How to master UGC funnels and scale your app to $1M+

I’m going to show you the exact UGC funnel we’ve used to push out 250K-300K+ videos over the last two years… and how you can implement it today.

The funnel runs on three phases: TOFU, MOFU, BOFU.

By the end of this article, you’ll have the whole funnel: the metrics, variables, test orders, formats, and a 90-day execution plan from zero.

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Why views aren’t enough

Top of funnel content has a trap built into it… Views.

When you get views, you feel like you’re winning, but views don’t pay the bills.

I’ve seen many a brand cross 20M impressions with a 0.2% CVR.

And it’s because their TOFU wasn’t built to convert.

Judging all three phases on one metric is a quick way to blow your budget.

Each phase has a different job.

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Top of Funnel

TOFU’s job is to build account health, get views, go viral, and find winning variables.

It’s meant to be broad and curiosity-driven.

It usually converts between 0.2% and 0.5%, I’ve seen it hit 1% but it’s rare.

On TOF, you want to introduce the product minimally.

Lead with a scroll-stopper, hook with curiosity, FOMO, or drama.

The best formats to run here:

Text only format → Better to not drop the brand name.

Face Reaction format → Demo the main viral feature.

Talking head → Only show /speak of the brand for ~2-3 seconds.

Don’t hard sell here or any phase.

Your goal is to make the video so good it acts as the CTA itself.

Tell them to share it with their friends or some sort of engagement CTA.

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Middle of Funnel

MOFU is the money maker.

It’s more direct, hooks through niche/pain callouts so it’ll reach less people but those people will have higher buying intent.

It should sit near 1% but never under 0.8%.

Give the product more room and test out step-by-step demos.

But weave the product into the video so you don’t accidentally post an ad.

The best formats to run here:

**Greenscreen breakdowns.

Talking head reactions.

Tutorial demos.

Listicles (one of the strongest rn).**

Aim for 3% engagement as a baseline with 1%+ share rate.

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Converting a TOFU winner into MOFU

Run a 70% TOFU - 30% MOFU split.

Once you find a winner, take the structure and change two things:

**1. If it’s a text/reaction format, turn it into a talking head.

2. Instead of poking at the feature, walk them through a demo.**

After 2-4 weeks (with traction), you want to reverse the split to 70% MOFU.

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Bottom of Funnel

BOFU is irrelevant in UGC because it’s literally an “organic” ad.

Even if it converts at 2%, you’ll get max 4k views.

So I’d rather run TOFU/MOFU and hit 10M views at 0.5% and win on volume.

You’ll be much better of just running paid here.

Only exception is if you’ve built an audience to over 100K and can leverage them.

If that’s the case, you can add a split with 5% BOFU content.

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Testing order

TOFU should be treated like an experiment.

Test the hook and angle first because if those suck nobody’s watching it.

Next variables to test are topic and format.

Before you call it a winner, test it 3-5 more times across different creators/topics.

Three viral videos is a pattern.

Once you have an outlier, isolate every variable and find which ones to repeat.

Had a creator who’s videos would either go super viral or flop.

Realized she was wearing red in every winner so we optimized for that and it worked.

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90-day execution plan

You need to warm up the account before anything else.

Day 1:

Don’t do anything, don’t follow anyone, don’t even scroll. Just create the account and set it up.

Day 2-4:

Watch full videos, engage in your niche, and follow 15-20 creators/day.

Day 5-8:

Start posting non-branded trending videos.

Day 9-12:

Rip all TOFU formats to build average views.

Day 13-30:

TOFU, find winning variables, get average views to 3-5k for a week straight.

Day 31-60:

Layer in MOFU once you’ve got some proven winners.

Day 61-90:

Start reversing the content split to 70% MOFU and 30% TOFU.

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Thanks for reading

Now you’re familiar with the funnel phases and how to execute them.

So go make your app viral with this playbook.

QT and follow me @EvoBradley to see more banger UGC content.