How to Leverage UGC at Every Stage of the Funnel
In the age of digital authenticity, User-Generated Content (UGC) has become one of the most powerful assets for brands. But let’s be clear: it’s not just about collecting testimonials or reposting random videos.
To truly unlock the potential of UGC, it needs to be strategically aligned with each stage of your sales funnel. Because no — not all UGC works everywhere. In this article, we’ll break down how to use the right type of content, at the right time, to attract, engage, and convert.
Why Is UGC So Effective?
UGC — whether reviews, videos, stories, social posts or photos shared by real customers — holds a unique kind of power: trust. Today’s consumers are far more likely to trust content created by real people than traditional brand advertising.
But trust is only part of the story. UGC is also a high-performance tool, especially when tailored to the funnel. From discovery to purchase, it can be the extra push your strategy needs.
TOFU: Grabbing Attention Through Authenticity
Goal: Awareness & Discovery
At the Top of the Funnel, users may not yet realise they have a problem — let alone that your brand is part of the solution. UGC at this stage should be light, emotional, and visually engaging.
Best-performing UGC at this stage:
- Unboxing videos that spark curiosity
- First-impression reviews that feel honest and unscripted
- Lifestyle content showing the product in real-world use
- Employee testimonials (especially B2B), to showcase brand culture
This type of content creates a sense of relatability and attracts attention organically.
MOFU: Building Trust and Answering Questions
Goal: Consideration & Evaluation
In the Middle of the Funnel, the user knows your brand exists — but they’re weighing up their options. This is where more in-depth, comparative, and solution-oriented UGC comes into play.
Effective UGC at this stage includes:
- Side-by-side comparisons from real users (your product vs. others)
- Real-life use cases and how it fits into daily routines
- Before-and-after results
- Behind-the-scenes footage for transparency and trust
This content helps build credibility and authority, reducing hesitation and guiding users toward a decision.
BOFU: Giving That Final Push
Goal: Conversion
At the Bottom of the Funnel, users are nearly ready to buy. Now’s the time for UGC that’s direct, persuasive, and focused on removing objections.
Top-performing UGC for this stage:
- Strong customer testimonials
- Short-form videos or reels highlighting key benefits
- Reviews answering common FAQs — from real users
- CTA-driven content: “I had doubts too, but I tried it and now I swear by it.”
Here, UGC isn’t just support — it can become the deciding factor.
UGC: Not Just a Trend, But a Performance Tool
User-Generated Content is no longer a passing trend. It’s a strategic marketing asset. But like any powerful tool, it works best when it’s used with purpose.
If you want real results, align your UGC with every stage of your funnel. Attract, educate, and convert with the voices your audience trusts most — your own users.
At Jelliby, we help brands build UGC strategies designed for performance. From selecting the right creators to distributing content according to funnel stages, we create real content that delivers real results.