Where Do Influencers Sit in the Marketing Funnel? – – Talking Influence

For the last decade, influencer marketing has been a vital strategy for marketers offering benefits like raising awareness with target audiences, building trust and creating customer loyalty. Whilst it’s widely established that influencer marketing is a great tool for awareness, many marketing professionals still struggle to convincingly demonstrate ROI. 

When evaluating the question of where influencers sit in the marketing funnel, most would suggest the awareness phase. Influencers have become synonymous with debuting new products and services to the market and campaigns are normally measured with ‘softer’ KPIs such as reach and engagement.

Whilst influencers are indeed excellent for awareness, they can also be used to successfully generate sales. With so many stages and touchpoints in today’s consumer decision-making process, there is no single best time or method to use influencer marketing successfully.

Influencers in the awareness phase 

In the recent 2020 Influencer Marketing Benchmark Report from IMH, 40% of surveyed participants listed awareness as the main objective for running influencer campaigns, a trend that has remained unchanged. So, why are influencers so great for building awareness?

One answer is that they provide brands access to their ready-made audience. Not only are these audiences often substantial but they are also often made up of groups that share specific characteristics or interests, making them highly targetable. 

Japanese multinational imaging company Ricoh gained recognition for its 360° THETA camera range with a European audience through effective use of