What Types of Videos Benefit Industrial Brands?
Industrial brands operate in a space that’s often technical, complex, and competitive. Whether you’re in manufacturing, heavy equipment, engineering, or logistics, your products and services are essential to other businesses’ operations. But with so many players in the field, how do you stand out? Video is one of the most effective tools to communicate your value, showcase your expertise, and humanize your brand. When done well, video content not only educates and informs but also builds trust and generates leads. In this blog, we’ll break down the most impactful types of videos for industrial brands—and why they work.
1. Brand Profile Videos
A brand profile video is your industrial brand’s handshake with the world. It gives potential customers a clear, engaging introduction to who you are, what you do, and why you do it.
Why it works for industrial brands:
Industrial buyers often deal with high-cost, high-stakes purchases. They want to know they’re working with a reputable, established partner. A brand profile video puts a face to your business, communicates your expertise, and builds trust.
What to include:
Your company’s history and mission
Key differentiators (specialized equipment, patented processes, industry certifications)
Footage of your team and facilities
Customer testimonials or industry partnerships
Pro tip: Keep it concise—two to three minutes is ideal. Focus on showing, not just telling.
2. Product Demonstration Videos
For industrial companies, product demonstration videos are essential. They show how a piece of machinery, a tool, or a solution works in a real-world setting.
Why it works for industrial brands:
These videos make complex products tangible. Rather than reading specs in a brochure, potential buyers can see exactly how your equipment functions, what problems it solves, and why it’s better than competitors.
What to include:
High-quality close-up footage of product features
Step-by-step demonstrations
Comparisons with alternative solutions
Data overlays for specs and performance metrics
Pro tip: Use multiple camera angles and ensure excellent lighting so every detail is clear. Consider adding slow-motion shots to highlight precision features.
3. Process and Facility Tours
Industrial brands often have fascinating production processes, but customers rarely get to see them. Process and facility tour videos give them a behind-the-scenes look at your operations.
Why it works for industrial brands:
Transparency builds credibility. By showing your equipment, processes, and safety measures, you’re proving your capabilities and commitment to quality. Process and facility tour videos are especially powerful in industries where compliance and safety are top priorities.
What to include:
Walkthroughs of manufacturing floors, warehouses, or labs
Narration explaining each stage of production
Highlights of advanced machinery and technology
Safety protocols and certifications in action
Pro tip: Use drones or gimbal stabilizers to capture smooth, sweeping shots of your facility.
4. Customer Testimonial Videos
In the industrial space, peer recommendations carry enormous weight. Testimonial videos featuring satisfied clients can be the deciding factor for potential buyers.
Why it works for industrial brands:
Industrial buyers trust the experiences of other professionals in their field. A testimonial video adds authenticity through the experiences of real customers who’ve seen measurable results.
What to include:
The customer’s business challenge before working with you
How your business solution addressed their needs
Quantifiable outcomes (e.g., reduced downtime by 30%, increased output by 15%)
Footage of your product in their facility
Pro tip: Keep testimonials specific. Avoid generic praise—real numbers and tangible benefits make them more persuasive.
5. Safety and Training Videos
Industrial brands are often responsible for ensuring proper use of their products or adherence to industry safety standards. Training and safety videos serve both your customers and your internal team.
Why it works for industrial brands:
Safety is non-negotiable in industrial environments. A well-produced video ensures consistent communication of critical procedures, reduces accidents, and improves compliance.
What to include:
Step-by-step instructions with visuals
On-screen text reinforcing safety points
Demonstrations of correct and incorrect practices
Compliance information for OSHA or industry-specific regulations
Pro tip: Keep training videos clear and modular so they can be easily updated when standards change.
6. Case Study Videos
Case studies go beyond testimonials by diving deeper into the problem-solution-result story. They combine interviews, footage, and data to showcase your capabilities in a real-world project.
Why it works for industrial brands:
These videos are incredibly persuasive for B2B decision-makers. They demonstrate that you’ve successfully solved problems for others in the same industry, making it easier for potential clients to envision you solving theirs.
What to include:
A clear explanation of the client’s initial challenge
Your approach and technical solutions
Data-driven results
Client interviews and on-site visuals
Pro tip: Case studies are most effective when they focus on one client and one challenge—don’t dilute the story with unrelated projects.
7. Trade Show & Event Recap Videos
Trade shows, expos, and industry conferences are key networking opportunities for industrial brands. A recap video captures the energy, connections, and innovations your brand brought to the event.
Why it works for industrial brands:
Not everyone can attend every industry event. A recap video lets you share your presence and expertise with a wider audience while keeping your brand top-of-mind after the event.
What to include:
Highlights of your booth or displays
Interviews with team members or attendees
Demonstrations from the event floor
B-roll of networking and live presentations
Pro tip: Publish event videos quickly while the event is still fresh in attendees’ minds.
8. Explainer Videos
Explainer videos simplify complex concepts, processes, or products using a mix of visuals, narration, and sometimes animation.
Why it works for industrial brands:
Industrial products can be highly technical, and explainer videos make them more accessible—especially for stakeholders who aren’t engineers but are still part of the buying process.
What to include:
Clear, jargon-free explanations
Visual metaphors or animations
Examples of practical applications
Concise narration (90 seconds to 3 minutes)
Pro tip: If your process is too complex to show with live-action video alone, integrate 2D or 3D animation.
9. Recruitment and Company Culture Videos
Industrial companies often face skilled labor shortages. Recruitment videos showcase why your company is a great place to work.
Why it works for industrial brands:
Potential hires want to see your work environment, your team culture, and the growth opportunities. Recruitment videos help you attract employees who align with your values and mission.
What to include:
Interviews with current employees
Footage of collaborative projects
Training and advancement opportunities
Workplace safety and employee benefits
Pro tip: Keep it authentic—avoid overly scripted employee soundbites.
10. Social Media Shorts
Even in the industrial sector, short-form video content can be incredibly effective. B2B brands use platforms like LinkedIn, Instagram, and even TikTok (yes, really) to share quick updates and insights.
Why it works for industrial brands:
Short videos help you reach wider audiences, drive brand awareness, and funnel viewers toward more in-depth content.
What to include:
Quick tips or safety reminders
Time-lapse footage of production
Product teases or launches
Event announcements
Pro tip: Keep social videos under 60 seconds, with captions for sound-off viewing.
Key Considerations for Industrial Video Production
Before you hit record, keep these points in mind:
Know Your Audience – Are you targeting engineers, procurement officers, or executives? Tailor your tone and depth accordingly.
Invest in Quality – Grainy footage and poor audio can make even the best product look unreliable.
Tell a Story – Whether it’s a product demo or a case study, structure your video with a clear beginning, middle, and end.
Optimize for Search – Use industry-specific keywords in titles, descriptions, and tags to ensure your videos are discoverable.
Distribute Strategically – Share videos on your website, LinkedIn, email campaigns, and industry forums.
Final Thoughts
Industrial brands may deal with complex, highly specialized products, but that’s exactly why video works so well—it brings your solutions to life in a way that brochures and spec sheets simply can’t. From brand profiles to case studies, from safety training to social media shorts, each type of video serves a distinct purpose in your marketing and communication strategy. The most successful industrial brands aren’t just building products—they’re building trust. And in today’s market, a well-crafted video might be the most efficient, engaging, and memorable way to do exactly that.
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