Why Video Outperforms Every Other Top of Funnel Format
by Naeem
6 Min Read
Published On : 1st February, 2026
- Introduction
- Subtopic-1
- Subtopic-2
- Subtopic-3
- Subtopic-3
- Conclusion
You know the feeling. You’re scrolling through a crowded feed, your thumb moving on autopilot. Your eyes glaze over a dense block of text, you swipe past a static image, but then... you stop.
A video is playing.
That involuntary pause isn't an accident. It’s a biological and psychological response, a powerful reflex hardwired into your brain.
Welcome to the science of attention.
Today, everyone is fighting for a sliver of your audience's time. This battle is most intense at the "Top-of-Funnel" (TOFU), the crucial first-contact stage where you try to make a stranger aware that you even exist.
This post isn't just about saying video is better. We're diving deep into the why. We'll explore the cognitive science that explains why video outperforms every other TOFU format for grabbing and, more importantly, holding human interest.
Get ready to learn why your brain is hardwired to love video and how you can use that knowledge to finally get your message heard.
Key Takeaways
- Your brain processes visual information 60,000 times faster than text, making video the most efficient format for capturing attention in crowded digital spaces.
- Viewers retain 95% of a message when watching video compared to just 10% when reading text, thanks to dual coding theory and the Picture Superiority Effect.
- Video content generates 1200% more shares than text and images combined, with landing pages featuring video converting 80% higher than those without. •
- Social media algorithms actively favor video content,native video posts reach 135% more people organically on Facebook and get 5x more engagement on LinkedIn.
- Video reduces cognitive load by allowing "lean-back" passive consumption, making it perfect for cold TOFU audiences who won't work hard for unknown brands yet.
- Mirror neurons fire when watching faces on video, creating instant empathetic connections and trust that text-based content simply cannot trigger.
- Movement in video activates your amygdala,the brain's primitive threat-detection system,stopping thumbs mid-scroll through biological imperative, not marketing tactics.
- Multi-sensory engagement (audio + visual) creates redundant memory pathways, improving retention by 75% compared to single-sensory formats like reading.
- Video content is 53 times more likely to rank on Google's first page than text, with video results appearing for 62% of all searches.
- You don't need expensive equipment; smartphone video with a $20 microphone and natural lighting outperforms overproduced content because audiences value authenticity over polish.
- Short-form video (15-60 seconds) dominates TOFU performance, with completion rates 2.5x higher than long-form for cold audiences who don't know your brand.
- Strategic video creates compounding value, one core video repurposes into 6+ platform-specific assets while evergreen content continues driving TOFU traffic for years.
- Start with one video this week, answering a common prospect question, film it on your phone under 90 seconds, and post natively on one platform where your audience already scrolls.
First, What is "TOFU Content" Anyway?
Let's clear this up right away. "TOFU" isn't just a soy-based protein; in marketing, it's a critical concept.
Imagine your audience is on a journey. They start as strangers and (you hope) end up as happy customers. This journey is often pictured as a funnel.
TOFU stands for Top-of-Funnel.
This is the very top, widest part of that funnel. It's the "awareness" stage. The people here don't even know you, your brand, or your product. They might not even be aware they have the specific problem you solve.
The goal of TOFU content is not to make a sale. It's to be helpful, to educate, to entertain, and to answer broad questions. It’s your first handshake.
Common TOFU formats include:
- Blog posts (like the one you're reading!)
- Social media updates
- Infographics
- Helpful checklists or downloadable guides
- And, of course, video
The big problem? This "awareness" stage is incredibly noisy. You're competing with everything for a split second of attention. So, how do you stand out?
The Human Brain on Video: Understanding the Science of Attention
This is the core of it all. The reason video outperforms at the top of the funnel isn't a marketing trend. It's human biology. Your brain is a 2-million-year-old piece of hardware running on ancient code. And that code has some very specific preferences.
Our Brains are Wired for Visuals
This is the big one. Your brain is, first and foremost, a visual processor.
- It's Fast: Your brain processes visual information about 60,000 times faster than plain text. Before you've even finished reading the first word of a sentence, your brain has already analyzed and understood the entire visual scene of a video.
- It's Primal: For our ancestors, motion was a critical survival signal. Was it a threat (a predator) or an opportunity (food)? That's why movement in your peripheral vision, like a video autplaying in a feed, is impossible to ignore. It triggers an involuntary "orienting response."
Video is "Cognitively Easy"
Your brain is incredibly powerful, but it's also incredibly lazy. It's always looking to conserve energy.
Reading text is hard work. You have to translate abstract black-and-white symbols (letters) into words, string those words into sentences, and then build the meaning of those sentences in your head. It's a high-effort, "active" process.
Watching a video is the opposite. It's "cognitively easy." The meaning is delivered directly to you. You just sit back and absorb. Your brain loves this efficiency. It's why "binge-watching" a series is so much easier than "binge-reading" a textbook.
The Power of a Human Face
Humans are a social species. We are biologically hardwired to look for, connect with, and analyze other human faces. From the moment we're born, we seek out faces. We have a specific part of the brain (the fusiform gyrus) dedicated to facial recognition.
When your TOFU video features a person talking, it's not just a "talking head." It's a direct line to trust. We subconsciously analyze a speaker's facial expressions, tone of voice, and body language to determine their credibility and warmth. This builds an emotional connection and a sense of empathy that text simply cannot replicate.
The Multi-Sensory Advantage
Video doesn't just use one channel to deliver its message. It uses two: sight and sound.
This multi-sensory experience is a powerhouse for memory. It's why you can remember a movie scene from 10 years ago but forget what you read in an email this morning.
In fact, viewers retain 95% of a message when they watch it in a video, compared to only 10% when reading it in text. When you combine visuals, spoken words, music, and on-screen text, you create a rich, redundant message that embeds itself in your audience's memory.
Why Video Outperforms Other TOFU Formats: A Head-to-Head Look
When you apply this science of attention, it becomes clear why video has such a massive edge at the top of the funnel. Let's compare it directly to other popular TOFU formats.
Video also has a powerful side-effect: it keeps people on your website longer. This "dwell time" is a key signal to search engines like Google, telling them that your page is valuable and high-quality, which can help your rankings.
What Makes Video the Ultimate TOFU Format for Marketers?
So, we've established the science. How does this translate into a real-world marketing strategy?
Video is the ultimate TOFU format because it perfectly aligns a marketer's goals with a user's biological preferences.
- It Grabs Attention Instantly: You have less than 8 seconds to stop a scroller. The motion and visual-first nature of video are the single best tools for that job.
- It Builds Trust and Authenticity: Trust is your most valuable asset. Showing the real, unpolished, human faces behind your brand builds that trust faster than any stock photo or block of text. It's the next-best thing to an in-person meeting.
- It’s Highly Versatile and Sharable: This is a huge one. One 5-minute educational video can be:
1. The full-length "pillar" video on YouTube.
2. A 1-minute "teaser" on LinkedIn or Facebook.
3. Three 15-second vertical clips for TikTok, Instagram Reels, and YouTube Shorts.
4. The audio ripped for a podcast clip.- Social Media Algorithms LOVE Video: Every major platform, from Meta (Facebook/Instagram) to LinkedIn to TikTok, prioritizes video. Why? Because it keeps users on their platform longer, which means they can show more ads. When you use video, you are aligning your goals with the platform's goals. That's a win-win.
How to Use TOFU-Friendly Video (Practical Tips)
You don't need a Hollywood budget or a fancy studio. Your phone is literally all you need to start. The most important rule for TOFU video is: Focus on helping, not selling. Your video should be a gift, not a sales pitch. The goal is to make the viewer say, "Wow, that was really helpful. I wonder who made that?"
Types of TOFU Videos That Work
- Educational "How-To" Videos: (e.g., "How to Unclog a Sink in 3 Steps," "A 5-Minute Guide to Tying a Tie")
- Explainer Videos: (e.g., "What is a 401k? A Simple Guide," "What's the Difference Between a Roth IRA and a Traditional IRA?")
- Answering Common Questions: Just listen to your customers. What's the #1 question they ask? Make a video answering it.
- Brand Story Videos: (e.g., "Why We Started Our Company," "Meet the Team: A Day in the Life")
Quick Tips for TOFU Video Success
- Add Captions. This is non-negotiable. Up to 85% of videos on Facebook are watched with the sound OFF. Use built-in caption tools or a service like Rev.
- Optimize for Mobile. This means shooting in vertical (9:16) or square (1:1) aspect ratio for social feeds.
- Front-Load the Value. Don't waste 10 seconds on a fancy animated logo. State the video's promise in the very first sentence. (e.g., "You're going to learn how to change a tire in 60 seconds. Let's go.")
Conclusion
The fight for new customers is, and always will be, a fight for attention. You can try to fight against human nature with dense text and static pages. Or, you can work with it. The science of attention is clear: our brains are deeply, fundamentally wired to prefer video. Video outperforms other TOFU formats not because of a fleeting trend, but because it is easier to consume, more emotionally engaging, and far more memorable than any other medium. It taps directly into our primal instincts.
And if you want to go beyond quick phone videos, if you want a repeatable, strategic system that turns video into a real growth engine, that’s exactly what we build at Contagia. We help brands create video content that doesn’t just look good, but actually drives demand at the top of the funnel. If you ever need guidance, strategy, or someone to take the execution off your plate, you know where to find us.
So, here's your call to action. Don't overthink it. Don't go buy a $2,000 camera. Just pick up your phone. Think of one simple question your customers always ask. Hit record, and answer it. You've just made your first, and most effective, piece of TOFU content.