Top of Funnel (TOFU)
TOFU (Top of Funnel) is the upper stage of the marketing funnel, where the main goal is to attract the attention of a broad audience and introduce them to the brand.
Simply put:
The stage where users are just learning about you.
Main goal of TOFU
- Increase reach
- Attract new users
- Build brand awareness
- Spark audience interest
Who is at this stage
Users:
- Don’t know about your product yet
- Aren’t searching for a specific solution
- Are just beginning to recognize a problem or interest
What tools are used
- Content marketing (articles, guides, videos)
- SEO and organic traffic
- Social media
- Display advertising
- PR and influencers
- Educational content
Examples of content
- “How to choose…”
- “10 ways to solve a problem…”
- Educational videos
- Checklists and guides
Content doesn’t sell directly but attracts and educates.
TOFU metrics
- Reach
- Impressions
- Website traffic
- CTR
- Engagement (likes, views)
How funnel stages are connected
- TOFU — Attraction (awareness)
- MOFU (Middle of Funnel) — Interest and consideration
- BOFU (Bottom of Funnel) — Conversion and purchase
Key takeaway
TOFU (Top of Funnel) is the stage of attracting an audience and making the first contact with a brand. The key here is not to sell directly, but to interest and engage the user.
