The Best Types of Corporate Videos for Different Business Goals

No matter what your business is aiming for — building trust, attracting new customers, or highlighting your products or services — video is one of the most effective tools out there. But here’s the thing: not every video works for every situation. 

The key? Choosing the right type of video to match your specific goal.

Below, we’ll break down the most effective types of corporate videos for different business objectives. And to bring it to life, we’ll share real examples from brands that nailed each type of video.

#1: Social media videos — Get people talking (and sharing)

Let’s be real. If your brand isn’t showing up on Instagram, TikTok, Facebook, or LinkedIn, you’re missing a huge opportunity. Social media videos are designed for fast, eye-catching content that stops the scroll and gets shared. 

Here’s why they work: 

• Huge reach: Social media connects you with a massive global audience.

• Higher engagement: Social media videos get nearly 50% more views than images or text alone. 

• Shareability: People love sharing videos (1,200% more than text and image posts combined). 

Case study: Shell Singapore

Just look at what Shell Singapore is doing. On its Instagram page, you’ll find a diverse mix of short-form videos that strike the perfect balance between brand visibility and human connection. One day, it’s highlighting its commitment to employee wellness — a clever move that strengthens its employer brand and supports talent recruitment. And next, it’s showcasing waffles and barista-style coffee available at its stations. 

#2: Event coverage videos — Turn one day into weeks (or months) of buzz

Whether it’s a product launch, a panel talk, or even an internal town hall, events are big moments for your brand. But once the event ends, does all that effort just disappear? It shouldn’t. And that’s where event coverage videos come in.

A well-shot event video lets you keep the momentum going. You can repurpose that one-day experience into weeks (or even months) of marketing content. Think highlight reels, short clips for socials, speaker snippets, behind-the-scenes moments … it’s a content goldmine.’

Plus, it does more than just extend reach:

• It builds credibility: A slick event recap shows your brand is active, engaged, and a leader in your space.

• It helps you sell and hire: Potential clients and future team members may look at how you show up at events, and a good video says a lot about your company’s energy and culture. 

Case study: Singapore Management University (SMU)

Every year, SMU produces an engaging event coverage video for its Open House that effectively captures the essence of the university’s vibrant campus life, helping attract future students by giving them a clear, relatable glimpse into what life at SMU could be like. 

#3: Explainer videos — Make complex stuff easy to understand

Some businesses have incredible products or services … but struggle to explain them clearly. That’s where explainer videos shine. They’re short, clear, and designed to help your audience “get it” fast, whether you’re explaining how your app works or walking through a service.

Here’s more of why explainer videos work so well:

• They help your customers make sense of the unfamiliar: When dealing with something like a fintech app, a healthcare service, or new software, things can get confusing fast. A good explainer video cuts through the jargon and shows people, in simple terms, how it all works. 

• They save time for your team: Instead of repeating the same explanation over and over, just hit play.

• They build trust: A clear, polished video shows that you know your stuff and are confident enough to be transparent about how it all works. 

• They drive action: The faster someone understands your product or service, the faster they’ll consider signing up, booking a call, or hitting “Buy”.

Case study: Sengkang General Hospital, Radiology Cath Lab Patient Journey

This video shows patients exactly what to expect before, during, and after a coronary angiogram or angioplasty. Its step-by-step guidance helps reduce anxiety and build trust. And it’s not just helpful for patients; it positions the hospital as trustworthy and patient-first. 

#4: Promotional videos — Build hype around a product or campaign

Got something new to share? A product launch, a special offer, or just a moment you’re proud of? 

A promo video is your best bet to spread the word. Fast. 

When done right, promotional videos will grab attention, stir up excitement, and get people to do something — whether making a purchase, signing up, or sharing it with a friend.

Case study: Shell Singapore

Shell Singapore delighted Pokémon fans with a wildly popular campaign featuring exclusive, limited-edition collectibles from adorable figurines to the ultra-huggable Snorlax XL Blanket & Plushie Bag. To support the launches, Shell Singapore worked with Lumi Films to produce 2 promotional campaign videos:

• One featured the special edition Pokémon collectibles, redeemable with a $70 gross spend

• Another highlighted the Snorlax XL Blanket & Plushie Bag, available at $59.90 via Shell GO+ after 150L of Shell V-Power was purchased

#5: Direct-to-camera videos — Build trust through real people

Direct-to-camera (or talking head) videos are the simplest and most relatable format: just a person talking directly to the camera. Whether it’s your CEO sharing company updates, an expert explaining a concept, or a customer giving a testimonial, these videos help build trust and make your brand feel more human. 

They’re perfect for:

• Establishing thought leadership
• Building trust
• Creating connection

Case study: Stacked Homes

Stacked Homes, a real estate platform in Singapore, has nailed the use of talking head videos to engage their audience. These videos feature hosts or experts sharing valuable insights on topics like home design, property investment, and real estate trends. 

Takeaway? Match the video to the mission

At the end of the day, the best video format is the one that fits your goal. Want to build trust? A straight-to-camera message might do the trick. Need to explain something complex? Go with an explainer. Looking to create buzz? A snappy promo or social video could be your best bet. 

It all comes down to your audience, message, and how you want people to feel. Start there, and you’ll likely land on the right format — one that you not only feel good about producing, but actually works. 

🎬 Want to use video to grow your brand but not sure where to begin?

Not sure which types of corporate videos suit your business goals best? Whether you’re looking to boost engagement, gain brand awareness, or build trust, our team at Lumi Films is here to guide you every step of the way.

We make the entire process hassle-free — from concept and scripting to filming, editing, and final delivery. All you have to do is show up. We’ll take care of the rest.

📞 Let’s chat about your goals and bring your vision to life.

Get in touch with us here.