Industrial businesses have traditionally relied on trade shows, brochures, and technical datasheets to market their products. But the landscape has shifted. Video marketing has moved from a “nice-to-have” to a core strategy, even in industries like manufacturing, logistics, and automation. With decision-makers consuming more digital content than ever before, companies that embrace video are staying ahead of the curve.

Here are five trends shaping the way industrial companies use video to connect with buyers, boost conversions, and drive long-term growth.

1. Product Demos Are Going Beyond the Basics

Traditional product demos focused on features and specifications. Today’s industrial buyers want more. They’re looking for videos that show real-world applications, problem-solving use cases, and step-by-step walkthroughs that mirror their operational needs.

This shift is due in part to the complexity of B2B purchasing. Engineers, procurement teams, and plant managers want to see how a product functions in context. For example, a static video of a conveyor system is far less effective than a video showing how that system integrates into a packaging line or production workflow.

High-quality demo videos reduce the burden on sales teams. Instead of repeating the same explanations during every call, reps can send a product video that does the talking for them. It shortens the sales cycle, answers technical questions early, and makes follow-ups more focused.

What to focus on:

• Application-based storytelling

• Real factory footage or simulations

• Commentary from engineers or technicians

Keyword strategy:

• “industrial product demo videos”

• “manufacturing equipment videos”

• “factory automation video demos”

2. Customer Testimonials Are Moving to Video

Word-of-mouth still matters, but video testimonials are where credibility shines. When a plant manager explains on camera how a solution improved throughput or reduced downtime, that story carries more weight than a written quote ever could.

In B2B industries, trust and experience drive decisions. Video testimonials from existing clients help build that trust early in the funnel. They also offer proof of success, especially when you include metrics or ROI results in the video.

Testimonial videos don’t have to be flashy. Even a quick, authentic interview shot on-site can outperform a polished video that feels scripted. What matters most is the authenticity of the person speaking and the relevance of their story to the target audience.

What to focus on:

• On-location interviews with clients

• Data-backed results or before-and-after insights

• Industry-specific testimonials (e.g., food manufacturing, oil & gas)

Keyword strategy:

• “industrial customer testimonial video”

• “B2B video case studies”

• “equipment vendor testimonials”

3. Trade Show Content Is Now Video-First

Industrial trade shows have changed. Even with in-person events back on the calendar, video content remains a priority. Many manufacturers now create full video campaigns around their trade show presence, extending the life of their investment.

This includes:

• Teaser videos to promote attendance

• Booth walkthroughs for those who couldn’t attend

• Highlight reels of demos and product launches

Video makes it possible to scale the reach of an event that would otherwise be limited to foot traffic. Companies can post clips on LinkedIn, embed them in email campaigns, and create evergreen content for their websites.

It also helps capture the energy of the show floor—something static photos and PDFs rarely convey. For companies in industrial markets, that kind of energy builds awareness, fosters interest, and encourages follow-up conversations.

What to focus on:

• Pre-event teasers

• Live booth demos

• Recap videos with team insights

Keyword strategy:

• “trade show video marketing”

• “industrial booth walkthrough video”

• “event recap video for manufacturers”

4. Training Videos Are Becoming a Sales Tool

Historically, training videos were created post-sale, helping customers understand how to use equipment or systems. Now, many industrial brands use training-style videos as part of the pre-sales process.

Buyers want to know how hard a machine is to install, operate, and maintain. Training videos answer those questions before they’re even asked. They show that your company invests in support and clarity, which helps reassure buyers that they’re making the right choice.

For example, a five-minute video showing the calibration process for a flow meter may look like technical content, but it’s also marketing. It says: “We’re transparent. We’re thorough. And we’re here to help.”

This approach can also cut down on support costs. When prospects already understand the maintenance or usage steps, they’re less likely to be overwhelmed or confused after the purchase.

What to focus on:

• Setup and installation guides

• Common troubleshooting walkthroughs

• Safety and compliance training clips

Keyword strategy:

• “industrial training videos”

• “equipment setup video guide”

• “machine maintenance walkthrough”

5. Short-Form Video Is Gaining Ground

Even in technical industries, short-form video is gaining traction. Thanks to platforms like LinkedIn, YouTube Shorts, and even Instagram, short-form video content is proving its worth in lead generation and engagement.

These videos typically last 15–60 seconds and are designed to grab attention fast. For industrial companies, this might mean:

• A time-lapse of a machine being assembled

• A fast breakdown of “3 Benefits of Our New System”

• A punchy quote from a satisfied client

Short videos perform well on social media, especially when paired with strong captions and relevant hashtags. They also make excellent retargeting material for paid ad campaigns.

You don’t have to reinvent your content either. Long-form videos can be sliced into smaller clips and distributed across multiple channels. The goal is to stay visible, stay top of mind, and meet your audience where they are.

What to focus on:

• Repurposed clips from longer videos

• Teasers of case studies or product launches

• FAQ answers in bite-sized format

Keyword strategy:

• “industrial short-form video content”

• “B2B video snippets”

• “equipment videos for LinkedIn”

Bonus Tip: SEO + Video = Visibility

Adding videos to your website can boost your SEO if done right. Search engines favor pages that offer video content, especially when paired with transcripts, optimized titles, and schema markup. Embedding videos on product pages or blog posts can increase time on site, reduce bounce rates, and improve rankings.

YouTube also acts as its own search engine. If your audience includes engineers or maintenance managers, they’re likely searching YouTube for solutions. Publishing helpful videos there can put your brand in front of buyers earlier in the decision process.

Tips for optimization:

• Use keyword-rich titles and descriptions

• Include subtitles and closed captions

• Add structured data to video pages

Final Thoughts

Industrial video marketing isn’t just a trend—it’s becoming part of the foundation of modern B2B communication. Buyers are researching solutions online long before talking to sales. Video helps bridge that gap with content that’s clear, visual, and trustworthy.

Whether you’re showcasing a new product, sharing a customer success story, or capturing attention at a trade show, video gives your message a lasting presence. And with today’s tools, you don’t need a massive production budget to make it work. What matters most is relevance, clarity, and consistency.

Industrial companies that invest in video now are setting themselves up for better lead generation, smoother sales conversations, and stronger brand authority.