- Speak Social Media | #1 Newsletter for Lead-Gen Scripts & Viral Short-Form Strategies
- Posts
- From Reel to Revenue - Building a TOFU Engine on Instagram
From Reel to Revenue - Building a TOFU Engine on Instagram
A fresh breakdown of how to actually use Instagram as a high-converting top-of-funnel tool in 2025.
Mahi Kishore
June 02, 2025 • Estimated Reading Time: 4 minutes
But What Does “Top of the Funnel” Actually Mean?
Look, if your business is a system that turns strangers into buyers,
then your content is the entry point into that system.
The top of the funnel or TOFU is where awareness and attraction happen.
But here, we are not talking about ‘educating’ or ‘converting’.
As a business owner, you want to focus on stopping the scroll of the right person and making them curious enough to check your products or services out.
And those “right people” shouldn’t feel sold to.
They should feel like they just discovered something(aka YOUR Biz) they didn’t know they needed.
Why Instagram Is the Best TOFU Machine in 2025, Though?
Because no other platform lets you do all of this simultaneously:
Grab attention (Reels)
Nurture via DMs and Stories
🧠 Educate through Carousels
💡 Humanize via Lives & Highlights
📌 Retarget through profile design
Instagram isn’t just a TOFU tool. It’s TOFU + MOFU + BOFU layered in one app.
But, if you mess up TOFU, the rest doesn’t even matter.
That’s where content strategy comes in.
The A-B-D Formula In Brief
If you want to understand how this formula can bring in leads for your business, WATCH THIS!
Your Reels should create a flow across the funnel’s top layer:
A = Awareness → What’s at stake?
B = Belief Break → What they think is helping is hurting.
D = Decision → Proof meets action path.
But here’s where this newsletter levels up.
Let’s go deeper than this surface strategy.
Insight #1: The “Curiosity-to-Clarity” Continuum
Most service providers try to educate right off the bat.
Wrong move.
Education doesn’t work if there’s no curiosity.
At TOFU, your job is NOT to teach.
It’s to reveal a gap in what they think they know.
Think: Not “here’s how to fix X”
But: “What if fixing X is why you’re still stuck?”
You want to destabilize their certainty enough to seek your certainty.
This is where pattern interrupts, counter-intuitive hooks, and client-led storytelling shine.