Top of funnel (TOFU)
Top of funnel content aims to attract new audiences by raising awareness and sparking interest without requiring immediate action.
What does “Top of Funnel” mean?
Top of funnel (TOFU) is a marketing term that refers to the first stage in the sales or marketing funnel. At this point, your goal is to attract and educate potential customers who may not yet know your brand or product.
Content at this stage is usually broad, informative, and designed to generate interest—think social media posts, blogs, videos, and infographics that offer value and introduce people to your niche or expertise.
Example
“We created a series of TikTok videos to build top of funnel awareness for our new skincare brand.”
What are ways to use “Top of Funnel” on social media?
Use social media to publish attention-grabbing, informative content that solves a problem or answers a question. The focus is on reach and awareness, not immediate conversions.
TOFU content should be entertaining, educational, or inspirational—helpful enough to earn a follow or prompt further interest.
Consider using short-form videos, reels, listicles, carousel posts, and collaborations with influencers to maximize visibility.
Pro Tip
While TOFU content doesn’t push for a sale, make sure it’s aligned with your brand voice and positions you as a credible resource in your industry.
Related Terms
Marketing Funnel, Lead Generation, Brand Awareness, Engagement, Middle of Funnel (MOFU)
