Why video needs a seat at the funnel table
Video is a full-fledged performer across every stage of the buyer’s journey. As audiences take more control of how and when they engage with content, traditional funnels have become less linear and more dynamic.
To meet these shifting patterns, video marketing offers a fast, engaging way to deliver value wherever the customer is.
The beauty of video lies in its versatility. It can spark interest, explain complex ideas, build trust, and drive decisions, all in one format. Yet, many brands still use video only at the top of the funnel, missing out on its potential deeper down.
An effective video marketing strategy recognizes this untapped power. It integrates video content across awareness, consideration, and decision stages to guide viewers seamlessly from first impression to final action. Understanding what is video marketing today means using it as both a storyteller and a sales enabler.
Awareness stage: Using video to educate and attract new leads
At the top of the funnel, your goal is simple: get noticed. People don’t know you yet, and they might not even realize they have a problem you can solve. So your job is to meet them where they are, deliver value, and plant a seed.
This is where video marketing shines as an awareness tool. The goal isn’t to pitch but to engage, educate, and entertain.
Types of videos that work best here
- Explainer videos
Explainer videos are short, punchy clips that quickly introduce a concept, challenge, or topic that your product or service addresses. Think of them as “why this matters” videos. They're especially helpful when you're tackling a problem that your audience may not yet fully understand. A well-made explainer simplifies the issue, highlights its importance, and frames your product as a potential solution without getting into the weeds. They set the stage for deeper interest.
- Brand videos
Brand videos are about vibe over value propositions. These videos focus on who you are, not what you sell. They communicate your company’s mission, values, culture, and personality. Whether it’s a behind-the-scenes glimpse into your team, a founder story, or a creative brand anthem, the goal is to establish an emotional connection.
- Short-form social clips
Short-form content like Reels, TikTok, and YouTube Shorts has become the go-to format for top-of-funnel engagement. These videos should focus on interesting ideas or relatable problems rather than product pitches. These include micro-educational tips, quick humor, and industry trends.
The idea is to intrigue your audience enough that they want to explore more. When done right, these videos can go viral, dramatically expanding your reach.
- Animated videos
Animation is a powerful tool for turning complex or abstract topics into engaging, accessible stories. Whether it's a moving infographic, a step-by-step scenario, or a metaphor-driven narrative, animated videos add clarity with a touch of fun. They’re especially useful for SaaS brands or technical industries that want to make their messaging more digestible for first-time viewers.
Keep it light, visual, and designed for maximum shareability. The idea is to build familiarity and drive traffic, not conversions, yet.
Hosting these videos on your Webflow site using tools like Vidzflow also helps boost SEO and page performance. And when done right, your video marketing strategy can start working before you even make a sales pitch.
Consideration stage: Building trust with mid-funnel video content
Once someone knows who you are, the next question is: why should they care?
In the consideration stage, your leads are comparing options, researching solutions, and weighing the pros and cons. This is the time to start building authority, trust, and emotional connection. Video lets you do that more effectively than just about any other format.
You can show, not just tell. You can be human, transparent, and persuasive without being pushy.
Videos that work great here
- Product walkthroughs
This is where you go beyond features and start showing outcomes. Product walkthrough videos highlight your tool or service in action: what it looks like, how it works, and why it solves the problem better than alternatives. Instead of vague promises, you're giving viewers a guided tour of the experience.
- Case studies
Case study videos offer one of the most persuasive forms of video marketing strategy: customer validation. These videos let happy clients speak for you. They highlight real-world problems, how your product solved them, and the results achieved. When prospects see someone with a similar challenge finding success with your solution, it builds social proof and relatability.
- Webinars
Webinars are perfect for prospects who are deeper into research mode and looking for comprehensive insight. They’re long-form, value-driven, and usually interactive, making them ideal for explaining industry concepts, product benefits, or use cases in more detail. Hosting webinars positions your brand as a thought leader while giving prospects the depth of information they need to move forward. For brands with complex offerings, this is a key content format.
- Behind-the-scenes content
Not all consideration content has to be formal or data-heavy. Behind-the-scenes videos humanize your brand. Whether it’s your team at work, your process for designing a feature, or even bloopers from a shoot, this kind of content builds authenticity. People want to buy from companies they trust.
Showing the real people and real process behind your product strengthens that emotional connection and sets you apart from faceless competitors.
This is where your video marketing strategy needs precision. Map each video to specific user pain points and use storytelling to build resonance. Mid-funnel content should gently guide leads closer to a decision without overwhelming them with hard sales.
Decision stage: Driving action with conversion-focused video
Now we’re at the sharp end of the funnel. Your lead is informed, interested, and on the fence. This is your moment to nudge them into action, and video marketing can help you close the gap between interest and intent.
This is where conversion-focused video content takes the spotlight. The go-to formats are here:
- Testimonials: There’s nothing more persuasive than real users sharing real outcomes. Testimonial videos highlight customer success stories and build trust with specifics. Think metrics, timelines, and personal experiences.
- Comparison videos: These videos lay out your product’s strengths next to the competition. They help prospects see exactly why your solution is the better choice. This is why it is great for addressing final objections and boosting confidence.
- Personalized videos: Tailored videos directed at individual leads or specific segments create a strong connection. Whether it’s addressing their unique pain points or referencing a previous interaction, these add a personal touch that stands out.
- Onboarding previews: These videos show how easy it is to get started, removing friction from the conversion process. A sneak peek of setup, features, or support reassures viewers they’re making a smart, simple decision.
You want these videos to reduce friction and objections. Is your pricing confusing? Show a simple breakdown. Does your product look complex? Show how easy it is to get started.
This stage is all about clarity, confidence, and eliminating uncertainty. Your video marketing strategy should focus on converting interest into commitment, with video being the bridge.
Conclusion
A beautifully crafted video is great, but a video that moves a viewer from “Who are you?” to “Where do I sign up?” is even better. That’s the true power of video marketing when aligned with your sales funnel.
In 2025, it’s not enough to just have content; your content has to have a purpose. A purposeful video marketing strategy will guide your audience every step of the way: educating at the top, building trust in the middle, and driving conversions at the bottom.
If you’re a Webflow freelancer, a growth marketer, or a founder trying to scale smart, remember this: it’s about getting clicks and turning them into meaningful action.
Frequently asked questions
How do I use video marketing for each stage of the sales funnel?
To use video marketing effectively across the funnel, match your video types to audience intent. Use educational or entertaining content at the awareness stage, like explainers or brand videos. Mid-funnel viewers respond best to product walkthroughs and customer testimonials. At the bottom, conversion-focused videos, such as demos or personalized pitches, can help seal the deal.
What types of videos convert viewers into customers?
Videos that directly address customer pain points and demonstrate value tend to convert best. These include product demos, detailed case studies, and testimonials. A smart video marketing strategy uses these formats in the decision stage to build trust and make the buying decision easier.
How can I measure video impact across the funnel?
To gauge the effectiveness of video marketing, track stage-specific metrics. Look at views and engagement at the top, watch time and click-throughs in the middle, and conversion rates or CTA clicks at the bottom.
