As a freelance videographer that offers corporate video services, I thought it’d be useful to break down the top 10 most common terminology questions I get asked when discussing corporate video production.

1. What are testimonial videos?

Testimonial videos are video versions of client/customer reviews. They are usually 2-5 minute videos that feature an interview with the client/customer, footage of the product/service in use or at their workplace and act as a legitimizing promotional video for websites, social media, product listings, expos, reception TV screens and more! Your target audience will always feel more comfortable if they have heard from another customer – think of them as the ‘digital world of mouth recommendation’.

These videos are essential for companies or charities that provide a service and for those who create B2B products that massively effect how another business operates.

Here’s some specific examples of who could benefit from a testimonial video, just to give you an idea:

• A loft installation company – Before/after shots and an interview with the client about how the process went.
• A specialist care charity – A patient/parent interview with shots of a happy client and the difference the care has made to their lives.
• A screen-printing machine distribution company – Footage of the machine at work for a clothing line with an interview about how it’s enabled them to increase production/efficiency.

2. What are talking heads?

Talking head videos are formed of scripted ‘talks to camera’ or natural sounding interviews. As a videographer, I personally prefer the interview method, unless the talent in question is a professional presenter or actor. These videos are the simple way for anyone to talk about any subject. With B-roll footage, they become a lot more engaging!

3. What are interview videos?

“Interview videos” is a way of phrasing any corporate video that is built on a recorded interview rather than planned scripts, voiceovers or infographics.

Testimonials, talking heads and even documentary style corporate videos can involve interviews. They are the natural way to film real people. Most corporate videos don’t involve actors. Why ask a manager to present like a news anchor when they can talk to the audience in a humanizing, realistic manner?

4. What is B-Roll Footage?

B-Roll is a word for the footage that is layered on top of an interview. It is usually unscripted and not storyboarded and is mostly captured before/after an interview or talking heads segment to improve the video. Footage can range from generic office/location shots to specific processes/products/people that are relevant to what the subject is speaking about.

B-Roll isn’t just for context and engagement, it allows the video editor to cut ‘umms’, gaps and questions out of interview footage. B-Roll is the secret weapon for turning a natural interview into a crafted video script. It’s the reason videographer like myself are so relaxed when gathering interview footage. Don’t worry! It’ll be smooth once I’ve added the B-Roll!

On BBC News, a presenter will start talking about a town and they’ll cut to footage of the town square whilst they are speaking. That footage is an example of simple B-Roll!

5. What is in a website homepage video?

A homepage video is displayed on the homepage of a business, organization or individuals’ website. It is usually a captivating 1-4 minute film that summarizes the business, legitimizes it through footage and tells their story. Businesses with video content on their website gain more engagement, trust and become more memorable than their competitors.

I like to make my homepage videos fun, as it’s the main chance your potential customers get to remember you. Watching is more fun than reading right? Make sure that’s the case.

6. What is a promotional video?

A promotional video (despite lots of little specific definitions online) is used as a generic corporate term for a video that promotes a product or service. You might as well use the term ‘corporate video’ instead! I wouldn’t worry too much about it. If you ask a videographer like myself for a promotional video, they will most likely ask you more questions to figure out what you specifically need – and that’s absolutely fine!

7. What is an online advert?

An online advert in 2026/27 usually refers to a video that becomes a YouTube advert (skippable video ads) or a boosted social media post (such as an Instagram reel). It can also be used to describe a product listing video on Amazon or even a pop up ad on a news website. I like to use this term for adverts that are multipurpose. You don’t know which method of promotion is truly going to have the best results until you’ve tried and tested the options.

8. What are product videos?

Product videos are 1-5 minute videos that promote a product, act as a tutorial/guide or simply showcase what it does (sometimes all three!). They are extremely effective on website product pages, listings on websites like Amazon and garden center screens.

Here’s an example of a product video I created for a business in Nottingham:

9. Why do I need corporate social media content?

Corporate businesses need social media content too because it social media platforms are the backbone for most marketing strategies in the 2020s and definitely the 30s as well.

It is true that corporate businesses are less ‘fun to follow’ than your favorite artist or comedian, which is why a lot of forward thinking businesses create content that is fun to watch, funny, entertaining, exciting or gives the potential customer an opportunity by reacting (like competitions and giveaways). A business that sells paper can gain a social media following in 2026. The content that you create does not and should not be advert after advert.

Businesses stuck at 100 followers still benefit from social media in hidden ways, such as social legitimacy (not just an old website, a real entity that’s active) and SEO.

Video is the most important part of any social media strategy. Don’t just post photos on your phone!

10. What is an animated explainer?

An animated explainer is an infographic video (usually made in a software like Adobe After Effects) that acts as a fun way to relay information about anything, whether that be promoting a product, outlining a process or sharing an important announcement.

Animated explainers are made up of at least one of these elements:

• Typography animation – often the backbone of an animated explainer video.
• Motion graphic elements like shapes, lines and background animation.
• Bespoke designs, animated… For example: machine parts, customer scenario scenes and process steps.
• Corporate character animation – people using computers, walking and shaking hands (in my opinion, this is an outdated look).

In 2026 (and definitely 2027), the best animated explainer to go for is a typography video unless you need to show something specific (like a machine part) with an animated graphic.

Typography videos are usually a lot more affordable, only require one creative and are quicker to produce. They are a great alternative to what would just be a paragraph of text.