Funnel (marketing funnel)
Funnel (marketing funnel): the path the customer takes towards a purchase. Sales don't happen by accident. A customer doesn't click on the first ad and buy immediately. First, they must get to know the brand, understand it, trust it – and only then decide. This process describes the marketing funnel.
Funnel (marketing funnel): the path the customer takes towards a purchase
Sales don't happen by accident.
This process is described by the marketing funnel – a model that shows how people gradually change from unknown visitors to loyal customers.
And if something in today's marketing can work at every stage of the funnel, it's UGC videos – authentic, trustworthy, and effective.
What is a marketing funnel
A marketing funnel is a model that illustrates the steps a customer goes through from their first interaction with a brand to purchase and loyalty.
The funnel shape symbolizes that:
- at the top are the most people (awareness),
- lower down, only those who are interested remain,
- and at the very bottom are real customers.
The goal of marketing is to get as many people as possible from the top of the funnel to the bottom – efficiently and with trust.
Phases of the marketing funnel
| Phase | Goal | Content Type | UGC Example |
|---|---|---|---|
| 1. Awareness | Get noticed by the brand | Short videos, Reels, TikTok, viral content | UGC video "I discovered this product and..." |
| 2. Consideration | Understand why the product is suitable | Reviews, unboxing, comparisons | "I've been using it for a week and the result is..." |
| 3. Conversion | Persuade to action | Testimonial, CTA video, product video | "Click on the link – it's definitely worth it." |
| 4. Loyalty | Retain the customer | Community videos, tutorials, tips | "How I use the product even after a month." |
| 5. Advocacy | Customer recommends further | Ambassadorial UGC content | "You must try it, it's really a top thing." |
UGC creators can create content for every phase - and thus replace a large part of the traditional marketing team.
Why is the funnel important
Without a funnel, marketing would just be guesswork. A funnel provides structure, order, and an overview of where the customer currently is.
Thanks to it, you know:
- what type of advertisement to use,
- how to communicate with the customer at a given stage,
- what to improve to make it easier for them to move on,
- and where you are spending your budget most ineffectively.
A properly set-up funnel = lower CAC, higher CLV, and better ROAS.
How UGC content fits into the marketing funnel
UGC (User Generated Content) is the only type of content, that naturally works at all stages of the funnel.
1️⃣ Awareness
UGC videos attract attention – they look like a regular post, not an advertisement. Goal: engage, arouse curiosity.
"I tried this for the first time – I didn't expect such a result."
2️⃣ Consideration
The customer is deciding whether the product is worth it. UGC reviews, experiences, and unboxings build trust. Goal: show the value of the product in real life.
3️⃣ Conversion
UGC with a clear CTA and proof of the product's effectiveness. Goal: persuade to action – click, buy, try.
"Click on the link – you'll see it really works."
4️⃣ Loyalty
UGC campaigns after purchase – tutorials, tips, customer stories. Goal: maintain the relationship and increase CLV.
5️⃣ Advocacy
Customers become creators – sharing experiences. Goal: build community and organic brand growth.
What does a UGC funnel look like in practice
Imagine a brand that sells ecological laundry perfumes:
- Awareness – short UGC video: "I found a scent that replaced fabric softener."
- Consideration – comparison with classic fabric softener + authentic review.
- Conversion – CTA video with a real customer: "Click if you want fragrant laundry without chemicals."
- Loyalty – video with tips: "How to wash so the scent lasts longer."
- Advocacy – a brand fan shoots their own content – UGC from customers.
Such a funnel works without unnecessary pressure – authentically, effectively, and with results.
How UGC.sk helps brands build a funnel
At UGC.sk, we help brands create an entire content ecosystem, that covers all stages of the funnel.
We help to:
- create UGC videos for awareness, consideration, and conversion,
- select suitable creators for different target groups,
- set up testing (A/B) and performance measurement,
- optimize retargeting and remarketing phases.
The result is a complete UGC funnel, which reduces advertising costs and increases sales.
Connecting the funnel with metrics
| Phase | Main KPI | How UGC helps |
|---|---|---|
| Awareness | Reach, Impressions, CPM | Authentic content = greater reach |
| Consideration | Engagement Rate (ER), CTR | UGC videos get more reactions and clicks |
| Conversion | CR, CPA, ROAS | Trustworthy videos reduce resistance and increase purchases |
| Loyalty | CLV, Retention | UGC strengthens the brand relationship |
| Advocacy | Organic reach, UGC from customers | Community promotes the brand for free |
Conclusion: The funnel is a map, UGC is fuel
The marketing funnel shows the way, but UGC content powers it.
If you use content from real people at each stage of the funnel – awareness videos, consideration reviews, conversion CTA videos – you will create marketing that works without pressure.
If you want your funnel to deliver results, UGC.sk will help you create authentic videos, that will move people from first impression to brand loyalty.
Because in marketing, it's not the loudest who wins, but the one who understands their customer's journey.