Posting on TikTok can feel like throwing darts in the dark: one clip pops off, five do nothing, and you still don’t know what to post next. A content funnel fixes that. Instead of chasing views, you plan videos that move people from “Who are you?” to “I trust you” to “I’m ready to buy”, with a clear next step at each stage and simple tracking so you can repeat what works.

1) Set up the funnel foundation before you film

Start with one digital product offer and one “micro-promise” for your viewer. In 2026, TikTok supports short and longer formats, but the funnel logic stays the same: hooks earn attention, proof builds confidence, and a specific call-to-action turns interest into a click. Longer videos are useful for tutorials and deeper explanations when your audience is ready for them, while short clips still work best for fast discovery.

Decide how you will take payment and deliver the product. If you’re eligible for TikTok’s paid Series, you can sell premium collections directly inside TikTok. That’s practical for mini-courses, guided challenges, or a paid library of lessons without sending users away too early.

Set up one tracking system you’ll actually use: a unique link for TikTok traffic (UTM parameters), a dedicated landing page, and a single spreadsheet or notes doc where you log each video’s hook, topic, and CTA. The goal is to learn which “angle” creates saves, comments, profile visits, and, finally, purchases—without changing five variables at once.

Top-of-funnel (Awareness): 10 video ideas to earn attention and profile clicks

These clips are not “sales videos”. They exist to attract the right people and make them think, “This creator understands my problem.” Ideas 1–4: (1) “Three signs you’re doing X the hard way” (quick list + one example). (2) “Stop doing this one thing if you want Y” (show a common mistake). (3) “I timed myself doing X in 5 minutes—here’s the exact checklist” (screen capture + overlay). (4) “The jargon-free explanation of X” (teach one concept with a real-world analogy).

Ideas 5–7 should create curiosity and saves. (5) “Before/after: same task, different method” (split-screen). (6) “What I wish I’d known before I tried X” (personal lesson + one practical tip). (7) “A 30-second audit: rate your X from 1–5” (simple scoring framework that encourages comments).

Ideas 8–10 are built for shareability and search. (8) “Beginner’s glossary: 5 terms you’ll hear this week” (quick definitions). (9) “If you only fix one thing, fix this” (for a narrow scenario). (10) “Myth vs reality: X” (two myths + the correct approach). CTA at this stage is light: “Follow for part 2”, “Save this”, or “Check the pinned post for the next step.”

2) Build trust and qualify the buyer (middle of the funnel)

Once people recognise you, they want evidence: results, examples, process, and boundaries. This is also where you make your product category clear—templates, a course, a workbook, a toolkit—without pushing too hard. Your job is to remove uncertainty: “Will this work for me?”, “How long will it take?”, “Is it complicated?”, “What happens after I pay?”

Use proof ethically. Show anonymised screenshots, time stamps, step-by-step workflows, and honest constraints (who it’s not for). This is how you stay credible and keep refund rates low. If you can’t share client details, share your own numbers (time saved, conversion rate change, turnaround time) with context and what you did to get there.

Introduce one “lead step” for people who are interested but not ready to buy: a free checklist, a short email sequence, or a sample module. This gives you a way to continue the conversation off the app, and it keeps the purchase decision calmer and more informed.

Middle-of-funnel (Consideration): 10 video ideas that prove value and reduce doubt

Ideas 11–13 focus on process clarity. (11) “Watch me do X from start to finish (fast version)” (timelapse + captions). (12) “The exact structure I use every time” (framework with 3–5 steps). (13) “Common questions I get about X—answered” (rapid-fire Q&A).

Ideas 14–17 focus on proof and specificity. (14) “Case study in 45 seconds: problem → approach → outcome” (no fluff). (15) “Here’s a real example of a ‘good’ version vs a ‘bad’ version” (compare two drafts). (16) “I fixed this in 10 minutes—here’s what changed” (show edits). (17) “Behind the scenes: the tools I actually use for X” (only tools you can explain and justify).

Ideas 18–20 qualify the buyer and position the offer. (18) “If you’re in situation A, do this; if you’re in situation B, do that” (decision tree). (19) “What to expect in week 1 / week 2 / week 3 when you apply this method” (timeline). (20) “Free sample walkthrough” (show one page, one template section, or one lesson excerpt). CTA here can be: “Comment ‘CHECKLIST’ and I’ll tell you where to get it”, “Get the sample via the link in my bio”, or “See the pinned video for the next step.”

3) Convert, deliver, and create repeat buyers (bottom of the funnel)

Conversion content is not about pressure; it’s about decision support. People at this stage want pricing context, what’s included, how quickly they can start, and what happens if they get stuck. Your job is to make the next action obvious and low-friction: one page, one button, one clear outcome.

If TikTok Shop is available in your market, it can shorten the path to purchase for digital products and related offers. If it’s not available to you, keep the same logic with an external checkout: a clean landing page, mobile-first payment, and instant delivery.

After purchase, your funnel isn’t finished. Post-purchase videos reduce buyer’s remorse, help customers get quick wins, and generate testimonials you can reuse (with permission). That’s how a single product turns into a repeatable system instead of a one-off spike.

Bottom-of-funnel (Conversion + retention): 10 video ideas that drive purchases and reduce refunds

Ideas 21–23 make the offer tangible. (21) “What you get when you buy (screen recording of the files/modules)” (show structure, not hype). (22) “A quick start guide: do these 3 steps first” (sets expectations). (23) “The most common reason people fail with X—and how my product prevents it” (clear problem/solution match).

Ideas 24–27 remove friction and answer purchase objections. (24) “Price breakdown in plain English: who it’s for, who should skip it” (boundaries build trust). (25) “FAQ video: access, updates, support, and time required” (be precise). (26) “Realistic results: what changes in 7 days vs 30 days” (avoid overpromises). (27) “If you’re stuck between option A and B, here’s how to choose” (decision support).

Ideas 28–30 focus on retention and referrals. (28) “Customer win of the week” (with consent; share the method behind it). (29) “Fixing a buyer’s mistake live (or as a stitched reply)” (teaching + support vibe). (30) “Advanced tip that builds on the product” (nudges people to use what they bought). CTA at this stage is direct but calm: “If you want the full system, it’s in the link in my bio / in my Series / in the shop tab”, plus a clear reminder of what happens right after purchase.