Animation is preferred over live-action video when the detail is hidden inside machinery, occurs on a smaller or larger scale, presents a danger to film, or does not yet exist.
“Industrial explainer videos are animated videos designed to simplify a process, machinery, or service for a customer in a two-minute walk through. Engineering explainer videos take on the same functions but highlight intricate detail not easily observable by an outsider. ”
Below you will find the key use cases for an engineering animation video, which shows you why it is worth your budget. Each example includes a real-world application that showcases what other companies have done to address a similar need.
1. Step-by-Step Process Explainer
A process video walks through manufacturing from start to finish. Animation cuts the product open and slows down the steps that happen too fast to film, so viewers see what the thing is made of and how it goes together.
Buyers want proof you control every stage. With this type of video, industrial companies can show a complete process in just two minutes.
2. Company Introduction
Animation will tie your production facilities and supply chains together in a seamless narrative, even if your operations span several continents. Real-life footage would require people to hop on planes and schedule meetings weeks in advance.
The value of this particular type of video is difficult to overestimate since, in most cases, a prospect will not visit your “About” page. However, there is a high probability that they will watch a brief video during their lunch break.
3. Software or Hardware Explainer
This explainer type aims to educate the prospect about the features and benefits of a certain piece of software or hardware. Animated explainer videos can deconstruct a device to illustrate how it works or walk through a dashboard to show the mechanics of a particular instrument.
This type of animated video is perfect for engineers since their trust is hard to win, and a live demonstration may be the only way to convince them of a product’s worth.
4. Category Education
Category education video explains a technology or a problem, not a product. A pump manufacturer animates how cavitation erodes an impeller and never mentions its own pumps.
That earns trust with buyers who want to understand the mechanism before they pick a vendor. The ones who learn it from you remember where they learned it.
5. Sustainability Video Campaign
This type of explainer video will demonstrate how your day-to-day operations reduce waste and save energy. It will depict processes not visible to the naked eye, such as heat exchangers or technical closed-loop recycling.
“It makes abstract ideas of sustainability tangible and relatable, eliminating the fear of greenwashing. ”
6. New Product Design Launch
A launch video is a way to present a newly developed product before its first units are ready to leave the factory. The animation makes your CAD models the focus of the field, demonstrating how the critical tolerances work. Thus, you can start marketing the product earlier than you can make a prototype.
Moreover, early buzz makes salespeople prepare a presentation for a trade show. At the same time, engineers are working on the improved design that will not delay the production launch.
7. Product-Line Introductions for Distributors
A distributor typically manages hundreds of products. Your distributor needs this animation to quickly navigate the variety chart and find critical information about a particular category.
This way, sales representatives know what to say when contacting engineering companies in their region. It is easier for a person to comprehend the material that appeared on the screen rather than hundreds of pages of a product catalogue.
8. Investor Pitch Video
An investor pitch deck video covers the technology, the value proposition, and the market opportunity. Animation is the practical option when the product does not exist in a form anyone can film yet, which is most of what gets pitched at proof-of-concept. Investors sit through a lot of decks.
9. Social Media Ad Video
These are videos for brand awareness designed for vertical viewing on social media platforms. They are short (usually 30 sec or less), contain a single message, and encourage engagement.
Animated explainers are perfect for LinkedIn and YouTube, where your B2B target audience spends most of its time online.
Takeaways
Each of the above video types addresses a specific challenge faced by engineering and industrial companies. However, they all have one thing in common: they make abstract concepts tangible by bringing them to life.
If your main concern is educating prospects about your technology, create a marketing video series that clearly explains the process. If your distributors cannot explain the product features, create an animation that artfully presents the critical information.
Additionally, the content can be repurposed; the initial version can be edited for different platforms (e.g., social media or websites) or audiences (e.g., suppliers, distributors, or investors).
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