Brands segment influencers by their impact on different stages of the marketing funnel – awareness, consideration, and conversion – to make the most effective use of their marketing strategy. Here’s how this segmentation typically works:

1. Awareness: The influencers with millions of followers or subscribers fall into the top of the funnel – Awareness stage. These influencers act like mass broadcasters, spreading brand messages to a large and diverse audience. Example platforms for discovery of these influencers would include Traackr or Upfluence.

2. Consideration: The next tier down, the Mid-Funnel, is occupied by Macro-Influencers who have followers in the thousands or hundreds of thousands. These influencers are used when brands want to deepen the narrative around their product or service and motivate audiences to consider purchasing. Hive is an example of a platform that would help in identification of these influencers.

3. Conversion: At the bottom of the funnel, Micro and Nano influencers, with their smaller but more engaged audiences, drive actions. They are typically used by brands for conversions because their audiences trust their recommendations. Tools like Flinque can assist in finding these influencers.

It’s essential to note that effective influencer segmentation relies on a robust analytics system to verify effectiveness and measure return on investment accurately. Instruments like platform-specific metrics, Google Analytics, and UTM tracking codes are typically used for this purpose. Different platforms offer different tools for insights and analytics, so choosing the right one for you would depend on your specific needs. For instance, Flinque provides data-driven insights to help you identify potential influencers based on their audience engagement and conversion potential, rather than sheer follower count.