Many creators and businesses post videos consistently but struggle to see results. The problem is often not the quality of the video—but the lack of strategy behind it.
Not every video is meant to sell. Some videos introduce your brand, some build trust, and others convert viewers into customers. Understanding where your video fits in the marketing funnel allows you to create content with purpose, rather than posting randomly.
What Is a Marketing Funnel?
A marketing funnel describes the journey people take from discovering your brand to becoming loyal customers. It is called a “funnel” because many people enter at the top, but only some move down toward purchase and loyalty.
The funnel typically consists of three levels:
- Awareness – people discover your brand
- Consideration – people evaluate whether you can solve their problem
- Conversion – people decide to purchase
Each level requires different types of content and communication.
Why Is It Helpful in Your Social Media Content Strategy?
Understanding the marketing funnel helps you create content with a clear objective.
Without funnel awareness, many creators make only promotional videos. However, most viewers are not ready to buy immediately. They first need to discover you, trust you, and understand your value.
A funnel-based strategy helps you:
- Build trust before selling
- Create videos that match audience readiness
- Increase conversion efficiency
- Maintain long-term audience relationships
- Avoid overwhelming your audience with constant promotion
Instead of asking, “What video should I post today?”, you begin asking, “What stage of the funnel am I targeting?” This makes your content more strategic and effective
The Different Levels of the Marketing Funnel
1. Awareness Stage: Helping People Discover Your Brand
What it is
This is the stage where people first learn about your brand. They may not know your product, service, or even their own problem yet. Your objective is visibility—not selling.
What kind of content fits this level
Content at this stage focuses on attracting attention and introducing your brand personality.
Examples include:
Entertaining videos
Relatable experiences
Personal stories
Industry insights
2. Consideration Stage: Building Trust and Showing Value
What it is
At this stage, people are aware of your brand and recognize they have a problem. They begin evaluating whether you can help them. Your objective is engagement and trust-building.
What kind of content fits this level
Content focuses on education, proof, and demonstrating expertise.
Examples include:
- Tutorials
- Tips and strategies
- Case studies
- Explaining your process
- Answering common questions
@studywithara how do you actually study your notes with active recall? try @Thea now for free?! #activerecall #studytok #studytips
♬ Come Inside Of My Heart - IV Of Spades
3. Conversion Stage: Encouraging Action
What it is
At this stage, viewers trust you and are ready to take action. Your objective is lead generation or sales.
This is where promotion becomes appropriate.
What kind of content fits this level
Content focuses on clear offers and actionable next steps.
Examples include:
- Course announcements
- Promotions and discounts
- Service explanation videos
- Offer breakdowns
- Call-to-action videos
@izzychen alexa, send everyone a sample of my holy grail korean moisturizer #AESTURA_partner #aestura #koreanskincare #kbeauty #skinbarrierrepair #viralskincare #amazonfinds #amazonmusthaves @Amazon
♬ original sound - izzychen
So, before creating your next video, ask yourself one question:
What stage of the marketing funnel is this video for?
When your videos align with the correct funnel stage, your content becomes more effective, builds stronger trust, and converts more naturally. Every video has a purpose. The key is knowing which role it plays.
