How important is video as part of your acquisition strategy?
Did you know that 87% of people have been convinced to buy a product or service after watching a video? According to Bull & Wolf, “Users retain 95% of a message when watched via video ad, compared to only 10% when reading text.” That may not come as a huge surprise. Video ads have been a priority for many brands for years now, especially with the growth of platforms like TikTok.
Younger consumers in particular, but also older audiences, are using video to discover, learn about, and ultimately decide to buy products. For me and many other millennials, it still feels natural to use tools like Google Maps to find great restaurants or places to visit. But younger generations now go straight to short-form video platforms for the same information. It’s a big shift. For a long time, video was mainly used to catch someone’s eye—through TV ads, YouTube, or Meta before showing them more detailed content further down the funnel. Increasingly, video is handling the whole journey in one go.
Here are some ways brands can use video across the funnel:
Awareness – Capture attention by showing your brand’s values in a traditional or disruptive way. Disruptive formats have grown in popularity, from early hits like Dollar Shave Club’s comedic launch video to influencers showcasing products to their audiences. Done well, these can introduce a brand, educate viewers, and even drive direct sales.
Consideration – Share more technical videos that clearly show your product in action, highlight its benefits, and explain key features. These are often slightly longer and targeted to people who have already interacted with your brand.
Conversion – Create promotional videos that focus on price, offers, or urgency and where possible, make them shoppable. On Amazon, for example, newer beta features allow customers to add products to their basket directly from the video.
Video’s role is no longer just about awareness. It can now move customers from discovery to purchase in one seamless experience.
