Why Do People Skip Your Video?
It happens more than most people think. You spend time planning a video, shoot it properly,…
There’s a good reason more manufacturers are turning to video these days. It’s not just about looking modern or ticking a marketing box.
Video makes it easier to show what you do, explain how it works, and help people see the value in your product without needing a ten-minute sales call. But why exactly is it so effective? And what kind of video content actually works in a B2B setting?
Let’s take a closer look.
Video makes it easier to show what you do, explain how it works, and help people see the value in your product without needing a ten-minute sales call. But why exactly is it so effective? And what kind of video content actually works in a B2B setting?
Let’s take a closer look.
Can Video Really Help Sell Industrial Products?
Short answer: yes, it can. Especially if what you sell is technical, custom-made, or part of a longer decision process.
For example, if you make packaging machinery, a quick demo video can show the machine in action, explain what it does, and highlight the problem it solves, all in under two minutes. This is far more useful than a product brochure or a wall of text. Buyers get to see the real thing, working in a real environment. And for them, that makes decision-making easier.
For example, if you make packaging machinery, a quick demo video can show the machine in action, explain what it does, and highlight the problem it solves, all in under two minutes. This is far more useful than a product brochure or a wall of text. Buyers get to see the real thing, working in a real environment. And for them, that makes decision-making easier.
Why Do Buyers Prefer Video Over Text?
Let’s be honest, most people don’t read dense product descriptions unless they have to. A short video, however, gives them what they need straight away. No need to scroll through spec sheets or download a PDF. Just click play and watch.
And it’s not just about speed. Video can build trust too. It shows the people behind the business. It shows the factory floor. It shows the care that goes into the work. In a B2B context where purchases involve time, money and reputation, that trust matters.
And it’s not just about speed. Video can build trust too. It shows the people behind the business. It shows the factory floor. It shows the care that goes into the work. In a B2B context where purchases involve time, money and reputation, that trust matters.
What Kind of Videos Actually Work in B2B?
You don’t need flashy animations or dramatic music. The best videos are the ones that are clear, simple, and honest.
Here are a few we’ve seen work well:
Here are a few we’ve seen work well:
- Product demos – these are great if you want to show exactly how something works.
- Factory tours – a short walkthrough of your facility can build confidence fast.
- Customer stories – show a real client using your product, and talking about the results.
-
Explainers – useful if your product or service needs a bit of unpacking.
- Team intros – introduce the people customers might deal with. Helps make the first contact feel more familiar.
The key is to pick one message per video. Don’t try to do everything in one go.
What If I Don’t Have a Big Budget?
You don’t need a video production company to get started. Thanks to modern phones, free editing tools and online guides, it’s easier than ever to create good-quality video in-house. A steady shot, decent lighting and clear audio can go a long way. If your message is clear, the production doesn’t need to be perfect.
That said, working with a video production team can help you get more from your content. A good crew will plan your video properly, shoot it professionally, and make sure it works across your website, social channels and sales tools.
It also means you can keep your focus on what you do best while the video team handles the details.
That said, working with a video production team can help you get more from your content. A good crew will plan your video properly, shoot it professionally, and make sure it works across your website, social channels and sales tools.
It also means you can keep your focus on what you do best while the video team handles the details.
Where Should I Use My Videos?
This bit’s easy to get wrong. It’s tempting to just upload a video to YouTube and hope it gets seen. But in B2B, it’s better to think more carefully.
Put the video where it supports the buyer’s journey:
Put the video where it supports the buyer’s journey:
- On your website, especially on product or service pages.
- In sales emails, where it can explain something quickly.
- On LinkedIn, where decision-makers often browse during the workday.
- At trade shows, on screens or tablets at your stand.
If you already have a manufacturing video page on your website, make sure your latest and best content is there.
How Do I Know If My Videos Are Doing Anything?
You don’t need to dive deep into analytics software. Just ask a few simple questions:
- Do people watch them all the way through?
- Are they helping move conversations forward?
- Are the sales team using them regularly?
- Do buyers mention them when they get in touch?
If the answer’s yes, then your videos are doing their job.
If you're not sure where to start, or you've got ideas but need help turning them into video, get in touch.
We’ve worked with manufacturers across different industries, and we know how to make content that’s clear, useful, and actually gets used. Drop us an email, send a message through the site, or just give us a call. We’d be happy to talk through what you’re trying to do and how video might help.
We’ve worked with manufacturers across different industries, and we know how to make content that’s clear, useful, and actually gets used. Drop us an email, send a message through the site, or just give us a call. We’d be happy to talk through what you’re trying to do and how video might help.
