21 Jan How to Make Top, Middle, + Bottom Funnel Content For Killer Instagram Marketing
When craft brands come to us, the questions are almost always the same: “What should I be doing on Instagram?” followed closely by, “And how do Meta ads fit in?” Optimizing an Instagram marketing funnel is an essential component of craft marketing strategy in 2026. But before we discuss how TOFU MOFU BOFU works on Instagram, let’s step back and define TOFU MOFU BOFU. Cuz, what is that??
The “funnel” describes the journey someone takes from first discovering you, to deciding to buy. We segment the funnel into Top of Funnel (TOFU), Middle of Funnel (MOFU), and Bottom of Funnel (BOFU). Content at each stage has a different job:
- Top: Attract attention
- Middle: Build trust and consideration
- Bottom: Drive conversion (sales!)
What Instagram does best is TOFU and MOFU growth: Driving discovery through Reels and Explore, and credibility through consistent, value-driven content and Stories. Conversions work best when Instagram warms the audience and then hands off to retargeting, email, or on-site experiences, rather than trying to close cold traffic directly. In this way, Instagram is strongest when organic and paid work together.
So! You need to develop both an Instagram content strategy, as well as a Meta ads funnel. Let’s dig in.
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What Is an Instagram Marketing Funnel?
To make these concepts more concrete, let’s walk through an example of an Instagram marketing funnel as demonstrated by a handdyed-yarn company in each of the Instagram funnel stages.
Top of Funnel: Discovery
A knitter sees a Reel of richly colored skeins being dyed, wound, or knit up—maybe it’s satisfying, beautiful, or funny. They don’t know the brand yet, but the content stops their scroll. They follow the account or save the post.
Middle of Funnel: Trust & Desire
Over the next few weeks, that knitter sees Stories about how colorways are developed, what bases feel like on the needles, and how other customers are using the yarn. They learn what makes the yarn special and start to imagine using it themselves.
Bottom of Funnel: Purchase
When the brand announces a shop update, festival appearance, or limited-edition colorway—reinforced with a retargeting ad—the knitter already knows the brand, trusts the quality, and feels excited. Clicking “shop now” feels like the natural next step, not a sales pitch.
In short: Instagram creates the emotional connection and confidence that make buying hand-dyed yarn feel easy and exciting.
Top of Funnel (TOFU) Content on Instagram
TOFU content works when it stops the scroll, sparks curiosity, and feels immediately relevant, even to someone who has never heard of your brand before. On Instagram, TOFU = Reels. You should be posting TOFU content to Reels, where people who don’t know you will find you in their scroll.
View this post on Instagram
The most effective top of funnel Instagram content is broad, visual, and low-pressure. It focuses on inspiration, education, or entertainment rather than selling. For a craft brand, that might look like: eye-catching projects, cozy handmaking processes, relatable humor, or quick tips that resonate with a maker audience.
View this post on Instagram
The goal at this stage isn’t conversion. It’s attention. If someone watches, saves, shares, or follows, the content is doing its job and setting the stage for deeper engagement later in the funnel.
View this post on Instagram
How Paid Meta Ads Support TOFU on Instagram
Should brands who are new to this deploy a paid Instagram ads strategy at the TOFU stage on instagram?
Short answer: Yes, but carefully and intentionally.
For brands new to Meta ads, using paid at the top of the funnel on Instagram works best when the goal is amplified discovery, not immediate sales. Instead of launching complex campaigns or conversion-focused ads, new advertisers should start by promoting strong organic content—especially Reels or carousels that are already earning views, saves, or shares.
This approach keeps costs lower, helps the algorithm learn who responds to the brand, and builds a warm audience that can be retargeted later. In other words, TOFU ads on Instagram are most effective for new brands when they’re used to speed up learning and visibility, not to force conversions before trust is established.
Middle of Funnel (MOFU) Content on Instagram
The most effective MOFU content on Instagram is content that builds trust and confidence. On Instagram, MOFU = posts to the feed + Stories + Reels.
This includes educational posts people want to save, behind-the-scenes content that shows how the product is made, Stories that demonstrate expertise and personality, and light social proof from real customers. The goal isn’t to sell—it’s to help followers feel informed, reassured, and excited enough that buying later feels like an easy decision.
Middle of funnel Instagram examples:
- Educational carousels (save-worthy content)
- Behind-the-scenes & process content
- Stories that show expertise + personality
- Social proof (light, not salesy)
- Longer captions that explain the why
Post this MOFU content to your Instagram feed and echo with Stories.
How Meta Ads Drive Consideration and Retargeting
At the middle of the funnel, Meta ads are most effective when they focus on people who already know your brand.
Instead of targeting broad interests, MOFU ads are shown to warm audiences—people who have watched your videos, saved posts, visited your profile, engaged with Stories, or clicked through to your website. These audiences already recognize the brand, so the goal of the ad isn’t awareness or urgency, but reassurance and clarity.
Specifically, you use Meta ads to put your best MOFU content in front of people who have already shown interest. That might mean:
- Promoting an educational carousel
- Boosting a behind-the-scenes Reel
- Running an ad that highlights how the product is made or used
The promotion is simply paid distribution: taking content that already builds trust and showing it more consistently to warm audiences (recent engagers, video viewers, profile visitors).
Bottom of Funnel (BOFU) Content on Instagram
At the bottom of the funnel, the goal is to convert warm interest into action.
First, you create clear BOFU content on Instagram—typically Story sequences and pinned feed posts—that explain what’s being offered, who it’s for, pricing or timing, and how to take the next step. This content focuses on reassurance, social proof, and FAQs rather than hype.
Then, Meta ads are used to retarget warm audiences only—people who have engaged with Instagram content, visited the website, or viewed previous ads. These ads don’t introduce the brand; they simply reinforce the offer and point people back to the BOFU content or directly to the shop, signup, or booking page.
In practice, this looks like:
- Posting a Story announcing a shop update or limited release
- Pinning a feed post that explains the offer
- Running retargeting ads to people who already know the brand, driving them to that same action
The result is a BOFU system that feels helpful and timely, not pushy—and consistently converts interest into sales.
Is BOFU Content Effective Without Meta Ads?
Yes! Having BOFU content on Instagram without Meta ads is still worth it, because it ensures that when someone is ready to act, the information they need is visible, clear, and easy to find. Pinned posts, Highlights, and Stories that explain how to buy, what’s available, and what to expect are essential—even without paid support.
BOFU on Instagram Isn’t Just About Sales
Bottom-of-funnel activity on Instagram is about driving a committed action, not just a transaction.
For many brands—especially in crafts, events, and education—that action might be:
- Registering for a class or workshop
- Signing up for a show or festival
- Joining a waitlist
- RSVPing or requesting information
View this post on Instagram
When a brand asks followers to DM a keyword, click a link, or enter an automated conversation, they’re moving people from interest to commitment—which is exactly what BOFU is designed to do.
What an Organic-Only Instagram Funnel Looks Like
A company with a strong organic Instagram strategy still has a funnel. Discovery happens through Reels and shareable posts; trust is built through consistent feed content and Stories, and conversion relies on being visible and clear at the moment a follower is ready to act; Instead of actively pushing people through stages, the brand supports a natural decision process over time.
Without ads, Instagram functions more as a visibility and readiness system than a conversion engine. Clear pinned posts, Highlights, and occasional promotional Stories ensure that when interest peaks—during a launch, shop update, or event—followers know exactly what to do. The tradeoff is predictability: results depend on timing and organic reach, but the payoff is a loyal, trust-driven audience that converts when the moment is right.
Choosing the Right Instagram Funnel for Your Business
Some companies choose an organic-only Instagram strategy because it fits their stage, budget, or capacity. Organic works well when the goal is steady visibility, community-building, and long-term trust—especially for founder-led or handmade brands that grow through relationships and word of mouth. A full Instagram marketing funnel, which combines organic content with Meta ads, becomes the better choice when a business wants more consistency, faster learning, or predictable results—such as supporting product launches, events, or revenue targets.
If a brand is creating strong content but struggling to reach new people, convert engaged followers, or scale what’s already working, that’s usually the right moment to bring in help. An agency can clarify the funnel, align content with business goals, and use paid amplification strategically—so Instagram becomes not just a presence, but a reliable growth channel.
If you’d like a second set of eyes on your Instagram strategy—or want help figuring out whether ads make sense—we’re happy to talk. Book a quick call with us here.
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