What Is the Consideration Stage? Mid-Funnel Marketing
The consideration stage is the middle phase of the marketing funnel where potential customers are aware of their problem and actively evaluating solutions — including your product. They're comparing options, reading reviews, watching demos, and weighing pros and cons. Marketing at this stage focuses on education, differentiation, and building enough confidence for the prospect to move toward a purchase decision.
Why Consideration Stage Matters
It's where most sales are won or lost
Awareness gets people into the funnel. Conversion campaigns close the sale. But the consideration stage is where the actual decision-making happens. A prospect who's thoroughly convinced during consideration converts easily. One who's still uncertain needs heavy discounting or aggressive retargeting to close — both of which hurt margins.
Content depth matters here
Top-of-funnel content can be short and attention-grabbing. Consideration content needs substance: detailed product comparisons, in-depth testimonials, how-it-works explanations, and FAQ-style content that addresses specific concerns. This is where long-form video, detailed UGC reviews, and educational content earn their keep.
It's the most neglected funnel stage
Most brands invest heavily in awareness (top of funnel) and conversion (bottom of funnel) but underinvest in consideration. This creates a 'leaky middle' where prospects who are interested but not yet convinced fall out of the funnel. Brands that build strong consideration content see higher conversion rates and lower CPAs because prospects arrive at the purchase decision already sold.
How Consideration Stage Works
Consideration Content Types
Effective consideration content includes: product comparison videos (your product vs. alternatives), detailed testimonials (not just 'I love it' but 'here's specifically how it helped me'), how-it-works explainers (demystify the product), FAQ videos (address the top 5 objections), and social proof compilations (multiple voices confirming the product's value). The goal is to answer every question the prospect has before they reach the purchase page.
Targeting Consideration Audiences
Consideration audiences are warmer than awareness audiences but cooler than conversion audiences. Target them through: video viewer retargeting (people who watched 50%+ of your awareness content), website visitors who didn't purchase, email subscribers who haven't converted, and engagement audiences (people who liked, commented, or saved your content). These signals indicate interest without purchase intent — the sweet spot for consideration content.
Example
A premium mattress brand maps their funnel and discovers a gap: plenty of awareness traffic (100,000 monthly site visitors) but low conversion (1.2%). They create consideration content: a 3-minute 'how our mattress is made' video, a compilation of 5 customer testimonials addressing different concerns (back pain, hot sleeping, partner movement), and a comparison video against two popular competitors. They retarget site visitors with this content. Conversion rate increases to 2.8% within 6 weeks — the consideration content answered the questions that were preventing purchase.
How ReUGC Helps With Consideration Stage
ReUGC helps you fill the consideration gap with educational, trust-building video content:
Testimonial and explainer videos — Generate detailed product testimonials and how-it-works videos that address specific prospect concerns. AI presenters deliver educational content naturally and credibly.
Objection-handling content — Create videos that directly address your top 5 purchase objections. 'Is it worth the price?' 'Does it actually work?' 'What if I don't like it?' Answer each one with a dedicated video.
Mid-funnel retargeting creative — Generate consideration-stage videos specifically for retargeting audiences who've shown interest but haven't purchased. Different content for different funnel stages. Plans from $49/mo.
Related Terms
The consideration stage sits between brand awareness (top of funnel) and conversion campaigns (bottom of funnel). It leverages retargeting to reach interested prospects, uses social proof to build confidence, and often employs long-form video for the depth of information prospects need. Strong consideration content improves landing page conversion rates.