Free guide
The social media funnel
Not every post has to sell. With the TOFU · MOFU · BOFU funnel you give every social post a job — from reach to customer — so your audience grows and buys.
Every post has a funnel job
Not every video has to sell — you need all three layers. The funnel decides why you make a piece of content and what it looks like. Lean only on reach and you grow without selling; lean only on selling and you pitch to an audience that is too small. The craft is the balance.
TOFU — built for reach
Goal: as many views as possible, from a cold audience that does not know you yet. How: easy-to-consume content — proven video formats and strong hooks. This is the strongest lever to grow a small account: reach first, then the rest.
MOFU — from viewer to follower
Goal: turn a one-off viewer into a follower. How: educational content — behind-the-scenes, showing how you work and how your product comes to life. That builds trust and recognition.
BOFU — from follower to customer
Goal: turn a follower into a customer. How: content designed specifically for your ideal client — your offer, social proof, use cases, and removing objections.
How to split it
Weigh up which layer each post belongs to and make sure you play all three instead of only selling or only chasing views. A solid starting split for a growing account is roughly 60% TOFU, 30% MOFU and 10% BOFU — then shift more weight to MOFU and BOFU as your audience grows.
Want to turn this into a concrete content plan for your brand? Get in touch.
Get in touch