging about the different kinds of live streams in the coming weeks. Generally, though, this is where you capture conferences, panels, announcements, and launches, and share them beyond the room.
This then extends to creating value beyond the day. You can offer complete recordings, speaker clips, and social cut-downs.
Reliability definitely matters when it comes to live streaming, in particular, and using the right gear, with clean audio and a rock-solid, high-quality internet connection, is key.
Live streaming brings the world to your doorstep. People don’t have to travel to be in the same room as you anymore, and the event coverage and social media cutdowns help attract people to your next event.
Social Content Variations (Short-form, Vertical, Cut-downs)
Because you work in marketing or communications, you already know that you need to be where your ideal customers are. If they hang out on TikTok, you need to market to them on TikTok. If it’s LinkedIn, you need to be on LinkedIn.
Social media cutdowns are platform-friendly edits designed to grab viewers’ attention in ways particular to each platform. That might mean you have to edit vertical videos to show on Instagram or Facebook Stories, or square for Facebook Feeds. It also means you can get more mileage out of one long video by breaking it down into smaller, digestible, platform-friendly lengths and formats.
This helps viewers digest your videos in a way that is familiar to them, on the platform they prefer.
How to Choose the Right Corporate Video Type
For anyone who has read one of my blogs before, you know that I always tell you to start with the goal.
Are you raising awareness, typing to build trust, attract new staff, educate current employees or send a message to the world through a webinar?
Think of your audience. How best do they like to view content? Where do they hang out?
Match your video format to the message: are you going for story-led emotion, interview-led for proof or event-based for reach?
Don’t pay too much attention to what is currently cool. Choose your corporate video type based on the outcome you are trying to achieve. If you’re still figuring out whether your Melbourne business is at the right stage to invest in professional production, our guide on when to hire a corporate video production company outlines seven signals that the timing is right.
Best Practices for Corporate Video in 2026
In 2026, more than ever before, you still need to lead with clarity and purpose — don’t make content for the sake of it. Prioritise real people, real language and film in real locations. With the rise of AI, viewers want to know that something is real, that the faces and voices on screen are human, not manufactured or generated. Real people still connect and still buy from real people and real companies.
Plan where your video will be distributed before you start, and create social media cutdowns and variations of any longer pieces. Use captions always, as most people watch videos with the sound down.
Keep videos short and no longer than they need to be. Content doesn’t necessarily need to be evergreen, but build some longevity into it, even if it means changing a call to action to fit your various marketing activities over the course of a year.
And lastly, measure the impact of everything you put out into the world. Without measuring, you will have no way of knowing how to get it better the next time.
In the end, the right video isn’t the one with the most expensive cameras or most jaw dropping effects, it’s the one that feels real, connects with people, and supports your goals.