Culture, history and promo are the three words companies use most when they ask for "a video," and they are three different objects with three different jobs. The culture video recruits and retains. The history video builds trust with partners and buyers. The promo video sells. Here is what each one should look like, with example structures, what makes them credible, and what makes them hollow.
Company culture video: made for candidates and the people already there
Example structure: five to eight people from different roles, each with one sentence on what they do and why they stay; the real workstations; a difficulty solved together; the founder on what the company refuses to do; no narrator. What makes it credible: employees speaking in their own words, the actual conditions, the sound of the place. What makes it hollow: catalog smiles, values on a wall, a script everyone reads.
Company history video: made for trust
Example structure: the problem that made the company exist, the first decision, one or two moments where it could have failed, what it kept through the years, where it stands today, said by the people who lived it, with archive images when they exist. What makes it credible: dates and facts you can stand behind, doubt kept in, the founder or the successor on camera. What makes it hollow: a timeline of logos, a heroic tone, invented drama.
Company promo video: made to sell one thing
Example structure: the customer's problem in one sentence, the product or service in use, what changes, proof (a client, a number you are allowed to give), one next step. Sixty to ninety seconds. What makes it credible: the real product in real hands, one clear promise, a customer who says it. What makes it hollow: stock footage, a list of features, music doing the work of the argument.
The one rule across all three
A point of view. Each film says one thing, not ten. Real people with their own words, never a memorized text. Real places with their sound. Two minutes at most for the main version, with vertical cuts for social. And writing done before the shoot: you know what you are looking for before turning the camera on. That is the method Studio FLF applies to every corporate film, visible in the portfolio.
What they return, measured
The culture video: applications per month, and the share that mention it. The history video: partner and buyer meetings where it was watched before, and decision times that shorten. The promo video: inquiries from the page it sits on, and the cost per inquiry against your paid campaigns. Each film shipped with its landing page and its counter is measured like a campaign; a file alone is not.
If you know which of the three your company needs, tell us about the project. If you do not, tell us what the company needs to get, and we will tell you which one does it.