Join our upcoming webinar: Winning strategies and examples: Full-funnel social media videos
- Date: Thursday, March 20th
- Time: 11:00 AM (CEST)
Your social feed is filled with people at all different stages of the marketing funnel. If you want to be successful, you need to reach each one where they are.
In this article, we’ll break down what the social media marketing funnel is, why it's important, and how to create the best video content for each stage of the funnel—so you can make sure your feed is hitting every audience at the right time.
What is a social media marketing funnel?
A social media marketing funnel is a step-by-step framework that moves potential customers from brand discovery to becoming leads, customers, and ultimately loyal advocates.
Each stage of the funnel serves a specific purpose in moving your audience closer to conversion.
Here’s a breakdown of the key stages:
- Awareness – Attracting new people who are currently unaware of your brand. This is where you grab attention and introduce your business.
- Consideration – Standing out among your competition so that new audience members remember you. At this stage, you build trust and showcase your value.
- Conversion – Compelling your audience to take action and make a purchase. Here, you guide potential customers toward making a decision.
Each of these stages plays a crucial role in turning a casual scroller into a long-term customer.
Why is the funnel important for social media?
Let's be honest. When people scroll on social media, they want to stay on social media.
That’s why it’s so important to make sure there’s something for everyone on your feed at all times—hitting every stage of the funnel.
A common mistake many businesses make is focusing too much on conversion-driven content, leaving gaps in their overall strategy.
This is where the 95-5 rule comes in: research shows that 95% of your content should focus on building brand awareness and engaging your audience, while only 5% should be aimed at direct conversions.
If you focus too much on conversions, you risk pushing too hard, too fast—without giving your audience the chance to understand, trust, or even consider your product.
To avoid this mistake, ask yourself:
- Are you pushing for conversions too soon, without building trust and awareness first?
- Are you skipping steps like educating and nurturing leads before asking for a sale?
Remember, posting a lot is great, but it’s important to ensure your videos span all stages of the funnel. Focus strongly on building awareness and trust at the top, so by the time you focus on conversions, your audience is already primed and ready to take action.
Why use video in your funnel?
Video is the most powerful type of content on social media, and it's essential for every stage of the funnel.
Here’s what marketers have found from using video:
- Video for awareness: Video marketing has helped 96% of businesses increase brand awareness.
- Video for consideration: 99% of marketers say video has improved user understanding of their products or services.
- Video for conversion: 88% of video marketers say video has helped them generate leads.
Incorporating video into your marketing funnel gives you a major advantage, making it easier to capture attention, build trust, and drive conversions.
Video ideas for each stage of your social media marketing funnel
Here are some video ideas to help you engage your audience at each stage.
1. Awareness stage: Turn blog articles into videos
At this stage, your goal is to introduce your brand and provide value—without immediately selling. A great way to do this is by repurposing blog content into engaging, shareable videos.
Example:
We took this article—25 facts about video you need to know in 2025—and turned it into:
By doing this, we attract attention to our brand while also building demand for our product.
2. Consideration stage: Turn a product content into videos
Once people are aware of your brand, they need to understand how your product or service works. A simple way to do this is by transforming product pages or descriptions into engaging video content.
Example: We took this blog post—Not just another video tool: Why Storykit is built for business, where we compare competitors and discuss product features—and turned it into:
This helps potential customers make informed decisions while building trust.
3. Decision stage: Turn case studies into videos
At this stage, social proof is key. People want to see real success stories before committing. Instead of leaving case studies buried in PDFs or web pages, we turn them into compelling videos.
Example:
We took this case study—Canon is bringing emotion to life in their products through the power of video—and turned it into:
This makes the decision process easier by showing proof of success in a way that's easy to consume in the feed.
Further reading: Winning strategies for full funnel social media video ads
Conclusion
A high-performing social media marketing funnel is all about creating a seamless experience for your audience at every stage.
By integrating videos into your funnel strategy, you can capture attention, build trust, drive conversions, and keep your audience coming back for more.
Videos are an essential tool for achieving this. With AI tools making video creation easier than ever, there’s no excuse not to harness this powerful format to drive results. Focus on creating videos that add value, engage your audience, and guide them smoothly through the funnel—from awareness all the way to loyalty.
