Digital Interactive Services

The power of video content in the manufacturing industry

Unique content helps manufacturers establish expertise, authority and trust in a digital landscape riddled with low-quality content glut. Although manufacturers use written content such as blogs, white papers, case studies, eBooks, and infographics to garner new leads, establish industry thought leadership and improve SEO rankings, video content is a crucial component of industrial inbound marketing. Its potential has not been fully realised.

Video is a powerful medium that enables you to connect with your audience authentically, disseminate complex information, provide an engaging user experience, and boost ROI.

Why is video becoming vital in the manufacturing industry?

B2B buyers and customers prefer watching videos

Video viewing ensures that a great deal the message is retained as against when reading text. Also, a majority of customers prefer videos when learning about a product or service. Besides, after viewing a video, most people visit the company website or call them.

Without the incorporation of video in their marketing strategy, companies in the manufacturing industry risk being out of step with prevailing trends and current user needs. As users increasingly access information on their mobile devices, providing engaging videos can help you meet B2B and B2C consumer preferences and demonstrate your commitment to providing top-notch resources.

Videos are ideal for sharing

Video sharing on social media is more as compared to other forms of content. Besides, videos shared on platforms such as YouTube, Facebook, Instagram, and LinkedIn tend to consistently outperform text-based content. The reason behind this trend is that visuals are processed much faster than text by average humans.

When you create stunning visual experiences using videos, users are more likely to share them with others. By sharing videos, users signal to others that you are a trustworthy, authentic, and knowledgeable brand. It provides a fillip to your marketing efforts, generates new leads, and increases brand awareness organically. Videos also allow your customers to closely interact with your brand and get a feel for it.

Videos boost sales efficiently and effectively

As per a 2022 video marketing statistics report, 96 per cent of consumers have watched a video for information about a product or service and 88 per cent of consumers stated that based on a video, they made a buying decision regarding a product or service. Further, compared to 11 per cent of consumers who preferred to read text-based content about a product or service, 73 per cent of consumers said they preferred to watch a short video about the same.

Video is a versatile format. Since video content can be customised, it allows you to showcase the character of your brand and the personality of your team. This establishes trust and makes potential consumers connect and network with your brand at a personal level.* Further, tailoring video content according to different consumer needs helps you target users at various stages of their buying journey.

Competitors are using videos to drive engagement

According to a video marketing report published in 2022, 88 per cent of consumers would like to view more videos from brands in the year 2022. It is a 3 per cent increase from the previous year's figure. The same report also states that 86 per cent of businesses currently use video as one of their marketing tools.

Manufacturing is a highly competitive industry. As more manufacturers realise the benefits of a robust video content strategy, they are making video an integral part of their content marketing campaigns. A well-planned video content strategy can help you stay ahead of the competition and position yourself as a modern brand, which is in tune with the fast-paced digital world.

Types of videos that can be used by manufacturers

Here are the various types of videos that can be leveraged by companies in the manufacturing industry.

• Virtual Tour Videos
• About Us Videos
• Explainer Videos
• Product Demonstration Videos
• Training Videos/How-to Videos
• Educational Videos
• Corporate Videos
• Customer Testimonial Videos

How Infosys BPM can help

Infosys BPM Digital Interactive Services provides manufacturers with a tool-agnostic and process-centric approach to content management, including video, creative design, social media services and digital analytics.

*For organizations on the digital transformation journey, agility is key in responding to a rapidly changing technology and business landscape. Now more than ever, it is crucial to deliver and exceed on organizational expectations with a robust digital mindset backed by innovation. Enabling businesses to sense, learn, respond, and evolve like a living organism, will be imperative for business excellence going forward. A comprehensive, yet a modular suite of services is doing exactly that. Equipping organizations with intuitive decision-making automatically at scale, actionable insights based on real-time solutions, anytime/anywhere experience, and in-depth data visibility across functions leading to hyper-productivity, Live Enterprise is building connected organizations that are innovating collaboratively for the future.