Inside the Funnel: How Influencer Content Impacts Every Stage of the Buyer Journey
It’s easy to think of influencer marketing as just a top-of-funnel play—flashy videos, dreamy travel shots, or viral dances that generate awareness. But the best influencer campaigns don’t stop at awareness. They move people. From first exposure all the way to the checkout page (and beyond).
In this edition of Insight from Dalton Street, we’re breaking down how influencer content drives value at every stageof the funnel—and how both brands and creators can build smarter, more strategic partnerships that go deeper than just likes and views.
Awareness: The Spark
At the top of the funnel, it’s all about reach and resonance. You're planting a seed—introducing your brand or product to a new audience through someone they already trust.
Great for:
Product launches
Rebrands
New market entry
What works:
Entertaining, story-driven content
Behind-the-scenes access
Lifestyle integration that feels natural and not like a sales pitch
Tip for brands: Don’t obsess over conversions at this stage. The goal is visibility and vibe. Think of it like a digital billboard… that talks.
Tip for influencers: Add personal flair. Your unique tone and storytelling are what stop the scroll and make an unfamiliar brand feel worth noticing.
Consideration: The Deep Dive
This is where curiosity turns into interest. Maybe someone saw a creator using your product in a casual way last week, and now they’re watching that same creator explain the why, how, or backstory behind it.
Great for:
Differentiating from competitors
Educating on product features
Addressing common objections
What works:
Tutorials and how-tos
Q&As or product breakdowns
Personal anecdotes ("I've been using this for 3 months...")
Tip for brands: Provide talking points, but don’t over-script. Let creators show how your product fits into their life—not just how it works.
Tip for influencers: Think like your audience. What would they need to know to go from “Hmm…” to “Tell me more”?
Conversion: The Moment of Truth
Now we’re talking sales. The viewer is primed. They've seen the product in action, heard the story, and maybe checked the site already. What they need now is a final nudge.
Great for:
Limited-time offers
Affiliate and creator codes
Product bundles or first-purchase perks
What works:
Clear CTAs (“Use my code to save 15%”)
Links in bio, swipe-ups, or tagged products
Real urgency and scarcity (but no fake FOMO, please)
Tip for brands: Track the right KPIs. This is where you focus on code redemptions, link clicks, and last-touch attribution.
Tip for influencers: Don’t be afraid to sell. If you’ve already built trust, your recommendation carries real weight here. Just keep it honest and aligned with your usual tone.
Loyalty & Advocacy: The Afterglow
The funnel doesn’t end at purchase—it just gets more valuable. Influencer content can nurture loyalty, increase repeat buys, and even turn customers into brand advocates.
Great for:
Community building
User-generated content campaigns
Launching loyalty programs or referrals
What works:
“Unboxing Part 2” or follow-up content
Highlighting fan comments or reposts
Showing how the product holds up over time
Tip for brands: Keep working with the same creators. Long-term relationships signal authenticity and give your audience consistency.
Tip for influencers: Think beyond the one-off. Share updates, do reviews after months of use, or highlight how the product is still part of your routine.
Final Thought: The Best Influencers Build Full-Funnel Momentum
The most successful influencer strategies aren’t just flashy—they’re full-funnel. They meet the audience where they are, guide them forward with purpose, and keep them coming back for more.
Whether you're a brand planning your next campaign or a creator looking to increase your value, the question isn’t just how many people saw the post—it’s where did it move them next?
