Bottom of Funnel Video

Bottom of Funnel Video: How to Create Compelling Videos That Convert

In the world of digital marketing, the sales funnel plays a crucial role in the success of any business. The funnel represents the path that a potential customer takes before making a purchase. It begins with the awareness stage, where the customer becomes aware of the product or service, and then moves through consideration, decision, and finally, the purchase stage. At each stage, different tactics and strategies are required to nurture the customer and move them closer to the sale.

One tactic that has gained significant attention in recent years is video marketing. Videos are known to be a powerful tool to engage audiences, and they can be used effectively throughout the funnel. However, when it comes to the bottom of the funnel, videos can play an even more critical role. In this article, we will explore the concept of bottom of funnel videos, and how to create compelling videos that convert.

What are Bottom of Funnel Videos?

Bottom of funnel videos, also known as conversion videos, are videos that are designed to convert potential customers into paying customers. These videos are considered to be the final push to get people to take action and make a purchase. At this stage, the customer has already shown interest in the product or service and is considering making a purchase. The primary goal of bottom of funnel videos is to overcome any remaining objections the customer may have and to provide a final nudge towards the sale.

Why are Bottom of Funnel Videos Important?

Bottom of funnel videos are essential because they can significantly impact the conversion rates. Videos have the power to create an emotional bond with the viewer, making it easier to overcome any objections that may be holding them back from making a purchase. According to a study conducted by Wyzowl, 68% of consumers say that they prefer to learn about a product or service through video, making it a valuable content type for businesses.

Creating a Compelling Bottom of Funnel Video

Now that we’ve established the importance of bottom of funnel videos, let’s take a closer look at how to create a compelling video that converts.

1. Identify Your Target Audience: The first step in creating a successful bottom of funnel video is to identify your target audience. You need to understand their needs, pain points, and objections so that you can address them in the video.

2. Focus on Benefits: Your video should focus on the benefits of your product or service rather than the features. People care more about how your product can improve their lives than they do about the technical details.

3. Keep it Short and Sweet: Bottom of funnel videos should be short and to the point. A study conducted by Wistia found that the optimal length of a video is two minutes or less. Anything longer than that, and you risk losing the viewer’s attention.

4. Use Emotion: Emotion is a powerful tool when it comes to video marketing. Use it to connect with your audience on a deeper level and to create a sense of urgency that encourages them to take action.

5. Include a Call to Action: Every bottom of funnel video should include a clear call to action. Whether it’s to make a purchase, sign up for a trial, or schedule a consultation, make it easy for the viewer to take the next step.


In summary, bottom of funnel videos are an essential tool to increase conversion rates and drive sales. By identifying your target audience, focusing on benefits, keeping it short and sweet, using emotion, and including a call to action, you can create a compelling video that encourages potential customers to take the final step towards making a purchase.