In 2025, a successful app marketing funnel isn’t just about driving downloads — it’s about guiding your users from awareness to loyalty. Understanding the three funnel stages — TOFU (Top of Funnel), MOFU (Middle of Funnel), and BOFU (Bottom of Funnel) — is key to scaling growth in today’s competitive mobile ecosystem.

In this blog, we’ll break down each funnel stage, provide real-world examples, and show how to build an effective app marketing funnel strategy for 2025.

🔝 TOFU: Top of Funnel – Awareness & Discovery

The TOFU stage is where you attract potential users who are unaware of your app. The goal is to build awareness and educate them about the problem your app solves.

TOFU Strategies:

  • Content Marketing: Blogs, YouTube videos, LinkedIn posts, and Medium articles targeting common pain points.
  • SEO & ASO: Ranking for discovery-based keywords like “Best Meditation App 2025” or “Budget Tracker for Students.”
  • Social Media Ads: Running Facebook/Instagram/TikTok ads to drive curiosity and engagement.
  • Influencer Collaborations: Partner with micro-influencers who speak to your target niche.

Example:

A fitness app uses reels and influencer shoutouts around “summer body workouts” to drive awareness. Users don’t download immediately, but they remember the brand.

⚙️ MOFU: Middle of Funnel – Consideration & Evaluation

At this stage, the user knows about your app and is exploring whether it’s the right fit. Here, trust-building and value delivery are critical.

MOFU Strategies:

  • Email Marketing: Nurture leads who signed up via a landing page or lead magnet (like an eBook or workout plan).
  • Retargeting Ads: Show comparison content (“Why Our App Beats X Competitor”) or testimonials.
  • App Demo Videos: Share walkthroughs of core features to prove your value.
  • Free Trials & Freemium: Let users test features without commitment.

Example:

A mental health app captures emails via a free “Daily Affirmation PDF.” Over the next week, they send a drip campaign explaining app benefits and include download CTAs.

💰 BOFU: Bottom of Funnel – Conversion & Loyalty

This is where users are ready to install or make in-app purchases. The goal is to reduce friction and build loyalty.

BOFU Strategies:

  • Install Incentives: Limited-time discounts on subscriptions, free trials with bonus features.
  • User Reviews & Social Proof: Highlight 5-star reviews, success stories, and high ratings on Play Store/App Store.
  • Referral Campaigns: Encourage newly converted users to bring others.

Example:

A language learning app sends a push notification with “50% off for the first 3 months” and highlights top-rated user reviews. The CTA takes users directly to the install page.

📈 Bonus: How AppFillip Helps You Optimize Your App Marketing Funnel

At AppFillip, we understand that mastering your app marketing funnel is key to growth in 2025. Our services include:

  • ASO to boost visibility at TOFU
  • Paid campaigns and creatives for MOFU targeting
  • CRO strategies and remarketing for BOFU conversions

Whether you’re just launching or optimizing, AppFillip helps turn impressions into installs and users into superfans.

📌 Final Thoughts

In 2025, building a strong app marketing funnel is more essential than ever. Each stage — TOFU, MOFU, BOFU — plays a vital role in converting strangers into loyal users. By understanding where your users are in their journey and offering the right message at the right time, you’ll reduce churn, increase LTV, and scale faster.

If you’re ready to take your app marketing funnel to the next level, reach out to our team at AppFillip — your growth is our mission.