Making video is vague. Corporate film, customer testimonial, motion design, employer brand video, personal branding, LinkedIn content... Each answer format has a specific purpose and is aimed at a different audience. The problem is that many companies start without knowing what type of video to produce in priority. We review the 6 essential B2B formats, we explain when and how to use them, and especially in what order to deploy them to maximize your return on investment.
The types of corporate video most used in video marketing are corporate video, customer testimonial, product video, employer brand, motion design, video advertising, aftermovie, Video Sales Letter (VSL) and short videos for social networks. Each format serves a distinct business purpose and caters to a different audience. Producing the wrong video at the wrong time is a waste of money. Here’s how to choose the right format according to your priorities.
Introduction
We can’t count the number of times a customer calls us saying, “We want to make video.”
Cool. But what video?
Because “making video” is vague. Very vague. It’s like saying, “We want to do marketing.” Yes, but LinkedIn content? From the Facebook advertising? of SEO? Cold emailing? All this at the same time?
For the video, it is the same. There isn’t ONE miracle video that will fix all your visibility, recruiting and lead generation issues at the same time. There are different formats, with different objectives, different durations, different broadcasts.
And this is precisely what a video agency must explain to you from the first appointment: what type of video corresponds to your current need, your target, your budget.
So there you go. We will review the 9 main types of company videos that we regularly produce at Biux, and most importantly, we will explain when to use them, for whom, and why they work.
What is a corporate video?
A corporate video is any audiovisual content produced to serve a business purpose: present an organization, convince prospects, recruit talent or retain customers. This generic term covers both classic institutional film and recent digital formats (VSL, motion design, aftermovie). It designates both B2B productions – to convince decision-makers – and more institutional corporate communications. The bottom line: Every corporate video needs to answer a specific question from its target audience before thinking about format or aesthetics.
Why companies are (finally) turning to video marketing
For years, B2B video was reserved for large groups with comfortable budgets. We produced an institutional film every 3 years, broadcast it in conference, and basta.
But things have changed.
LinkedIn has become a platform that accepts video. YouTube is no longer just the realm of gamers and makeup tutorials. B2B decision-makers consume video every day, on their phones, in transport, between meetings. Wyzowl (2026) 91% of companies now use video as a marketing tool.
Result: if you are not present on video, you do not exist. Or in any case, you are less visible than your competitors who have understood the trick.
But be careful. Producing video to produce video is useless. What matters is to produce the GOOD video, at the GOOD time, for the GOOD public.
And that’s where a video agency that really knows B2B comes in. Because an agency that advertises for brands of sneakers or restaurants will not necessarily understand the stakes of a SaaS box, a consulting firm or an investment fund.
Chez BiuxWe work exclusively with B2B companies. We speak their language. We know their sales cycles, their acquisition problems, their needs in credibility and authority.
Now, let's get to the heart of the matter.
Corporate video in a video marketing strategy: what is the logic of funnel?
An effective video marketing strategy does not rely on a single format. It deploys several types of videos depending on the stage of the commercial tunnel you are targeting. To learn more about how to build this strategy from A to Z, our Audiovisual Production Agency Always start by mapping your goals before choosing formats.
Here is how the 9 formats are distributed on the funnel:
| Stage of the Funnel | Objective | Adapted formats |
|---|---|---|
| Awareness (brand awareness) | Make the brand known | Corporate video, advertising video, short videos LinkedIn |
| Consideration | Educating, qualifying | Product video / demo, motion design, aftermovie |
| Decision | Convince, reassure | Customer testimonial, VSL |
| Loyalty | Retain, engage | Employer brand, short videos, aftermovie |
The key to successful video marketing is not to produce everything at the same time, but to know where your business priority is at the moment T. A company that launches an offer needs a reputation. A company that converts its prospects needs social proof. A company that recruits needs authenticity. These goals do not use the same videos.
Corporate or institutional video: to lay the foundations
This is the great classic. The video that showcases your businessyour history, your values, your vision. The one who answers the question: “Who are you?”
Duration: Between 1 and 3 minutes
Objective: Credibility, reputation, first impression
Where to post it: Your site’s home page, LinkedIn (posted or on the company page), commercial presentations, events
This video is your business card in motion. She needs to be cared for, professional, but not boring. We still see too many institutional videos that look like corporate wafers filmed: wide shot on an empty open space, monocord voice over, elevator music...
A good institutional video tells a story. It shows faces, real people who work in your home. It explains why you do what you do, not just what you do.
When to use a video agency for this format? As soon as you really want to make your mark. Because a corporate video is often the first impression people will get from your box. As much as it is a good impression.
Customer testimonial video: to prove that it works
If the corporate video says “this is who we are”, the Customer Testimonial Video He said, “This is what we did for them.”
B2B is gold.
Duration: Between 1 and 2 minutes
Objective: Social proof, reassurance, conversion
Where to distribute it: Sales pages, case studies on the site, emailing campaigns, LinkedIn Ads
A filmed customer testimonial is 10 times more powerful than a written testimonial. Because we see the person, we hear his voice, we feel whether it is authentic or not. We capture emotions, details, turns of phrase that resonate with prospects.
The trap to avoid: making a testimony too marketed, too scripted, too “beautiful”. The best customer testimonials are the ones that sound true. Where the customer speaks naturally, with his words, even if he messes a little, even if it is not perfectly smooth.
An experienced video agency knows how to put people comfortable in front of the camera. HubSpot highlights that video testimonials are among the most compelling formats in the B2B buying decision phase. She knows how to ask the right questions to bring out the right messages. How to go up then to keep the authenticity while structuring the subject.
The video product or demonstration: to explain concretely
Do you have a complex product? A SaaS with 15 features? A technical solution that no one understands at first glance?
Demo video is your best weapon.
Duration: Between 1 and 4 minutes depending on the complexity
Objective: Understanding, education, conversion
Where to distribute it: Product page, landing pages, commercial demonstrations, onboarding customers
This video can take many forms: screencast with voice-over, mix of real shots and animations, pure motion design... It all depends on your product and your target.
The important thing is to make simple what is complicated. Show the benefit before the functionality. To tell a concrete use case rather than to list specs.
And again, a video agency that knows B2B will make all the difference. Because she won’t just “film the screen.” It will structure the speech, create a storytelling, add animations that guide the gaze, choose a tone of voice adapted. In short, it will turn a boring demo into content that you want to watch to the end.
Employer Brand Video: Attracting Talent
Recruiting in 2025 is war. Especially in tech, consulting, finance. The best profiles have a choice. They’re not going to apply to you just because you have a foosball and free fruit.
They want to understand the atmosphere, the values, the people they are going to work with.
Duration: Between 1 and 2 minutes
Objective: Employer attraction, recruitment, retention
Where to post: Careers, LinkedIn, Welcome to the Jungle, job ads
A Employer branding video successful, it’s not a sanitized HR clip with collaborators who smile stupidly in front of the camera. It’s a real dive into your corporate culture. It’s your teams who speak frankly about their daily lives, what they love, what motivates them.
The format can be varied: cross interviews, immersive reporting, mini-documentary, series of portraits... The main thing is that it sounds true.
And for that, a video agency that knows how to create proximity, who knows how to film authentic moments without staging them, it’s crucial. Because candidates immediately feel when it’s pipeau.
The explanatory video in motion design: to popularize the invisible
Some services, some concepts, some solutions... are invisible. Difficult to show in real pictures. This is where motion design comes into play.
Duration: Between 30 seconds and 2 minutes
Objective: Popularization, pedagogy, memorization
Where to distribute it: Website, commercial presentations, trade shows, social networks
Motion design is the art of visualizing what is not. Turn numbers into animated graphics. Complex processes in fluid diagrams. Abstract ideas in visual metaphors.
This is particularly effective in B2B for, and if you want to go further on this format, our article on the Motion Design B2B Details of the use cases:
- Explaining a business process (how your solution works from A to Z)
- Present results (measurable impact, ROI, key figures)
- Simplify a technical concept (blockchain, AI, cybersecurity...)
But beware: motion design is not just about putting colored rectangles that move on a white background. A real video in motion design is a work of artistic direction, rhythm, narration. A video agency specialized in B2B will create a graphic universe consistent with your identity, while making the message ultra clear.
Video advertising and the spot: to generate demand
Video advertising is the format designed to create active demand, whether it’s a TV spot, a pre-rolled creative ad or a sponsored social media campaign. Its purpose is not to explain, but to trigger an emotion, a desire, an action.
Duration: Between 15 seconds and 60 seconds
Objective: brand awareness, demand generation, brand image
Where to show it: TV Spots, YouTube pre-roll, LinkedIn Ads, Meta Ads, Sponsored Campaigns
This format is based on a clear arbitration: short message, strong impact. Unlike corporate video (which tells who you are), video ad talks to the audience about a problem it recognizes, and positions your brand as the solution. In B2B, this can take the form of an institutional spot broadcast on national TV, or a creative ad ultra-targeted on LinkedIn. Note: Biux supports the production of the commercial film, not the purchase of space or media buying.
Video Sales Letter (VSL): to sell in asynchronous mode
The Video Sales Letter (VSL) is a structured sales video, designed to convert a prospect without human intervention. It follows a precise narrative architecture: identification of the problem, agitation of the pain, presentation of the solution, social proofs, and call to action.
Duration: Between 5 and 20 minutes depending on the complexity of the offer
Objective: Conversion, lead qualification, direct sales
Where to distribute it: Landing dedicated pages, email sequences, sales tunnels, webinars
Where a corporate video or testimonial feeds the top of the tunnel, the VSL Worked at the bottom of the tunnel. It replaces or completes a sales call, allowing the prospect to consume the commercial speech at his own pace, 24 hours a day. It is a particularly effective format for complex offers (consulting, SaaS, B2B training) where the act of purchase requires time and conviction. A well-produced VSL is not just a filmed presentation: it is a millimeter script, a calibrated rhythm, a tone that inspires confidence.
Event video and aftermovie: capturing the moment
Every seminar, show, or conference is an untapped video content opportunity if you don’t film it. The Event Video andaftermovie turn your highlights into sustainable assets that can be diffused well beyond D-Day.
Duration: Between 1 and 3 minutes for an aftermovie, up to 5-10 minutes for a full recap
Objective: Capitalization on the event, post-event visibility, social proof, community engagement
Where to distribute it: LinkedIn (post and company page), email recap to participants, site event page, brand archives
A successful aftermovie captures the atmosphere, key moments, speeches and reactions of the participants – all in a few impactful minutes. It is a format that reassures prospects (“their event looks like this, I want to be”), engages the existing community and strengthens the legitimacy of a brand in its market. For companies that regularly host events (conferences, afterworks, trade shows), one event video per quarter can become a pillar of their content strategy.
Short videos for social networks: to exist on a daily basis
We end with the format that has exploded in the last two years: short videos for LinkedIn, Instagram, YouTube Shorts.
Duration: Between 15 seconds and 1 minute
Objective: Visibility, engagement, authority, traffic
Where to post: LinkedIn (mainly), Instagram, YouTube
These videos are not “real” productions like the previous ones. They are fast content, often turned on the smartphone, simply mounted, but broadcast regularly.
Typical formats:
- You face camera who share advice, reflection, feedback
- Animated text on stock images or videos
- Excerpts from conferences, interviews, webinars
- Behind the scenes of your company, your projects
The goal here is not technical perfection. It is regularity, authenticity, proximity. But again, a video agency can accompany you – not to produce each video (it would be too expensive), but to set a clear editorial line, train you to shoot your own videos, create reusable editing templates and produce from time to time more worked content that “carton”.
Summary table: what type of video for what purpose?
| Video type | Main objective | Indicative duration | Typical dissemination |
|---|---|---|---|
| Corporate video | Credibility, reputation | 1-3 min | Website, LinkedIn, presentations |
| Customer testimonial | Social proof, conversion | 1-2 min | Sales pages, emailing, LinkedIn Ads |
| Product video / demo | Understanding, education | 1-4 min | Product pages, onboarding, commercial demos |
| Employer branding | Recruitment, attractiveness | 1-2 min | Careers, LinkedIn, WTTJ |
| Motion design | Popularization, pedagogy | 30s-2 min | Website, trade fairs, presentations |
| Advertising Video | Generation of demand | 15s-60s | TV, YouTube, LinkedIn Ads, Meta Ads |
| VSL | Conversion, direct sales | 5-20 min | Landing pages, sales funnels, emails |
| Aftermovie / events | Post-Event Capitalization | 1-3 min | LinkedIn, email participants, site |
| Short videos on social networks | Visibility, commitment | 15s-1 min | LinkedIn, Instagram, YouTube Shorts |
How much does a corporate video cost?
The budget of a corporate video varies depending on several factors, and there is no universal pricing schedule. Biux works on custom quote for each project, because the variables that move the budget are many.
The main cost factors to anticipate:
- Format and duration A 60-second motion design does not involve the same resources as a 3-minute aftermovie shot over 2 days.
- Number of days of shooting : a corporate video with only one interviewee on site differs from a project with several outdoor locations, teams and shots.
- Travel : Biux covers all of France, which may include travel costs depending on location.
- Level of post-production : editing alone, or editing with color grading, motion graphics, animations and custom sound dressing – these are not the same stations.
- Multi-format adaptations : Adapting a main video in 4-5 formats (LinkedIn vertical, short version, subtitled, no sound version) is an additional post that multiplies the life of the content.
These variables explain why two companies with projects that seem similar can have very different budgets. To get a benchmark adapted to your project, the best approach is to exchange directly with the Biux team – you receive your personalized quote in less than 24 hours.
How to Choose the Right Type of Video for Your Business
Now that you know the main formats, the question is: where to start?
Here is our method:
Step 1: Identify your current priority – Do you need credibility? Go on a corporate video. Do you need to convert? Count on customer testimonials and product videos. Do you need to recruit? Create an employer brand video. Do you need visibility? Launch a short content strategy on LinkedIn.
Step 2: Evaluate your budget – Not all videos cost the same price. If you start, it is better to start with one or two well-executed formats rather than wanting to do everything half way.
Step 3: Think Reuse – A good video is not a one-shot. It is an asset that you will decline, cut, reuse on several channels for several months.
Step 4: Get accompanied by a video agency that understands B2B – Because producing a video is one thing. Producing a video that generates business results is another.
Why work with a B2B video agency
We could sum up the difference in one sentence: a B2B video agency does not sell you video. It sells you results.
Chez BiuxYou never start a project by talking about framing, light or music. Let’s start by talking about your business goals. From your target. of your sales cycle. of your KPIs.
Only then is it defined what type of video will help you achieve these goals. We build the dissemination strategy. We create the message, the storytelling, the format.
And we produce. But with an obsession: let this video work for you. That it generates brand awareness, credibility, leads, recruitment.
Because at the end of the day, a B2B video that doesn’t generate anything, it’s just a nice object that we put in a folder and forget about. To build your video marketing strategy from A to Z, our Audiovisual Production Agency is available for a first exchange without commitment.
So if you’re still wondering what kind of video to launch first for your business, contact us. We're talking about it. No bullshit, no wooden tongue. Just a real conversation about what would work for you.
Tell us about your video project and receive a quote within 24 hours.
FAQ – Corporate video and B2B video marketing
What kind of corporate video should you choose first?
It depends on your current business priority. If you lack credibility with your prospects, start with a corporate video. If you need to convert, rely on a customer testimonial or a VSL. If you are hiring, produce an employer brand video. As a general rule, a company that starts out in video marketing has an interest in focusing on a single, well-executed format rather than wanting to cover everything at once.
What is the difference between corporate video and corporate video?
Corporate video is the generic term that covers all the formats produced for a company: testimonials, motion design, employer brand, aftermovie, VSL, etc. Corporate video is one of these formats: it specifically refers to the institutional presentation video (history, values, team). In other words, any corporate video is a corporate video, but a corporate video is not necessarily a corporate video.
How long does it take to produce a corporate video?
Time frames vary depending on the complexity of the project. As an indication, Biux delivers its projects in about 15 days from the shooting, this delay can vary according to the volume of post-production (motion graphics, multi-format versions, internal validations). A project that requires several days of shooting in different cities naturally takes more time than a video shot in half a day on site. The upstream framing phase (brief, script, storyboard) is often underestimated and yet represents an important part of the total delay.
Is corporate video reserved for large companies?
Nope. If corporate video on a big budget was historically the prerogative of large groups, video marketing is now accessible to SMEs, startups and independent B2B. The input format – filmed customer testimonial, short motion design, camera-facing LinkedIn video – can deliver a significant return on investment without requiring a massive production budget. The key is to choose the right format for your goal, not to produce the most spectacular video.
Which video format to generate leads in B2B?
The most effective formats for generating leads in B2B are video customer testimonial (social proof in the decision phase), Video Sales Letter (direct conversion on landing page) and product video / demo (understanding of the offer). HubSpot identifies video testimonials among the most compelling content in the purchase decision phase. The corporate video and the motion design feed rather the top of the funnel (brand awareness, qualification). To maximize lead generation, these formats combine rather than replace each other.
Customer testimonials posted at the bottom of the page (dynamic block, excluding article body): Ouassila Sadadou (Communication Director), Chloé Sarot (Founder & Architect HMONP), Chloë Bernard (Marketing Director), Nicolas Renaud (General Manager France), David Marre (General Insurance Agent), Loïc Boutet, Alexandre Duperrin (Head of Growth).
Related articles at the bottom of the page (cluster): « Video production in-house or outsource? Business Profile Calculation" (/blog/internalize-externalize-video/) "10 examples of B2B video customer testimonials that convert" (/blog/customer testimonial-b2b-examples/) "Linkedin B2B video strategy: what really generates the pipeline" (/blog/video-strategy-linkedin-b2b/).
