Event Marketing
Video marketing

The use of video in the customer journey

How can marketers best use video content along the customer journey? We explain which formats are suitable for which stage. Read now.

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In today's digital age, businesses have more ways than ever to engage with their customers. One of the most effective ways to do this is through the use of video in the customer journey.

Video has become an indispensable tool for marketers who want to connect with their audience and build brand awareness. It can be used at every stage of the customer journey, from initial awareness and consideration to the final purchase decision and beyond.

In this article, we'll explore the various ways businesses can harness the power of video to improve the customer experience and ultimately drive sales.

We discuss the benefits of incorporating corporate video into your marketing strategy, provide examples of successful video campaigns, and offer tips for creating engaging video content.

Whether you're a small business owner or a marketer in a large enterprise, understanding the role of video in the customer journey is critical to staying competitive in today's marketplace.

What does the term Customer Journey mean

A customer journey is the set of interactions and experiences a potential or existing customer has with a company or brand, from initial awareness to post-purchase support.

It encompasses all the touchpoints, channels, and interactions a customer has with the company and is usually divided into several stages or phases, including awareness, consideration, conversion, and post-purchase.

Understanding the customer journey is critical for companies that want to provide a positive and seamless experience for their customers and build long-term loyalty.


In the awareness phase, companies can use a variety of video formats to generate interest and inform potential customers about their product or service.

Livestreams and webinars can be effective at this stage because they provide the opportunity to interact with the audience in real time and answer questions.

For example, a company might host a live webinar to introduce a topic that is important to their target audience, or an engineering company might host a livestream event to showcase a new product line.


In the consideration phase, companies can use videos such as product demos and comparison videos to help potential customers evaluate their options.

On-demand video can be particularly effective at this stage, allowing viewers to consume content at their own time and pace.

For example, a software company might create an on-demand demo video that shows how their product works, or a travel company might create an on-demand video that showcases the different travel options available. This content could be played out as an email marketing campaign, for example.


In the decision-making phase, companies can use a variety of video formats to encourage viewers to take action and make a purchase.

Promotional videos and compelling content such as video storytelling, webinars, or live video Q&A can be very effective at this stage, as they create a sense of urgency and encourage the viewer to take the next step.

For example, a company could create a promotional video with a limited-time offer, or a SaaS company could host a live video Q&A session to address common questions and concerns from potential customers.


In the post-purchase phase, companies can use videos such as how-to guides and customer support content to help customers and build loyalty.

On-demand video can be particularly effective at this stage, allowing customers to access the information they need at their own time and pace.

For example, a meal delivery service could create an on-demand video showing customers how to reheat and store their meals, or a fitness app could create an on-demand tutorial video demonstrating how to use a new workout feature.

Our tips for effective video marketing along the customer journey

Know your audience:

To create effective videos that appeal to your target audience, it's important to know their needs, interests, and problems.

Conduct market research and use customer feedback to develop your video content marketing strategy and ensure your content is relevant and engaging.

Keep it short and sweet:

Attention spans are short, so it's important to keep your videos short and sweet. Focus on conveying the most important information in an engaging and memorable way, and avoid unnecessary ballast or filler.

Use a consistent tone and style:

Consistency is key to building a strong brand identity. Look for a consistent tone and style in your videos to create a cohesive brand experience that resonates with your target audience.

Optimize for mobile devices:

As more and more people watch videos on their mobile devices, it's important to optimize your video content for mobile viewing. Use subtitles or captions to ensure that your videos are accessible to everyone, regardless of their viewing environment.

Offer added value:

Whether you're creating an explainer video or a customer support guide, make sure your videos add value to the viewer. Offer helpful information or insights that can help you solve a problem or achieve a goal.

Call to Action:

Every video should include a clear call to action that encourages the viewer to take the next step on the customer journey. Whether it's visiting your website, signing up for a free trial, or making a purchase, make sure your call to action is clear, concise, and easy to follow.

Test and repeat:

Video marketing is an iterative process, and it's important to test different strategies and tactics to find what works best for your audience. Use analytics tools to track engagement and conversion rates, and use the insights you gain to refine your video strategy over time.


By following these best practices, businesses can create effective video content that engages and excites audiences, increases brand awareness, and ultimately drives sales and customer loyalty.

Overall, by using different video formats at each stage of the customer journey, companies can provide valuable information and support to their audience, increase brand awareness, and ultimately drive sales and loyalty.

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