You create a killer brand video. It gets some views… but not many conversions.
Your explainer demo gets buried.
Your customer testimonials? Underused.
It’s not a content problem, it’s a structure problem.
That’s what a video funnel helps fix.
It’s about placing the right type of video at the right stage of your marketing funnel, so you’re not just creating content, but moving people toward a decision.
Video Funnel Definition
A video funnel is a content strategy that maps different types of video to each stage of the marketing or sales funnel, from awareness to conversion and retention.
Instead of creating one-off videos in isolation, you design them to work together, guiding potential customers step-by-step through their journey.
It aligns your video content with:
- Buyer intent
- Funnel stage
- Messaging goals
- Distribution channels
A strong video funnel increases engagement, trust, and conversion rates by delivering the right story, at the right time, in the right format.
The 3 Core Stages of a Video Funnel
Most funnels are built around three essential phases. The video content should shift in tone, length, and depth as the audience moves forward.
1. Top of Funnel (TOFU) – Awareness
This is where you attract new viewers who don’t know you yet. Content should be light, engaging, and easy to consume.
Types of videos:
- Brand videos
- Social media clips
- Thought leadership
- Short educational explainers
- Behind-the-scenes or “day in the life”
Example: Drift used short, high-energy videos on LinkedIn to humanize their brand and drive top-of-funnel visibility, often using humor or founder-led posts.
2. Middle of Funnel (MOFU) – Consideration
Now that your audience knows you exist, they’re evaluating whether you can solve their problem. These videos need to show value and trustworthiness.
Types of videos:
- Product demos
- Case studies
- Webinars
- Explainers
- Comparison breakdowns
Example: Gong.io uses short, punchy product demos on landing pages and in email sequences, showcasing exactly how their features solve sales problems.
3. Bottom of Funnel (BOFU) – Decision
At this stage, prospects are close to converting. Video should reinforce confidence and reduce risk.
Types of videos:
- Customer testimonials
- Personalized video messages
- ROI breakdowns
- Product walkthroughs
- Integration or onboarding previews
Example: Slack uses short, highly visual onboarding videos on product pages to reduce friction — giving potential customers a preview of the experience before signup.
Real-World Video Funnel Examples
1. HubSpot – Full-Funnel Video Strategy
HubSpot has a true video ecosystem:
- TOFU: YouTube explainers on “how to do inbound marketing”
- MOFU: Product tour videos on their site
- BOFU: Customer testimonial videos and sales-enablement clips
Why it works: Each stage builds momentum, using video to educate, convert, and retain all within a clear structure.
2. Wistia – Video-First Sales Funnel
Wistia embeds personalized videos into sales emails using their own tools. Their funnel moves from general awareness content to custom-tailored pitches that scale human connection.
Why it works: They’re not just creating great video, they’re putting it exactly where it needs to be for the sales cycle.
3. ClickUp – Educational Content as Funnel Fuel
ClickUp built a huge YouTube channel with tutorials and workflow content that drives traffic (TOFU), then uses longer demos and webinars to qualify leads (MOFU), and customer case studies for the close (BOFU).
Why it works: Content is structured, searchable, and designed to drive action — not just views.
Best Practices for Building a Video Funnel That Converts
Map video to your actual funnel, not just your content calendar
Don’t guess. Match each video to a funnel stage and a real buyer question or hesitation.
Plan for distribution from day one
Your funnel is only as good as your distribution strategy. Email, LinkedIn, landing pages, paid ads — each video has to reach its stage-specific audience.
Shorten at the top, go deeper at the bottom
Top-of-funnel videos should grab attention in seconds. BOFU videos can afford to go longer, especially if they’re helping justify ROI.
Use playlists and sequences
Group videos by funnel stage on YouTube, or embed them in onboarding flows or nurturing sequences. Think video journeys, not isolated views.
Don’t ignore post-purchase
Many teams forget that the funnel continues after the sale. Support videos, how-tos, and customer stories help with retention and advocacy.
Benefits of a Video Funnel
If you’re just creating videos without thinking about where they fit, you’re probably wasting effort.
But with a video funnel, you:
- Increase conversions by delivering value at every stage
- Shorten sales cycles with targeted, self-serve content
- Support lead nurturing without overloading your team
- Boost content ROI by repurposing assets across stages
- Create a smoother, more strategic buyer journey