Where is it used?

The funnel is a core concept in digital and influencer marketing strategies. It is used to map out, plan, and optimize brand campaigns. In influencer marketing, the funnel helps brands determine:

• Which influencers are best suited for each stage.

• What type of content to create.

• How to measure success at each step of the journey.

When to use it?

Understanding and using the funnel is critical when planning influencer campaigns, especially when:

• Launching a new product or brand.

• Scaling marketing efforts.

• Trying to align campaign goals with influencer roles (e.g., creating awareness vs. driving sales).

How to use it?

Top of the Funnel (TOFU):

• Focus: Awareness and Interest

• Use influencers with broad reach and high visibility.

• Ideal content: Brand introductions, storytelling, viral challenges, giveaways.

• Goal: Get on the radar of new audiences.

Middle of the Funnel (MOFU):

• Focus: Consideration

• Use influencers with niche authority or deep engagement.

• Ideal content: Reviews, tutorials, comparisons, FAQs.

• Goal: Help audiences evaluate the product/brand.

Bottom of the Funnel (BOFU):

• Focus: Intent and Purchase

• Use influencers who inspire trust and drive action.

• Ideal content: Discount codes, swipe-up links, testimonials, limited-time offers.

• Goal: Convert interest into action.

Why do we need it?

The funnel provides a strategic framework for influencer marketing that ensures each piece of content and partnership serves a clear purpose. It allows brands to:

1. Optimize spend by targeting the right influencer for each goal.

2. Craft relevant messages for each stage of the customer journey.

3. Drive measurable results—whether it’s reach, engagement, or sales.

Bonus Tip:

Successful campaigns often use a mix of influencers—macro influencers for TOFU, micro influencers for MOFU, and trusted niche creators for BOFU—to cover the entire funnel effectively.