imagevideo

An imagevideo is a short promotional film designed to convey a company's image, culture, and values. It is used in corporate communication to shape stakeholders' perceptions and support branding efforts, rather than to showcase a single product or service. The term is especially common in German-speaking markets, though the concept is widely applied elsewhere.

Typical imagevideos present the organization through storytelling, interviews with leadership and staff, scenes from workplaces, and evocative visuals. They often rely on a strong visual style, a concise script, neutral or motivating voiceover, music, and tasteful typography. The focus is on identity factors such as mission, work environment, expertise, and social responsibility, with minimal emphasis on features or specifications.

Production usually follows a brief from communications teams and may involve concept development, storyboard, on-site shoots, stock footage, and post-production including color grading and motion graphics. The distribution targets corporate sites, investor relations decks, recruitment pages, trade shows, and media channels.

Measuring impact involves reach, engagement, and brand metrics such as recognition and sentiment. Budget and duration vary, with typical lengths ranging from 60 seconds to several minutes. Localization and accessibility are important for multinational audiences.

Imagevideos often sit alongside product videos as part of a broader video strategy. They differ from corporate or brand films by prioritizing overall image and culture over product demonstrations, though the lines can blur in practice.