Glossary · StrategyTOFU
TOFU (Top of Funnel)
The short answer
TOFU (Top of Funnel) is the awareness stage of the customer journey, where people first become aware of a problem, a category or your brand. They aren't ready to buy yet — many don't know they need anything.
TOFU marketing aims to reach the right people cheaply and leave them with a memory of you, so that when they do start looking, you're already familiar.
Channels and content that fit
- YouTube and short-form video — reach and demonstration
- Meta prospecting — broad audiences, strong hooks
- Creators and influencers — borrowed trust
- Educational content and guides — answering "what is" and "why" questions
- PR and thought leadership
- AI-search visibility — being cited when people ask early-stage questions
KPIs that suit TOFU
- Cost per 1,000 people reached in your target audience
- Hook rate and video completion
- Engaged-audience growth (for retargeting)
- Branded search lift
- New visitors from target segments
TOFU content examples
- Short-form video — entertaining or educational
- Creator content — reaching new audiences
- Thought leadership — opinions and insights
- PR and media — credibility at scale
- Guides — answering early-stage questions
- CTV and OOH — broad reach for larger brands
TOFU in practice
Top-of-funnel activity includes YouTube videos, creator content and educational articles that introduce a brand to people who don't yet know it.
Common TOFU mistakes
- Expecting immediate sales
- No retargeting to capture interest
- Generic content that doesn't stand out
Frequently asked questions
Why not judge TOFU on ROAS?
Because it isn't meant to convert immediately. Judging it on last-click ROAS leads brands to cut the channels that feed every other stage.
How much budget goes to TOFU?
It depends on how much demand already exists — new categories need more.
How much should go to TOFU?
It depends on how much demand already exists. Newer brands typically invest more. See our TOFU/MOFU/BOFU split.
Can TOFU campaigns drive sales directly?
Some sales, yes — but their main value is creating future demand.
How is TOFU measured?
By reach, engagement, branded search growth and lift studies.
Which channels work best for TOFU in India?
YouTube, Instagram Reels, creators and vernacular content often reach new audiences efficiently.
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