Most people don’t associate hashtags with heavy machinery or TikToks with torque specs. And honestly, can you blame them? 

Social media seems built for selfies, latte art, casualness, and questionable life advice from 22-year-olds. But that’s exactly why it works!

While your competitors are stuck in brochure-land, clinging to outdated trade shows and dusty websites, smart manufacturers are turning to Instagram and even YouTube to share their stories. They’re actively building communities and generating leads without sounding like a robot in a suit.

Still think social media isn’t for “your kind”? Good. That means you’ve got the element of surprise. Below, we talk about 11 smart and actually doable ways to make the most of social media. 

11 Effective Ways to Make Your Brand Known on Social Media

For a long time, the manufacturing industry has stayed out of sight and out of the social feed.

However, the world has changed, and the buying process has now transitioned to digital platforms. The decision makers are online and watching. Statista mentions that social media's ability to reach diverse audiences “has made it a great tool for brand visibility.”

So, let’s explore some effective ways to make your manufacturing brand known on social media without pretending to be something you're not.

1. Film Your “First-Cut Fridays”

You don’t need to dance or hop on every trend to win on social media. But you do need to show something real. That’s where First-Cut Fridays come in. 

They offer a weekly peek at the very first cut, mold, weld, or assembly of whatever’s in production.

Whether it’s steel meeting plasma, the first slice of a prototype, or the kickoff of a new custom job, it’s visually pleasing for the viewers. People love seeing how things are made, especially when it feels exclusive.

Make sure you also add context in the caption: What’s the job? Who’s the client (if you can share)? What challenge does this piece solve? 

Introduce the team behind it. Let your machinist or welder explain what’s happening in their own words.

Bonus points if you post a follow-up when it’s finished. Turn that first cut into a full-circle story. This builds familiarity and a sense that real things get built here.

2. Go Live From the Floor

If your production floor could talk, it would tell amazing stories. Stories of grit, craftsmanship, problem-solving, and momentum. So why not give it a mic?

Going live from the floor is where you demonstrate what your work looks like in real-time. It could be your team tackling a tough custom job or your lead tech walking people through a process that looks extraordinary to anyone outside the industry.

When you go live, you’re giving potential customers (and future hires) a front-row seat to the energy and people behind your product.

Keep it unscripted, but not unstructured. Introduce who’s talking and ideally keep it under 10 minutes. Answer live questions if they come in. 

Besides, use a gimbal or tripod to avoid shaky cam unless you're going for that raw, gritty aesthetic. 

3. Create a “Myth vs. Fact” Series

Manufacturing is one of the most misunderstood industries out there. People still think factories are dark and stuck in the ‘70s. Or that automation means nobody works here anymore. Or that all custom work takes six months and a small miracle.

Perfect. That’s your content angle.

A “Myth vs. Fact” series lets you bust these outdated assumptions and position your brand as an industry authority (without being preachy). A single post can help you reframe and win trust. 

Consider using side-by-side graphics or split-screen video:

Myth: “Everything’s automated. There’s no craftsmanship anymore.”

Fact: “Our CNC machinists still make precision decisions by hand every single day.”

Or:

Myth: “Manufacturing isn’t high-tech.”

Fact: “Our team uses AI to optimize run-time and reduce waste by 12%.”

Keep the tone confident and slightly cheeky. The goal is to change how people see your industry.

4. Profile the People Behind the Parts

Machines don’t run themselves, and orders don’t fulfill on charm alone. Behind every polished part and flawless weld is a person making it happen. And in an industry that often hides its human side, this is your secret weapon.

Start a weekly or monthly spotlight. 

Feature the welder who’s been with you for 20 years. The junior engineer who solved a production hiccup no one saw coming. The woman on the assembly line who can troubleshoot blindfolded. 

Show their face. Share their background. Let them talk shop. 

Here’s an example video, but you can do better, of course. 

This kind of content excels on social media because people seek to connect with people they’re willing to work with. They want to trust what they can see. 

So pull back the curtain and show them who makes your business work.

5. “Why This Tolerance Matters” Mini-Explainers

This is where your engineers get to flex and your audience gets smarter without realizing they’re learning.

Tolerances might seem like tiny numbers to outsiders, but in your world, they’re the difference between flawless and failure. 

Create short, visual posts that zoom in on one specific tolerance and explain why it matters.

Use simple, plain English.

“±0.005 might not sound like much, until it’s the reason a part seats properly in a $300,000 machine.”

“We tightened the tolerance here because one vibration in the field could mean total shutdown.”

Use close-up shots, calipers, CAD snippets, or slow-mo footage of parts locking in. And always add context: how does this tolerance affect the function and the longevity?

These explainers show your audience that you think through every thousandth of an inch. And that kind of confidence is wildly marketable.

6. Before & After Product Transformations

If there’s one thing people universally love, it’s a good transformation. Doesn’t matter if it’s kitchens, cars, or components - before vs. after never fails to stop the scroll.

So apply that same logic to your shop floor. 

Show the rusted-out original. The raw stock. The sketch on a napkin. And then the final product. The coated, assembled, and laser-cut outcome. A part that’s now refined down to the micron and ready to hit the field.

Make sure you also share the story. What was the challenge? Why was it redesigned? What kind of tolerances or coatings did the upgrade require? How long did it take? 

Every one of them is a proof point of what your team can do.

Pro tip: Short reels or time-lapse videos work like magic here. Don’t overthink it. Let the transformation speak for itself and watch your engagement skyrocket.

7. Post Customer Reactions (or Wins)

Forget the overly polished testimonials with vague praise and corporate-speak. Give your audience the raw moments. 

The email that says “this part saved our timeline,” the video of a client unboxing a custom build, or the side note that your turnaround time was “insanely fast.”

These are the kinds of customer reactions that land. Why? Because they’re unscripted and specific.

Start a series that celebrates these wins. Maybe it’s called “Delivered & Done” or “Real Feedback, Real Fast.”

Pair a customer quote with a short story: what you made, why it mattered, and how it helped. Tag them (if they’re cool with it), show the final product in use, or screenshot a Slack message (yes, even those count).

This is social proof with a soul. And for your audience, it’s a reminder that your parts don’t deliver in the real world.

8. Share Quick Time-Lapse Builds

Speed up the process. Slow down the scroll.

Time-lapse content hits differently when it’s industrial. 

Watching a chaotic pile of raw material morph into a finished part is visual candy and a subtle flex. Whether it's machining, welding, assembly, or packaging, capture it and let it run.

You don’t need a Hollywood setup. Mount a GoPro or even a phone, hit record, and let your team do what they do best. Then edit it down to 15–30 seconds.

Add a bit of context in the caption - what’s being built and what problem it solves - and you’ve got a mini masterpiece that’s oddly mesmerizing and totally brand-building.

Bonus move: show the full journey from raw stock to test-ready part, with a “start to ship” tag. It’s satisfying and subtly says: We know what we’re doing, and we’re proud to show it.

Here’s how to film a time-lapse on your phone. 

9. Behind-the-Scenes Mishaps

Things don’t always go according to plan. In fact, mishaps are a common occurrence in the manufacturing industry. 

But those messy moments can serve as material for some of the most human and compelling content you can create.

Instead of hiding the glitches, embrace them. Show the occasional missteps, like the machine that didn’t quite start up, or that moment when the team had to rethink and problem-solve in real-time. 

This way, you highlight how your team handles challenges. Show the hustle. The troubleshooting. The laughs. 

Customers get to see a company that doesn’t just hit every target but learns and adapts when things go sideways, which builds trust. 

Throw in a caption like, “Not everything goes as planned, but we always find a way to get it right,” and you’re golden. 

Here’s an example blooper video of a marketing manager. Such videos are a great way to give people a good laugh and build some trust. 

10. Explain Industry Jargon in Plain English

The language in the manufacturing industry can get dense. Oftentimes, it feels like you need a dictionary to understand what’s happening on the floor. 

However, your audience doesn’t need to be an industry insider to appreciate your work. All they’re eager to know is how it affects them.

So, let’s do the heavy lifting for them: simplify. Take the term “tolerance,” for instance. Instead of saying, “We’re within a ±0.01mm tolerance,” you could say, “That’s the kind of micro-detailing where if your part were a pizza, it’s as if we’ve got your toppings placed within the width of a human hair.”

Make it relatable. Take the complex and bring it down to the everyday. Whether it’s “CAD,” “CNC,” or “die-casting,” explain it in ways that anyone, whether they’re an engineer or a curious customer, can understand.

These posts don’t have to be long-winded explanations either. A quick, punchy post with a simple analogy or relatable comparison can transform something that feels inaccessible into something people can connect with.

Use visuals and a bit of humor to break it down. This will help you strip away the complexity and win hearts (and minds) across the board. 

11. Drop ‘Build Philosophy’ Posts

Every great product begins with a philosophy, a mindset, and the underlying reason behind what you’re creating.

This is where you set yourself apart from the sea of “just another factory.” 

A “Build Philosophy” post explains the principles and values that guide your production process. It could be something as specific as your commitment to sustainability or the innovation that informs every assembly.

Use these posts to highlight what your brand stands for. Maybe your philosophy revolves around designing for durability over convenience, or pushing boundaries with custom orders that require thinking outside the standard specifications.

Add visuals that show the process in action, from the early sketches to the final polish, demonstrating how each step aligns with your philosophy. 

This way, people are more likely to trust your approach. And that’s what makes people choose you when they need more than just parts.

Partner With INDIRAP to Capture the Brilliance Behind the Scenes

Social media often feels like it’s all about influencers and cat memes. However, the truth is that the platforms are rich in potential for those who know how to use them creatively. 

As a manufacturing brand, you can show the process and the people behind your products to build awareness among your audience. It’s time to move past the "sales pitch" model and start telling stories that resonate.

If you’re ready to up your social media game, INDIRAP Video Production can help. We are one of the leading video marketing agencies in Chicago that's specialized in creating high-quality videos that bring your manufacturing brand to life and connect with your audience on a deeper level. 

‍Book a free, no obligation discovery call today to create manufacturing videos that take social media by storm!