Video Marketing for Manufacturers: What Works

Video marketing for manufacturers helps companies reach engineers, build trust, and show what makes them special. Best of all, you don’t need fancy equipment or a big budget to get started.

Your team already has the knowledge. Your shop floor has the action. Plus, your customers have questions that your experts can answer.

So why not put that expertise on camera?

During a recent B2Btail Jam Session, Wendy Covey, CEO of TREW Marketing, shared findings from the 2026 State of Marketing to Engineers Report.

One statistic stood out: 94% of engineers watch work-related videos each week.

That’s a huge opportunity for manufacturers of all sizes.

Let’s explore what engineers want to watch and how your company can get started.

Why Should Manufacturers Invest in Video Marketing?

Manufacturers should invest in video because engineers use it to learn, solve problems, and explore products.

Yet many manufacturers still rely on product photos, brochures, and website text.

Those tools matter. However, video brings your people, processes, and products to life.

During the Jam Session, Wendy shared an eye-opening statistic.

“94% of engineers watch video for work weekly,” Wendy explained.

She also identified the types of videos engineers value most:

• How-to videos that solve common problems
• Engineering deep dives that explain technical details
• Whiteboard sessions that teach complex ideas
• Product demonstrations and feature walkthroughs
• Videos explaining technology and industry trends

Notice something interesting?

Engineers want to learn!

They aren’t simply looking for another sales pitch. Instead, they want helpful information that makes their jobs easier.

For example, a CNC machine shop could show how it tackles a difficult part. A metal supplier could explain the differences between two grades of steel.

Meanwhile, an equipment manufacturer could demonstrate how a machine solves a common production challenge.

The goal isn’t to create the fanciest video. It’s to create the most helpful one.

Start by asking your team one simple question:

What do our customers ask us most often?

Then turn those answers into short, useful videos.

How Can Small Manufacturers Get Started With Video Marketing?

Video marketing for manufacturers starts with sharing real expertise. You don’t need a professional studio or expensive production crew.

In fact, some of the most engaging content comes straight from the manufacturing floor.

During the Jam Session, we discussed two excellent examples.

IMAGO Manufacturing, a small CNC machine shop near Chicago, began sharing videos of its work.

The owner, Ryan, started posting videos that showed what happens inside the shop.

During our conversation, I shared that one of IMAGO’s YouTube videos had attracted more than 100,000 views.

Not bad for a small machine shop!

Another example is Niagara Specialty Metals, a New York manufacturer and supplier of specialty metals.

Their marketing team started sharing videos and images of steel on social media.

That’s right. Steel!

Yet the content attracted attention, sparked questions, and encouraged people to engage.

Some Instagram posts and reels even earned more than 1,000 likes.

These examples show that industrial video marketing doesn’t have to be complicated.

Wendy offered another helpful suggestion during the discussion:

“How do we relate that machine back to one of the campaigns we’re running?”

That’s an important question.

Rather than posting random videos, connect each one to a customer problem or business goal.

Here are five easy ideas:

1. Answer a common customer question.
2. Show a machine or process in action.
3. Introduce a team member and their expertise.
4. Explain how you solve a manufacturing challenge.
5. Demonstrate a product feature or application.

Start small. Stay consistent. Most importantly, keep teaching.

How Does Manufacturing Video Build Trust and Attract Customers?

Manufacturing videos build trust by helping buyers see your expertise before they contact your sales team.

That’s especially important when engineers research suppliers online.

Wendy’s research found that technical buyers often prefer to gather information independently before speaking with sales.

Video helps your company become part of that research process.

Better yet, your engineers and technical experts can become trusted educators.

Wendy reinforced this point during the discussion:

“Your engineers are the most credible authors.”

That same expertise can make your videos more valuable.

Imagine a potential customer searching YouTube for help with a technical challenge.

They discover a helpful video from your company.

Next, they watch another video. Then they visit your website.

Now your company is no longer a stranger.

You’ve started building a relationship before the first conversation.

This is where the B2Btail Digital Game Plan comes into play.

Start with your Ridiculously Important Questions (RIQs). Then interview your subject matter experts.

From there, use a Hub & Spoke strategy to turn one interview into several pieces of content.

For example, one interview could produce a blog post, a YouTube video, short social clips, and a LinkedIn post.

As a result, your team can create more useful content without constantly starting from scratch.

Start Showing the World What Makes Your Manufacturing Company Special

Video marketing for manufacturers doesn’t need to be expensive, polished, or complicated.

It needs to be helpful.

Your employees solve problems every day. Your machines perform amazing work. And your customers need the knowledge your team already has.

Wendy’s research makes one thing clear: Engineers are watching videos to learn.

So give them something worth watching!

Start with one customer question. Find one willing team member. Record one helpful answer.

Then keep going.

At B2Btail, we love helping manufacturers out-teach the competition through the Digital Game Plan.

Because when you help your customers succeed, you create more opportunities for your own business to grow.

What amazing things are happening on your manufacturing floor that your future customers would love to see?

Get your FREE Digital Game Plan and put your strengths to work.

If you found this information valuable, check out some of our other blogs. 

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