If you’re posting videos hoping people will just “see it and buy”… I’ve got bad news.
You’re basically proposing marriage on the first date. 🥴
Video isn’t just about going viral. It’s about guiding people—from complete stranger to loyal client—step by step.
That’s what a video sales funnel does. And if you’re not using one yet, don’t worry. In today’s Video Lion, I’m going to break down exactly what kinds of videos you need at each stage of your sales funnel—and how to make them work for your business.
Come with me!
Ok, so let’s start with Step 1: Top of Funnel – Awareness
This is where people meet you for the very first time. They don’t know who you are. They might not even know they need what you offer.
So your job here? Get their attention—and spark curiosity.
Create videos that educate, entertain, or challenge a common belief. Don’t sell. Just be helpful, interesting, or insightful.
Here are some Examples:
● Myth-busting videos (“No, you don’t need a fancy setup to use video.”)
● Educational tips (“3 mistakes to avoid when hiring a coach.”)
● that show personality or relatability
Keep it short and scroll-stopping. The goal is visibility, not conversion.
Step 2: Middle of Funnel – Consideration
Okay—now they know you. Maybe they’ve liked a few posts or watched a couple of your videos. Now they’re curious.
This is where you build trust and authority. The viewer starts thinking, “Could this person actually help me?”
Your job? Prove it.
Great content for this stage:
● Client testimonials
● Behind-the-scenes processes
● Explainer videos (what your offer is, how it works, who it helps)
● “Before and after” stories or results
Here, you’re showing that you don’t just know your stuff—you deliver results.
Step 3: Bottom of Funnel – Conversion
Now they’re almost ready to work with you. They just need that final push.
This is where your content should be clear, direct, and action-driven.
Think:
● A short video explaining exactly how to get started
● A walk-through of your onboarding or first session
● A “what’s included” breakdown of your package or service
● A limited-time
You’re not shouting “Buy now!”—but you are saying, “Here’s how to work with me. Let’s go.”
Call-to-actions are key at this stage. Be specific and confident.
Now here’s a Pro Tip:
Don’t Mix Them Up
One of the biggest mistakes people make is posting the wrong video at the wrong time.
If someone just found you on Instagram, and the first thing they see is a 10-minute breakdown of your service tiers… they’re out.
Always match your video to where the viewer is on their journey.
Top of funnel = curiosity
Middle = trust
Bottom = clarity and conversion
Last, but not least: Retarget your Video Content
Here’s where things get powerful.
If you’re running ads—or plan to—you can use video at every stage of your paid funnel too.
Create custom audiences based on people who’ve watched your awareness content. Then serve them your middle-of-funnel videos. Then, retarget with your conversion offer.
You’re creating a staircase instead of a leap.
Wrapping Up
Let’s quickly review your funnel:
🔹 Top of funnel: Be visible. Be interesting. Don’t sell.
🔹 Middle of funnel: Build trust. Show results. Be relatable.
🔹 Bottom of funnel: Be clear. Be direct. Make it easy to say yes.
Every video you post should have a purpose. And when you align your videos with the buyer’s journey, they don’t just watch—you move them forward.
That’s the funnel. And now it’s yours to build.
That’s it for today.
Now, before you go, please don’t forget to give us a like, leave a comment, and subscribe to Video Lion to stay updated on everything about video for business.
See you in the next Video Lion!