Video continues to be one of the most effective ways for manufacturers and industrial companies to educate customers, showcase products and build trust with their customers. While professionally produced videos still have importance, today’s audiences are looking for authentic, informative content that answers questions and provides real value.
The great news is that creating engaging videos no longer requires a large production crew or expensive equipment. With the right strategy, your team can create content that performs well across LinkedIn, YouTube, Instagram, TikTok and your company website that feels authentic to target audiences.
Start with a Clear Goal
Before you hit record, determine what you want viewers to take away from the video. Whether you’re introducing a new product, explaining a process, or sharing customer success stories, every video should have one clear purpose. Focused videos are easier to follow and more likely to keep viewers engaged and coming back for more content.
Create Content That Solves Problems
The best performing industrial videos answer the questions your customers are already asking. Consider creating content around:
Product demonstrations
Installation or maintenance tips
Frequently asked questions
Troubleshooting common issues
Behind-the-scenes looks at your facility
Industry trends and expert insights
Day-in-the-life of an employee
Educational content positions your company as a trusted resource while continuing to provide value long after it’s published.
Prioritize Quality Over Expensive Equipment
Today’s smartphones can produce excellent video quality. Instead of investing heavily in cameras, focus on the basics that make the biggest difference such as:
Good lighting
Clear audio
Steady shots
Clean, distraction-free backgrounds
Even a simple wireless microphone can dramatically improve the overall quality of your videos, especially if someone is talking about a product, or even including captions in your videos can engage a larger audience.
Keep It Short and Easy to Watch
Not every video needs to be several minutes long. Short, focused videos often perform best on social media platforms, while longer demonstrations work well on YouTube. Deliver your main message early, keep the content moving and leave viewers with one clear takeaway from the entire video.
Artificial intelligence has become a valuable tool for content creation. AI can help brainstorm video topics, write first-draft scripts, generate captions, create transcripts and speed up editing, allowing your team to produce more content without sacrificing quality. The expertise and personality behind the camera are still what make great videos stand out.
Repurpose Every Video
One video can become weeks of content. A product demonstration can easily be repurposed into LinkedIn posts, Instagram Reels, YouTube Shorts, website content, email campaigns or sales resources. Repurposing extends the life of your content and helps you reach audiences across multiple platforms while keeping a cohesive brand image that people can remember.
What Videos Should Manufacturers Be Creating in 2026?
If you’re looking to expand your video strategy, focus on content that educates and builds trust. Some of the most effective video formats this year include:
Product demonstrations and feature highlights
Customer testimonials and success stories
Frequently asked questions
Plant tours and behind-the-scenes footage
Employee spotlights and company culture videos
Trade show recaps/day-in-the-life and event highlights
Industry tips, trends, and educational insights
These videos help answer buyer questions while highlighting your expertise in a genuine and engaging way.
Consistency Wins
You don’t need to go viral to see results. Publishing helpful, informative videos on a regular basis is far more effective than waiting to create the “perfect” video. Over time, you’ll build a valuable library of content that supports your marketing, sales and customer education efforts. Additionally, with consistent posting, there is a higher chance of going “viral.”
Videos will Always Engage
Video remains one of the strongest marketing tools available to manufacturers. By creating authentic, useful content and publishing it consistently, your company can strengthen customer relationships, increase visibility and stay competitive in an increasingly digital marketplace.
Following is a guest post from our friends over at Long & Short of It, masters of ideation, customer insights and market research. They like to say they “dig and find lots of data and then turn it into actionable insights.” Following is their guest post.
If you’re like us, you have notes everywhere with ideas. Sticky notes on your computer…lists by your desk…notes in multiple documents on your computer. You think of something you want to try then you write it down. It’s normal.
But now what do you do with all of those ideas. The first step is to block time on your calendar to work on the ideas. Go through all of the lists, notes, and random pieces of paper and type them in one document. Now you can easily see all of them at once. If you can, you should include the following items for each idea:
Title – brief name to help you remember it
The Idea – description of the idea with some details
Next Steps – the immediate next steps to make this happen
Next, you need to filter these ideas by Impact and Effort.
Impact is what it will do for your business, team, or yourself. Effort includes resources, money, and time. All ideas will have some impact and will take some resources. The idea is to compare them to each other. We use a quadrant map to visually plot the ideas.
Once you have them plotted against each other, it’s easy to see which ones deserve your time and resources. It’s all about focusing on the right things.
At the beginning of the summer, if you had asked me what a pipe fitting was, I would have stared at you like a deer in headlights. However, now, after spending the past few months as Sonnhalter’s Public Relations intern, I can confidently say I’ve been immersed in a whole new world of manufacturing and the skilled trades that have engrossed me in a new industry and made me a stronger communicator.
As a Strategic Communication major at The Ohio State University, I came into this internship with a foundation in writing, marketing and public relations from my classes and what I didn’t have was the opportunity to apply those skills in a real-world setting. At Sonnhalter, I learned that every project was a chance to think creatively, adapt my writing and understand how much marketing and communication helps manufacturers connect with their audiences.
Throughout the summer, I worked on a variety of projects, from writing blogs and press releases to creating social media content and graphics. Every assignment introduced me to something new in the tradespeople world, whether it was a new product, or an intriguing industry conference. Before this internship, I knew very little about the plumbing and HVAC industries. By the end of the summer, I have developed not only a greater appreciation for the skilled trades but also a genuine interest in the innovation that drives them.
Although my internship was fully remote, I never felt disconnected. Through regular meetings and continuous feedback, I always felt supported by the incredible Sonnhalter team. Their guidance helped me grow as both a writer and a marketing professional while also teaching me the importance of being organized and communicating effectively in a remote environment.
Looking back, I’m leaving Sonnhalter with much more than writing samples for my portfolio. I’m leaving with new skills, greater confidence and a perspective in a field I never expected to gain. Most importantly, I’m grateful to have worked alongside a team that encouraged me to learn and ask questions, without fear of judgement. This has been an experience I’ll carry with me throughout my career, and I am extremely grateful to have been onboard with Sonnhalter this summer!
Artificial intelligence (AI) and automation have become hot topic talked-about technologies in recent years. From self-driving vehicles to AI-generated photos, it is understandable why trade workers are wondering how these technologies will impact their careers.
For skilled tradespeople, however, the future may not be as concerning as some think.
Automation has already been influencing the trades for decades. Advanced software, automated manufacturing equipment and digital diagnostic tools have helped businesses improve efficiency and productivity. These technologies have not replaced skilled workers; they have helped them work smarter.
Today, AI is expanding those capabilities even further, in industries like HVAC, plumbing, electrical, construction and manufacturing. AI tools are being used to analyze equipment performance, predict maintenance needs, and assist with troubleshooting. Rather than spending hours identifying a problem, the tradesperson can quickly gather information and focus on finding the right solution.
AI is also helping companies manage operations behind the scenes. From optimizing schedules and helping to organize project timelines, these tools can help free up valuable time for workers and business owners.
Despite these advancements, there are still aspects of trade work that technology cannot replicate.
Skilled trades require critical thinking, adaptability and hands-on expertise. Every job site and customer situation is different. A technician may encounter unexpected equipment issues or installation challenges that require real-time decision-making. These are situations where experience and professional judgment matter, something AI cannot replace.
Customer interaction is another area where human skills remain essential. Communication plays a key role in the success of trades professionals as it helps build trust with clients and coworkers. While AI can provide information, it cannot create relationships that skilled workers build with customers every day.
AI and automation have the potential to create opportunities for tradespeople rather than eliminate jobs. As buildings and machinery become more advanced, there will be an increasing need for skilled professionals who can install, maintain and repair these systems in a safe and effective way.
The reality is that AI and automation are best viewed as tools, not replacements. Just as a tradesperson reaches into their toolbox for a wrench, they can do the same with modern technologies. Using these advanced tools is just another resource that can improve efficiency and accuracy with a challenging job, while reinforcing the importance of skilled human expertise.
I’ve always been a little on the clumsy side, so it’s for the best that my internship doesn’t involve making coffee runs for the office. If I happen to spill my cup during the day, I am already at home, so I have just enough time to change my shirt before my next zoom meeting.
As a remote PR intern at Sonnhalter, my office looks a little different than the traditional internship experience, but every day still brings new opportunities to gain experience and grow. Despite working from home, I’m able to collaborate with the team, contribute to client projects and gain firsthand experience in public relations and marketing.
No two days are exactly the same, which is one of my favorite parts about Sonnhalter. Some days I’m writing blogs for Tradespeople Insights or Sonnhalter clients, while others are spent drafting press releases that announce new products or company news. I also get to design social media graphics, write captions and help create content that supports marketing and communication efforts.
One thing I didn’t expect was how immersed I would become in the world of manufacturing and the skilled trades. Before joining Sonnhalter, I knew practically nothing about the plumbing, HVAC and construction industries. Now, every project introduces me to innovative products, industry trends and the manufacturers, or even influencers behind them! It’s been rewarding to learn about these industries and while helping tell the stories of the companies that keep them moving.
Although I’m working remotely, I never feel disconnected. Regular virtual meetings and ongoing feedback from my supervisors have helped me strengthen my writing, stay organized and build confidence in my communication skills. The team has been incredibly welcoming and supportive, making me feel “at home” in many ways.
This internship has given me much more than portfolio pieces as it has introduced me to an entirely new industry and challenged me to grow as both a PR and communications professional. I’m excited to continue learning and see where the rest of my time at Sonnhalter takes me!
Videos have become a key part of modern marketing. They are visually engaging, and can help companies educate customers, display products and build brand awareness. But when it comes to creating video content, companies must decide if they should invest in short-form videos or long-form videos.
The truth is that both formats can be effective when used strategically. For instance, short-form video has become extremely popular due to platforms like Instagram Reels, TikTok and YouTube Shorts. These quick videos last anywhere from a few seconds to a couple of minutes, designed to capture attention and deliver a focused and punchy message.
For manufacturers and industrial companies, short-form videos can be a great way to highlight a product feature, share a quick industry tip, make a day in the life of operations, show behind-the-scenes content or promote upcoming events or trade shows. Because they are easy to watch, they can help increase engagement and introduce your brand to new audiences.
However, there are times when a short video is not enough.
Long-form videos allow companies to provide more detailed information and tell a more complete story. This format is especially valuable when explaining complex products, demonstrating larger equipment, sharing customer stories, or discussing industry trends.
In industrial markets, buyers spend considerable time researching solutions before making purchasing decisions. Long-form videos can help answer questions, educate and establish credibility throughout the buying process, which enables consumers to trust the brands’ reliability by watching a longer video.
For example, a 30-second video may be enough to introduce a new product, but a longer demonstration can show how it works, include details about its benefits and help potential customers understand the true value of the product.
Rather than viewing short-form and long-form content as competing formats, marketers should consider how each supports different goals and be sure to have both in their content plans.
One of the most effective approaches is to use both formats together. A company might create a longer product demonstration, webinar, or customer interview and then repurpose key moments into shorter clips for social media. This allows marketers to maximize the value of their content while reaching audiences across multiple channels.
As video continues to play a larger role in digital marketing, the question is not whether short-form or long-form content is better. The real question is which format best supports your objectives and delivers the information your audience is looking for, and when used strategically, both can be valuable tools.
