Blog Home

How to Use Video in All Stages of Your Facebook Ad Funnels


Written by

Ashok Sharma


10 MIN

How to Use Video in All Stages of Your Facebook Ad Funnels

Videos account for over 81% of the entire internet’s flow of data, a report from CISCO states. This stat shows how popular video content has become over time, and you need to master it if you want to create a social media strategy that drives the maximum outcome. 

If you are not using videos in your Facebook ad campaigns, you are missing a lot. Stats have proven that an average user spends 144 minutes per day on social media, and 91% of them prefer visually interactive content over text-based or static media.

So, videos can undoubtedly be an effective way to make the most out of your Facebook ad campaigns. Still, you might be wondering how you can use videos to successfully navigate your potential buyers through your sales funnel.

Hence, we have brought you a helpful guide in which we will discuss the anatomy of a Facebook ad funnel and video ideas for each stage so that you can successfully navigate your potential leads and convert them into loyal customers.

The Anatomy of a Facebook Ad Funnel

A Facebook ad funnel consists of the following three stages:

Top of the Sales Funnel

This is the first stage in a Facebook ad funnel. The end goal at this stage is to capture the interest of your audience and make them aware of your brand.

The top of the sales funnel is crucial because it will lay the foundation for the success of the ad funnel. So, the goal should be to immediately capture the interest of your audience with compelling content that stirs their emotions. Also, you need to ensure that you are not coming across as too salesy. Otherwise, you might just turn them off.

Middle of the Sales Funnel

This Facebook ad funnel stage comes after you have captured the interest of your audience and people know about your brand. Now, they are excited and hoping you will meet their expectations. This is also the chance to prove to them you deserve their attention.

Your goal at this stage should be to feed the curiosity of your audience and establish a great bond by offering them what they want. Answer their questions, give them advice. But still don’t push your products or services too overtly on them. You need to first firmly establish that you are a trustworthy, authoritative brand with their best interests in mind.

Bottom of the Sales Funnel

The bottom of the sales funnel is the time to shine and win the hearts of your prospective customers. Take this as an opportunity to share all the wisdom and promote your business as the solution to relevant problems.

Carefully thinking about how you can lead your potential customers to buy your product should be your end goal at the bottom of the sales funnel stage. Show them the direction by providing them key details and leading them through the purchase journey. To successfully buy your product/service, they need the assurance that their life will be better after purchasing them.

Video Ideas for Each Facebook Ad Stage

1. Video Ad Ideas for Top of the Sales Funnel (TOFU)

Since the goal of the top of the sales funnel stage is to spread awareness and grab attention, you should use education videos for laying a strong foundation of the relationship with your customers. We advise you to spend your money on creating clear and engaging video messages that capture their interest, solve their problems, and offer what they’re looking for. 

Here are some video ideas you can implement at this stage:

Problem-solving Videos

Problem-solving videos are a great way to showcase to your audience what issues your brand can solve. The best thing about these types of videos is that with them you can cut through the noise and offer your audience a direct reason to pay attention to your brand.

While creating problem-solving videos, make sure you maintain a personal connection with your potential customers. The way you want to go forward with messaging can be entirely your choice. Here is an example of an interactive problem-solving video that explains how the Coin credit card saves customers from the pain of having to carry multiple cards:

Educational videos

Educational videos answer the questions your potential customers are actively seeking. Nothing will delight them more than finding a solution to the problem that was bothering them for long. It will also strengthen your position as an industry expert.

Here is an example of how Ben’s Original uses interactive educational video to show the potential buyers that their Jasmine rice is without any artificial flavors or colors and can go along with recipes from around the world:

Pro tip: I recently started using a video creation tool called Boosted by Lightricks to create quick educational clips that grab attention, so I can retarget the people who view my TOFU ads and move people down the ad funnel. 

The app’s intuitive interface along with a broad range of templates, video stocks, and easy customization options make it a breeze.

Explainer Animation Videos

Explainer animation videos are a great way to show your audience how your brand can solve their problems. They are intriguing. You can use them to showcase even the most complex issues or the information you want to share in the most simple, interactive, and comprehensible way. Videos can even help you boost your brand’s likeability by adding an extra pinch of entertainment.

In case you are wondering, here is an idea of an interactive video by The Guardian in which it uses animation to explain how bitcoin works.

2. Video Ad Ideas for Middle of the Sales Funnel (MOFU)

In the middle of the sales funnel, your goal should be to continue the magic you established with your videos at the top of the sales funnel. Hence, follow your strong educational message with videos that clearly state how you can offer the best services in the market.

Here are some video ideas for the middle of the sales funnel stage:

Product Videos

Product videos have multiple purposes in the middle of the sales funnel. You can use them to showcase your products to potential buyers and let them know how they can solve their problems. Also, potential customers might be looking for multiple videos at this stage. So, it can make you stand out.

Here is an example of a brilliant product video:

Tutorial Videos

Tutorial videos are fun. Not only do they take viewers through the process of using your product or service but also allow the audience to picture themselves using your product/service. With tutorial videos, you can show your audience how convenient the availing of your services can be. You can make them understand why they should choose you over others.

Here is an example of a tutorial video from Western States Metal Roofing that takes you through the step-by-step instructions on how to install a ridge vent on a metal roof:

Pro tip: I like VideoScribe for creating whiteboard videos, which are great for in-depth tutorials. The tool has an impressive list of templates for creating in this format, especially effective when you don’t want to show a process in a hands-on manner but also don’t want to bore people with a lecture. 

While the free version is solid, to gain access to the full image libraries and remove their branded watermark, you’ll want to subscribe to the premium version. 

3. Video Ad Ideas for Bottom of the Sales Funnel (BOFU)

The bottom of the sales funnel is the time to drive all the efforts you have put in the earlier two stages and showcase to your audience how you stand out and how they can benefit from a long-term relationship with your brand. So, the video content should also be unique.

Here are some video ad ideas for the bottom of the sales funnel:

Customer Testimonials

Customer testimonials are a great way to showcase the stories of people who have benefitted from your product/service. Done well, they can inspire and persuade your audience to consider your product/service.

Here is how American Commodity Real Estate establishes trust among potential buyers through customer tutorials:

Demos & Webinars

Demos and webinars are a great way to assure potential buyers about your brand’s expertise. Here are the reasons why:

  • You have already gained the interest of your audience. They won’t mind spending a little more time with demo/webinar videos.
  • The potential buyers at this stage are seriously considering you. Now, they need a lot more than just talk and marketing gimmicks. They need solid proof of what you can do, and demos/webinars can be a great way of doing so.
  • Demos/webinars can be a great way to showcase to your audience that you are always there to solve their problems.
  • You can use demos/webinars to showcase to your audience how your products/services can make their life better and even resolve their concerns if any.

Here is an example of how the SaaS provider Optimove uses webinars as Facebook videos to guide prospects on bridging the CRM-compliance gap:

Pro tip: I like Pictostory because it lets me convert large webinars into interactive social media videos. This way I can repurpose my content on social media without the fear that the webinar may bore the audience. 

Pictostory also saves me a lot of time, as I don’t need to edit the videos frame by frame. The tool takes care of everything, adding my branding and subtitles automatically. 

How to Get Started? 

Now, you have understood the anatomy of a Facebook ad funnel (top of the sales funnel, middle of the sales funnel, bottom of the sales funnel) and video ideas for each stage.

Still, it will take you a lot to use videos for successfully converting visitors to buyers through the Facebook ad funnel. Especially if you are a beginner, creating video ads can be challenging.  

Here are some resources that may help:

These resources can at least help you get started with Facebook video ads. Still, I would recommend you hire Facebook video ads experts. They are seasoned professionals who know how to do their job. These people will help you in maximum conversions. We can even help you if you don’t know where you should seek these experts.

What challenges did you face with using videos across the Facebook ad funnel? Please share in the comments. I would love to hear from you.

The Author
Most Recent
An accurate measure of profitability is about more than just ROAS....


Written by

Byron Marr



Unlock retail success with digital marketing. Discover audience targeting, PPC advertising, SEO optimisation, content marketing, and social media....


Written by

Daisy Lewis



ClickTech's latest acquisition, EDEE, solves a potentially costly PPC budgeting problem quickly, easily and permanently. And you can book a demo today....


Written by


Subscribe to learn more