Let’s be real - when it comes to flashy marketing in the tech industry, hardware companies usually get the short end of the HDMI cable. While software companies are out there dropping slick animations and clever product walk-throughs like it's their side hustle, hardware brands tend to stay in the shadows.
Why? Because showcasing a piece of tech that weighs 800 pounds and costs more than your car isn't exactly plug-and-play video content.
But here’s a great thing: when hardware companies do decide to go full Hollywood with their videos, the results can be absolutely mind-blowing. We're talkin’ viral, goosebump-inducing, “wait, that’s a forklift doing what now?” kind of stuff.
In this post, we're diving into the wild world of B2B hardware videos - what makes ‘em tick, the types you should know about, and some A+ examples that prove hardware marketing can, in fact, be interesting.
Let’s get into it.
First off, let’s talk about the elephant in the copywriters' room.
Hardware videos come with a lot more challenges than software ones. You can’t just screen record a product walkthrough and call it a day. Apart from a totally different business model and a buying process that may take a couple years, with hardware you've got your physical dimensions, multiple components, complex engineering, safety protocols, and sometimes a forklift or two.
There’s weight (literally), logistics, and way more moving parts.
Also, there’s the storytelling hurdle. Hardware might be powerful, but it’s not always “sexy” at first glance. A sleek SaaS dashboard? Easy to make look cool. An industrial-grade pump? Bit more effort.
But with the right creative angle, even the most niche hardware can look like the hero it is and get your audience hooked. Sure, not everyone who sees your content will instantly be interested in buying it, but... at least they will be aware it exists and you never know when this might come in handy.
Alright, here’s a breakdown of the go-to formats that hardware brands should have in their video toolkit (with some examples from our own stable):
Perfect for when your product makes people go, “Wait, what does it actually do?”
These videos break down complex tech into easy-to-understand concepts. Think analogies, metaphors, and slick visuals. You’re turning engineerspeak into plain English.
These aren’t about features - they’re about vibes. What does your company stand for? What is its history? Why should someone trust you with their production line, robotics system, or comms infrastructure? Brand videos humanize your hardware and give people something to connect with beyond just spec sheets.
Time to let the hardware do the talking. This is your hero shot moment - showcasing the tech in action, zooming in on features, and highlighting what makes it next-level. If your product moves, lifts, sorts, flies, or autonomously calculates - this is where the magic happens.
There’s nothing like hearing from a real customer who had a problem and watched your tech solve it like a boss. Bonus points if you get gritty b-roll of your gear running in the field. These build major trust.
Capture the hype. Whether it’s a trade show, a behind-the-scenes product launch, or an engineering milestone, these videos let people feel like they were part of the moment. Plus, they’re a goldmine for content reuse (like putting them on your YouTube channel or website).
Now for the good stuff. Here are five examples that prove hardware can go just as viral - and just as epic - as anything in the software world.
Yes, that video. Jean-Claude Van Damme casually doing the splits between two reversing trucks to show off Volvo's precision steering tech. It's cinematic, it’s poetic, and it somehow makes fleet logistics feel spiritual. The takeaway? Hardware doesn’t have to be boring - it can be ballet.
Why it works: Emotional hook (trust, awe), real-world product proof, unforgettable visuals.
Caterpillar said, “Let’s play Jenga… with 600-pound blocks.” This video flexes their machinery’s precision and power, while making it fun and borderline absurd in the best way.
Why it works: Visual spectacle, real-world application, creativity through the roof.
The Atlas robot doing backflips and parkour? Come on. If you didn’t gasp at least once watching this, check your pulse. This video doesn’t just show off robotics - it shows off possibility.
Why it works: Shock value, visual proof of technical excellence, viral potential.
This one is basically sci-fi meets marketing. Corning imagined a future where their glass tech is integrated into daily life - and they show it, beautifully. No need to squint at data sheets. Just watch the dream unfold.
Why it works: Aspirational storytelling, gorgeous visuals, concept over specs.
Okay, this one leans software - but it’s a masterclass in education through storytelling. Five levels of explanation, from child to expert. If your hardware needs a little unpacking, this format is gold.
Why it works: Clear structure, smart pacing, makes complex tech accessible.
You don’t need a Hollywood budget or a Van Damme cameo (though hey, not a bad idea). You just need clarity, creativity, and the guts to try something new. Here are some pro tips from the video trenches:
Cut the jargon. If someone has to pause and Google acronyms, you’ve lost them. Break it down. Use simple metaphors. Make sure your grandma (or anyone that doesn't know the first thing about your product) could get the gist - and maybe even be impressed.
Even if your product is a steel box with wires, treat it like art. Use lighting, slow-mo, animations, drone shots - whatever it takes to give it the glow-up it deserves.
Don’t just talk about the product - talk about why it matters. Who does it help? What problem does it solve? Build a little drama, add a little heart. Connect their emotions with the product.
There’s nothing like seeing hardware out in the real world doing its thing. Whether it’s on a factory floor or 20 feet underground, this builds authenticity like nothing else.
Don’t just shout into the void. Speak directly to the engineers, operators, and decision-makers who will actually be using your product. Know their pain points and show how you solve them.
The best videos stick because they’re different. Play with scale, animation, unexpected metaphors. Make robots do parkour. Think outside the server rack.
Your video isn’t just eye candy - it’s a lead-gen tool. Make sure there’s a clear call to action. Want viewers to book a product demo? Visit a landing page? Reach for their phone? Hit that subscribe button? Tell‘em!
Hardware companies, listen up: you’ve got some of the coolest tech out there - don’t let it collect dust in a PDF brochure. With the right creative partner (cough, like us, cough), your hardware can shine on screen and show the world what it’s made of (literally and figuratively).
So next time you think your product is “too niche” or “too heavy” for a killer video… Remember the robot doing backflips and a forklift playing Jenga. The only limit is how bold you’re willing to be to make people aware of your hardware.
We’ll bring the coffee, the passion, some brilliant people and a whole bunch of creative ideas to make your hardware product get the spotlight it deserves.
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