3 Reasons Manufacturers Are Switching to Video
In an increasingly digital world, manufacturers are turning to video marketing as a powerful tool to drive brand awareness, engage audiences, and boost sales. Video is no longer just a nice-to-have; it’s a necessity for companies looking to stay competitive in today’s fast-paced market. Studies show that video content increases user engagement, improves conversion rates, and enhances brand storytelling in ways that traditional marketing cannot match.
1. Video Increases Engagement and Conversion Rates
The Data Behind Video Engagement
Consumers and B2B buyers are increasingly turning to video as their preferred method of content consumption. According to Wyzowl’s 2023 State of Video Marketing Report:
91% of consumers want to see more online video content from brands.
88% of marketers say that video marketing has provided them with a positive ROI.
79% of consumers have been convinced to buy a product or service after watching a brand’s video.
Case Study: How GE Uses Video to Engage Audiences
General Electric (GE) has been a leader in video marketing among manufacturers. Through behind-the-scenes factory tours, product demonstrations, and customer success stories, GE has successfully humanized its brand and engaged millions of viewers. Their “Unimpossible Missions” series, which showcases engineering feats, has not only gone viral but has also increased brand awareness by 40% among younger demographics.
Why It Works for Manufacturers
Manufacturing can often feel impersonal, with complex processes and machinery dominating the narrative. Video changes this by making the brand more relatable and engaging. Whether it’s a time-lapse of production, a worker testimonial, or an animated explainer video, content that is visually compelling keeps audiences watching longer and increases the likelihood of conversion.
2. Video Showcases Products and Processes More Effectively
Visual Content Speaks Louder Than Words
Manufacturing companies deal with products that are often complex, technical, and difficult to describe in words alone. This is where video comes in. According to HubSpot, 72% of customers prefer learning about a product or service through video rather than text.
Case Study: Caterpillar’s Equipment Demonstrations
Caterpillar, the world’s leading manufacturer of construction and mining equipment, leverages video marketing to demonstrate how its machines operate in real-world conditions. The company’s “Built For It” campaign featured videos of its equipment performing extreme tasks, like building a giant Jenga tower. The campaign resulted in millions of views and significantly increased product inquiries.
Types of Videos That Work for Manufacturers
Manufacturers can benefit from various types of video content, including:
Product Demonstrations: Showcasing how machinery works in real-world applications.
Factory Tours: Giving audiences a behind-the-scenes look at the manufacturing process.
3D Animated Explainers: Illustrating complex mechanical concepts in an easy-to-understand format.
Customer Testimonials: Featuring real clients discussing how the product helped their business.
The Impact on Sales
Research by Forbes reveals that 64% of consumers are more likely to purchase a product after watching a branded video. Additionally, product pages that include videos increase conversion rates by 80% compared to those without. Manufacturers who integrate video into their sales funnel see a substantial boost in customer confidence and purchase intent.
3. Video Strengthens Brand Identity and Thought Leadership
Establishing Authority in the Industry
Manufacturing companies often struggle with differentiation in a crowded marketplace. Video provides a powerful platform to establish authority and build a recognizable brand. When companies produce high-quality educational and thought-leadership content, they position themselves as industry experts, earning the trust of potential clients.
Case Study: Siemens’ Thought Leadership Series
Siemens, a global leader in industrial automation, has used video to cement itself as a thought leader in the industry. Through its “Ingenuity for Life” series, Siemens highlights future innovations, sustainability efforts, and expert insights, reinforcing its position as a visionary in manufacturing technology.
Types of Thought Leadership Video Content
Manufacturers can establish their authority through various video formats:
Expert Interviews: Featuring engineers, CEOs, and product designers sharing insights.
Webinars and Live Demonstrations: Hosting live discussions on industry trends and new technologies.
Case Studies and Success Stories: Showcasing how the brand has helped other companies succeed.
Educational Content: Providing deep dives into manufacturing processes, industry best practices, and innovations.
The SEO and Social Media Advantage
Not only do thought-leadership videos build credibility, but they also boost SEO and social media engagement. According to Google, pages with video are 53 times more likely to rank on the first page of search results. Additionally, videos shared on LinkedIn receive 20 times more shares than text posts, making it an ideal platform for B2B manufacturers.
Video Is the Future of Manufacturing Marketing
Manufacturers that embrace video marketing are seeing significant benefits, from increased engagement and higher conversion rates to stronger brand positioning and thought leadership. As digital trends continue to evolve, video will only become more essential in marketing strategies for industrial and manufacturing companies.
Key Takeaways:
Video engages audiences more effectively than text, leading to higher conversion rates.
Visual storytelling simplifies complex manufacturing processes, making them easier to understand.
Thought-leadership videos establish credibility and improve brand visibility in search rankings.
If your manufacturing company hasn’t yet invested in video, now is the time to start. The industry is shifting toward dynamic, visual content, and those who adapt will stand out in an increasingly competitive landscape.
Ready to Get Started?
If you need help creating high-quality video content for your manufacturing brand, reach out to us. The future of your brand’s marketing success starts with video.
