Videos that know where to show up and what to say get results. They’re more memorable than text, shared 1200% more often on social and favored by search engines, which means they actually get seen. Plus, video is your ticket to showing up on one of the world’s most popular search engines: YouTube. Yes, they’re that good.
Okay, now don’t go rolling out the cameras just yet. As charming as your videos may be, you can’t just set them loose and leave them to wander aimlessly around the sales funnel – you need a plan. With video marketing ROI consistently rising, smart videos need to do more than stand around hoping for a connection. They should be positioned where they can make contact with the audience most likely to take the next step.
If you’re investing in video (and you should be), you’ll get the biggest return when your strategy includes the right videos at the right stages of your sales funnel.
Here’s where your videos will pull the most weight.
Top of the Funnel: Earn Attention and Trust
At the top of the funnel, your job is to get your audience to look up, lean in and think, “Hey! What’s that?!” Yeah, we know, an exemplary goal. But getting noticed (and remembered) is truly the name of the game here. So, you need to capitalize on your opportunity to entertain, captivate and start building trust with people who may not know you yet – but could become your biggest fans.
It’s not the time to rattle off every product detail or dive into the finer points of your process. It’s about creating an emotional connection, showing viewers you understand their world and giving them a reason to stick around for what’s next.
Brand Anthems: Bold, mission-driven videos about who you are and what you stand for. Think of these as video manifestos that build connection with your audience on an emotional level. Note: These are great for making an introduction, but perform well at the bottom of the funnel, too, where they can deepen brand affinity, reminding buyers why they chose you in the first place.
Commercials: Shorter and generally more structured than anthems, commercials typically take the logical approach to winning over your audience by presenting a familiar problem-solution format, often with humor and always with relatability.
Thought Leadership: These videos take advantage of your smartest, most articulate advocates. Set up a camera, sit them down in front of it and let them loose! (Okay, so there’s a little more to it than that, but that’s pretty much the part that your audience sees.) A confident, insightful perspective from someone trustworthy gives your audience a shortcut to success: they get the inside scoop without having to do all the research and brand-vetting themselves.
Hot Tip: Production doesn’t always have to mean fancy gear and a big budget. If you need video content to fill in the gaps, go ahead: pull out your smartphone and hit record. You can do this!
Branded Docs and Original Series: Building Deeper Connections
Branded documentaries and original series don’t fit quite as neatly into one funnel stage as some other videos, but that’s part of what makes them so powerful. Their storytelling depth and high production value make them naturally shareable, giving them a strong foothold at the top of the funnel. Like anthems, they’re built to create an emotional connection, but these videos go deeper.
These are the videos your audience chooses to spend time with. They feel authentic, entertaining and worth the time, making them just as valuable at the bottom of the funnel where they not only foster loyalty and long-term brand affinity, but also spark incredibly high conversion rates. In fact, they can drive action from as much as 30% of viewers, making them some of the most effective tools in your funnel, no matter where they show up.
Middle of the Funnel: Educate and Reassure
Your audience is paying attention. Now it’s time to show them what’s possible. Mid-funnel videos move the conversation from “Hi, we exist” to “Here’s how we can actually help you.” Leads are ready to imagine what life could look like with your product in it. They’re looking for clarity, reassurance and proof that you’re the right fit.
Explainer Videos: These videos are all about solving a problem (sometimes one your viewer didn’t even realize had a fix). By using animation, storytelling or even a little humor, great explainer videos make complex ideas feel simple and intuitive – offering clarity right when your audience needs it.
Product Videos: If explainers focus on the how, product videos focus on the what, highlighting the features, functions and benefits of your offering. These videos give you a chance to do a glamour shoot with your product, showing it in action and helping your leads see how they’d use it themselves.
Case Studies: These videos tell a true story about a time your product really helped a customer out. They walk viewers through what someone else was struggling with, how they used your offering, and what changed as a result. It’s a chance for your audience to put themselves in someone else’s shoes and imagine the same kind of impact on their lives.
Bottom of the Funnel: Build Confidence to Convert
Videos at the bottom of the funnel are for leads who have stuck around and are almost ready to commit. By the time your audience hits this stage, they’re hovering over the “buy” button, reviewing pricing, maybe sweating a little (Well, ideally, they’re not sweating since you’ve just made this decision so easy for them, but you never know what climate a lead might be perusing from).
The point is, they want to say yes and they really just need that final spark of confidence from you. This is where bottom of funnel videos shine. They build on the trust you’ve earned, answer lingering questions and help your leads see themselves on the other side of the decision – as satisfied customers.
Customer Testimonials: No one helps build credibility better than a happy, relatable customer. While a case study shows your product in action, a customer testimonial lets your buyers hear directly from someone who’s been in their shoes and come out on the other side smiling.
Product Demos: This is your moment to show off. Unlike mid-funnel product videos that highlight features from a high level, demos are for going deep into the nuts and bolts of exactly how the product works and why it’s worth the investment. Your audience is already engaged and interested, so take the opportunity to dig into the features and benefits you’re proud of and give them the confidence to move forward.
Customer Onboarding Videos: Just because they’ve purchased doesn’t mean your work is done. Onboarding videos make sure new customers feel supported from day one and show long-time customers you’re still investing in their experience. These videos offer how-to guidance, tips and fresh ways to get the most out of your product, continuing to add value post-purchase, build trust and keep your brand top of mind.
Make Every Video Count
Video is one of the most trusted, effective ways to move people through your sales funnel because it has the power to help brands connect more deeply with audiences, make education entertaining and accelerate decision-making. And how your video shows up matters just as much as where it shows up. 91% of consumers say video quality impacts their trust in a brand, so investing in well-crafted content is more than just pageantry, it’s building your brand’s credibility.
Pair that thoughtful creation with intentional placement, and your videos do more than talk at your audience, they catch your audience where they’re ready to listen and guide them forward.
From big-picture planning to creative production, Matter can help you create video content that shows up right where you need it. If you’re ready to bring more strategy and standout video content to your sales funnel, let’s work together.