Corporate video and advertising video aren't the same format

It's common to ask for "an institutional video" and expect it to also work as a sales piece on social media, or the other way around. The problem is these are formats with different goals, and forcing one to do the other's job almost always shows.

A corporate video is built to give context: who the company is, what it does, what backs it up. Its pace tends to be slower, its tone more institutional, and its natural home is the "about us" page or an investor presentation, not the Instagram feed where people decide in three seconds whether to stay or keep scrolling.

An advertising video is built for something else: grabbing attention fast, communicating a clear benefit, and driving a concrete action. Its pace is different, its length is usually shorter, and its success is measured in conversion, not institutional perception.

When a corporate video gets used as a sales piece, it tends to feel slow and unpersuasive for the context. When an advertising video shows up where something institutional was expected, it can feel too aggressive or not serious enough.

Before asking for "a video", it's worth defining exactly what it's for: that determines the format, the pace, and even the right length, more than any aesthetic preference.