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Funnel - Instagram Glossary

A funnel is the sequence of steps between someone first encountering you and buying, with predictable drop-off at each step. On Instagram the typical shape is reel to profile to DM to email to offer, though the steps compress for cheaper products.

The useful thing about the model is not the diagram, it is that it forces you to measure steps separately. A business that only tracks followers and revenue has no way to know which of four possible things went wrong when revenue falls.

The most common structural error is a funnel with too many steps for the price. A £27 template does not need a five-email nurture sequence; it needs a working checkout. Length should scale with the size of the decision, and most Instagram funnels are longer than the purchase justifies.

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