Let’s be real – nobody wants to only “raise awareness” anymore. It’s not enough for people to just know about a product; today’s businesses want buyers above all. And if a piece of content isn’t actively driving revenue, they’ll move on to something that does.

That’s the real question leaders are asking when they reach out to a video production company:
“Will this actually help us make more money?” To put it simply, yes, if you do it right. 

According to Wyzowl, 89% of businesses are using video content for marketing in 2025. More importantly, 84% say it directly increased sales, not just reach. So why are some brands scaling fast with video while others waste time and budget on content that flops?

It comes down to one thing: strategy. In this guide, we’ll break down how a strategic, full-funnel video marketing approach to video can actually bring in money.

Why Video = Scalable Sales System

Ask any sales team what they want more of, and the answer will always be more qualified buyers, faster. That’s where video comes in as the perfect scalable sales system. When done right, it becomes a revenue-generating asset that works harder day after day. 

Let’s break down what makes this possible.

Works While You Sleep

One of video’s biggest benefits is asynchronous communication. That’s the ability to sell, explain, and persuade without a live conversation. A customer will be able to experience the full product demo and details without you ever having to call them up. 

In fact, this is how modern customers prefer being pitched to, with 88% of B2B buyers always picking self-service content like video over live sales meetings. Asynchronous selling with video improves sales team performance and slashes customer acquisition costs by about 40%. 

Better yet, once a video is made, whether that’s an explainer, a walkthrough, or a customer case study, it will serve you a long time. It can be used again and again across email sequences, sales decks, and landing pages. That’s a permanent addition to your conversion assets.

One Video, Infinite Viewers

A well-produced video has no limit on who it can reach or when.

On platforms like YouTube, a single video can live for years, getting discovered through search, recommendations, and shares. It becomes a compounding asset that keeps building visibility and trust with every view.

Take the YouTube video “Baby Shark Dance” by Pinkfong, for instance. 

In the nine years since its release, it’s been watched over 15 billion times. It may be a kid’s song, but it proves a point: a single, well-executed video can reach a global audience billions of times.

This is still true for B2B brand videos. For example, this Slack video is still being watched 9 years later, simply because the “Animals!” TV commercial was well-produced and entertaining. 

That’s the benefit of investing in solid production. When your videos are produced to last, their reach is essentially limitless.

High-Converting Video Ads

Not all videos are made for conversions, but if you make that the goal, the results can be game-changing.

The key is to match your format to your channel and audience intent. On platforms like Instagram, users spend over 50% of their time watching Reels, and are most likely to engage with short-form videos under 15 seconds. These micro-clips grab attention, deliver a hook, and drive clicks fast.

Meanwhile, if you’re scaling paid ads with video on YouTube or LinkedIn, long-form (like 60–90 second brand stories or testimonial montages) tends to perform better. A results-driven video agency will help you build both and tie them to a strategy that converts.

How Video Impacts Revenue at Every Stage

Video doesn’t just generate leads, but it also moves your customers through the funnel. The right kind of video at the right time can shorten sales cycles, increase conversion rates, and build trust faster than any other content format.

But here’s the catch: most businesses fail because they use the same video for every stage. Let’s talk about how smart, stage-specific video production drives results at every point in your sales funnel.

TOFU (Top of Funnel)

At the top of the funnel, your goal isn’t to pitch, but to hook attention, spark curiosity, and earn the right to a second look. Here are some tips to keep in mind.

Video Content for Social Media Marketing

There are over 200 billion Reels now played across Facebook and Instagram every single day. What will make yours stand out? Research shows that behind-the-scenes clips, quick-win tutorials, and bite-sized thought leadership consistently outperform scripted sales pitches.

A great example is Google Cloud's behind-the-scenes production video. With over 32,000 views, it shows real people, real workflows, and genuine excitement. This is the kind of authenticity that builds early interest.

Brand Awareness Isn’t Dead

Modern awareness isn’t about exposing your brand to as many people as possible. The goal is to reach the right audience with intent-driven content, and always end with a clear CTA.

Check out this 1-minute CTO.ai brand awareness video. It has over 1.2 million views, simply because it delivers a clear value prop and invites action right away. That’s what modern awareness looks like: short, smart, and strategically CTA-focused.

MOFU (Middle of Funnel)

Once you’ve earned attention, it’s time to educate, build credibility, and remove friction. Video is the perfect choice here. In fact, including video content at this stage can increase conversion rates by up to 66%.

Here are some video content ideas for businesses targeting MOFU:

Brand Story and Explainer Videos

Prospects in the middle of your funnel have questions:

• What exactly do you do?
• How are you different?
• Can you solve my problem?

This is where an explainer video company can change the game for you. Good explainer videos remove doubt without overwhelming detail, such as this “Why Us” video from.

Testimonial Video Production

Social proof always wins, and video testimonials perform even better than written reviews. Salesforce’s customer story is a masterclass in testimonial video production. It talks about the problem, the transformation, and the results, which instantly builds trust and authority.

A good video production company will guide your clients through interviews, lighting, and editing to make sure the final product is authentic and conversion-focused.

BOFU (Bottom of Funnel)

Now that you’ve got their attention and built trust, it’s time to close the deal. This is where video helps buyers overcome final objections, compare options, and make the leap. Here’s what to keep in mind. 

Objection-Handling Videos

There are three reasons B2B buyers typically hesitate:

• Is this too expensive?
• Is this right for my business size?
• What if I don’t see results?

Answer those questions with video content before they even get to ask. Slack’s pricing video is a simple, effective example. It walks viewers through pricing tiers, features, and benefits, gets rid of confusion, and makes purchase decisions easier. Clear, visual explanations beat text-heavy pricing pages every time.

Video in Sales Funnels

At this stage, distribution matters as much as the video itself, so keep these tips in mind:

• Drop personalized videos in your proposal follow-ups. 
• Use remarketing ads with CTA-driven content. 
• Always include video in your sales emails, because adding a thumbnail can boost email engagement by up to 41%.

Why It Fails for Some (and How You Avoid That)

Let’s not sugarcoat it: most video content fails. That’s right, 93% of YouTube videos get fewer than 1,000 views, and 68% get zero! It’s not because the product or service is bad, but because the strategy behind the video is missing or misaligned.

Too many brands throw money at a single high-production video, post it once, and wonder why nothing happened. Let’s look at some mistakes you might be making and what to do instead.

No Funnel Strategy = Wasted Content

Most businesses start with, “We need a video.” That’s like saying you need a hammer without knowing what you’re building. The truth is, a single video, no matter how polished, won’t move the needle unless it has a strategy that aligns with your buyer journey.

That’s where full funnel video marketing changes the game.

By mapping videos to the top (TOFU), middle (MOFU), and bottom (BOFU) of your funnel, you can make sure each piece of content serves a purpose. Otherwise, you’ll have great content collecting dust.

Wrong Video Type, Wrong Time

You might have made this simple mistake before: using a high-level animated explainer to seal the deal with a ready-to-buy lead or posting a raw testimonial with no context as your first impression. That’s the wrong move.

You may be wondering: what videos do I need for my business to succeed at every level? Well, each funnel stage requires a different video style, tone, and objective. Here’s a simple pairing guide to help you produce more tailored videos:

TOFU:

DO: Fast-paced social clips

DON’T: Long testimonials

MOFU:

DO: Explainers, brand stories

DON'T: Basic intro videos

BOFU

DO: Personalized demos, pricing walk-throughs

DON'T: High-level animation

Posting Once Is Not a Distribution Strategy

Great content will be useless without a smart distribution plan. You need to post strategically and consistently, especially on social media. Here’s what platform best practices recommend:

• TikTok: 3–5 times per week (some brands post daily or even 4x/day)
• Instagram: 3–5 posts weekly + 1–2 Stories daily
• Facebook & LinkedIn: 1–2 posts per day

That doesn’t mean you need to produce 20 new videos a week. It means you need a video content system for business.

Content Repurposing with Video

Take one high-quality video, whether that’s a brand story, a testimonial, a demo, and slice it into clips tailored for each platform:

• Pull quotes as Reels
• Use B-roll for Stories
• Reformat into square for Instagram and vertical for TikTok
• Overlay text to refresh older footage

This way, you can extend the shelf-life of every production, increase reach, and hit platform quotas without burning out. With smart planning, one video shoot can fuel your content calendar for months.

DIY Production Without Purpose

There’s a difference between low-cost production and low-effort production. Shooting video on your phone can work, but only if it’s backed by strategy, editing, and storytelling skill.

DIY video seems cheap up front. But when it doesn’t convert, it costs you in missed revenue and wasted time. A professional video production company will handle the gear and make sure your content is optimized for business goals, different platforms, and buyer intent.

What a Revenue-Driving Video System Actually Looks Like

Revenue-driving brands know that video is not a one-and-done project. It’s a strategic sequence of assets, placed with intent, that guide buyers from first impression to final decision. Let’s break down what that actually looks like.

Video Content System

The biggest mistake is treating video like a feature instead of a funnel.

One explainer on your homepage is not how to get more leads with video. One testimonial won’t win over skeptics. You need a video marketing strategy that maps content to each phase of your buyer’s journey: awareness, consideration, and decision.

A well-built video content system for business does three things:

1. Meets buyers where they are
2. Delivers the right message at the right time
3. Stacks impact through repeat exposure across channels

Strategic Placement Across Channels

Where you place your videos matters as much as what’s in them. Your audience isn’t just on one platform — they’re in your inbox, on your website, in your DMs, on LinkedIn, and watching YouTube.

Take Adobe’s YouTube channel. The first thing you see is a short, powerful video titled "Adobe Firefly: The Word is What You Make It.” It’s pinned front-and-center, optimized for new visitors and built to immediately position the brand’s value.

The 89,000 views are proof that video assets should be strategically embedded everywhere, including:

• On your homepage as the first impression
• In email campaigns to boost CTR
• In retargeting ads to reignite interest
• On YouTube for SEO visibility
• In LinkedIn posts for B2B credibility

Sample Video Stack That Converts

Now that you’ve learned how to use video in sales funnel, a full-funnel video stack might look like this:

• Awareness: Microsoft’s intro video for Microsoft 365 has 30+ million views, and it’s only 45 seconds long. Zit has clean visuals, quick value prop, and an emotional hook. This type of video grabs attention and sets the stage.

• Consideration: Slack nails this in their customer stories video, featuring real companies and results. Authentic content like this builds trust and authority.

• Decision: Oracle’s retargeting ad shows how you can directly address pain points and objections with clarity. It’s fast-paced, tailored, and built to drive immediate action — perfect for BOFU.

Build a Video System That Actually Sells

If you're still treating video as a "nice-to-have" asset or a one-time campaign stunt, you're essentially leaving money on the table. The brands winning in 2025 are treating videos like content engines. Book a free, no-obligation Discovery Call today if you’re ready to build a video strategy that grows your business, not just your YouTube subscribers.