Deep Dive: Middle of Funnel Videos for Scientific Decision-Makers

This is the second of our series in video content, by state in the marketing funnel.

Once your audience moves beyond curiosity, they enter the consideration stage where credibility matters and specifics sell. Middle-of-funnel content is about educating, reassuring, and positioning your solution as the best path forward.

This is where the research kicks in.

Scientists and technical buyers don’t want vague benefits. They want data, demonstrations, and real-world relevance. Your videos need to be helpful, not hyped.

Here are four video types that thrive in the middle of the funnel:

Product Overview Videos:

A polished, clear walk-through of what your product does and how it solves a real problem.

Focus on functionality, use cases, and scientific context.

Keep the tone expert-level but accessible.

 

Customer Testimonials:

Peer validation is key. Feature satisfied users from credible institutions.

Show their real results and speak to how the solution integrates into scientific workflows.

Bonus if the user is a scientist or lab manager.

 

Scientific Animations:

Complex mechanism? Show it in motion.

Use 2D/3D animation to demystify workflows, protocols, or molecular processes.

Ideal for publications, landing pages, and conference screens.

 

Demo Walkthroughs:

These are the "show me" moments. Step-by-step demonstrations of how your product actually works.

Can be screen recordings, narrated lab setups, or field demos.

Keep it tight, clear, and high-res.

Pro Tip: Use the scientist’s voice—literally and figuratively. Narrators should be subject matter experts when possible. Your tone should be empathetic and data-savvy.

 

Middle-of-funnel videos aren’t about closing. They’re about building trust through clarity, transparency, and technical depth.

Posted: 05/16/2025