Why brands need to move beyond the funnel to optimize attention, relevance, and trust
Jul 25, 2025
BCG’s latest research shows that video, particularly on YouTube, drives influence at every stage of the purchase journey — from sparking interest to prompting purchases — far beyond traditional funnel-based models. The study calls for marketers to focus on attention, relevance, and trust rather than just broad reach.
Key takeaways
- Video drives decisions across the journey: 43% of shoppers said video got them interested in buying a product, 45% said it helped them choose a brand, and 34% said it prompted a purchase.
- YouTube outperforms other platforms: Respondents said YouTube is 1.7X more likely to influence brand consideration and 1.6X more likely to drive purchase decisions than social platforms.
- Underutilized potential: Despite its influence, YouTube receives a disproportionately low share of ad spend compared to its impact on consumer decisions.
- New influence factors: BCG identifies attention, relevance, and trust as the key drivers of meaningful consumer influence, with YouTube excelling in all three.
- Creators build trust: Ipsos data shows online users are 98% more likely to trust YouTube creators’ recommendations than those on other platforms.
- Call for a mindset shift: Marketers need to move from “reach first” strategies to building cultural connections that foster deep engagement and lasting impressions.
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