Industrial and manufacturing companies face unique challenges when it comes to video production.
- Creating quality training videos for internal purposes is usually cumbersome and expensive.
- Direct advertising isn’t meant to elicit a direct response, making it more challenging than traditional approaches to consumer advertising.
- Product updates and spotlights for existing customers can be difficult to communicate with a budget.
Since it relies primarily on demand generation tactics that lay the groundwork for future sales and raise brand awareness, industrial video production is heavily nuanced.
With the right approach, it can be an effective way of drawing in new clients. Whether your goal is to work with an industrial video service or build an entire strategy from scratch, this article will help you form the basis of your video production strategy.
What makes industrial video production different?
Industrial video production, by nature, is fundamentally different from other forms of video production, particularly those aimed at direct consumer marketing.
Target Audience and Purpose
Industrial videos are typically intended for other businesses, often reaching the upper echelons of management, who are likely to be critical viewers. These viewers expect not only high-quality video production but also content that is highly relevant, precise, and professional.
By contrast, consumer-facing videos often focus more on creativity and emotional connection, designed to engage and captivate a broader audience with varied interests
Precision and Detail
In industrial video production, attention to detail is paramount. Every bit of content is seen as a reflection of the company’s professionalism and competence.
Unlike B2C marketing videoswhere there’s more room for creativity and flexibilityindustrial videos must be meticulous and precise. A small error or oversight could be interpreted as a lack of attention to detail, reflecting negatively on the companys image.
Scope for Creativity
Industrial and manufacturing video production tends to have less room for creativity compared to B2C marketing videos. That’s not to say creativity isn’t needed – it’s just that the approach is different.
B2C content often uses humor, sentiment, and varied storytelling techniques to engage audiences. Industrial videos must convey complex technical information in an easy-to-understand manner, requiring a more straightforward, focused approach.
Message Delivery
The messages delivered through industrial video production are generally more complex and technical, focusing on specifics such as product features, manufacturing processes, quality standards, and so on.
This starkly contrasts B2C video content, which often revolves around lifestyle, benefits, and emotional engagement.
How do you measure success in industrial video production?
Determining the success of your industrial video production relies heavily on identifying and tracking the right metrics that align with your business goals. KPIs differ depending on the purpose of the video and its placement in the marketing and sales funnel.
Awareness and Engagement Metrics
If your video’s objective is to build brand awareness, you’ll want to focus on metrics that measure reach and engagement. These metrics provide insights into how many people have seen your video and how they’ve interacted with it. Here are some common KPIs to consider:
- Views: This indicates the number of times your video has been watched. It gives a basic idea of your video’s reach.
- Shares: The number of shares shows how many viewers found your content compelling enough to share it with their network.
- Comments: The number and nature of comments can provide a qualitative measure of how people are responding to your video.
- Likes: This metric offers a quick indication of how well your video has been received.
Conversion Metrics
If your video is placed further down the funnelsuch as in a product demo, tutorial, or sales pitchyou’ll want to measure conversion rates. These metrics show how effectively your video has moved viewers towards a desired action, such as:
- App Downloads: If your video promotes an app, tracking the number of downloads pre- and post-launch can show the video’s impact.
- Demo Bookings: If your video aims to generate interest in a product or service, the number of demo bookings or inquiries can serve as a measure of success.
- Sales: The ultimate conversion metric is actual sales. Track sales numbers before and after the video launch to gauge its effectiveness.
Channel-Specific Metrics
Remember, the distribution channels you use for your videos may have unique metrics that can help measure success.
For example, metrics like follower count, impressions, and click-through rate can be relevant if you’re using social media. If you’re using email marketing, metrics like open rate, click-to-open rate, and unsubscribe rate can provide helpful insights.
Budgeting for Industrial Video Production
Of course, the ultimate question when producing an industrial video is, “How much does it cost?”
Unfortunately, there isn’t a specific answer. Creating an industrial video is indeed a strategic investment, and proper budgeting is essential to maximize its return.
The cost of industrial video production can vary widely depending on several factors. Here are some of the key elements to consider:
Length of the Shoot
The duration of the shoot directly impacts the cost of your video. A full shoot day, which is typically more than 10 hours, will naturally be more expensive than a half-day (4-7 hours). However, it’s important to note that a half-day doesn’t necessarily mean half the cost, given the setup and teardown time, equipment preparation, and other factors that do not scale linearly with time.
Size of the Crew
The scope of your project will determine the size of the crew needed. Larger projects with more complex requirements may need a bigger crew, increasing the cost. On the other hand, smaller, more straightforward projects can be handled by a leaner team, reducing expenses. Assess the complexity of your project accurately to budget for the right crew size.
Accommodation and Transportation
If your project requires the crew to travel to different locations, you’ll need to account for accommodation and transportation costs in your budget. If you’re working with a non-local production company, consider asking them to subcontract parts of the shoot to a local crew to save on travel and accommodation expenses.
Equipment and Production Value
The type and quality of equipment used, from cameras to lighting and sound recording gear, can significantly influence the final cost. Higher production value typically requires more advanced equipment, which can be more expensive.
Post-Production
The work doesn’t stop once the shoot is over. Post-production tasks like editing, sound design, color grading, and special effects also need to be factored into your budget. These tasks are crucial for refining your video and enhancing its overall quality and impact.
Final Thoughts on Industrial Video Production
Industrial video production is invaluable for any manufacturer looking to expand their reach and generate demand. It involves a significant investment, but if done right, it can tremendously impact your bottom line.
To make the most of this powerful marketing medium, start with planning: set clear objectives and craft a well-defined strategy. Then, properly budget for the various elements of industrial video production and track relevant metrics to measure success.
With this comprehensive guide, you have all the knowledge needed to get started on creating an impactful industrial video.