What is a Marketing Funnel?

A marketing funnel is a model that illustrates the theoretical customer journey from the initial awareness stage to the final purchase decision. It visualizes how people transform from potential leads to loyal customers.

Stages of the Funnel

Top of Funnel (TOFU): Awareness, education, reach

Content is created to attract an audience and boost brand awareness

‍Middle (MOFU): Engagement, nurturing, interest

Keep followers engaged and encourage them to consider your brand

‍Bottom (BOFU): Sales, conversions, loyalty

Convert followers into customers and promote loyalty

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Social Media Marketing Funnel

On social media, the marketing funnel represents the path users take from discovering your brand through platforms like Instagram or TikTok to eventually becoming customers and advocates.

The typical social media marketing funnel includes these stages:

• Awareness: When users discover your content through hashtags, shares, or recommendations
• Interest: When they follow your account or engage with your content
• Consideration: When they explore your offerings more deeply through link clicks or website visits
• Conversion: When they take the desired action (purchase, sign-up, etc.)
• Loyalty: When they become repeat customers and engage regularly
• Advocacy: When they share their positive experiences with others

Understanding funnels helps you create content tailored to each stage and guide followers toward action.