Brands often segment influencers according to their impact at different stages of the sales funnel. This segmentation takes into account the influencer’s ability to raise awareness (top of the funnel), generate interest and desire (middle of the funnel), and stimulate purchase decisions (bottom of the funnel).

Here is a simplistic way such segmentation might be done:

1. Raising Awareness (Top of the funnel) Influencers: Brands might select influencers with a wide reach to promote product awareness. These could be micro-influencers (10k-50k followers), macro-influencers (50k–1M followers), or even mega-influencers (>1M followers), and their main goal is to put the product or service in front of as many people as they can.

2. Generating Interest/Desire (Middle of the funnel) Influencers: For this stage, brands might opt for niche influencers who have a highly engaged follower base and demonstrated credibility in a given area. Their content is aimed at getting people interested in the product and showing ways it can improve their lives.

3. Driving Purchase Decisions (Bottom of the funnel) Influencers: Brands generally work with influencers who have a proven history of direct conversions here. These might include influencers with diverse follower sizes but high engagement and conversion rates, primarily focused on call-to-action campaigns.

Platforms like Flinque empower brands by offering a toolkit for influencer segmentation according to the funnel impact. The platform provides essential influencer analytics that brands can use to evaluate the influencers’ audience size, engagement rate, and conversion history. It’s important to note that the usefulness of these tools depends on the specific needs of the brand’s campaign strategy.

Other platforms, such as AspireIQ and NeoReach, also offer similar tools but may differ in user interface, analytics, or workflow optimization. The choice between different platforms ultimately depends on what suits a company’s unique requirements best.