TOFU (top of the funnel)
TOFU, or top of the funnel, is the upper stage of the marketing funnel, when people begin to recognise a problem or need but are not yet comparing specific solutions
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It is the widest part of the funnel because it includes many people who are not ready to buy. Content suited to this stage is educational and exploratory: articles, guides, explainer videos or infographics that help people understand a topic without pushing a product.
It is followed by MOFU, where people evaluate options, and BOFU, where they decide. The funnel is a simplification: in practice people skip stages or go back, so it works best as a planning aid for content rather than a fixed path.
Also known as
Top of funnel, Awareness stage
Topics