Video continues to dominate B2B marketing, and for good reason, since 87% of people say a video convinced them to buy a product. But while the brand awareness derived from top-of-funnel (TOFU) content gets most of the spotlight, the biggest revenue-driving opportunity may be at the bottom of your funnel.
In our latest e-book, Drive More Revenue with Bottom-of-the-Funnel Videos: How to Get Started, we break down how bottom-of-the-funnel (BOFU) videos can transform your marketing and sales outcomes when powered by AI.
Why BOFU videos matter more than ever
Buyers today are savvier and more self-directed than ever. By the time they reach the bottom of the funnel, they need detailed, product-specific information, not just brand awareness. BOFU videos bridge the gap between interest and action by:
- Demonstrating product functionality
- Answering technical questions
- Showcasing real customer results
- Offering self-serve demos to speed up decision-making
Businesses using video marketing see 34% higher conversion rates than those that don’t. But beyond new logos, BOFU videos also help with onboarding, upselling, and retention.
The five essential BOFU video types
Finding the right use case for BOFU videos is crucial because it ensures your content directly addresses the specific needs and questions your audience has at the final stages of their buying journey. Whether it's explaining complex features, showcasing customer results, or offering a self-serve demo, aligning your video with the right use case increases relevance, engagement, and ultimately, conversions. A well-targeted BOFU video can be the deciding factor that turns a prospect into a customer.
If you’re unsure where to start, focus on these core formats:
- Product explainer videos - Short, engaging videos (60–90 seconds) that visually explain how your product works. Perfect for simplifying complex features.
- How-to videos - More detailed walkthroughs that address specific product actions or functions. Great for technical users and support enablement.
- Product announcements - Short videos that generate buzz around new features or product launches. These keep your audience excited and informed.
- Customer videos - Testimonials, case studies, or day-in-the-life videos that build trust through real-world success stories.
- On-demand demos - Longer videos that let buyers explore your product on their schedule. Scales your sales team’s efforts without sacrificing depth.
How AI video is changing the game
Historically, BOFU videos were tough to produce—creative bottlenecks, constant updates, and localization challenges made scaling a nightmare. Now, AI-powered platforms like HeyGen are rewriting the rules, enabling you to:
- Create lifelike avatar-led videos without a camera crew
- Translate content into 170+ languages and dialects
- Automate scriptwriting and video editing with AI tools
Marketers can now produce more videos faster without compromising quality. And the data shows consumers are ready for it. In fact, 70% of global consumers say they’re likely to watch AI-generated videos, and 61% have a positive perception of brands that use them.
How to get started with BOFU videos
To get started with bottom-of-the-funnel videos, begin by planning with purpose—define your video’s goal and identify the target audience, then choose the BOFU format that best aligns with where prospects are in the buyer journey. Next, create your video using AI tools like HeyGen to generate scripts, select lifelike avatars, and produce high-quality content without the typical production overhead.
Finally, distribute strategically by localizing your video for global reach and sharing it across key channels such as sales emails, landing pages, social media, and product review sites. Don’t forget to track performance and optimize based on results.
Bottom-of-the-funnel videos are no longer a nice-to-have—they’re a must-have for modern, high-performing marketing teams. Whether you're driving deals, enabling sales, or boosting product adoption, the right video at the right moment can move the needle.
Ready to elevate your video strategy? Download the full e-book and start building BOFU videos that close deals.
