What is TOFU? (No, Not the Kind You Fry)
If your social content isn’t converting, the problem might not be the platform or the algorithm.
It might be that you’re jumping straight into the middle of the conversation without saying hello first.
Enter: Top of Funnel content.
The starting point of your strategy. The scroll-stopper. The first impression. The “OMG, same” moment.
Let’s break down what TOFU really is, why it matters, and what kind of content belongs there.
What Is TOFU Content?
TOFU = Top of Funnel
In social media strategy, TOFU content is all about demand generation, getting in front of new eyes, building awareness, and starting a relationship.
This is the part of the funnel where your only job is to make people care enough to stop scrolling.
You're not trying to sell them something yet.
You're not trying to explain your full process.
You're just showing them, “Hey, we get you.”
Why TOFU Is So Important
Without TOFU content, your middle and lower funnel efforts fall flat.
Why? Because if no one knows who you are or why they should care, they’re not going to click the link, join the waitlist, or buy the thing.
Top of Funnel is your bridge, the connection point between strangers and soon-to-be customers.
It’s also how you:
Reach new audiences
Establish brand vibes and voice
Build trust before you ask for a single dollar
And here’s the kicker: this content is measured differently.
You’re not tracking link clicks here, you’re tracking reach, shares, saves, and comments.
This is where connection starts.
What Kind of Content Belongs in TOFU?
Let’s make it practical. Here’s what TOFU content actually looks like on your feed:
1. Relatable Content
Think: memes, cultural moments, “you too?” posts.
This stuff says: we see you and we speak your language.
Example: “Being a one-woman marketing team means writing a caption while emotionally recovering from a client Slack message.”
2. Hot Takes + POV Posts
This is where you share your perspective on your industry, trends, or the BS that needs calling out.
It helps establish your values and makes your audience feel like they're not alone.
Example: “It shouldn’t take a chemistry degree to read your snack label.”
3. Behind-the-Scenes or Founder Moments
Show your face. Share your mess. Let people into your process.
Founders who share build loyalty faster because people buy from people.
Example: A Reel of your real workday vs. what people think founders do.
4. Pop Culture Tie-Ins or Trend Participation
Use trending formats, audios, or topics to meet your audience where they already are ust do it in a way that still sounds like you.
Example: Duolingo’s chaotic TikTok presence? 100% TOFU.
5. BTS of Customer or Community Love
Share what others are saying or showing. This builds social proof without asking for it.
Example: A DM screenshot where someone says “I finally understand how to talk about my offer without sounding salesy.”
TOFU Content ≠ Fluff
Just because you’re not directly selling doesn’t mean TOFU is shallow.
In fact, it’s some of the most strategic content you’ll create because it’s designed to:
Build awareness
Spark emotion
Earn attention
Start relationships
It’s the intro that earns you the right to ask for the click later.
What TOFU Isn’t:
Let’s be clear, TOFU is not:
Explaining your offer in detail
Asking for the sale
Stuffed with CTAs like “Buy now” or “Link in bio”
If your audience doesn’t know you yet, that’s too much, too soon.
TOFU says: “Here’s why you should care.”
The rest comes later.
TOFU Content KPIs (What to Measure)
What does success look like here?
Reach
Shares
Saves
New followers
Comments that say “omg this” or “how did you know”
You’re tracking connection, not conversion. (Yet.)
Final Word: You Can’t Skip TOFU
If you’re only posting conversion content and wondering why it’s not working this is your wake-up call.
You can’t start with “shop now” if you haven’t earned attention or trust first.
Start showing up where people are and give them a reason to care.
And remember:
The goal of TOFU isn’t to sell. It’s to get invited to the conversation.