Discover the storytelling patterns that drive results at every stage of the funnel—and how your brand can do the same.
Why Some Video Strategies Succeed—And Others Don’t
Top-performing brands don’t just make videos—they build entire strategies around them.
While many companies treat video as a one-off creative project, the most effective brands treat it like a strategic asset. Their secret? They align video content with the buyer’s journey, business goals, and emotional resonance—across every stage of the funnel.
In this post, we’ll break down:
What separates a good video from a high-performing video strategy
Key lessons from brands leading the pack
A sneak peek into our Brand Film Benchmark Report—and how to see where your own strategy stands
The Funnel Framework: Awareness, Consideration, Loyalty
Let’s break it down:
Top of Funnel (Awareness)
Great brands don’t just introduce products—they tell stories. Top-of-funnel videos are emotional, high-level, and designed to build brand trust.
Winning tactics:
Brand films
Origin stories
Founder narratives
Social impact or values-based messaging
These videos aren’t pushing products—they’re planting seeds.
Middle of Funnel (Consideration)
At this stage, video becomes more focused on problem-solving and product education.
What the best brands do:
Product explainer videos
Customer testimonials
Educational content with clarity, not fluff
This is where trust turns into action—and strategic storytelling makes all the difference.
Bottom of Funnel (Loyalty + Advocacy)
Top brands know the journey doesn’t end at conversion. They use video to reinforce relationships and turn customers into fans.
Key formats:
Case studies
Personalized thank-you videos
Behind-the-scenes content
Culture and hiring films
These deepen connection and showcase what it’s like to belong to the brand.
Common Patterns Across Top Brands
Based on our research, high-performing video strategies all tend to share the following:
Consistent visual and narrative style
Content mapped to funnel stages (not just scattered uploads)
Internal alignment around video goals
Clear briefs for each production
Re-use and re-distribution across platforms
And perhaps most importantly—they treat video as a long-term investment, not just a one-off asset.
Want to See How Your Brand Stacks Up?
We created the Brand Film Benchmark Report to help you compare your strategy to top brands. It includes:
A breakdown of successful video use at each funnel stage
A self-assessment scorecard
An interactive quiz to evaluate your current video approach
Actionable insights to improve your video ROI
