Most companies know video works. But they treat it like a megaphone: shout the same message everywhere and hope someone listens. That’s why their videos get views but not results.
A video marketing funnel flips that. Instead of one video for everyone, you create different videos for people at different stages, just like you’d have different conversations with someone who just found you versus someone ready to buy.
At Asteraki, we’ve helped startups and scale-ups use this approach to turn video into a predictable growth engine, not just a “nice-to-have” asset. The key isn’t fancier production. It’s smarter sequencing.
Here’s how it actually works in 2026.
What a Video Funnel Actually Is
Forget “funnel” as a buzzword. Think of it as a guided path. At the top, you meet people where they are, often unaware of your brand or even their own problem. By the bottom, you’re helping them make a confident decision.
Video is the best tool for this because it builds trust faster than text, explains complexity better than slides, and scales better than sales calls. But only if each piece serves its moment in the journey.
Randomly posting videos? That’s content. Pairing the right video to the right stage? That’s strategy.
What Makes a Funnel Actually Work
Start with a real goal
Don’t make a video “to increase awareness.” Ask: “What do we want people to do after watching?” Book a demo? Share it with their team? Sign up for a trial? Your video’s message, length, and CTA all flow from that answer.
Keep it clear, not clever
The best marketing videos sound like a smart colleague explaining something simply. You don’t need cinematic effects. You need clarity, pacing that respects attention spans, and a message that sticks because it’s useful, not because it’s flashy.
Reach the right people
A perfect video for your ideal customer is noise to everyone else. Put your awareness videos where new audiences browse (LinkedIn, YouTube). Send your decision-stage videos only to people who’ve already shown interest (email, retargeting).
Make it feel human
Use real voices, real problems, and real outcomes. If your sales team hears the same three objections every week, address them in your video. If your customers keep saying “It saved us so much time,” let them say it on camera.
The 4 Stages .. And What to Say at Each
1. Awareness: “Wait, I have this problem?”
Your viewer doesn’t know you exist. They might not even realize they’re struggling with something you solve. Your job isn’t to sell, it’s to name the problem so clearly they think, “That’s me.” Example: A video titled “Why your team misses deadlines (even with Asana)” for a workflow tool.
2. Consideration: “Okay, but is this right for us?”
Now they’re comparing options. Show how you’re different, not with feature lists, but with proof. A quick demo of your onboarding flow. A customer saying how you saved them $20K. A side-by-side showing why your approach avoids common pitfalls.
3. Decision: “Alright, I’m ready..what now?”
They’re leaning in. Remove last-minute friction. Show a live demo of your product in action. Share a case study with real metrics. Offer a pilot program or a risk-free trial. Make the next step obvious: “Book your onboarding call” beats “Learn more.”
4. Loyalty: “I’m glad I chose you..what’s next?”
The sale isn’t the finish line. Send new users a welcome video that walks them through their first win. Share pro tips via email. Feature loyal customers in new content. This turns buyers into advocates who refer others without you asking.
How to Build Yours (Without Wasting Time or Money)
1. Audit what you have
Look at every video you’ve made. Which one gets the most demo requests? Which one has high drop-off at 15 seconds? Be ruthless. Keep what works. Retire the rest.
2. Find your gaps
Talk to your sales team. What questions do leads ask right before signing? That’s your MoFu (consideration) gap. What stops people from starting a trial? That’s your BoFu (decision) gap. Fill those first.
3. Set real benchmarks
“More leads” is vague. Try: “We want 30% of viewers who watch our case study video to book a call.” Now you can measure what’s working and double down.
4. Produce with purpose
A ToFu explainer can be shot on an iPhone if the idea is strong. A BoFu demo needs polish because stakes are higher. Match production quality to the stage, not your budget size.
“We don’t sell video. We sell clarity. Our clients come to us because they’re tired of guessing what to say and how to say it. When we map their funnel first, the production becomes simple: we just bring that clarity to life.”
Hatim Elsir, CoFounder, Asteraki
5. Promote like a strategist, not a broadcaster
Don’t just “post and pray.” Share ToFu videos as LinkedIn ads to cold audiences. Embed MoFu videos in your pricing page. Email BoFu videos to trial users who haven’t upgraded. Context is everything.
Real Questions, Straight Answers
What’s the simplest funnel I can start with?
Three videos: (1) a problem-focused ToFu piece for LinkedIn/ads, (2) a demo or testimonial for your website, and (3) a case study for sales to send late in the cycle.
Do I need a new video for every stage?
Not always. Sometimes you can re-edit one longer video into multiple shorter clips. But each piece should speak to the viewer’s mindset at that moment, not reuse the same script everywhere.
How much does this cost?
It depends on scope, but most of our clients start with $10K–$20K for a full 3–4 video funnel. That’s less than one sales hire, and it works 24/7.
What if I only make one video?
Make it a MoFu video, a clear, credible explanation of how you solve a specific problem for a specific audience. It’s the best balance of reach and conversion.
Should I script everything?
Script the message, not the words. Give your speaker bullet points, not a rigid monologue. Authenticity beats perfection every time.
The Bottom Line
A video funnel isn’t about making more videos. It’s about making each video pull its weight in your customer journey.
When done right, it becomes your most reliable growth lever, scaling conversations, qualifying leads, and building trust long before a sales call happens.
If you’re ready to move beyond “posting videos” to “using video to grow,” we’re here to help you build a system that lasts.