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What is the New Marketing Funnel? And Video Productions Role Within.

Writer's picture: Raised Media Co.Raised Media Co.

The old funnel is dead. Today, marketing isn’t about herding people from Awareness to Action; it’s about inspiring them to explore, connect, and stick around. Video production isn’t just a piece of the puzzle—it’s the engine driving this new marketing funnel journey.


What is the New Marketing Funnel? Raised Media Co.

The traditional marketing funnel feels ancient, doesn’t it? Awareness, Interest, Desire, Action—like some conveyor belt built for emotionless transactions. It doesn’t fit anymore.


People aren’t linear. They don’t discover your brand, think “Hmm, I like this,” and buy immediately. They poke around. They watch, they scroll, they dive deep into the rabbit hole if you’re interesting enough.


The new marketing funnel? It looks less like a line and more like a spiral: Inspiration, Exploration, Community, Loyalty. It’s dynamic, and at every stage, video has the power to pull people closer.

 

Inspiration: Where Video Grabs Attention


Inspiration is the spark. It’s the moment someone sees your brand and thinks, “This feels different.” Video is the perfect tool to light that fire.


Whether it’s a cinematic brand story, an unexpected twist in a TikTok, or an event highlight that gives viewers FOMO, video creates emotional connections faster than words or photos ever could.


Here’s what works:


  • Storytelling videos that show who you are, not just what you sell.

  • Short-form teasers that intrigue rather than oversell.

  • Behind-the-scenes footage that feels human and real.


People don’t just want to know what you offer; they want to feel something first.
 

Exploration: Where Video Builds Trust


Once you’ve sparked curiosity, people start exploring. They’ll check out your website, your social media, your reviews. This is where video becomes a bridge—showing them why your brand is worth their time.


Exploration videos don’t just inform; they reassure. They say, “Here’s what we’re about. Take a closer look.”


What works here?


  • Explainer videos that simplify what you do.

  • Product demos that show your offer in action.

  • FAQ videos that answer questions before they’re even asked.


Video doesn’t just provide information—it builds confidence. It turns, “Should I trust them?” into “Where do I sign up?”

 

Community: Where Video Brings People Together


In this new funnel, community is king. It’s not just about selling—it’s about belonging. Videos that foster community give people a reason to stay connected long after their first interaction.


Think about:


  • Live streams that invite real-time participation.

  • User-generated content campaigns that put the spotlight on your audience.

  • Testimonial videos that show real people backing your brand.


Video makes your brand feel less like a company and more like a group people want to be part of.


Community isn’t built through ads—it’s built through moments.
 

Loyalty: Where Video Strengthens Bonds


Loyalty isn’t a one-time decision; it’s a relationship. Videos that reinforce loyalty remind your audience why they chose you in the first place—and why they should stick around.


What works here?


  • Thank-you videos that show genuine gratitude.

  • Exclusive content that makes loyal customers feel special.

  • Stories about impact that show your brand’s values in action.


When done right, video doesn’t just retain customers—it turns them into advocates.

 

The Big Picture


Video production isn’t a tool you use halfway through the funnel; it’s the thread that ties every stage together. From the first spark of inspiration to the deep bonds of loyalty, video doesn’t just tell your brand’s story—it makes people want to be part of it.


The old marketing funnel? Dead and buried. The new one? It’s alive, dynamic, and all about creating experiences people don’t just watch—they feel.

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Raised Media Co. is a NYC-based video production and commercial photography company. We specialize in creating stunning visuals that inspire, connect, and build loyalty—every step of the way.

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NYC COMMERCIAL PHOTOGRAPHY AND VIDEO PRODUCTION AGENCY

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