Video has become the most easily consumed form of content, and by now you are probably using it to rake in more sales. Odds are you already have an introductory video on your website or on Facebook to showcase your company culture and educate potential customers about your product.

That’s a great way to make a good first impression. But is it enough? Do you stop with an explainer video? Obviously not. Because by doing so, you will miss out on tons of opportunities to engage your audiences as they move along their buying journey.

If you are going to close deals, you need to touch base with your potential customers at every point in the sales funnel. Their information needs will change at different points of the buying process, so it’s important to provide them with video content that will compel them to move toward a close. Here are some tips to do that.

Top of the Funnel

Initially, your goal is to hook in potential customers. In order to catch people’s attention, you need to aim wide. Accordingly, create videos on topics with broad appeal and focus on how you can help viewers solve a problem, rather than simply glorifying your product.

Some of the best content for top-funnel videos include fun content showcasing your company culture, explainer or how-to content, and thought leadership interviews. Whatever you choose, make sure to keep the content “short and sweet”. It shouldn’t be longer than a minute or two.

In order to expand your reach and lead generation opportunities, use calls to action within the video to refer viewers to more in-depth content and absolutely do not gate content.

Middle of the Funnel

At this stage, prospects are already interested in your product or company and want to learn more about it. They will also be evaluating whether or not to buy from you. So this is a great time to give them the tools they will need to justify the purchase. Some of the things you can do are:

  • Repurpose webinar content. Webinars are great for demonstrating your expertise in the industry. But they tend to be too long, so it’s a good idea to break them down into chapters to make it easier for people to find the information they need.
  • Show client testimonials and case studies. There is no better proof than words from satisfied customers about you helped them reach their goals.
  • Create a detailer product demo. If potential customers know how much effort went into creating your product and how effective it is, they will tend to attach a bigger value to your offering.

For these types of content, you can make your video a little longer than two minutes but no longer than 10 minutes. At this point, it’s not realistic to expect a potential customer to commit more time than that.

This stage in the buying journey is also the best time to start introducing email gates to collect contact information. Since they have already invested time to learn more about you, chances are you won’t be scaring your prospects away. Remember this may just be what they need to finally commit to the sale.

Bottom of the Funnel

Closing the deal is arguably the most difficult and confusing part of a customer’s buying journey. When they get closer to becoming paying customers, people tend to think their purchases twice or feel remorse even before buying your product.

Having said that, you can use video to reinforce the feeling that they made the right choice, and therefore they should seal the deal. The best kinds of videos for this are FAQ videos, instructional videos and nurture campaign videos.

Obviously, buyers at this point are looking for more in-depth information so the optimal length for your video would be five to 10 minutes. Should the buyer still remain undecided after watching your video, include calls to action to promote related materials such as free trials and demos to convince them further – without being too pushy.


Video is an amazing persuasion tool. It allows you to address your customers’ needs even when you are not available to help. In fact, sometimes a video is better than a face-to-face discussion because it doesn’t pressure the buyer to commit to the sale. Rather, it gives them the power to make the final decision for themselves.

If done well, video can help buyers work their way down the sales funnel at their own pace and will. As an added bonus, this reduces buyer’s remorse and increases satisfaction, while increasing brand engagement and conversions.