What's the Difference Between a Brand Video and a Commercial?

“Brand video” and “commercial” are often used interchangeably, but they’re not the same thing. While both are valuable tools in a business’s marketing strategy, they serve very different purposes, audiences, and timelines.

Understanding the difference helps businesses invest in the right type of video for their goals and avoid creating content that misses the mark. So, let’s break it down.

What Is a Brand Video?

A brand video focuses on who you are, not just what you sell.

Its goal is to build trust, awareness, and emotional connection over time. Brand videos tell your story, communicate values, and help audiences understand why your business exists.

Common uses for brand videos include:

• Website homepage or About pages
• Social media storytelling
• Recruitment and culture content
• Sales conversations and presentations

Brand videos are typically:

• Longer-form (60–120 seconds, sometimes more)
• Less sales-driven
• Designed to have a longer shelf life
• Rooted in storytelling and authenticity

Rather than pushing a product, brand videos help people feel something about your business.

What Is a Commercial?

A commercial is built to drive immediate action.

Its primary goal is conversion — whether that’s purchasing a product, booking a service, or responding to a promotion. Commercials are often time-sensitive and campaign-specific.

Common uses for commercials include:

• Paid ads (TV, YouTube, social media)
• Product launches
• Seasonal promotions
• Limited-time offers

Commercials are typically:

• Short (6–30 seconds)
• Highly focused on a specific message
• Call-to-action driven
• Designed for paid distribution

Where brand videos build relationships, commercials are built to sell now.

The Key Differences at a Glance

Brand Video

• Story-driven
• Long-term value
• Builds trust and recognition
• Focuses on mission, people, and values

Commercial

• Offer-driven
• Short-term results
• Designed for conversion
• Focuses on products, services, or promotions

Both are effective — but only when used intentionally!

Which One Does Your Business Need?

The answer depends on your goals.

If you’re trying to:

• Introduce your company
• Build credibility
• Strengthen brand identity
• Connect emotionally with your audience

A brand video is the right place to start.

If you’re trying to:

• Promote a specific service or product
• Drive traffic or leads quickly
• Support a paid ad campaign

A commercial is the better fit.

Many successful businesses use both — brand videos as the foundation, with commercials layered on top to drive action.

Choosing the Right Video Strategy

The most effective video strategies start with clarity:

• What’s the goal?
• Who is the audience?
• Where will this video live?

Answering those questions upfront ensures you invest in the right type of content — and get more value from your production.

Need Help Deciding What Type of Video You Need?

If you’re unsure whether your business should start with a brand video, a commercial, or a mix of both, we’re happy to help.