The discovery of influencers for different stages of the funnel is driven by their potential impact at each stage. A company’s priority in influencer discovery is typically based on several factors including the goal of the campaign, target audience, budget, and the influencer’s content style and persona.

At the top of the funnel, where the goal is usually broad reach and brand awareness, brands generally prioritize influencers with large follower bases. These influencers have the ability to introduce the brand to a vast number of people in a relatively short period of time. Good examples of such platforms are Instagram and YouTube where follower count is a key index.

In the middle of the funnel, the focus shifts to engagement and nurturing leads. Here, the priority may be on influencers whose content provokes discourse and interaction, or micro-influencers who have a more focused, engaged audience. Platforms like TikTok and LinkedIn are emerging as tools for this purpose, as they allow for effective targeted marketing.

At the bottom of the funnel, where the goal is driving conversions and sales, brands tend to prioritize influencers known for strong calls to action or convincing product reviews. Influencers here are engaged not just for their audience reach, but for their ability to persuade and drive their followers to action.

Flinque, for instance, offers a suite of tools that can facilitate this process. It provides detailed audience analytics to help brands choose the optimal influencer for a specific objective, whether it’s broad reach or targeted engagement. Flinque also supports effective campaign planning, performance tracking, and ROI measurement, all of which are crucial in aligning influencer campaigns with specific funnel stages.

Remember, the right influencer marketing platform depends on your team’s specific needs. Always consider the unique attributes of each platform and understand how they align with your campaign objectives before deciding.