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.
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:
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.
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:
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.
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.
Tip: Short-form (Reels, YouTube Shorts, TikTok) é especialmente eficaz aqui.
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.
Tip: Deixe o público se ver na história — dores claras e transformação.
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.
Tip: Deixe a call-to-action clara e visível — facilite o próximo passo.
The key to successful video marketing is meeting your customer where they are. That means:
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.
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!
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.
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.
Short promos, explainers, educational clips, product teasers e conteúdos social-friendly (Reels, Shorts, TikToks) — feitos para captar atenção rápido e apresentar sua marca/produto.
Testimonials, tutorials, expert interviews e demos mais profundas mostram prova social e competência — ajudam o cliente a confiar em você.
FAQ, walkthroughs detalhados, comparativos e ofertas/promos — reduzem fricção e reforçam valor na hora H.
Olhe dados de campanhas: CTR, watch time, conversões. Use analytics das plataformas, A/B tests e pesquisas com clientes para validar preferências.
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.