Promo video primer: 30 first-class examples

Back in 2014, a story from Chris Trimble appeared in the Guardian proclaiming video as the future of content marketing, with this dire warning: “small businesses who ignore it do so at their peril.” Since then, video usage has continued to climb, and more and more people and businesses are trying to engage, entertain and educate us with their on-screen storytelling. Bearing this in mind, I’m very happy to share some of the videos I’ve collected working alongside some phenomenal storytellers.

For your reference and enlightenment, I have chosen 10 examples apiece for three well-established niches of corporate communications. While most of these videos were designed for business audiences, each is artistic enough to appeal to just about everyone.

The first category is the promo video itself, where companies showcase their “story” and/or best work using music, creative editing and a unique style in the packaging and presentation. You can learn more about this niche in this article from Jess Ostroff-Tyson for Convince & Convert: Eight New B2B Video Content Marketing Trends.

Next are 10 case study videos. In my work handling public relations for companies in the entertainment and creative industries, it has been fascinating to see how this type of storytelling has grown. Thankfully, my friend Rae Ann Fera Fast Company feature story still provides highly valuable guidance: Best Case Scenario: How to Nail the All-Important Case Study Video.

Finally, below you will also find links to 10 behind the scenes videos. Personally, I was immersed in this type of presentation as a viewer in the early days of HBO, when they would air as filler between the movies. While most of us are familiar with this genre, to ensure your versions soar, check out Riley Hooper’s Vimeo Video School guide: How to make a Behind the Scenes (BTS) video.

Something else I’ve witnessed in my experience working with video online – eventually, even the best ones tend to disappear. To learn the most from the projects below, check them out soon. If you notice broken links, please let me know and I will try to keep this up-to-date. Please feel free to post your own favorite promo videos in the comments.