TOFU
What is top of funnel (TOFU)?
Top of funnel (TOFU) is the awareness stage, where people first discover a brand and aren't yet looking to buy.
A real store example
Nero polyester listicle: over 60 Meta ads linked here.
The page argues five reasons to switch from polyester to natural-fabric activewear before it shows a product. Teaching the problem first is a top-of-funnel move: the reader may not know yet that they want what Nero sells.
Put top of funnel to work
Ask Replo: "build a 5 reasons page for cold traffic".
Go deeper
Top of funnel marketingTop of funnel questions
- What counts as top-of-funnel content?
- Content for people who don't know you yet: short videos, advertorials, listicles, guides and social posts that teach or entertain. It earns attention before it asks for anything.
- How do I measure top of funnel?
- Reach, new visitors, engagement and the share of new visitors who come back or sign up. Judging it on same-day sales undervalues it, because the sale usually comes later.
Related terms
Browse the glossaryMiddle of funnel
Middle of funnel (MOFU) is the consideration stage, where people compare options and need reasons to trust you.
Bottom of funnel
Bottom of funnel (BOFU) is the decision stage, where people are ready to buy and the offer and checkout do the work.
Listicle
A listicle is an article built as a numbered list, such as "5 reasons to switch", which DTC brands use as a pre-sell page between an ad and the product.
Advertorial
An advertorial is an ad written to read like an editorial article, used to warm up cold traffic before it reaches a product page.