What is the difference between a news item and a corporate video?

In a news item, you report on what's going on at the time. In a corporate video, you tell the story you want to tell. A very different approach with a very different result.

Using two video examples, we'll explain to you where the differences are and when which video form is most appropriate. By choosing the same setting, protagonist and thrust of the story, the differences become super visible.

Example 1

The news item is low-key

A news item, also known as a camjo item, is a video form widely used in journalism. Camjo does not stand for camera journalist for nothing. News items, even in the B2B world, are a widely used video form. This is because it is an accessible way to tell a story in video.

You can create a news item if something is really topical, but you can also use this video form to include testimonials, communicate an important message or tell employee stories. The video below shows well what a news item can look like.

In this video, you will see Floor telling a neat story, in chronological order. She does this based on interview questions. To make the story attractive to watch, we use atmospheric images. These are left ‘to chance. In other words, we use the situation available at the time.

Example 2

A corporate film touches people

You make a corporate film because you want people to remember who you are and what you have to offer. And you do that by touching people. With an authentic story that you present in a cinematically attractive way. See how the story changes when we present Floor's story as a film.

In this video, you get sucked into the story much more. By telling the story in a different way and using atmospheric images in a different way. It's more interesting to watch and you can really touch people. And that is exactly what you want with a corporate video!

This type of film requires more preparation and less chance. The script is written out in detail and it is determined in advance which images are needed to reinforce the story. In this case, Floor learned the entire story by heart and practiced hard. The way she tells the story determines whether the story comes across (or not).

When do you choose which video form?

There is no single answer to that. After all, one video form is not better than another. In short, you can use the following maxims to determine what you need:

  • Little time? → news item
  • Capture actuality? → news item
  • Small(er) budget? → news item
  • Room for improvisation? → news item
  • Corporate story in video? → corporate film
  • Touch people with a thoughtful story? → corporate film
  • Sure what story is being told? → corporate film
  • Create awareness? → corporate film

Keep in mind that you can achieve the same thing with both video forms. After all, even a news item can touch people with an emotional, authentic story. You just need a little more luck that the speaker knows how to tell it in the right way and you can spin appropriate images to go with it. Besides, no matter how well thought out a corporate video can be, ultimately the viewer determines whether the story resonates.

There are no guarantees of success, but hopefully this explanation will help you understand that there are different video forms. And that each form has its advantages and disadvantages.

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