UGC content strategy that matches your funnel (TOFU/MOFU/BOFU)

Written By Aaditya Singh

Most UGC fails because the content doesn’t match where the buyer is in the decision journey.

TOFU (Awareness) Goal: curiosity + credibility fast. Make the first 2 seconds obvious: what is this and why should I care? Hooks we like:

  • “I tried [product] for 2 weeks”

  • “I didn’t expect this result”

  • “Here’s what surprised me”

MOFU (Consideration) Goal: remove skepticism and increase trust. Show: close-ups, usage, ingredient/material explainers, “does it work?” proof, objections. Common MOFU angles:

  • How to use it properly

  • Who it’s for/not for

  • Expected timeline

BOFU (Conversion) Goal: make buying easy. Highlight: benefit, clarity, shipping/return info, guarantee, CTA.

Operate with a quota (not vibes):

  • 10 hooks

  • 6 short videos

  • 8 photos

  • 20 copy lines

The weekly founder prompt: “What is the buyer skeptical about right now?” Your next UGC cycle should answer that, clearly, with one benefit per asset.

Aaditya Singh
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