The Five Video Formats That Drive Sales In 2025
(And how to actually use them inside a funnel that mirrors how people really buy things)
You already know video sells. But most marketers are still playing checkers in a chess world. They crank out a few cool videos, run some paid ads, and call it a funnel.
Meanwhile, modern buyers are living in a totally different reality:
They might see your content 20 times across four platforms over six months before ever clicking “Add to cart.”
Let’s break down the real journey — and the five most prominent video formats that make it work.
The Modern Buyer Journey: It’s Not a Funnel, It’s a Web
Forget the old “awareness—consideration—purchase” model. That’s not how humans buy anymore.
Today, a customer might:
See your TikTok in their FYP and think, “funny video.”
Scroll past, then see your ad next week and think, “I like this brand” and give you a follow.
Then see an organic post on your page and get intrigued to look into your company more.
Check your website, sign up for emails, watch the landing page video, but not yet buy.
See an influencer mention you casually and log in their brain that they’d like to get your product one day.
Google your brand and compare products. Watch the video on your sales page. hit “add to cart”.
Open your email a month later when you announce a sale.
Finally buy— because the timing, emotion, and offer finally clicked.
That’s not a funnel — that’s a constellation of touch points.
Each video plays a different psychological role: awareness, trust, connection, persuasion, or conversion.
The smartest brands don’t just make videos — they sequence them like a story.
Let’s look at how.
The “Video Journey” Approach
Each stage of your buyer’s journey = a different goal and tone.
Stage 1: Top of Funnel (Awareness)
Goal: Get noticed + align emotionally
Ad Style: Covert
CTA Intensity: Low — focus on intrigue & entertainment
Stage 2: Middle of Funnel (Engagement)
Goal: Build trust + familiarity
Ad Style: Semi-overt
CTA Intensity: Moderate — educational or emotional CTA
Stage 3: Bottom of Funnel (Conversion)
Goal: Drive action + urgency
Ad Style: Overt
CTA Intensity: Strong — “shop now,” “claim offer,” “join waitlist”
Think of it like dating:
You don’t propose on the first date. You build attraction, then you build connection and trust. And then, when it’s clear you’re compatible — then you go all in.
So With All That Said: Here Are The 5 Video Formats That Actually Drive Sales
1. User Generated Content
Where it fits: TOF → MOF
Perfect for the first impression or early-stage education.
Goal: Feel relatable, not corporate.
Let people see real humans using your product — in real life.
Hook ideas (first 3 seconds):
“POV: you finally found the skincare product that actually works.”
“If you’ve tried every gadget like this and none worked, watch this.”
“This one thing improved my mornings.”
Pro tips:
Stack multiple creators for social proof.
Keep lighting natural and framing casual.
Focus on experience, not features. “I used to…” stories convert.
Pair it with a retargeted “deeper dive” ad later.
DON’Ts:
Over-script it. Viewers sniff out fake enthusiasm instantly.
Drop your logo or discount code in the first second. (That’s a fast swipe away)
Feature unrealistic results — nothing kills credibility faster.
2. Informational “How-To” or Explainer Videos
Where it fits: MOF
These videos nurture people who are interested but cautious. They offer value and build prospects into fans of your brand without scaring them by pushing a sale.
Goal: Educate and build trust. Show how it works and why it matters. Position yourself as a leader. Build an economy around your brand.
Hook ideas:
If you’re a fashion brand: “How to style xyz.”
If you’re a food brand: “recipe idea for xyz.”
If you’re a tech brand: “Let me show you a trick most people miss.”
Pro tips:
Use B-roll, graphics, or text overlays as clear visuals.
End with a micro-CTA: “Learn more below,” “Try it free,” etc.
Repurpose as YouTube Shorts, TikToks, and embedded email videos.
DON’Ts:
Get too technical. Speak like a friend, not a manual.
Overuse buzzwords (“innovative,” “cutting-edge”) — no one believes that.
Forget storytelling — facts don’t convert without context and vulnerability.
3. Emotional Story-Driven Videos
Where it fits: TOF → MOF
Ideal for building deep brand affinity and connection.
Goal: Make them feel something first, think later.
Hook ideas:
“I used to think I didn’t belong anywhere…”
“This moment changed everything for me.”
“You’ll never look at [problem] the same way again.”
Pro tips:
Make the customer the hero — your brand is the supporting actor.
Showcase your why, not just your what.
Lean into vulnerability. What struggles has your company faced? What principles are you founded on? What is your mission? How do your values align with the customers’?
Apple’s example:
Apple never says, “We make great computers. They’re well-designed.”
They say, “Everything we do, we believe in challenging the status quo.”
That’s what people buy — the belief, not the product.
DON’Ts:
Make it too self-congratulatory (“We’re amazing!”)
Be so quick to force your brand or logo down their throats.
Forget to connect the emotion back to your mission or product purpose.
4. Humor-Led, Scroll-Stopping Ads
Where it fits: TOF
Top-funnel gold. Laugh = share/follow = brand recall = cheaper CPM down the line.
Goal: Stop the scroll, make people smile, sneak your brand into their memory.
Pro tips:
Nail comedic timing. Every beat counts.
Lean into absurdity
DON’Ts:
Punch down — never mock the audience.
Use humor unrelated to your product (you’ll get laughs, not leads).
Let the joke outshine the brand. The goal is recall and resonance.
Take yourself too seriously. Even a serious brand can use humor to their advantage.
5. Comparison / Buyer’s-Guide Videos
Where it fits: MOF → BOF
These seal the deal once buyers are comparing options.
Goal: Help them feel smart about choosing you.
Hook ideas:
“Before you buy [product type], watch this.”
“I tested 3 brands so you don’t have to.”
“Here’s what no one tells you about ___ .”
Pro tips:
Be transparent. Show pros and cons — honesty builds trust.
Use visuals: side-by-side, checkmarks, feature breakdowns.
Include quick-hit testimonials or results to reinforce proof.
End with a confident CTA: “If you care about X, choose Y.”
DON’Ts:
Bash competitors — stay classy.
Overcomplicate the comparison.
Hide pricing; transparency wins.
Forget a clear CTA with links to sales pages that are easy to find.
Overt vs. Covert: The Art of Persuasion
Every ad sits somewhere between covert and overt. Understanding that balance is the difference between “viral brand” and “annoying ad.”
Covert
Feels like entertainment or storytelling
High watch time, builds affinity
Weaker direct conversions
Overt
Feels like an ad
Drives sales quickly
Can tank watch time, lower trust
Balanced
Feels like entertainment with purpose
Best mix of engagement + sales
Harder to execute, needs strong creative
The strategy: shift tone throughout the journey
TOF: Go covert. Focus on storytelling, humor, or emotion. Just make them like you.
MOF: Blend in a little overt — product details, soft CTA (“learn more,” “see how”).
BOF: Go confidently overt. Clear offers, urgency, reviews, social proof.
You’re basically turning curiosity into conviction — step by step.
The Psychology of Great Messaging
Even the best funnel fails if the message is wrong.
People don’t buy what you do — they buy why you do it.
Apple doesn’t sell computers. They sell rebellion through design: “Everything we do, we believe in challenging the status quo. The way we challenge the status quo is by making our products beautifully designed and easy to use.”
If your video starts with features, you’ll lose them (unless they are already a pre-qualified lead)
If it starts with beliefs — and they feel those beliefs reflect their own — they’ll stay.
So before you hit “record,” ask:
What is my audience’s demographic?
Why should someone care beyond the specs?
What identity or value does my brand connect with?
Does this video make people feel seen?
That’s how you build a funnel that actually works — not just structurally, but emotionally.
Final Takeaways
Each video has its own goal — awareness, engagement, or conversion.
Map your content sequence like a relationship, not a transaction.
Balance overt and covert messaging depending on where viewers are.
Don’t pay to be boring — every video must entertain, educate, or emotionally hook.
Nail your messaging before your funnel. Because if people don’t feel something, they won’t buy anything.