Creating Video Content for Every Stage of the Customer Journey

When a customer is considering purchasing something, they embark on what’s known as the customer journey. There are five primary steps to this journey, with the first three focused on making the customer aware of your product and persuading them to purchase. Marketing is crucial in these steps, and video marketing, in particular, can make or break your sales.

Your video marketing strategy should include content that targets each of the first three steps of the customer journey. At each stage, the customer has different needs, and your marketing needs to reflect that. Understanding the customer journey is just the first step in knowing how to create killer content that converts customers and drives sales.

What Is the Customer Journey?

The customer journey maps the path someone takes from discovering your brand to becoming a loyal advocate. While exact definitions vary slightly, most marketers agree on five key stages:

1. Awareness — The stage in which customers become aware that your product or service exists.
2. Consideration — The stage in which customers are weighing their options and deciding if the product or service is right for them.
3. Decision — The stage in which the customer makes a decision about purchasing.
4. Retention — The stage in which you do what you can to keep customers coming back.
5. Advocacy — The stage in which your customer is so happy with your product or service that they are willing to spread the word to others.

The first three customer journey stages—awareness, consideration, and decision—are all focused on guiding the prospective customer from when they first discover your product to when they make a purchase. The last two stages are focused on building and maintaining customer loyalty.

Marketing is most impactful during the first three stages. That’s where video content can truly shine: informing, convincing, and converting your audience.

Why Video Content Is Crucial in Marketing

Video marketing used to be limited to television and movie theaters, but today, many more customers view video marketing online. Studies show that the average user spends 17 hours a week watching digital videos on sites like YouTube and TikTok. These platforms, as well as other social media sites, create the perfect opportunity to reach potential customers.

The power of video marketing is hard to deny. Marketing videos are often vastly superior to text or simple images because:

• They capture and hold attention better than static images or text.
• They drive higher engagement, shares, and conversions.
• They boost SEO rankings and time-on-page.
• They create emotional connection and brand trust.

In addition, videos are more likely to create an emotional connection with the viewer. This deepens your relationships and helps you build trust and credibility. As a result, videos have become an essential part of most marketing strategies, and you can learn more with Charter & Co.’s video marketing guide.

Stage 1: Awareness — Capturing Attention

The first stage of the customer experience journey is the awareness stage. This stage is all about making your target audience aware of your company and the products or services you offer, as well as showcasing what those things can do for your customer.

Standard promotional videos are the most common type of video marketing used during this stage. These are videos meant to bring attention to your brand, product, service, or event. Think of your typical commercial, where the product or service is on full display.

But the market is flooded with commercials, então, para vídeos assim, storytelling é crucial. Conte uma história (engraçada, emocionante, educativa) — histórias são mais memoráveis e mais compartilháveis, por isso funcionam muito bem no topo do funil.

Best Video Types for Awareness:

• Promotional Videos — mostre sua marca/produto com um gancho memorável (comerciais, brand anthem, teasers).
• Explainer Videos — apresente o que seu produto/serviço faz de forma simples e visual.
• Educational Videos — responda dúvidas e compartilhe dicas do setor para ganhar credibilidade.
• Product Demos — produto em ação, especialmente em social.
• Live Streams — bastidores, reveals e Q&A.

Tip: Short-form (Reels, YouTube Shorts, TikTok) é especialmente eficaz aqui.

Stage 2: Consideration — Building Trust

In the consideration stage, customers are aware of your product or service but haven’t yet made the decision to purchase. Your job é construir confiança.

Social proof costuma ser o melhor caminho — customer testimonials em que clientes felizes relatam o problema que tinham e como você resolveu. Se você ainda não tem muitos clientes, use entrevistas com fundadores/especialistas para ganhar credibilidade.

Best Video Types for Consideration:

• Customer Testimonials — pessoas reais contando como seu produto resolveu o problema.
• Founder/Expert Interviews — mostre quem está por trás da marca e o cuidado com a solução.
• Advanced Product Demos — vá além do demo inicial; destaque features e benefícios.
• Tutorials & How-Tos — resolvendo casos específicos (ótimo em B2B).

Tip: Deixe o público se ver na história — dores claras e transformação.

Stage 3: Decision — Driving Conversion

Na decisão (purchase), o objetivo é tirar o cliente da dúvida e levá-lo à ação.

Conteúdos persuasivos que respondem objeções funcionam muito bem. Antecipe dúvidas frequentes e mostre como seu produto resolve dores específicas.

Vídeos de FAQ e demonstração detalhada ajudam muito: ver é crer.

Best Video Types for Decision:

• FAQ Videos — responda objeções e dúvidas finais.
• Product Comparison — mostre como você supera concorrentes.
• In-Depth Walkthroughs — detalhes finais e casos de uso.
• Special Offers / Time-Limited Promos — gere urgência.

Tip: Deixe a call-to-action clara e visível — facilite o próximo passo.

Aligning Your Video Strategy With Customer Needs

The key to successful video marketing is meeting your customer where they are. That means:

• Usar analytics por plataforma para ver o que gera cliques, shares e conversões.
• Testar formatos (educacionais curtos vs. demos longos) para descobrir o que ressoa.
• Observar quedas no funil para achar gaps (ex.: muita awareness e pouca conversão = conteúdo fraco na decisão).

Ao publicar vídeos nas redes, analise métricas como cliques, compartilhamentos e demografia. Use isso para ajustar formatos e temas. Se educacionais performam melhor que promos, direcione foco para eles.

Analytics também mostram onde falta uma etapa da jornada. CTR alto e conversão baixa? Fortaleça conteúdos da fase de decisão.

Ready to Build a Customer Journey With Video?

Uma estratégia completa deve incluir conteúdo (incluindo vídeo) para as três primeiras etapas da jornada: awareness, consideration e decision — guiando o cliente do primeiro contato à compra.

Criar tudo isso pode ser desafiador, mas não precisa ser. Os serviços completos da Charter & Co ajudam você a montar uma estratégia que converte. Contact us para saber mais!

FAQs: Video Content and the Customer Journey

What is the customer journey in marketing?

The customer journey refers to the stages a potential buyer goes through before, during, and after making a purchase. The core stages include awareness, consideration, decision, retention, and advocacy. Marketers focus most on the first three stages—guiding users from discovery to conversion.

Why is video effective at each stage of the customer journey?

Video content is versatile, engaging, and easy to consume. In the awareness stage, it helps capture attention; in consideration, it builds trust and credibility; and in the decision stage, it answers questions and encourages action. Video also performs well on social and search, fortalecendo o funil inteiro.

What types of videos work best for the awareness stage?

Short promos, explainers, educational clips, product teasers e conteúdos social-friendly (Reels, Shorts, TikToks) — feitos para captar atenção rápido e apresentar sua marca/produto.

How can I use video to build trust during the consideration stage?

Testimonials, tutorials, expert interviews e demos mais profundas mostram prova social e competência — ajudam o cliente a confiar em você.

What kind of videos help drive conversions in the decision stage?

FAQ, walkthroughs detalhados, comparativos e ofertas/promos — reduzem fricção e reforçam valor na hora H.

How do I know which types of videos my audience prefers?

Olhe dados de campanhas: CTR, watch time, conversões. Use analytics das plataformas, A/B tests e pesquisas com clientes para validar preferências.

Can one video serve multiple stages of the customer journey?

Sim. Um bom demo pode apresentar (awareness), explicar (consideration) e ter CTA (decision). Mas, quando possível, é melhor focar cada vídeo em um objetivo específico.