TOFU / MOFU / BOFU
TOFU / MOFU / BOFU: three levels of content that lead the customer to purchase Every customer is in a different decision-making phase. Someone has never seen your brand before. Another has heard of you but is hesitating. And another is ready to buy – they just need a final impulse. In marketing, these
TOFU / MOFU / BOFU: three levels of content that lead the customer to purchase
Every customer is in a different decision-making phase.
In marketing, we know these three levels as TOFU, MOFU, and BOFU – three parts of content within the marketing funnel.
And if there is a format that can cover all three phases, it is precisely UGC content – authentic videos from real people.
What TOFU, MOFU, and BOFU mean
| Abbreviation | Meaning | Funnel Phase | Main Goal |
|---|---|---|---|
| TOFU | Top of Funnel | Awareness | Attract and introduce the brand |
| MOFU | Middle of Funnel | Consideration | Explain, persuade, build trust |
| BOFU | Bottom of Funnel | Decision / Conversion | Lead the customer to purchase |
Together, they form a content strategy that guides the customer step-by-step from the first interaction to an actual purchase (and later loyalty).
TOFU (Top of Funnel) – attract and gain visibility
Goal: reach new people who don't yet know the brand. This is about awareness, emotion, and curiosity.
Content in this phase should be:
- short, dynamic, understandable,
- not salesy, but engaging,
- focused on the problem, not the product.
Examples of TOFU content:
- short UGC videos like "I tried this and the result surprised me",
- lifestyle product usage demonstrations,
- viral Reels and TikTok formats,
- educational or funny videos that don't sell, but engage.
Why UGC works: Authentic videos in this phase act like a recommendation from a friend. They increase reach, impressions and engagement rate (ER).
MOFU (Middle of Funnel) – persuade and build trust
Goal: help people understand why they should choose you. This is where decisions are made – the customer compares, thinks, reads reviews.
Content must:
- answer the question "Why?",
- build trust,
- show evidence, experiences, benefits.
Examples of MOFU content:
- UGC reviews and testimonials ("I've been using this for 2 weeks and it really works"),
- unboxing videos,
- before/after demonstrations,
- comparisons with other products,
- "how-to" or educational videos.
Why UGC works: Real experiences from ordinary people are more powerful than any marketing claim. They increase CTR, watch time, and trust in the product.
BOFU (Bottom of Funnel) – turn interest into a purchase
Goal: push the customer to action – click, order, register. Here, the person already knows the brand, wants the product – they just need final confirmation that it's worth buying right now.
Content in this phase should be:
- clear, concise, persuasive,
- with a specific CTA (Call to Action),
- with proof of the product's value.
Examples of BOFU content:
- UGC videos with a call to action ("Order now – I didn't expect it to work so well"),
- customer testimonials,
- UGC ads directly for e-shops,
- remarketing videos,
- discount and limited offers.
Why UGC works: Ads with UGC in the BOFU phase achieve 30–50% higher ROAS and significantly reduce CPA (Cost per Acquisition), because they have a human, trustworthy tone.
How these phases work together
A correctly set up marketing funnel looks like a continuous process:
1️⃣ TOFU attracts attention (people get to know you), 2️⃣ MOFU builds trust (they understand that the product works), 3️⃣ BOFU persuades (they make a purchase).
If one phase is missing, the funnel doesn't flow – the customer gets lost. That's why successful brands use UGC videos in each of them.
How UGC.sk helps brands create TOFU-MOFU-BOFU content
At UGC.sk we help brands create a complete content mix according to the funnel structure:
- TOFU – short, entertaining, and viral videos to increase awareness,
- MOFU – reviews, unboxings, experiences from creators,
- BOFU – sales-oriented UGC videos with a clear call to action.
Everything from one team, with guaranteed quality and fast delivery.
Brands that use this strategy achieve higher campaign performance and lower customer acquisition cost (CAC).
TOFU / MOFU / BOFU in numbers
| Phase | Goal | Key KPI | UGC Effect |
|---|---|---|---|
| TOFU | Gain attention | Reach, Impressions, ER | 2–5× higher reach than classic ads |
| MOFU | Persuade | CTR, Engagement, Watch Time | +50–200% higher interaction |
| BOFU | Sell | CR, CPA, ROAS | 30–50% higher ad return |
UGC is not just an add-on – it's a content strategy, that can fill the entire funnel from top to conversion.
Conclusion: TOFU – MOFU – BOFU as a content system that works
Every successful marketing is a system, not a coincidence. And a system that guides the customer step-by-step, is built precisely on the TOFU / MOFU / BOFU principle.
If you want your campaigns to bring visibility, trust, and sales, bet on UGC videos for each phase of the funnel.
UGC.sk will help you create a strategy, in which authentic content becomes the engine of your marketing – from the first view to a satisfied customer.
Because success is not about one video, but about how you combine them into a functional system.