Not all viewers are in the same place. Some have never heard of you. Others are ready to buy — they just need a nudge. If you serve the same ad to both, you lose.
Here’s how to create video content that fits each funnel stage and moves people forward.
Top of funnel (TOFU) — Awareness
Goal: Stop the scroll. Spark interest. Build curiosity.
Best formats:
UGC with emotional hooks
Bold, punchy visuals
Entertaining, story-driven content
What to say:
“If you struggle with…”
“Here’s what happened when I tried…”
“Most people don’t know this trick”
Focus on the viewer’s problem — not your product.
Middle of funnel (MOFU) — Consideration
Goal: Build trust. Show proof. Overcome objections.
Best formats:
Testimonials
Comparison videos
Creator + B-roll mix
Benefit-driven product demos
What to say:
“I was skeptical, but…”
“This vs. that”
“Why I switched to this”
Focus on transformation and credibility.
Bottom of funnel (BOFU) — Conversion
Goal: Push action. Remove final hesitation. Close the deal.
Best formats:
Offer-focused ads
Limited-time CTAs
Retargeted UGC with urgency
Clean demos with voiceover
What to say:
“Today only — 15% off”
“Try it risk-free”
“Here’s how it works, step by step”
Focus on clarity and urgency.
Final thought
If you want your funnel to work, each video needs to play its part. Awareness grabs attention. Consideration builds belief. Conversion drives action. Don’t mix the message — guide the journey.
Want to avoid the five most common video ad mistakes?