Table of Contents ×
- 1 Why Do You Need Explainer Videos in the Sales Funnel?
- 2 What Are the Best Ways to Use Explainer Videos to Boost Sales?
- 3 Sales Videos Example
- 4 Does a Homepage Explainer Video Boost Sales?
- 5 Mini FAQs About Sales Video Strategies
Barring the occasional exception (involving someone who knows exactly what they want and just can’t wait to place an order), making an online sales strategy takes work.
Over the years, I’ve seen how even great products struggle simply because the message isn’t clear enough or the customer still has unanswered questions.
Most of the time, your prospects come in with hesitations, hidden questions, or even direct objections that quietly hold them back from purchasing.
So how do you move them forward?
You can polish the persuasive powers of your product copy, of course — that can certainly help push the reader towards converting. You can improve the clarity of your page layout.
You can even throw in some appealing imagery to catch the eye and clarify some elements.
But if you really want to make an impact, you should try using explainer videos in your sales funnel.
Why Do You Need Explainer Videos in the Sales Funnel?
Explainer videos make your sales funnel work smoothly by making your value instantly clear. They shorten the learning curve, address objections early, and help your prospects feel more confident about choosing you.
But before you decide where your video should sit, let’s take a step back:
What exactly is a sales funnel, and why does it matter for your video strategy?
A sales funnel is simply the path your audience takes from the moment they discover you to the moment they decide to buy. It breaks the buying journey into stages, so you know what your prospects need at each step, whether it’s clarity, reassurance, or a final push to commit.
Understanding this path helps you place the right explainer video at the right moment, instead of guessing what your audience is ready for.
The sales funnel can be represented in different ways, with varying numbers of stages. For our purposes, we are using a 6-stage funnel, which includes:
- Awareness
- Interest
- Consideration
- Intent
- Evaluation
- Purchase
Your job is to guide your potential customers through the sales funnel and out the other side.
Stage #1—Awareness and Interest
Awareness and interest are the first two stages. They consist of people who are being introduced to your brand or product for the first time.
These explainer videos are intended to attract a new audience, so you need to focus on those who don’t already know what you have to offer.
Your sales videos at this point should consist of broader information to bridge the gap between awareness and interest.
Highlight the benefits of using your product or services and how they can help your audience get past a particular pain point or problem.
You are effectively offering a solution.
Call-to-actions in these first two stages need to steer your audience towards the next stages of the sales funnel. Use phrases like “watch [next video] to learn more”, or “click here to see how it works”.
- When to launch: Launch these types of videos when you are working on building brand awareness or are launching a new product or service.
- Where to launch: These videos should be launched as video ads for the likes of Google and social media channels.
Stage #2—Consideration and Intent
The middle two stages are for those who have already passed through the awareness and interest phases.
Those people are already interested and considering purchasing, before moving through to intent.
You need to include videos that are specific to their information.
Videos showing how to use your product (product demo) will be helpful here. Your video needs to showcase everything great about a specific product in a specific way.
Call-to-actions in these videos should encourage your audience to take action, such as ordering a free sample, downloading a free e-book, or signing up for a free trial or newsletter.
- When to launch: When you’ve built up a following.
- Where to launch: Place these videos on your social media channels in front of your followers and on your blog posts. Additionally, create video ads to retarget those who have already shown an interest in your brand.
Stage #3—Evaluation and Purchase
The last two stages are where the magic happens. These are where your focus should be on selling.
After passing through the first four stages, you should already have contact information like an email address.
Use the opportunity to email the explainer videos as FAQs and testimonials to address any last-minute doubts your audience may have before purchasing.
You can also invite them to ask any questions they might have.
Call-to-actions at this point should be to make the all-important purchase, such as “Click here to purchase” or “Here’s where you can buy one for yourself.”
- When to launch: When your audience has given you their personal information.
- Where to launch: Send these videos through emails as part of your email marketing campaigns.
What Are the Best Ways to Use Explainer Videos to Boost Sales?
There are countless ways to use explainer videos in your sales process, but some approaches consistently deliver better results. Based on what I’ve seen in real projects, these are the best methods to produce an explainer video to boost sales and help your audience move through the funnel with confidence.
1. Start With the Questions Your Buyers Keep Asking
An explainer video only works when it actually explains something your buyers care about.
So before you hit record, you need to get clear on what people are confused about or hesitant about.
A great place to start is your FAQs. What do prospects keep asking? What slows down their decision?
If your product is practical or technical, they may want to see it in action.
In that case, a short instructional or setup video can remove friction instantly.
You should also consider where your buyers are in the sales funnel:
- Someone new to your brand might need a simple, friendly intro video.
- Someone already browsing your About page probably wants reassurance about your credibility and quality.
2. Turn Your Answers Into Targeted Explainer Videos
Once you know the real questions your audience has, build videos that address them directly. Here are a few powerful angles to consider:
What problem do you aim to solve?
Some businesses offer products that solve everyday problems, but prospects don’t always know those problems exist, which is to say that they’re not consciously aware of them. Once they’re pointed out explicitly, those people realize how irritating they are and are driven to address them.
What makes your brand exceptional?
Of all the businesses in the world, why should someone buy from you in particular? There must be something exceptional about you, so explain it here. It could be your culture, your passion for what you do, your commitment to quality, or something else entirely.
How does your UVP work?
Your unique value proposition might involve fresh, unknown, and/or unusual technologies or methods, and explaining why they matter is vital for getting people to value them. Think about Apple’s famed machine engineering: the company has created numerous videos over the years to explain the incredible precision of its processes and the outstanding durability of its materials.
Why should people trust you to deliver?
Particularly if you’re working in the B2B realm, the core of your operational model might involve the provision of products over an extended period. Explaining why you’re so trustworthy (throwing in testimonials and case studies in the process) can be hugely productive.
What are your core business terms?
Not every sales deal is as simple as completing a one-off exchange. Sometimes there are multiple payments over time, multiple parties involved for whatever reason, or specific privacy concerns that must be addressed. If you often get queries about these things, creating a video to explain your core business terms is worth doing.
What are you doing to support sustainability?
This has become an important issue across the board, even for companies that don’t work indirectly in relevant sectors such as energy. By explaining your approach to recycling, cutting energy costs, and investing in green infrastructure, you can earn some much-needed support.
How has your company changed recently?
Great companies never stop growing, and the need to avoid churn should fuel your continuing development. By occasionally making progress videos (detailing how you’ve grown and changed recently), you can prompt lapsed customers to consider your value once again.
3. Invest in Production Quality to Match Your Brand
Once you know what to say, the next part is how you say it. Quality matters… a lot.
Even with great content, low-quality production can make your brand look unprofessional.
Clean writing, consistent branding, strong visuals, and a polished edit all signal credibility.
You can produce videos yourself, but if you want something that reflects your brand at a higher standard, it’s usually worth working with a dedicated team.
I’d recommend reaching out to a dedicated company, getting the right video package, and having almost all of the creative process handled on your behalf by experts.
A good video can last years, and it becomes a digital asset you’ll use across your funnel.
A simple test I always recommend:
If your best prospect asked for a single video that represents your company, would you confidently send them this one?
Let’s say your video looks mediocre, they’ll make your company look mediocre too (after all, don’t you judge a business by everything it produces?).
When this happens, the production quality needs to go up.
4. Distribute Your Videos Across Every Key Touchpoint
Once the videos are ready, don’t let them sit in one corner of your website. Put them everywhere they can support a buying decision.
For instance, product videos should appear on those product pages, linked from YouTube (to increase exposure, speed page load times, and provide valuable analytics), and also be used in relevant marketing emails.
Videos explaining your brand can be used not only on your about page but also throughout your social media profiles (since people often find you there).
It doesn’t stop there; some other effective placements are:
• Broad Overview Videos → For new audiences
Use them on your homepage, LinkedIn, YouTube, or anywhere people first discover you. This builds recognition without selling too hard.
• Demo or How-It-Works Videos → On product pages
Show the product in action. Make it look simple, useful, or even fun. This closes the final gap between interest and purchase.
• UVP-Focused Videos → In content marketing
Use them in blogs, industry posts, or educational content. They help people remember what makes you different.
• Progress or Update Videos → For retargeting
Send them to past customers or subscribers who haven’t engaged in a while. Show what’s new — and why they should take another look.
Wherever your buyers have questions, place a video there. Wherever they hesitate, place a video there. Wherever your explanation is getting too long, place a video there.
Explainer videos are incredibly powerful for overcoming this confusion and earning conversions, so if you haven’t used them before, now is the best time to do it.
Sales Videos Example
Take a look at the sales video example for Aktive Apparel. You can also watch the other samples on our Sales and Marketing playlist.
Does a Homepage Explainer Video Boost Sales?
The answer: Yes. It can.
It’s a great idea to add videos to your website’s homepage, and this can be done quite easily with many website builders.
Adding an explainer video to your homepage encourages people to stay on your site longer, thus reducing your bounce rate and increasing your SEO.
However, since it’s a static page, you wouldn’t necessarily have a video “launch” as such, and you can’t assume where in the sales funnel every visitor is.
So, what type of explainer video is appropriate for your homepage?
Your homepage video should be broad, explaining in simple terms what you have to offer. Make it an overview of your company, services, or product range, while briefly highlighting the benefits.
It’s a similar concept to marketing to those in the first two stages of the sales funnel, but a bit broader.
For example, if you’re offering website hosting services, you can explain how your visitors can benefit from your services and sign up in 3/4 easy steps. Also, make sure to include a call to action at the end.
Pro Tip: Focus on Guiding Your Visitors
When your audience enters the sales funnel, you guide them through the customer journey.
Don’t assume that every person who sees your product will seamlessly jump from one step to another.
Your call-to-actions are important for guiding your audience through each stage.
One possible journey could go as follows:
- You launch a video ad highlighting the benefits of your company and/or product. You invite your audience to learn more about it.
- Through your call to action, you guide your audience to a video that shows them exactly how to use the product. You then invite them to sign up for a free e-book, trial, or newsletter for further learning. This builds trust and helps you get their email address.
- Send your audience an email with a video that answers any remaining questions about your product or service. Include testimonials from existing customers to reinforce your claims. You can now encourage viewers to make a purchase.
Lastly, ensure your ordering and check-out process is smooth and easy to minimize shopping cart abandonment!
Mini FAQs About Sales Video Strategies
1. Do I need different videos for each stage of the sales funnel?
Not always, but it helps. A top-of-funnel video should introduce the problem and your solution, while a mid- or bottom-funnel video can focus more on product proof, features, or ROI. If your audience is complex or your product has a learning curve, having stage-specific videos can speed up conversions.
2. Should my video focus more on features or benefits?
Benefits first, features second. People buy because they want an outcome, not because of a long feature list. Lead with the transformation, then support it with the features that make it possible.
3. What’s the ideal length for a high-converting explainer video?
Most sales-focused explainers perform best between 60 and 90 seconds. Long enough to deliver clarity, short enough to keep attention. If you’re selling a complex product, going up to 2 minutes is fine, as long as every second adds value. Read our case study about the best length for explainer videos.
4. Where’s the best place to put my explainer video for maximum impact?
Place it where hesitation happens. Typically, above the fold on your landing page, next to product benefits, or right before your pricing section. You want your viewer to watch before they start comparing or second-guessing.
5. Do I need a professional video to see results?
Not always, but quality matters if you’re selling something premium or technical. A polished, well-structured video boosts trust, especially when prospects are weighing multiple providers. A DIY video is okay for early testing, but for scaling sales, a professionally produced one usually pays off.
At Breadnbeyond, we offer a wide range of animated explainer video packages that are tailored for companies looking for affordable yet high-quality explainer videos. Click on the banner below!
