Funnel-Depth Video Matching
Match video depth to the audience's relationship with your brand
- Difficulty
- Easy
- Time to result
- ~weeks to results
- Steps
- 5
- Confidence
- 96%
Start by locating the viewer in the relationship and buying journey rather than choosing an arbitrary video length. A person with little brand connection needs a short, immediate explanation, while someone evaluating a product, onboarding after signup, or attending a webinar has granted permission for more depth. Find moments where a live human explanation reliably moves someone to the next stage; those are strong candidates for video. Structure every video journalistically: state the main value up front because viewership declines over time, then layer in details for the people who remain engaged. The output is a portfolio of videos whose length, placement, and depth reflect audience intent instead of a universal duration rule.
Origin
Extracted from Chris Savage's discussion of website and in-app video on Marketing Against The Grain.
Core principles
- 01Earn attention before asking for more time
- 02Lead with the main point instead of hiding it
- 03Let high-intent viewers choose greater depth
- 04Use video where a human explanation advances the buyer
How to run it
- 1
Locate the viewer
Define how much connection and intent the audience has at this point in the funnel.
Pro tip Treat a new signup or webinar registration as a signal that the viewer wants more detail.
Watch out Do not assume every website visitor has the same level of interest.
- 2
Find explanation gaps
Look for places where a conversation or explanation moves people forward but the website or app does not.
Pro tip Ask sales and customer-facing teams which explanations they repeat.
- 3
Set depth by intent
Use shorter videos for weak brand connections and allow longer videos for people deeper in the funnel.
Watch out Do not interpret permission for depth as permission to waste time.
- 4
Lead with the value
Open with the main point and the help the viewer will receive. Add increasingly detailed material later for committed viewers.
Pro tip Use a journalistic structure and do not bury the lead.
Watch out Do not save the essential point for a twist ending.
- 5
Connect viewing to marketing
Use viewing and engagement data in the context of the rest of the marketing system to identify follow-up and scoring opportunities.
Pro tip Combine video analytics with CRM context when possible.
In the wild
Savage says a software user who has just taken the risk of signing up has given the company permission to show a longer onboarding video that explains the best next action. This places detailed video after an intent signal instead of forcing it on a cold visitor.
→ The viewer receives deeper guidance at the point where it is most relevant.
Common mistakes
Using one duration everywhere
A cold visitor and a committed buyer have different attention and information needs. Applying one duration rule ignores that difference.
Burying the lead
Viewership drops over time, so delaying the main value causes people to leave before receiving it.
Is it for you?
Best for
It is best for B2B and software marketers planning product, onboarding, webinar, and website video.
Not ideal for
It is not ideal for entertainment built around suspense or a surprise ending.
From the episode
13 Tips To Master Video Marketing In 2024 - Chris Savage
Chris Savage