Top of Funnel (TOFU)

What Is Top of Funnel (TOFU) in Native Advertising?

The Top of Funnel, or TOFU, represents the initial stage in the buyer’s journey. At this stage, the goal is to raise awareness about a brand, product, or service to attract a broad audience. TOFU strategies aim to engage potential customers who may not yet recognize their need for a solution.

Examples of TOFU Strategies 

• Educational Content: Blog posts, infographics, and videos that provide valuable information without heavy selling.
• Social Media Engagement: Posts or native ads designed to reach new audiences on platforms like Facebook, Instagram, or LinkedIn.
• SEO Optimization: Content that targets general questions or informational keywords to attract organic traffic.

Key Points about TOFU

• Focus on awareness and engagement rather than immediate sales.
• Content is broad, targeting a large audience to build initial interest.
• TOFU strategies set the foundation for moving prospects down the funnel.

TOFU Best Practices

• Create Value: Offer informative, relevant content that educates and engages.
• Target Broadly: Use targeting that reaches people in the early research phase.
• Avoid Hard Selling: Aim to inform and intrigue, rather than push for conversions.

Considerations

• Ensure TOFU content aligns with your brand identity.
• Balance quantity and quality to avoid overwhelming new audiences.
• Measure success using metrics like impressions, reach, and engagement rate.