The rules of digital engagement have changed. Audiences no longer follow a straight line from awareness to action – they zigzag, skip steps, binge content, and make decisions on their terms. In this fragmented journey, brands can’t afford to rely on one-hit-wonder creatives or siloed campaigns.
That’s where holistic video comes in.
What is Holistic Video?
It’s not just about producing a viral ad or a slick product demo. Holistic video is a strategic approach, created to influence, engage, and convert at every stage of the funnel. From sparking curiosity at the top to removing friction at the point of conversion, and even nurturing loyalty post-purchase, the right video content can do it all.
Brands that win today don’t just “do video.”
They build intelligent, layered video strategies that connect the dots across the entire customer journey.
Let’s explore how forward-thinking brands are using holistic video to unlock full-funnel performance and how you can too.
What Is Full-Funnel Performance? Why Should You Care?
Most brands obsess over the top or the bottom of the funnel. They either chase reach or go all in on conversions. But real marketing maturity kicks in when you optimise every stage of the customer journey, not just one piece of it.
Full funnel performance marketing is the outcome of that mindset. It’s when your marketing ecosystem works as a cohesive engine, guiding the audience from first exposure to final purchase and beyond.
Let’s break it down:
- Top of Funnel (Awareness)
This is where attention lives. Your job here is to spark interest, be memorable, and show up where your audience is already watching, without screaming “buy now.”
- Middle of Funnel (Consideration)
You’ve got their attention. Now, earn their trust. Think education, storytelling, and relevance. This is where you turn passive viewers into engaged prospects.
- Bottom of Funnel (Conversion)
It’s decision time. Remove friction. Address objections. Deliver clear, actionable content that gives your audience the confidence to take the next step.
- Post-Purchase (Loyalty & Advocacy)
The funnel doesn’t end at the sale. Retain customers with content that adds value, builds a connection, and inspires them to advocate for your brand.
Full-funnel performance means balance, efficiency, and long-term growth. It’s the difference between short-term spikes and sustainable success.
Holistic video is the connective tissue that can bring it all together.
Why Is Video Your Funnel’s Powerhouse?
In a world where attention is earned frame by frame, video is the most versatile and powerful tool in your arsenal. It captures emotion, simplifies complexity, and meets your audience wherever they are, scrolling through reels, skipping ads on YouTube, or discovering new products on OTT.
But here’s the real edge:
Video doesn’t just live at the top of the funnel. When used intentionally, it can drive outcomes at every stage.
- Top of Funnel (Awareness)
Video grabs attention like nothing else. A 6-second vertical teaser can do more for brand recall than a banner ad ever could. It’s fast, visual, and built for thumb-stopping.
- Mid-Funnel (Consideration)
Video builds trust. Whether it’s a product explainer, a customer testimonial, or a how-it-works demo, this is where video adds depth. It bridges the gap between curiosity and confidence.
- Bottom Funnel (Conversion)
People buy when they’re certain. Use conversion-focused videos – short, direct, benefit-driven content that reinforces why your product or service is the right choice, right now.
- Post-Purchase (Loyalty & Advocacy)
Retain. Upsell. Delight. Surprise your customers with thank-you videos, product tips, or content that celebrates their loyalty. Video keeps your brand human and present, long after the sale.
So why is video the powerhouse?
Because it flexes. It scales. It adapts to platforms, formats, and behaviors. And most importantly, it speaks the native language of your audience, which is all about emotion, motion, and story.
Holistic video strategy isn’t about having a few good assets. It’s about engineering impact, frame by frame, across the entire customer journey.
Creative Meets Data: What Makes Holistic Video Work?
A great video doesn’t just look good, it performs. And performance happens when creativity is fused with data.
That’s the core of a holistic video strategy: Each piece of content is informed by audience intelligence, optimised for where it lives, and shaped by what the data tells you next.
1. Audience Insights Drive Creative Direction
You don’t shoot in the dark. Holistic video starts with understanding who you’re speaking to and what they care about at that stage of the journey. Whether it’s first-time viewers or ready-to-buy users, every video asset should be mapped to a specific mindset and intent.
Personalisation isn’t a nice-to-have anymore; it’s the cost of entry.
2. Platform-Specific Thinking Isn’t Optional
Each channel has its language. What hooks on TikTok won’t land the same on YouTube. Reels, Shorts, Stories, and Pre-Roll, each format comes with its rhythm, viewer expectations, and creative rules.
Holistic video respects these boundaries and leverages them to your advantage.
3. Data Isn’t Just for Reports, It Fuels the Next Cut
Real performance comes from iteration. Holistic video strategies are designed to learn. Performance metrics—like view-through rates, drop-off points, conversion lifts, and audience behavior—feed back into creative decisions.
The best video teams treat post-launch like version one, not the finish line.
Bottom line?
Holistic video works when every asset is part of a larger, data-backed ecosystem. It’s not about guessing what might work. It’s about building what will and having the proof to back it up.
This is where the art of storytelling meets the science of strategy. And this is where real brand performance marketing starts.
The Role of Personalisation in Full-Funnel Video
One-size-fits-all is officially obsolete. In a digital landscape where attention is currency, personalisation isn’t a luxury, it’s a conversion lever.
Especially in video.
Holistic video strategies become exponentially more powerful when they adapt to the viewer – their behavior, context, location, interests, and stage in the funnel. Personalisation transforms passive watching into active relevance.
Why Does It Matter?
- Relevance drives retention. Personalised videos hold attention longer and reduce drop-offs.
- Timely messaging moves people. When content reflects where a user is in their journey, they’re more likely to act.
- Precision beats volume. A highly targeted video can outperform a generic one with ten times the reach.
What Personalisation Looks Like in Practice?
- Top of Funnel
Dynamic creative that adapts visuals or copy based on user interest segments or geographic location.
- Mid-Funnel
Product recommendation videos tailored to browsing history or intent signals.
- Bottom-Funnel
Retargeted videos that speak directly to cart abandoners or showcase social proof tied to their demographic.
- Post-Purchase
Onboarding or thank-you videos that address customers by name, usage habits, or purchase category.
Tools That Power This:
- Dynamic Video Platforms (like Vidyard, Idomoo, or SundaySky)
- First-party data and CRM integration to build smart targeting rules
- AI-driven creative optimisation for scaling variations without draining creative resources
Personalisation in video isn’t just about inserting a first name. It’s about meeting the user with the right message at the right time, in a way that feels human, not robotic.
This is where full-funnel meets full-impact.
Brands That Are Doing It Right
Some brands don’t just use video, they orchestrate it across the funnel with precision. Here are world-class examples of how holistic video strategies translate into serious performance:
- Nike
Nike doesn’t just sell shoes, they sell a mindset. Their iconic top-of-funnel brand films (“You Can’t Stop Us”) generate massive emotional pull and global buzz.
Mid-funnel, Nike uses athlete-led content, app tutorials, and personalised product highlights to drive consideration.
At the bottom? Hyper-targeted product videos, dynamic retargeting ads, and in-app video prompts convert intent into sales.
- Apple
Apple masters video across all stages, from cinematic keynote launches (awareness) to slick how-to content on YouTube (consideration), to snappy, device-specific conversion ads that run on social and paid search. Post-purchase, their video guides improve loyalty and reduce customer service friction.
It’s a full-circle video experience in performance branding, one that reflects brand ethos and product depth.
- Airbnb
To overcome trust barriers, Airbnb fills the funnel with video. Top-funnel brand spots inspire travel dreams. Mid-funnel content includes authentic, user-generated host videos and neighborhood walk-throughs.
Bottom-funnel videos focus on simplifying the booking process and highlighting traveler safety. Airbnb’s ability to leverage real voices and real stories drives conversion and retention.
- Dove
Dove’s Real Beauty campaigns aren’t just viral hits, they’re full-funnel masterclasses. Their Films create awareness around self-image and body positivity.
Mid-funnel, the brand deepens engagement with testimonial-style interviews and expert-led content.
At the conversion level, Dove ties it all back to product value and social proof, with videos that link real stories to real results.
These brands prove one thing: When you treat video as a living, evolving system, not a one-off asset, you drive measurable impact across every layer of the funnel.
Where Do You Start? With Us.
At Lyxel&Flamingo, we don’t just make videos, we create intelligent content ecosystems that are wired for performance. From brand films to dynamic retargeting creatives, we tailor strategies that span awareness to advocacy.
In search of a full funnel marketing agency? Get in touch with us. Let’s make your funnel work smarter and your content work harder.
FAQs
Q. What’s the difference between a holistic video strategy and a video ad campaign?
A. A campaign is a sprint. Holistic strategy is the marathon that’s designed to build a consistent narrative across touchpoints and time.
Q. Is video effective for B2B marketing too?
A. Yes, especially in complex buyer journeys. Product demos, client testimonials, and thought leadership can drive real traction.
Q. How can I measure full-funnel video performance?
A. Track KPIs at each stage: reach/recall at the top, engagement and CTRs in the middle, conversion rates and ROAS at the bottom. Use attribution modeling to connect the dots.
Q. Does holistic mean expensive?
A. Not necessarily. With modular content creation, smart media buying, and repurposing, holistic video can be both scalable and cost-efficient.
