At JSB Video, we get this question a lot: “Should we make a promo video or a documentary?” The truth is, both can work—but they serve very different purposes. If you’re not sure which one fits your story, you’re not alone.
Let me walk you through how we think about it.
What Is a Branded Documentary?
A branded documentary (or “branded doc”) is all about storytelling. It doesn’t sell your product directly. Instead, it shows the impact of your work through real people and real moments.
It might follow a customer whose life changed because of your service. Or it could highlight your founder’s journey. It feels more like a short film than an ad.
You might want a branded doc if you’re looking to:
- Share your mission or values
- Tell an origin story
- Highlight a customer or community story
- Build deeper emotional connections
What Is a Promotional Video?
A promo video is short, focused, and usually scripted. It highlights your service, product, or offer with clear messaging and a call to action.
It’s what you want when you need something quick and polished.
Promo videos are perfect for:
- Product or service launches
- Driving sign-ups for an event
- Running paid ads
- Introducing your business to new audiences
Key Differences (Infographic Idea Here)
| Feature | Branded Documentary | Promotional Video |
|---|---|---|
| Purpose | Inspire, connect emotionally | Inform, drive action |
| Length | 3-10 minutes | 30 sec to 2 minutes |
| Tone | Real, authentic, emotional | Polished, upbeat, direct |
| Content Style | Interviews, b-roll, storytelling | Scripted, product-forward |
| Best For | Building trust and connection | Getting quick results |
When to Choose a Branded Doc
In our experience, branded docs are best when you:
- Have a strong story to tell
- Want to build trust with your audience
- Are running a campaign around values or impact
- Need content that feels timeless
These work especially well for nonprofits, founder-led brands, or any team doing work that matters beyond the bottom line.
One of our favorite projects involved telling the story of a client who started their business after losing a loved one. It wasn’t about the product. It was about why the work mattered.
When to Choose a Promo Video
Go promo when you:
- Have a clear CTA or product to push
- Need fast turnaround
- Want something highly polished for paid ads
- Are building awareness with new audiences
We often pair promo videos with documentary content. A 6-minute doc for YouTube, and a 30-second promo for Instagram. They work together.
Budget Considerations
Docs take more time. They involve interviews, location shoots, editing a real story. Promo videos are quicker to produce, especially with a clear script.
That said, we scale both to fit different budgets. Not every branded doc needs drones and a three-day shoot. Sometimes, it’s just a great interview and some meaningful b-roll.
If you’re worried about costs, let’s talk. We’ll help you find something that works.
Not Sure What You Need? That’s Where We Come In.
We love helping clients figure this out. Sometimes a branded doc is the right move. Sometimes you just need a 60-second promo. Sometimes it’s both.
If you’re trying to decide, or if you just want to talk through options—let’s connect. We’ll guide you toward the kind of content that actually serves your goals.
