Video marketing for manufacturers: How to engage, educate, and convert your ideal customers

Why video marketing is essential for manufacturers.

Video marketing for manufacturers has become a powerful tool to help them engage, educate, and convert their target audience. Whether you want to showcase your production process, demonstrate product capabilities, or highlight customer success stories, video content can help bridge the gap between your brand and potential buyers.

Manufacturing spans multiple sectors, and today’s consumers and B2B buyers are more conscious than ever about the provenance and origins of the products they purchase. They demand transparency, ethical sourcing, and quality assurance, making it crucial for manufacturers to authentically showcase their processes. Buyers aren’t just investing in a product—they’re investing in the people behind it, the values they uphold, and the story they tell.

To stand out, you must clearly communicate why your product, solution, or service is the right choice. Video marketing brings your operations to life, offering a behind-the-scenes view of raw material sourcing, production techniques, and quality control measures. By visually demonstrating these aspects, you build trust, strengthen brand credibility, and reinforce your commitment to excellence, ultimately fostering deeper engagement and driving higher conversions.

In this guide, we’ll walk you through:

• Why video marketing matters for manufacturers
• Types of videos that drive engagement and sales
• How to create a targeted video marketing campaign
• Best practices for optimising and distributing your video content

No time to read this article, why not listen to the audio conversation.

Video marketing for manufacturers is all about crafting stories that people remember

Before you dive into this article, let’s get one thing straight—you’re telling a story. Your story, your company’s story, your product’s story. People remember stories; they don’t remember stats. So, forget bombarding your audience with figures and percentages—they won’t stick.

When you capture a potential customer’s attention, it’s because they connect with your story at that moment. But here’s the reality—less than 5% of them will be ready to buy right away. That’s why consistent storytelling through video marketing is so powerful. By sharing your story across different areas of your business, you stay top of mind. So when the time comes for them to make a purchase, they’ll remember your brand, your story, and why you stood out in the first place—giving you a much higher chance of conversion.

It simplifies complex processes

Manufacturing often involves technical products, intricate processes, and highly specific use cases. Video helps simplify these complexities by visually demonstrating how products work, how they are made, and the value they provide to customers.

It builds trust and credibility

Potential buyers may hesitate before making a purchase, especially in B2B manufacturing where investments are significant. Videos showcasing your expertise, customer testimonials, and behind-the-scenes footage can enhance trust and credibility.

It improves lead generation and conversions

According to research, landing pages with video content can increase conversion rates by up to 80%. Additionally, 73% of B2B marketers say video positively impacts ROI. A well-crafted video can guide prospects through the buying journey and increase their likelihood of making a purchase.

It enhances SEO and online visibility

Google prioritises video content in search rankings. By incorporating optimised video content on your website and YouTube channel, you can improve SEO, increase engagement, and drive more organic traffic.

Types of videos that drive engagement and sales

Not all videos are created equal. Manufacturers should focus on content that educates, informs, and convinces their audience. Here are some of the best types of videos to consider:

Product demonstration videos

A product demo video showcases the features, benefits, and real-world applications of your products. These videos help prospects visualise how your solution can address their needs.

Example: A CNC machine manufacturer could create a video showing their equipment cutting complex metal parts with precision.

Factory tour and behind-the-scenes videos

Customers love seeing how things are made. A behind-the-scenes factory tour builds transparency and trust, showing the dedication, quality control, and innovation behind your manufacturing process.

Example: A sustainable packaging manufacturer could film their eco-friendly production process to highlight their commitment to sustainability.

Customer testimonial videos

Prospects trust other buyers more than they trust brands. Testimonial videos featuring satisfied customers help potential clients see the real-world benefits of your products.

Example: A manufacturing company specialising in industrial tools could film a client explaining how their tools improved efficiency and reduced downtime.

Educational and how-to videos

Educational content positions your brand as an industry leader. These videos can cover common industry challenges, step-by-step guides, or best practices related to your niche.

Example: A steel manufacturer could create a video explaining different steel grades and their applications.

Animated explainer videos

For complex concepts, animated explainer videos break down technical topics in a visually engaging way. They’re especially useful for illustrating processes or abstract concepts.

Example: A chemical manufacturer could use animation to explain how their coatings improve corrosion resistance.

How to create a targeted video marketing campaign

Now that you know the types of videos that work, let’s walk through the steps to develop a targeted video marketing campaign.

Define your goals and target audience

Before creating any video, identify your primary objectives:

• Do you want to increase brand awareness?
• Generate leads?
• Educate customers?

Next, define your target audience. Are they engineers, procurement managers, or CEOs? Understanding your audience’s pain points ensures your video content resonates with them.

For example, Red-Fern recently created a video for the metrology company called The Sempre Group. This video was targeted at production managers and quality managers, creating awareness around their services, culture and brand, so, it was an all encompassing video that had to be concise and tell this story within one minute.

You can see the video below.

Develop a video content strategy

A well-defined video content strategy is essential for guiding your audience through the three key stages of the buyer’s journey: research, credibility, and conversion. Modern B2B buyers and consumers don’t make purchasing decisions on impulse; instead, they follow a process of gathering information, evaluating trustworthiness, and selecting the best solution. Your strategy should ensure that your videos are targeted, purposeful, and aligned with their needs at every stage.

To create an effective video content strategy, outline:

• The types of videos you’ll produce – Educational, product demonstrations, testimonials, or behind-the-scenes content.
• Your key messaging and storytelling approach – How you’ll communicate your brand’s value, engage your audience, and build trust.
• Distribution platforms – Where your videos will be shared for maximum reach and engagement (e.g., YouTube, LinkedIn, website, email campaigns).

Aligning Video Content with the Buyer’s Journey

Research phase – At this stage, potential buyers are exploring their options and seeking solutions to their problems. Your video content should be educational, insightful, and problem-solving, positioning your brand as a trusted industry resource.
Best video types: Explainers, industry insights, and “how it works” guides.

Credibility phase – As prospects narrow their choices, they evaluate brands to determine who they can trust. Your content should showcase expertise, transparency, and real-world success stories to strengthen your credibility.
Best video types: Customer testimonials, factory tours, behind-the-scenes process videos.

Conversion phase – Buyers at this stage are ready to make a decision but need final reassurance that your product or service is the best fit. Your videos should reinforce trust and urgency, encouraging them to take action.
Best video types: Product demos, case studies, and direct call-to-action videos.

By developing a video strategy that aligns with the buyer’s journey, you keep your brand top-of-mind, nurture leads effectively, and maximise conversion opportunities.

Plan and script your videos

Whether it’s a product demo or a customer testimonial, a well-structured script ensures clarity and engagement. Keep your script:

• Concise – Get to the point quickly
• Conversational – Speak directly to your audience
• Value-driven – Address customer needs

To give you a clear understanding of how to create a concise storyboard that will also help you get approval from all the project stakeholders, click here to access the video storyboard for a manufacturer called 4B Group that we created.

You can see in the storyboard how we clearly define the objectives of the video and then created the story. You can see the finished video below.

This video was also cut down into individual social media videos to advertise and promote the different services and sectors that 4B Group work in.

Shooting, editing, and optimising high-quality videos

Creating engaging and professional video content requires both strong production techniques and effective post-production editing. Whether you’re using a high-end camera setup or simply shooting on your mobile device, the key to success is understanding how to optimise your video for clarity, impact, and engagement across different platforms—including LinkedIn, YouTube, and social media.

Mobile vs. professional equipment

The device you use to shoot your video matters, but the quality of execution is just as important. Here’s a breakdown of when to use a professional camera setup versus a mobile device, and how to get the best results from both.

Shooting on a mobile device – Today’s smartphones are more than capable of capturing high-quality video, especially in well-lit environments. If you’re creating quick, informal content (such as LinkedIn updates, behind-the-scenes clips, or customer testimonials), a modern smartphone with a high-resolution camera (1080p or 4K) can do the job well.

Shooting with professional equipment – If you’re producing polished, high-end content (such as product demos, corporate overviews, or promotional videos), using a DSLR, mirrorless camera, or professional video camera offers better depth of field, lighting control, and audio quality. High-end equipment is best suited for content that needs to convey precision, innovation, and professionalism, which is often essential for manufacturing brands.

Regardless of the device you use, follow these key filming principles:

Lighting is key – Proper lighting enhances clarity and professionalism. Use soft, even lighting to avoid harsh shadows. If filming on a smartphone, avoid backlighting and consider using a ring light or natural light for better results.

Prioritise high-quality audio – Bad audio can ruin even the best visuals. Use a clip-on mic for interviews or a shotgun mic to capture directional sound. If using a smartphone, external bluetooth mics can drastically improve sound quality.

Landscape vs. Portrait format – Choose your format based on platform:

• Landscape (16:9) – Best for YouTube, LinkedIn, and website content.
• Portrait (9:16) – Ideal for mobile-first platforms like Instagram Reels, TikTok, and YouTube Shorts.
• Square (1:1) – Great for LinkedIn, as it takes up more screen space in mobile feeds.

Stabilisation is essential – Shaky footage looks unprofessional. Use a tripod, gimbal, or built-in phone stabilisation to ensure smooth shots.

Editing and optimising your videos for maximum impact

Once your footage is captured, post-production enhances video quality, ensuring it’s engaging, accessible, and brand-aligned.

Add captions and subtitles – Many viewers watch videos without sound, especially on LinkedIn. Captions increase accessibility and engagement.

Include branding elements – Add your logo, brand colours, and fonts to maintain brand consistency.

End with a clear call-to-action (CTA) – Guide viewers on the next step: Visit your website, request a demo, follow your LinkedIn page, subscribe, or contact your team.

Optimise for SEO and LinkedIn algorithms –

• On YouTube, use keyword-rich titles, descriptions, and tags to improve search visibility.
• On LinkedIn, write a compelling headline and post description, and use relevant hashtags to increase reach. Native LinkedIn videos (uploaded directly) perform better than external links.

Compress without losing quality – Large video files slow down loading times. Use compression tools to maintain quality while ensuring fast playback. LinkedIn supports MP4 files up to 5GB and 10 minutes long, but shorter videos (30-90 seconds) typically get higher engagement.

Mobile vs. Professional setup—which one should you use?

If you need fast, engaging, and social-friendly content, your smartphone is a great tool—just ensure you invest in proper lighting and audio accessories. However, if your goal is to produce high-quality marketing videos that showcase your brand’s professionalism and expertise, investing in professional equipment or hiring a videographer is worth it.

By combining the right filming approach with strategic editing and optimisation, your videos will stand out, drive engagement, and convert viewers into customers—whether they’re watching on LinkedIn, YouTube, or social media. across multiple platforms—including LinkedIn, where B2B decision-makers actively engage with video content.

Distribute and promote your video

Where you share your video matters. Here are top distribution channels:

• Website & Landing Pages – Boost engagement & conversions
• YouTube & Social Media – Increase reach & shares
• Email Marketing – Improve click-through rates
• Paid Ads – Target decision-makers

Best practices for optimising and distributing your video content

Even the most well-produced video won’t deliver results if it isn’t optimised and strategically distributed. To maximise reach, engagement, and conversions, you need to ensure your video content is formatted correctly, promoted on the right platforms, and supported by strong SEO and audience targeting.

Optimise for SEO and discoverability

For videos to rank well on search engines and social media platforms, they need proper optimisation.

• Keyword-Rich titles and descriptions – Use relevant keywords in your video title, description, and metadata to improve search rankings.
• Transcripts and captions – Adding closed captions makes your content accessible and boosts SEO by providing searchable text.
• Custom thumbnails – Eye-catching, high-quality thumbnails increase click-through rates on YouTube, LinkedIn, and other platforms.

Distribute and Promote Your Video

Where you share your video matters. Strategic distribution ensures it reaches your ideal audience at the right time and in the right format.

• Website and landing pages – Embedding videos on your website or product pages can increase engagement and conversions, keeping visitors on your site longer.
• YouTube and social media – Upload to YouTube for long-form content and share across platforms like LinkedIn, Facebook, and Instagram to increase reach and social shares. Native uploads on LinkedIn often perform better than linking to external sites.
• Email marketing – Adding video to emails can boost click-through rates by up to 300%. Use engaging subject lines like “Watch this quick demo” to increase opens.
• Paid ads – Target decision-makers with LinkedIn Ads, YouTube Ads, or Facebook Ads to get your video in front of the right audience.

By leveraging multiple distribution channels, you increase the lifespan and visibility of your video, ensuring it delivers long-term engagement and ROI.

Repurpose content for maximum reach

One video can be repurposed into multiple formats to extend its impact across different platforms:

• Short clips – Extract key moments for LinkedIn, Instagram Reels, and TikTok.
• Blog posts – Turn video content into an article or case study.
• GIFs or screenshots – Use in email marketing and social media posts to tease full-length content.

Track and Measure Performance

Data-driven insights help refine your strategy and improve future videos. Use analytics tools to track:

• Views and watch time – Are people watching your videos through to the end?
• Engagement metrics – Likes, shares, comments, and click-through rates.
• Conversion rates – Are viewers taking action after watching?

By consistently analysing performance and optimising distribution, you ensure your video content is delivering maximum impact and driving business growth.