A funnel is the customer journey from:
stranger → aware → interested → buyer → repeat buyer
In ads, the funnel has 3 levels:
1️⃣ TOF – Top of Funnel (Cold Audience)
2️⃣ MOF – Middle of Funnel (Warm Audience)
3️⃣ BOF – Bottom of Funnel (Hot Audience)
Each level requires different ads and different content.
⭐ D2C Funnel Breakdown (The Exact Structure)
Let’s build the perfect D2C funnel step by step.
⭐ 1. TOF: Top of Funnel (Cold Audience)
Goal: Awareness + Attention
People: Have never seen your brand before
Budget: 60–70% of total ad spend
This stage is all about reaching new people.
✔ Best Ad Types for TOF
- UGC Demo Videos
- UGC POV Videos
- Problem–Solution Videos
- Short Reels / TikTok style
- Product benefits videos
- Unboxing clips
- Viral hook videos
✔ Best Hooks
- “I tried this so you don’t have to…”
- “Here’s the truth nobody tells you…”
- “This solved my problem in 10 seconds.”
- “This product is going viral for a reason.”
✔ What TOF Should Achieve
- Scroll-stop
- High reach
- High watch-time
- Cheap CPC
- Introduction to your product
Do NOT expect sales here.
This stage is for visibility + interest.
⭐ 2. MOF: Middle of Funnel (Warm Audience)
Goal: Trust + Consideration
People:
- visited website
- watched 50% of video
- clicked ad
- followed your page
- saved your reel
- engaged with content
Budget: 20–25%
Here, people already know you — they need trust.
✔ Best Ad Types for MOF
- UGC Testimonials
- Before–After Videos
- “Here’s my honest review” videos
- Comparison videos (You vs Competitors)
- How-to-use guides
- Benefit breakdowns
- Real customer experiences
✔ What MOF Should Achieve
- Build trust
- Remove fear
- Answer doubts
- Increase intent
- Push people closer to buying
This stage increases conversion rate in BOF.
⭐ 3. BOF: Bottom of Funnel (Hot Audience)
Goal: Purchase
People:
- added to cart
- visited checkout
- added payment info
- watched 75–95% of video
- people who searched your brand
Budget: 10–15% (most profitable stage)
These people ALREADY want to buy — they just need a push.
✔ Best Ad Types for BOF
- Strong UGC Testimonials
- Offers
- Discounts
- Free Shipping
- BOGO
- Urgency-based ads
- “Still thinking?” retargeting ads
- Social proof ads
✔ BOF CTA Examples
- “Complete your purchase”
- “Don’t miss out”
- “Selling fast — grab before stock ends”
- “Exclusive discount for you”
BOF gives the highest ROAS — often 3X to 8X.
⭐ Complete D2C Funnel Summary
| Funnel Stage | Audience | Budget | Goal | Best Creatives |
|---|---|---|---|---|
| TOF | New People | 60–70% | Attention | UGC demo, hooks |
| MOF | Warm Visitors | 20–25% | Trust | Testimonials |
| BOF | Hot Buyers | 10–15% | Sales | Offers, urgency |
This is the MOST stable funnel for all D2C brands.
⭐ Bonus Stage: LTV Funnel (Repeat Customers)
After someone buys → your funnel continues.
Use:
- WhatsApp retargeting
- Email retargeting
- Cross-sell ads
- Upsell ads
- Loyalty UGC videos
Target customers with:
✔ Related products
✔ Refill packs
✔ New launches
Repeat customers = lowest CAC and highest ROAS.
⭐ Funnel Example (D2C Skincare Brand)
TOF Video (Cold Audience)
UGC hook: “I fixed my pigmentation in 7 days — here’s how.”
MOF Video (Warm)
Testimonial: “This actually worked for me, not sponsored.”
BOF Video (Hot)
Offer: “20% OFF Today + Free Shipping”
Result:
Huge reach → high trust → strong ROAS.
⭐ Why Funnels Work So Well for D2C
✔ People don’t buy at first click
✔ They need multiple touchpoints
✔ Different messages needed at each stage
✔ Funnels reduce CAC
✔ Funnels increase ROAS
✔ Funnels stabilize ads
✔ Funnels turn cold traffic into buyers
✔ Funnels build long-term brand
This is why big brands (Mamaearth, boAt, WOW, mCaffeine) run funnels, not random ads.
⭐ The Only 3 Things You Need for a Perfect D2C Funnel
✔ Strong UGC Videos
(Top + Middle + Bottom)
✔ Clear website
(High speed + good landing page)
✔ Proper retargeting
(BOF ads done right)
If you have these 3 → your D2C brand can scale fast.
⭐ How Creator Navigator Helps Build High-Converting D2C Funnels
Creator Navigator specializes in UGC funnels for D2C brands.
We create:
✔ TOF hook-based UGC
✔ MOF review/testimonial UGC
✔ BOF conversion videos
✔ Comparison UGC
✔ Story-style ads
✔ Retargeting UGC
✔ Ad-ready vertical videos
✔ 10–20 creative variations per funnel
You get a complete funnel-ready creative package that helps you:
- Beat competitors
- Reduce CPC
- Improve CTR
- Increase ROAS
- Build trust
- Scale faster
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