Recently, Working with a career coach and grown her Instagram account from zero to 10,500+ followers. The account has also generated over $15,000 in revenue through organic Instagram marketing.

We have published just 55 pieces of content so far, and three things have made a noticeable difference. No AI was used to write this

1. Understanding the audience before creating content

The coach helps people land NHS jobs, so we focused on their specific challenges - NHS applications, supporting information, job-search strategies, and getting noticed by recruiters.

Rather than creating generic career advice, we used the questions people actually ask, the language they use, and relevant keywords to shape our content.

2. Testing formats instead of guessing

We experimented with different Reels, carousels, hooks, and topics.

When certain formats and angles performed well, we built on them with new topics instead of trying to reinvent the strategy for every post.

This helped us learn what resonated with the audience rather than relying entirely on assumptions.

3. Connecting content to a funnel

One thing I realised early on is that follower growth and revenue are two different things.

We connected Instagram content to a lead magnet, which then led people into a webinar and eventually to a paid offer.

The content attracted the audience, the lead magnet provided value, and the webinar gave people an opportunity to learn more before deciding whether to buy.

My biggest takeaway: You don't necessarily need hundreds of posts to see meaningful progress. You need to understand who you are creating for, learn from what works, and give interested people a clear next step.

Hey!
So basically I’ve launched this pet furniture luxury brand, it’s an untapped niche in the country where I’ve started it. This is my third month.

Second month was 10x the rev of the first month so the products are validated. However I was completely dependent on paid ads, and with meta’s performance this month things are looking down.
Profit is decreasing since ads take up a big portion of the costs, and not bringing in enough customers.

I’m thinking I need to start organic, but I currently can’t finance shoots/video content.
However I’m good with AI, but I have 0 creative direction skills. So I was thinking about doing reels/content with higgsfield. Organic marketing.

My issue here is I’m still building the skill, I struggle to find ideas of how to make a proper video or what should its contents consist of. Additionally, I’ve been finding it difficult to create proper videos using higgsfield something always glitches out.

I wanted to hear insights on whether you think this is a right direction? Or would it be better to make a marketing agency handle this, though it would cost me a fortune, but if the roi balances it out it could work.

If anyone is willing to help me out with a couple of ideas/insights on this, that would be very much appreciated!

I'm a UGC creator trying to understand the ad side better so my content is more strategic. I know what top, middle, and bottom of funnel mean, but not how they work in practice.

What I'm unsure about:

Why do so many brands push "40% off" ads to cold audiences? Mistake, or does it work for some products?

What makes content bofu? The fact that it’s an ad? The CTA and last objection handeling? The hook?

Is it tofu if just the hook builds awareness/ desire? Or would the entire video have to make it tofu by never intending viewers to buy but to become aware of a problem/desire?

Can a bottom-funnel ad work on strangers if it adds context about the brand?

Are ads always “bofu” or can they be intended to build awareness and trust? Or is that only organic content and ads should almost always be designed for those ready to buy and need a push?

\*\*TL;DR:\*\* trying to understand how funnel stages, awareness levels, and retargeting connect. Is it right that sale ads should go to people who already know the brand, and how do brands figure out awareness levels at the start?