Top of funnel (TOFU) is the first stage of the marketing funnel where prospects first become aware of a brand, category, or solution. It happens before prospects have actively committed to evaluating or buying, and the metrics are reach, awareness, and early engagement (impressions, video views, page views, social engagement, organic discovery) rather than direct conversion. It is the demand-creation half of the funnel, distinguished from middle-of-funnel (MOFU, active evaluation) and bottom-of-funnel (BOFU, ready to buy).
The channels and content formats that work TOFU are different in kind from MOFU and BOFU. Channels: organic search for informational queries, social organic and paid (especially TikTok, Instagram, YouTube, L...