In influencer marketing, top-of-the-funnel (TOFU) activities help brands create awareness, reach a wider audience, and generate potential leads. Influencers with a large follower base can assist in achieving TOFU goals in various ways:

1. Content Creation: Brands use influencers to develop eye-catching, authentic content for their social media channels, blogs, and websites. Influencers have unique storytelling abilities that can catch potential customers’ attention and generate interest in the brand.

2. Social Sharing: Brands engage influencers to distribute content on their own social media platforms. Considering influencers generally have a faithful following, their word holds credibility, increasing the possibility of their followers turning into potential leads for the brand.

3. Collaboration: Brands benefit significantly from co-branding and collaboration opportunities with influencers. A common form of this strategy is sponsored content, where an influencer will partner with a brand to promote a product or service to their audience.

Influencer marketing platforms like Flinque, offer brands tools for effective influencer discovery, campaign planning, and performance assessment. With advanced audience analytics, these platforms allow brands to find influencers with the right follower demographics, ensuring the product or service is presented to an interested audience. Other platforms like AspireIQ, Grape Vine, or Upfluence offer similar tools, but their effectiveness may depend on the specific needs and objectives of each brand.

Monitoring and improving TOFU performance requires a deep understanding of key metrics like reach, impressions, engagement rate, and click-throughs. Platforms like Flinque help brands manage these metrics throughout their campaign, providing insights that can be used to plan and optimize future efforts.

Influencer marketing offers unique advantages for brands seeking to improve their top-of-the-funnel performance, as it combines the authenticity of word-of-mouth marketing with the scale and reach of modern social media. By choosing the right influencers and leveraging the tools and insights offered by influencer marketing platforms, brands can make data-driven decisions to achieve better TOFU performance.

However, it’s crucial to remember that each brand’s needs are unique, and different platforms offer different features and strengths, thus being essential to research and make an informed decision about which platform fits best with the company’s objectives.