They say an image is worth a thousand words. Now, multiply that by the number of images that are used in a video. Interesting, right? Videos are like Aladdin's magical lamp in the world of Marketing. How? Let's see.

Would you rather read a 1000-word paragraph explaining a concept or watch a 2-minute video explaining the same? Or what do students prefer? Learning from class notes and books or online tutorials? Yes, you guessed right. The answer to all these is videos- the new gold mines in the marketing world. 

Be it explaining a concept, an advertisement, promoting a product or service, a motivational video, a landing page explainer video, an animated explainer video, or a DIY video, videos are the most natural and interesting way of reaching the audiences while also conveying a clear message about your product or services you offer.

To make your video marketing campaign successful, it is essential to clearly understand different types of video and explainer video buyers journey. And, most importantly, which video to use and when to gain more fruitful results.

Different types of videos? Yeah, you heard that right! There are different kinds of videos, all based on different stages of a buyer’s journey.

Right from introducing your product or service to the buyer to finally thanking him for using your product or service, there is a video for every stage. For this, you need to have an in-depth understanding of the explainer video buyers journey.

What is the Buyer's Journey all about?

Source: HubSpot

It is a process during which buyers evaluate a product or a service and decide whether to purchase it or not. There are three stages of the buyer's journey, and each stage has different needs that allow marketers to fulfil their business goals. These stages include:

  • Awareness Stage: This stage makes a buyer realize that he/she has a problem.
  • Consideration Stage: In this stage, the buyer knows the problem and figures out possible solutions.
  • Decision Stage: In this stage, the buyer decides what he will do.
  • Bonus- Delight Stage: This is where you can earn customer loyalty.

How to use videos in each stage of the buyer's journey

According to a survey conducted by webdew, with 79.2 % of businesses using videos as a marketing tool, it shows that the majority of them believe in the power of video marketing to gain profit.. Usually, B2B brands only develop top-of-the-funnel explainer videos that don't drive ROI.

From understanding a product to the buying process, customers use videos to learn; therefore, a series of videos in each buyer's stage is important to hook up with a target audience.

Now, let's look at the video types used in each stage of the buyer's journey. 

Stage 1 : Awareness

A buyer's journey begins with the awareness stage. This is the stage in which prospects discover their challenges, problems, or goals.

They are crawling on your website or blog posts because they want to know solutions to their problems to streamline their business processes, and you must provide what they have been looking for.

1. Commercial Ads

A Commercial ad helps you show your prospects the value of your brand with the help of a great script and explicit storytelling. Moreover, it will help you leave a good impression on the viewers, which is the goal you should work for in this stage.

Know more about how Commercial Video Production Companies help you grow. 

2. Educational Videos

As this is a learning stage for your prospects, they look for stuff full of knowledge.

You need to consider their demands and provide relevant stuff to satiate their hunger for learning new things.

To achieve this goal, you can take advantage of explainer cum educational videos. Adding creative cartoons will help you make boring concepts much more entertaining, allowing you to retain your prospect's attention and increasing ROI. 

Check out this amazing educational explainer video created by our team.


Stage 2 : Consideration

The consideration stage is a problem-solving stage where you work actively to provide answers or solutions to your buyer personas. Your prospects are now committed to solving their problems, so they will evaluate different ways to do that.

So, let your prospects know why your products suit them and explain why they should integrate your products into their lives and, particularly, why they should trust you. 

1. Explainer Videos

Explainer videos work best for the consideration stage, making complex ideas comprehensible and straightforward. It allows you to explain any complex concept practically and easily.

Not only do they introduce you to your prospects, but they also put your best foot forward by presenting you better than your competitors.

Explainer videos are of different types, like Whiteboard Animation Videos, Motion Graphics Videos, and Cartoon Marketing Videos. Choose one that fits your bill.

Check out our whiteboard video we have made for one of our clients.

2. Product Videos

Set your product in action with product demo videos. It will help your prospects enter in the next stage of the buyer's journey successfully. The primary objective of this video is to make people aware of your product/services effortlessly and in less time. 

3. How-to Videos

The purpose of how-to videos is to educate your audience. Make them valuable to viewers by presenting these videos in a fun and helpful way.

Make sure you answer well, and if they still haven't reached the decision stage, they probably have many questions to ask you. How-to videos will help you educate the audience and resolve all their queries effortlessly and quickly.

Stage 3 : Decision

The decision stage is where your prospects make a purchase decision. Now they are planning to buy from you, but are they going to buy?

You can not assure that your prospects will buy from you only as other competitors in the market are working in the same field and trying hard to grab your audience.

If you want to give them a final incentive to choose your product, you can encourage them by creating below mentioned video types.

1. Testimonials and Case Studies

This type of video will increase the prospects' confidence and allow them to make a purchase. 

But if you really want to make the testimonials and case studies highly compelling, then make sure it is real and let your customers attach to you. 

2. About Us

About us, videos also help make strong relations with your prospects by making them aware of your brand and real people working for it. They will feel like they know the brand. So, to help people make decisions, you can always create videos that give insight into your brand. 

Stage 4 : Delight

It is the secret key to earning brand loyalty. This is an unofficial stage of a buyer’s journey; therefore, businesses usually ignore this stage.

But that’s exactly where they are wrong. Now that you have earned a customer, wouldn’t you want to retain him? Of Course, you do! To build brand loyalty, it is time to thank your customers and make them feel valued. Let's see how.

1. Thank You Videos

Surprise your customers with a nicely created thank you video. Your customers are surely not expecting this from you, and that's exactly what makes these videos so special. Be thoughtful, be grateful and show your customers that their purchase and support are valued.

2. Upsell Videos

Now that the customer has shown his trust in you by purchasing one of your products or services, it's a good opportunity for you to generate additional sales. Offer your customers complementary products and services using upsell videos. Show them the products or services that are related to the ones they bought.

How can you leverage Video Content when Planning to Explain Videos?

  • First, you need to understand that one video won't be enough as there are tons of videos on social media, and you also have to post several videos to stand out. 
  • Embed your videos with unique, crisp, to-the-point content, which will work in your favour when viewers have various options.

In this way, you will be able to deliver the right kind of video and get a big chunk of the genuine audience, which is likely to turn into your buyers.

Ready to create Explainer Videos as per your Buyers' Journey?

By now you would have realized how powerful an explainer video can be for your marketing campaign! All you need to do is use it wisely, keep your buyer’s journey in mind and deliver the right content at the right time!

  • For the awareness stage, keep in mind the first impression is the last. 
  • For the consideration stage, tell your customers what solution you have to offer to their problems. 
  • For the decision stage, gain your client’s trust and give them reasons to choose you!
  • And, finally, in the delight stage, don’t hesitate to go that extra mile and make your clients feel valued. Be thankful!

Hopefully, you can decide which explainer video to choose to make each stage of the buyer's journey more successful. If you keep these tips in mind, you’ll surely see a boost in your marketing campaign. 

If you still have any doubts, feel free to contact us. Our experts are available 24/7 and ready to resolve all your queries.

Frequently Asked Questions

The six steps of awareness in the buyer's journey include Problem Recognition, Problem Research, Solution Exploration, Solution Evaluation, Decision Making, and Post-Purchase Evaluation.

To write a buyer's journey, understand your target audience, their pain points, and their needs. Then, outline their stages: Awareness, Consideration, and Decision. Describe what they experience, think, and do in each stage as they move closer to making a purchase.

The buyer's journey process is the path a potential customer takes from the initial awareness of a problem or need to make a purchasing decision. It typically consists of three stages: Awareness, Consideration, and Decision, with customers engaging in research and evaluation.

The three stages of the buyer's journey are Awareness, Consideration, and Decision. In the Awareness stage, customers identify a problem or need. In the Consideration stage, they research and evaluate potential solutions. In the Decision stage, they make a choice and proceed to purchase.