Video for Every Stage of the Funnel: Awareness, Consideration, Conversion

Meta Title:

How to Use Video at Every Stage of the Sales Funnel | Visual Matters

Meta Description:

Not all videos serve the same purpose. Learn how to align your video content with each stage of the marketing funnel — awareness, consideration, and conversion.

Header Image Alt Text:

Marketing funnel diagram showing different types of video content at each stage

Introduction: One Funnel, Many Formats

So youʼve got a killer brand video. Great start! But what happens next? Too often, businesses invest in a single, one-size-fits-all video — and wonder why it doesnʼt convert.

The truth is, video isnʼt one moment in your customer journey — it should be part of every stage.

At Visual Matters, we help clients map out full-funnel video strategies that attract, educate, and convert. In this post, weʼll show you:

• What types of video work best at each funnel stage

• Real examples of video success

• How to create smarter video content for better ROI

First: Understand the Funnel

Letʼs break down your audienceʼs journey:

Each stage needs content that meets the viewer where they are — and video does this exceptionally well.

Awareness Stage: Stop the Scroll

Purpose:

Introduce your brand, spark curiosity, and reach new audiences.

Best Video Types:

• Brand anthem video

• Short social teasers (Reels, TikToks, Shorts)

• Motion graphics or animated logos

• Behind-the-scenes or founder stories

Pro Tips:

• Keep it short (15-60 seconds)

• Focus on emotion or story, not features

• Design with mobile and silent autoplay in mind

Example:

Client: GreenCycle

Video: 30-sec animated explainer + Reels

Result: 3x Instagram engagement, 600% increase in profile visits

Consideration Stage: Build Trust & Educate

Purpose:

Show how your product or service solves a problem.

Best Video Types:

• Explainer videos

• Product demos

• Testimonials and case studies

• Comparison or “how it worksˮ videos

Pro Tips:

• Highlight features and benefits

• Use real client stories for credibility

• Include subtle CTAs (learn more, see case study, etc.)

Example:

Client: ClearPath Financial

Video: 90-sec animated explainer + 2 client testimonials

Result: 45% increase in demo bookings over 6 weeks

Conversion Stage: Push to Action

Purpose:

Eliminate objections and make the path to purchase frictionless.

Best Video Types:

• FAQ or objection-busting videos

• Product walkthroughs

• Limited-time offer promos

• Personalized sales videos

Pro Tips:

• Keep CTAs clear and urgent

• Address common concerns (“How does pricing work?ˮ)

• Use landing page videos to increase conversions

Example:

• Client: Alto CRM

• Video: 2-min screen-recorded demo + offer CTA

• Result: 21% increase in conversions on pricing page

Bonus: Retention & Advocacy = Post-Funnel Video

Once someone buys, video still has a role to play:

Loyal customers are your best marketers. Give them tools to share your story.

How to Build a Full-Funnel Video Strategy

1. Map Your Funnel

Start with your buyer journey. What questions or concerns do they have at each step?

2. Audit Your Content

• Do you have awareness videos?

• Are you educating leads with explainers or testimonials?

• Is your sales team using video to drive conversion?

• Are customers supported post-sale?

3. Create Modular Video Content

Film once → slice into multiple versions for different funnel stages and platforms. For example:

A 90-sec brand video

Can become: 3 30-sec Reels, 1x testimonial edit, 1x demo overlay

Final Thought: One Video Wonʼt Do It All

If you're only making one video per campaign, you're leaving conversions on the table. The most effective brands use video strategically and sequentially — at every stage of the funnel.

At Visual Matters, we help you plan, produce, and deploy the right videos at the right moments — so your audience gets what they need, when they need it.

Ready to Build a Funnel-Driven Video Strategy?

Letʼs map out your funnel and fill in the gaps with high-performing video content. Book a strategy session with Visual Matters

SEO Keywords to Target:

• Video for sales funnel

• Marketing funnel video strategy

• Awareness stage video

• Explainer video examples

• Video content for conversion

• Full-funnel video marketing