Examining user behavior on web platforms reveals that more people are turning to video content for information, whether it’s a brief intro video or in-depth educational material. YouTube, as a rapidly growing platform, is a key tool—if a company doesn’t leverage it, it risks missing a significant part of its target audience. The question is, how should an industrial company approach video production?
In this article, we cover:
- whether creating promotional videos is worthwhile in the industrial sector,
- which types of videos are most effective, and
- why industrial companies should invest in producing and publishing video content.
We also share a few examples from our own video projects.
Video Creation Process
Creating professional industrial video content is a multi-step process. First, a marketing team is needed to determine the video’s purpose, presentation style, message, and the target audience we want to reach. After the plans are prepared, production begins, which also requires professional equipment and video specialists who execute the project based on the script. However, the work doesn’t end here, as post-production requires additional resources. Last but not least, the finished content returns to the marketing team, who take care of publication, complemented by distribution.
Therefore, the process requires several people, but we still believe the investment is worth it. We’ll show you why!
Three Important Advantages of the Video Format
Higher Reach and Engagement
The popularity of video content is continuously growing, and in the industrial sector, it still proves to be a less commonly used marketing tool. Based on our experiences so far, moving image content achieves greater engagement than static creatives like images. Therefore, it’s not worth ignoring if you don’t want to fall out of the sight of a larger customer segment.
Applicable at Different Stages of the Marketing Funnel
A quality video can be utilized at multiple stages of the sales funnel. It works equally well during the attention-grabbing phase, the brand awareness and educational stages, and you can also use it to increase engagement. With its help, you can enhance your reach, and with a well-crafted video, you can educate your customers to become mature, conscious users. Depending on the length of the video, you can also use it in several future campaigns.
Untapped Potential in the Industry
Video content is not yet considered typical in the industrial SME sector. There are numerous formats available, and if you find the one that suits you, you can use it for a long time and in many different ways. Consequently, although video production is not necessarily the cheapest marketing tool, its long usage period results in a good return on investment, thereby reducing promotional costs as well.
What Types of Videos Are Worth Creating in the Industry?
Short Brand Image Video or Introduction Video
Ideal Length: 15-30 seconds
Marketing Goal: Brand Building, Brand Awareness
15-30 second brand videos are excellent for visually showcasing the company and/or brand. Due to their short length, these contents are highly user-friendly and do not require overly complicated production processes. A well-designed slideshow with a few selected images may already be sufficient.
It’s important to note that these videos integrate particularly effectively into advertising strategies, especially on YouTube.
Video Demonstrating a Technological Process
Ideal Length: 30 seconds – 2 minutes
Marketing Goal: Customer Decision-Making, Education
In these types of video content, the goal is to present the technological process represented by the company in an attention-grabbing manner. In this type, it’s important to place great emphasis on highlighting the advantages of the process. Short captions and graphical elements that illustrate the connections help enhance understanding.
Product Demonstration Video
Ideal Length: 30 seconds – 2 minutes
Marketing Goal: Customer Decision-Making, Education
This type of video content often involves product-focused animations, whose outstanding advantage is that they do not require live actors; a graphic designer can accomplish the task. Such videos can be crucial in facilitating customer decision-making and can significantly enrich product websites. They are particularly recommended when we want to showcase new technological innovations or expand the knowledge of our clientele.
“Live Action” Video
Ideal Length: 1-15 minutes
Marketing Goal: Remarketing (Reselling), Building Trust
The goal of this type of video is to build trust and foster a sense of commitment. Their ideal length can range from 1-2 minutes up to as long as 15 minutes. If the aim is to create a truly spectacular video, it’s worth employing a drone. Live-action videos can help customers make decisions and maintain their interest.
It’s worth watching Hűtőépítő’s video on this topic.
Kell-e minden esetben profi videó?
Thanks to new technological possibilities, it’s not necessarily required to produce high-budget, professional videos to communicate effectively with our target audience. Modern smartphones can provide high-quality recordings that are perfectly suitable for appearing on social media platforms, for example.
These so-called “short videos” are excellent for generating organic reach and are particularly cost-effective.
Creative Video Production in 5 Steps
To make your campaign successful, you need a well-thought-out marketing strategy. Here are some tips to help you assemble your plan.
- Define the purpose of the video!
The purpose and target audience of the video are the starting points that determine both the content and its nature. Knowing this precisely is essential. - Formulate the message intended for the target audience!
After understanding the needs of your potential and existing clients, determine what message or solution proposal you want to convey during the campaign. - Strive for a high user experience!
No matter how good your message is, if it’s not delivered in the appropriate quality. Consider on which platform the video will appear, and adjust the aspect ratio and layout accordingly. Of course, clear image and sound quality are essential. - Support the video with captions!
Keep in mind that in many cases, users watch videos muted. To aid understanding, it’s worth using easily readable captions. - Guide the viewer further at the end of the video!
Don’t forget that the goal of the video is to encourage action. At the end of the content, you can provide a link for ordering or contact, or even recommend additional relevant videos for their attention.
