You know that moment when a person discovers your brand for the first time? That’s your moment to teach, to build trust. Educational content is one of the strongest tools you can use in that early stage, sometimes called the top of funnel (TOFU), to grow your business.
In this article, I break down why educational content works so well, how to use it wisely, and how it ties in with modern tools like an ai ugc video generator.
Why Educational Content Belongs at the Top of Your Funnel
At the top of your funnel, people don’t care about buying yet. They care about solving a problem, learning something new, or getting clarity. When your content gives value first, you win attention. You win trust.
Here’s what good educational content does:
- Attracts people who have a question or pain point
- Gives value without asking for something (like “Buy now”)
- Positions you as someone who knows their field
- Creates a bridge between awareness and desire
If your content helps someone, even in a small way, they’re more likely to stick around and consider deeper content later.
Types of Educational Content That Fuel Business Growth
You don’t always need a polished video or massive production. Here are formats that work well:
- Blog posts or guides that explain a concept
- Checklists, cheat sheets, or “how-to” downloads
- Short explainer videos
- Webinars or live Q&A sessions
- Infographics or mini visual guides
- Slide decks or presentations
When you add videos made with an ai ugc video generator, you open up even more possibilities. These tools let you create content that feels real and personal at scale, without spending heavily on production.
How to Use Educational Content in the Funnel
Here’s how I’d map it out:
- Awareness / Attraction
Write a blog post, “5 quick fixes for minor skin irritation” or “Beginner’s guide to home composting.” Use SEO and social media to get it seen. - Engagement / Lead Capture
Offer a free download (checklist, mini video) in exchange for an email. Encourage deeper reading. - Nurture / Trust Building
Send helpful emails or follow-up content. Show use cases, stories, mini tutorials. - Conversion / Decision
Bring in product demos, comparisons, or offers. Use familiar faces, testimonials, or even UGC-style video ads to push the buyer over.
The Role of UGC and AI in Educational Content
User-generated content (UGC) has a special place in the funnel. Real people talking about your product or experience feel authentic and trustworthy. But sometimes, you won’t have enough UGC from real users or you want more control. That’s where an ai ugc video generator comes in.
With tools like InVideo, you can create UGC ads instantly by using virtual or real actors to showcase your product as though they were real customers. This means you can test testimonial videos, skits, product demos, and more, without waiting on creators or shooting in a studio.
If you insert these “videos that look like UGC” into educational content, like embedding a demo in a how-to video, you strengthen credibility. It becomes easier to move someone from “I want to learn more” to “I might try this.”
How Can Brands Encourage Users to Create Content That Works Well in Ads?
You don’t have to beg for UGC. You can design your process to spark it. Here’s how:
- Run challenges or contests: Ask users to share “my favorite way to use product X” with a short video. Reward the best ones publicly.
- Offer templates: Provide a script or simple setup so users feel confident creating content.
- Ask specific prompts: “Show us how you use this overnight” or “Tell us your before-and-after” gives direction.
- Show examples: When users see polished examples, they feel capable of doing similar.
- Feature them: When you showcase user content in your ads or emails, it motivates others (and gives a sense of pride).
- Combine with incentives: Discount, store credit, or visibility can push people to step up.
This generates raw, authentic videos. You can then mix in versions made with an ai ugc video generator for scale or backup.
What Types of UGC Content Deliver the Highest Engagement Rates in Ad Campaigns?
Not all UGC is equal. Some styles consistently outperform others:
- Testimonial / Review Videos: A customer speaks about their experience, what they gained, challenges, etc.
- Before-and-After Demos: Show the transformation. (Great for beauty, cleaning, fitness niches.)
- Unboxing / First Impressions: People love seeing reactions to new things.
- Product in Real Life / Use Cases: Show the product in context. “Here’s how I use it daily.”
- Comparisons / Alternatives: “I tried brand A and B, here’s what I found.”
- Troubleshooting / Tips: Videos solving small problems with your product.
Mixing real UGC with scalable ones from an ai ugc video generator gives you both trust and volume.
Why This Strategy Powers Business Growth
Let me walk you through how educational content + UGC support growth step by step.
1. Low barrier to entry
A person with a small problem sees your content. They don’t feel they’re being sold to. That lowers resistance.
2. Builds trust early
If your content helps, people will see you as reliable. Later, when you present a product or offer, it won’t feel like a cold pitch.
3. Creates connection
Hearing “people like me” (through testimonials or UGC videos) creates emotional resonance.
4. Scales reach
With SEO, social media, and organic sharing, educational content expands your audience. And with tools like an ai ugc video generator, you can produce more versions and variations faster.
5. Smooth path to conversion
When you pick those who interacted most (clicked, downloaded, watched), you know they’re primed. You can retarget them with UGC-style ads they recognize.
6. Feedback loop
Real user content gives you insight, what people love, what problems remain. You can build new educational content or new product features from real voices.
Tips to Make It Work Better
- Keep it simple and helpful
Don’t overcomplicate. A short tutorial or tip is enough if it helps someone right away. - Use multiple formats
Some prefer reading, some watching, some hands-on. Offer options. - Repurpose content
Turn a blog into video, slides, or audio. Embed UGC clips inside. - A/B test educational content
Try different headlines, angles, visuals. See what draws more attention. - Use clear calls to next steps
“If you liked this, download the guide,” or “Watch this demo next.” - Leverage testimonials or UGC inside education
Sprinkle short clips or quotes to reinforce trust. - Combine with automation & segmentation
Tag people who downloaded a guide; send follow-ups suited to their interest.
Example Flow Using Invideo + UGC
Let’s imagine a brand selling skincare.
- Blog post: “Why your skin barrier matters (and how to fix it).”
- Downloadable: “7-step morning routine for barrier repair.”
- Email drip: Share mini how-to videos or user stories.
- Embedded UGC / video ads: Use real user clips and versions from Invideo’s ai ugc video generator to demo ingredients in action.
- Ad retargeting: People who tried or engaged see UGC-style ads with social proof.
- Conversion: Offer a starter kit or bundle.
You gain credibility, nurture interest, and finally convert.
Final Thoughts
Educational content at the top of your funnel sets the tone for your brand. It attracts people who want help, and it gives them reason to stay. When you pair that with authentic or AI-enabled UGC videos, you boost trust and scale reach.
Tools like Invideo let you create UGC ads instantly, virtual or real actors so you can test testimonial videos, skits, product demos, and more.
So push into education first. Give freely. Let people internalize that you care and that you know. Then guide them forward gradually, with social proof, with stories, with tools. That combination fuels real, lasting growth.