Why manufacturing companies should embrace video

Mattison Hofstedt


February 19, 2024

February 20, 2024

Manufacturer workers smiling with iPads.

Unlock a competitive edge in the manufacturing world with video – the key to captivating storytelling, unparalleled transparency, and forging deeper connections in today's digital landscape.

Think about this: 82% of people out there decide to buy something after they watch a video about it. In addition, if you're telling your story in text, you're only getting 10% of the message to stick. But with video? That jumps to 95%.

The key to staying ahead in the manufacturing industry isn't just about producing high-quality products; it's also about how you share your story, showcase your processes, and connect with your audience.

And in this digital world, where zoom meetings have replaced in-person meetings and handshakes, video content steps in as a game-changer. Let's break down the simple truths about why your manufacturing company should be embracing video.

How video can give manufactures a competitive edge

When it comes to video, there are a lot of ways that manufacturing companies can use it to give them a competitive edge. Here are a few of them:

1. ​Showcasing products and processes​

Video allows manufacturing companies to showcase their products and the processes behind them in a detailed and dynamic way. This is especially useful for complex products or machinery that benefit from a visual explanation. Through video, potential customers can get a closer look at the intricacies and understand the value of the products more deeply.

2. ​Building trust and transparency​

Manufacturing often involves complex and technical procedures that are not easily understood. By using video to open up these processes to the public, companies can build trust with their audience. Showing the behind-the-scenes workings of the production process can also address any concerns regarding safety and quality.

3. ​Improving training and internal communications​

Video can be an invaluable tool for training employees in manufacturing settings, where safety and precision are paramount. Through instructional videos, employees can visually learn about machinery operation, safety protocols, and production techniques. This can considerably reduce training times and ensure consistent understanding across the workforce.

4. ​Enhancing engagement and reach on digital platforms​

Social media and other digital platforms are increasingly video-centric. Manufacturing companies can leverage this by creating engaging content that highlights their innovation, technology, and the people behind the products. This not only improves brand visibility but also helps in reaching a broader and younger audience who prefer video content over text.

5. ​Customer reviews and testimonials​

Video testimonials from happy customers can be much more persuasive than written reviews. Manufacturing companies can showcase their satisfied customers and the successful projects or products they've delivered. These testimonials add a personal touch and can significantly influence potential clients’ purchasing decisions.

6. Engage with a global audience

The reach of video content goes beyond local boundaries, enabling you to connect with a global audience. Videos can easily be shared and understood across different cultures and languages, allowing you to showcase your products and services to a worldwide market, expanding your potential customer base.

Don’t trust us, hear what the professionals have to say

Jet Pulverizer’s take on the importance of video as a B2B manufacturing company

According to an article on Conveyor Marketing's blog, Jet Pulverizer is leading the way in the manufacturing world, embracing video to inform and engage potential buyers—a strategy many peers have yet to adopt.

Fred Surville, the company's VP of Sales and Marketing, reports "tangible results from B2B sales video production," noting not just enhanced SEO and social engagement but direct sales linked to their video efforts.

"We’ve actually sold about 5 different services thanks directly to the videos," he says, highlighting the videos' dual role in education and technical explanation.

Countering the notion that video might hinder personal sales relationships, Surville argues the opposite, pointing out video's role in modern research and purchasing habits. "Video assists with the classic in-person sales discussion," he explains, adding that it broadens reach and instills a sense of familiarity and professionalism among customers.

Jet Pulverizer's video strategy aligns with its broader marketing goals, allowing for direct communication and customer education. "We decided to invest in video marketing because it fits nicely into our marketing strategy," Surville concludes, underscoring video's integral role in conveying the company's technology and services.

SKF’s take on the importance of video as the world’s largest bearing manufacturer

According to the full case study on Storykit, SKF, the world's largest bearing manufacturer, recognized that video was the solution to standing out on social media and effectively reaching its extensive global audience across 130 markets in 10-12 languages.

The notion might seem unlikely at first—what could a century-old company known for ball-bearings and seals possibly offer on social media platforms?

Yet, SKF's strategic move to incorporate video content into its social media strategy debunked such assumptions. Sarah Larsson Bernhardt, SKF's formal Head of Social, stressed the universal importance of a social media presence for companies, especially when facing the challenge of engaging a diverse international audience.

"Social media presence is incredibly important for all types of companies," she noted, emphasizing the need to be a part of customers' daily digital lives.

SKF leveraged video to break through language barriers and cultural differences. The company discovered that video content could convey complex ideas about their products and processes in a more digestible, engaging, and universal manner, making technical topics accessible and interesting to a wide audience.

Getting started with videos for your manufacturing company

Getting started with videos for your manufacturing company doesn't have to be daunting even without prior video editing experience. 

These days, advanced video platforms like Storykit enable manufacturing companies to easily transform their text-based content into compelling video narratives—no editing experience or expensive agencies required.

Don’t wait any longer. Embrace video as a communication tool to start sharing your stories and growing your business. 

Ready to create high quality videos?
Try Storykit today.

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