Top of Funnel Video Production
Top of Funnel Videos
Video production has quickly become one of the most impactful ways to reach an audience. With the rise of streaming services like Netflix and YouTube, coupled with the widespread reach of social media platforms, videos allow brands and businesses to connect with customers in a more personal and engaging way. This is why Top of Funnel (TOF) videos have become an increasingly important part of marketing.
What is Top of Funnel Video Production?
Before delving into what Top of Funnel videos are, it’s important to know what the term “funnel” means in the context of marketing. Imagine a funnel that’s used to pour liquid from one container to another. The funnel is wide at the top and narrow at the bottom. This is a visual representation of how marketing works. At the top of the funnel, there are a lot of people who are aware of your brand but haven’t yet made a purchase or engaged with your company. As they move further down the funnel, the number of people decreases as they go through various stages such as consideration, conversion, and loyalty.
Now, moving on to Top of Funnel videos- these are videos that are created to attract people who are in the early stages of the funnel. It’s about generating awareness, increasing interest, and bringing people into the funnel in the first place. In this stage, brands need to educate and entertain their audience; they need to grab their attention and make them receptive to further messaging.
Some examples of Top of Funnel videos are:
– Explainer videos that explain how a product or service works
– Brand videos that introduce the company and its mission
– How-to videos that show customers how to do something
– Thought leadership videos that showcase the brand’s expertise
– Animated videos that tell a story in a captivating way.
Why are Top of Funnel Videos important?
Top of Funnel videos are important for a number of reasons. Firstly, they help brands to introduce themselves to new audiences. Without a Top of Funnel strategy, brands would have a hard time expanding their customer base beyond their existing audience. Additionally, Top of Funnel videos can help build trust with potential customers. By demonstrating expertise and providing value, brands can help establish themselves as trustworthy sources of information.
Furthermore, Top of Funnel videos can increase engagement. Many people prefer watching videos over reading text, meaning videos have a greater chance of grabbing audience attention and keeping them engaged. In fact, according to a study by HubSpot, 55% of viewers consume an entire video, while only 29% will read an entire blog post.
Lastly, Top of Funnel videos can lead to conversions further down the funnel. While the focus of Top of Funnel videos is on building awareness, they can eventually drive sales by showing people the value of a product or service, and prompting them to look for further information.
Tips for creating Top of Funnel Videos
Creating compelling Top of Funnel videos isn’t easy, particularly with so many options out there, but luckily a number of tips can help to make it easier:
1. Keep it short: People have short attention spans, so Top of Funnel videos should be no longer than 90 seconds.
2. Focus on storytelling: Customers are more likely to remember a story than a list of facts and figures. So, tell a story that resonates with your target audience.
3. Provide some value: Viewers are more likely to engage with content if they can learn something from it. Offer up tips or advice that is truly helpful.
4. Use high-quality visuals and audio: At the Top of the Funnel, first impressions are crucial. Use professional equipment to create a polished, high-quality video.
5. End with a Call-to-Action (CTA): Top of Funnel videos should encourage viewers to take further action, such as visiting a website or downloading an eBook.
Top of Funnel videos are a vital part of any marketing strategy. They can reach new audiences, build trust with potential customers, and increase engagement, all while guiding potential customers further down the funnel. By keeping some key tips in mind when creating Top of Funnel videos, brands and businesses can make sure that their message resonates with their target audience in the most effective way possible.