Influencer marketing isn’t just about flashing your products on social media and hoping for quick sales. It’s about connecting, engaging, and getting people excited about your brand.
There are two big players in this game: content creators and affiliate influencers. Each has their role, so let’s break it down in a way that shows why awareness and engagement should be your secret weapon.
Before we jump in though, here’s a quick definition for you that you might be confused about: what are funnels in influencer marketing? In influencer marketing, a funnel refers to the stages a customer goes through, from learning about your brand to making a purchase. Top-of-the-funnel strategies focus on building awareness and engagement to attract potential customers, while bottom-of-the-funnel strategies aim to convert those who are ready to buy. Both are crucial for long-term success in influencer marketing. Don’t worry – we’ll explain more as we go on.
Content Creators: The Party Starters
First up, content creators. These are influencers who are paid (sometimes with actual money, other times with free products) to get their followers buzzing about your brand. Whether it’s an aesthetic Instagram post, a snappy TikTok video, or a deep-dive YouTube review, content creators know how to get eyes on your product in a fun, authentic way.
Content creators are your hype squad at the top of the funnel. Their job? To make sure your brand is out there, looking cool and approachable. Even if their followers aren’t ready to hit “Buy Now” just yet, they’re getting interested and engaged.
Here’s how they work their magic:
- Awareness: They shine a spotlight on your brand, letting people know who you are and what you offer.
- Engagement: Content creators get people talking—whether it’s through comments, shares, or DMs, they spark conversations that keep your brand top of mind.
These influencers are like the opening act of a concert: they build excitement, get the crowd ready, and set the stage for the main event—eventually leading to conversions.
Affiliates: The Sales Closers
On the flip side, we’ve got affiliate influencers. They’re all about the bottom of the funnel, where sales happen. Their mission is to get their followers to take action—whether that’s clicking on a link, using a discount code, or hitting “checkout.” They typically get paid based on the sales they drive, so they’re hustling hard to deliver.
Affiliate influencers don’t just show off your product; they motivate people to buy it. These are the sales pros, offering:
- Discount Codes & Deals: Nothing gets people shopping like a sweet deal, and affiliates know how to push them.
- Direct Tracking: Since they’re paid by the sale, brands can easily track what’s working and what’s not.
Why Awareness and Engagement Matter Just as Much as Sales
Sure, conversions are important—sales keep the lights on. But here’s the kicker: without awareness and engagement, your audience might not even get to the point of buying. It’s like trying to sell concert tickets to someone who doesn’t even know the band exists.
Here’s why the top of the funnel is key to success:
- Long-term Love: Content creators get people interested in your brand early on, even if they’re not ready to purchase yet. This builds a loyal fan base over time.
- Trust Factor: The more people see your brand through trusted influencers, the more they’ll feel comfortable enough to buy.
- Emotional Connection: People don’t just buy products; they buy feelings. Engaging content connects emotionally, making your brand unforgettable when it comes time to make a decision.
- Word of Mouth: Happy, engaged followers are likely to spread the word. Think of it as free advertising from your biggest fans.
- Expand Your Audience: Top-of-the-funnel content introduces your brand to new audiences who might not have discovered you otherwise. By reaching different groups of people through influencers, you’re constantly growing your potential customer base.
Our Role: Top of the Funnel Pros
We specialise in creating dynamic top-of-the-funnel strategies that focus on increasing brand visibility and driving meaningful engagement.
We understand that first impressions are everything, which is why our approach is tailored to get your brand seen and heard by the right audiences. Through carefully crafted partnerships with content creators and influencers who know how to tell your brand’s story, we help you capture attention, spark curiosity and build trust.
By focusing on top-of-the-funnel, we help you lay a solid foundation for long term growth. While conversions might happen later down the line, our strategies ensure when potential customers are ready to make a purchase, your brand is the one they remember.
So whether you’re launching a new product or looking to expand your reach, we can help your brand grow by starting at the top.
Ready to take your influencer strategy to the next level? Visit AtisfyReach and discover how our AI-powered platform can help you maximise ROI and connect with the right audience.