Everything can go cross-border, and this saying is indeed true.

However, different industries face different cross-border obstacles. For some industries, going global may be simple, while others have to deal with various issues,such as mechanical products.

The difficulty for this industry in going cross-border is not due to a lack of market, but because product promotion is challenging.

Especially now, when social media is prevalent, breaking through the “blockade” of advertising traffic and promoting products to more users is not easy.

So today, let’s briefly discuss how to take a different approach and use social media for cross-border promotion of mechanical products.

SANY Heavy Industry Factory Live Scene Source: Google

First, let’s analyze the market and target customer positioning.

Currently, the global mechanical products market is highly competitive. Mechanical manufacturing companies not only need to face competition from well-known domestic and foreign brands, but also adapt to constantly changing market demands. Therefore, mechanical companies should conduct in-depth market research in advance when going cross-border, understand market trends and competitors, and formulate targeted market strategies.

In addition,the main customers for cross-border mechanical products include mechanical equipment buyers in international markets, engineering companies, and agricultural enterprises. They have strict requirements for product performance, durability, price, and after-sales service. Understanding customer needs and pain points is key to developing precise marketing strategies.

Shuangfeng Agricultural Machinery expands overseas markets, exporting via cross-border e-commerce

Of course, I believe the bosses here understand this better than I do, so next we’ll focus on how to use social media for promotion.Among today’s overseas social media platforms, TikTok, Facebook, YouTube, and LinkedIn are among the most likely to reach customers for mechanical products.

Most of these platforms use video advertising, but mechanical products are different from other categories. Dull, boring, and hard to understand are the main impressions most people have of such ad videos.

Especially on social media like TikTok, frequent swiping away can even affect its algorithmic recommendations, thus reducing the spread of ads.

Therefore, when shooting videos, mechanical companies need to grab the audience’s attention quickly at the beginning, using visually impactful scenes and concise, powerful language to keep viewers engaged. For example, videos like the one below.

Additionally, video ads should fully showcase the core features and advantages of the product, allowing viewers to intuitively perceive its value.

Here is an example of ad copy for you:

Scene:Footage of mechanical equipment operating efficiently.

Voiceover:Using advanced technology, our equipment ensures high efficiency every second.

Scene:Close-up shots of equipment details, showing high-precision components.

Voiceover:Every part is rigorously tested to ensure perfection, delivering an ultimate experience.

Scene:Equipment in use in various scenarios.

Voiceover:No matter the application scenario, our equipment can handle it perfectly, helping you tackle any challenge.

In the video, we can also enhance product credibility and persuasiveness through real customer experiences and feedback. Of course, we can also arrange for a dedicated person to explain, or invite influencers to visit the factory, gradually figuring out the promotional characteristics of this category’s video ads.

Cross-border promotion of mechanical products is different from small commodities. No matter how the platform changes, they always rely on B2B customer acquisition. Therefore, gaining customer trust in video ads is crucial.

Whether it’s product display or real customer feedback, it’s all about deepening customer trust. In the video, we can show the brand’s LOGO, service team, and after-sales service to further enhance customer confidence.

Finally, on personal profiles on TikTok and other social media, don’t forget to display your official website and email contact information, so customers can find you. This is the complete process for video ad promotion.

I hope this article can provide some ideas for companies going global and help bosses achieve greater success in their cross-border journey.