A brand wants to integrate video into a broader campaign that includes Display ads and Sponsored Products. At which funnel stage should they introduce video?

Video is a versatile format that can effectively engage customers at every stage of the marketing funnel. At the awareness stage, short, engaging videos can introduce the brand and its offerings. For consideration, product demonstration videos or explainer videos can highlight features and benefits. At the conversion stage, testimonials or how-to videos can build trust and encourage purchase. Finally, post-purchase, video can be used for onboarding or customer support, fostering loyalty. Therefore, integrating video throughout all funnel stages maximizes its impact across a broader campaign. Limiting video to only awareness and consideration, or consideration and conversion, misses opportunities to engage customers at other critical points in their journey.