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It's no secret that video is the most effective type of content for nearly every type of business. That includes manufacturing companies. But getting started with video can be a challenge for marketing coordinators and business owners. 

We've put together this guide for manufacturers looking to get into video marketing. The goal of this guide is to get you thinking of different ways your business can use video. We'll go over some of the messaging and objectives behind the videos and then give you some specific examples of videos used by other manufacturers. We recommend also checking out our video above where we go even more in-depth. If you have any questions about any of this, feel free to reach out to us.

Manufacturers Video Strategy

Before we get to some video ideas that manufacturers can use, it's first important to understand the customer. Manufacturing is a very broad classification. Your customer and how you should market to them will vary greatly depending on your business. But for simplicity we've identified the three most common types of sales models and customer profiles. Your business might utilize a combination of all three models or just one, but this will help you give context to the video ideas we'll talk about later.

Watch our video (at the top of the page) for an in-depth look at customer profiles.

Direct-To-Consumer

Direct-To-Consumer is becoming more and more popular with manufacturers. Here you are selling online directly to the end-user. It's important that your videos show the value your products and services provide and also provide them with enough information to make a purchase. Video is extremely effective in this sales model.

Dealer Network

A lot of manufacturers use dealer networks to sell their products. Here, your customer is actually the dealer's sales team. You are trying to have them sell your products over your competitors. Your videos should show how easy it is to sell your products, describe the win-win partnership, and provide support to their sales efforts.

Distributor / Wholesale

Manufacturers most traditionally have operated this way, where their sales team is selling to distributor and wholesale buyers. In this sales model, it mostly comes down to having a great product that's in stock. Video can be used effectively here, but it doesn't have the impact it does in dealer networks and direct-to-consumer models.

Now that we understand our customer profiles, we can create some video objectives. Obviously, increasing sales will always be our primary objective, but how do you do that with video? You do that by speaking to why a customer would make a purchase and getting in front of their objectives. So to increase sales, videos should:

  • Show the value of your products and services.
  • Provide enough information to make a purchasing decision.
  • Motivate dealers to sell your products.

So now that we've identified our core objectives let's go over video ideas that manufacturing businesses can use video in their marketing strategy.

Video Ideas For Manufacturers

We've put together a list of 14 video ideas that manufacturers can use. Use this list to help your marketing team get started with video. Need some help formulating a video strategy? Please reach out to us! We offer consulting and full production for hospitals and medical providers.

1. Product Overview Videos

Most manufactures should start first by creating product overview videos. Product overview videos are short videos that go over the specs of your products, how they provide value, and how they operate. Most often, they are created using a voiceover or spokesperson and are usually under 2 minutes, but can be longer depending on the style of video.

The above example is a simple product overview video from Ridgid tools. This video does a really good job of showing the value the tool provides. Depending on your business, you can create videos like this for each series or type of product or service.

2. How It's Made Videos

How it's made videos are videos that show how your products are made. The goal of these videos should be to show the attention to detail and quality of the manufacturing process. By doing that you're going to clearly demonstrate the value your products provide. These can be  longer videos.

The above example is one of our favorite examples of a how it's made video. This video beautifully captures the process behind a single bolt being made. This really communicates the quality and attention to detail of the manufacturing process. We also really like this example from Tesla.

3. Installation & Support Videos

Installation and support videos should show how to assemble and troubleshoot your products. These should be kept very simple and can star someone from the company or utilize a voiceover. Installation and services videos are critical for dealer networks, as it provides the necessary support they need to sell your products. The above example does a great job showing how to assemble a standing desk and makes it easy for anyone to follow along.

4. FAQ Videos

If you've noticed that your customer service team gets the same questions over and over, consider creating a FAQ video. Basically, just make a list of your most common customer questions and answer them on video. Embed this on your website and support pages.

Garmin does a great job in this FAQ video of showing how their watch works. It's very simple and straightforward, and provides a ton of value to the user by answering very common questions. This example is created using 3d animation, but manufacturers can use traditional video production methods too.

5. Factory Tour Videos

Factory tour videos are one of our favorite types of videos for manufactures. These should be kept very casual and are usually filmed by following a walk-through of your facility. Factory tour videos are going to show the value you provide and provide information about your company to the viewer.


Above is a very simple example of a factory tour video we created for Prosper-Tech Machine & Tool. Factory tour videos often do very well organically because they are not as "produced" as other marketing videos. Use them also to introduce some of your employees.

6. About Us Video

About us videos are crucial for all types of businesses. About us videos should say who your company is, why they exist, how they provide value, and then what makes you different. About us videos are generally more polished and are created using voiceover or interview-style video. Steelcase does a great job in this about us video telling us how they started, how they create value, and who they are.

7. Partner With Us Video

If your business utilizes any sort of dealer network, you should have a partner with us video. This video should talk about the dealer relationship and speak to how easy it is to sell your products. The above example is a video we create for Cavallo. While Cavallo is not a manufacturer, they still utilize a dealer network. This video very quickly shows why companies should partner with them to sell their software products.

8. Product Comparison Videos

Product comparison videos are great for manufacturers who have similar products or want to differentiate themselves from their competitors. In these videos, you should compare specs side-by-side and recommend products depending on your needs.

Below is a video for Grilla Grills that was made by our creative director, Rob Devroy. This compares their products to one of their competitors. A note - be careful when comparing to other companies, as it's most beneficial when you are a smaller company.

9. Product Buying Guide

A buying guide is a long-form video that aims to educate the customer on all the different products you are offering. These are 20-30 minutes and should include as much information as possible. Our above example is actually from a YouTuber, but the same principles apply. These videos do very well in YouTube and Google searches.

10. Customer Testimonials

Testimonials can be a great way for manufacturers in eCommerce to attract new customers. You can create these several ways by asking a customer to send a video of their review, or producing a traditional testimonial video. These videos provide the social proof your customers need to make a purchase. 

11. Explainer Videos

Explainer videos are a great way to explain the technologies behind your products. These work great for dealers and the end-user, as it provides crucial understanding about your products. The above example is an explainer video we created for our client Watchfire. This is a very specific product, but an explainer like this has proved invaluable for their sales team.

12. Dealer Testimonial

If you utilize a dealer network, you should consider using a video dealer testimonial to attract new partners. Ask them how it is to work together and how it is selling your products. We found a great example from SANY that highlights one of their dealers. It does a great job of showing the success the dealer has selling SANY products.

13. Lifestyle Content

If you are a manufacturer focused on selling to the end-user directly, you should consider lifestyle content such as vlogs and social media videos. This is a great way to build a community behind your business.

Above is a video we created for our client Grilla Grills. This vlog was created for a product launch campaign, but does a really good job of showing how their products actually function in a real-life scenario.

14. Trade Show Videos

A lot of the videos we've talked about before can be used for trade shows, but sometimes your videos should be created specifically to announce new products or services. For trade shows, it's important that the videos use text, as most often, there is no sound in a trade show environment.

Above is a trade show video we created for Kawasaki. This video announces a new series of pumps they launched. We used text in line with their branding to deliver messaging.

Where Can Manufacturers Use Video? 

Just because you've made a video that doesn't mean it's going to be successful. You need to take time to create a strategy to implement your videos. Now we'll take a look at the different spots you can use video. We recommend watching our video at the top of the page, where we go over this in detail.

YouTube can be extremely effective.

A little-known fact is that YouTube is actually the 2nd largest search engine, only behind Google. What does this mean? A well-made and value-packed video on YouTube could be a way to drive considerable traffic to your brand. We recommend putting all your videos on YouTube and then embedding those videos onto your website. Embed the videos on landing pages, product pages, blogs, and your dealer portal. For more information about YouTube, check out our YouTube vs Vimeo blog.

Consider putting some resources into social media.

While some manufactures might not see the value in social media, there is no denying that people are spending more and more time there. Upload your videos to social media as well to further your investment. If you are in the e-commerce space, this should be your primary focus. Use social media to create a loyal following behind your brand.

Trade shows present unique video opportunities.

If your company attends any trade shows, consider using video. If you have a larger booth you can display a text-based video behind. Talk about new products or announce new services. You can also use videos on a small TV in your booth.

Video Production For Manufacturing

We hope that this guide was valuable to you. If you have any questions about what we went over, feel free to reach out to us. If your business needs help with video marketing, we offer consulting and full video production services. Setup a free discovery call today by filling out our form.

If you enjoyed this content, we encourage you to check out our blog and subscribe to our YouTube channel. As part of our ongoing content marketing strategy, we're putting together content to educate marketers and business owners on the best ways to use video. Thanks for reading!

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Rob Devroy

Rob Devroy

December 1, 2021

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