The Top of the Funnel is an important moment to generate interest and curiosity in your brand.
Keeping in mind that your customers are potentially seeing your brand for the first time, it is important to use creatives and texts that showcase an aspect of the brand that is eye-catching, piques interest, but doesn’t give it all away.
This can be accomplished by “zooming out”.
For example: Do you sell hiking boots? Then your Top of the Funnel ad creative should be images that inspire me to boot up and get out to have an adventure (instead of directly showing me a picture of a hiking boot...boring).
Make sure your images or videos are all high-quality and make sure you do your best to impact your audience.