The human brain is wired to soak up visual content, so it’s no wonder that so many engineering companies are now producing online videos to showcase their wares.
When you get into the nitty gritty of the engineering sector, you know it’s a rich and fascinating source of complex information and intricate stories. But those stories are not always easy to communicate, as they tend to get lost in the humdrum of text - and for someone who isn’t expert in the field, lengthy reports can be intimidating and hard to comprehend.
Video is more shareable
Video can bring engineering projects to life, giving manufacturers the chance to show rather than tell - making even the most sophisticated of topics accessible, demonstrating exactly how a product works and the potential benefits it brings.
Video is 40% more likely to be shared on social networks and, in a recent study, 70% of B2B marketers reported that video generated more conversions when compared to other forms of marketing material.
According to Dr James McQuivey of Forrester Research, one minute of video is equal to 1.8million words. Imagine that! I guess it’s time to stop rambling and actually watch something. Are you sitting comfortably?
GeoKingsbury wanted to show the inner workings of their C100 Automatic Lathe so, in partnership with Shere Marketing, we produced the above video that combines real life footage and animation, giving customers a greater insight into how the machine works and where it can fit into their operation.
Using high definition mini cameras we were able to get fantastic images from within the apparatus, while 3D graphics help explain the working process.
Viva la video
Video is a breeding ground for creativity and innovation, much like the engineering sector itself, and videos can be tailored for any stage of the buying cycle.
A good example of this is General Electric’s ‘Childlike Imagination - What My Mom Does at GE’ campaign, telling a powerful story. Told from the viewpoint of a child, it highlights the innovations that GE makes possible, showing how employees work alongside clients. In addition to being an external ad, this was also used as part of an employee engagement programme.
When it comes to video, you don’t have to be bound by the restrictions of wordy reports. You can let your creativity loose and tell a story that is more abstract, making emotional connections with your audience. You can also stick to the facts, inject some humour and create bitesize shorts that are textured with information.
Video shows people what you are doing. It builds trust, is easy to digest and with 100million people watching online videos every day, it can form a key part of any marketing strategy. This usually means more eyes on your product and, ultimately, more sales.
Author profile:
Former BBC documentary filmmaker Jon Mowat runs video production company, Hurricane Media.
