Influencer Trends to Watch: #1 Full Funnel, Full Impact

For years, influencers were pigeonholed as top-of-funnel players—great for creating awareness but not much else. Sound familiar? If so, it’s time to rethink everything you thought you knew about influencer marketing. Influencers are no longer just buzzmakers; they’re now integral players throughout the entire customer journey, from awareness to consideration to purchase.

It’s not just a trend; it’s a transformation. Nearly eight in ten consumers trust influencer recommendations, and 61% have made a purchase based on one in the past six months. That’s a game-changer, proving that influencers aren’t just about impressions—they’re about conversions.

Influencers: From Awareness to Action

Let’s break it down. At the top of the funnel, influencers are still the awareness champions we’ve come to expect. Whether it’s a curated list, a captivating reel, or a simple mention in a story, influencers are helping brands cast a wide net. According to The Influencer Effect: A Global Perspective on Consumer Engagement, 60% of consumers across six countries use influencer shopping pages or product lists to discover and buy new items.

But here’s where it gets exciting: influencers don’t stop at awareness. They’re stepping into the consideration phase—79% of consumers trust recommendations globally—with engaging, educational content that helps potential buyers evaluate options. Think product demos, unboxings, and “day in the life” videos featuring real-world product use. This is where influencers excel at building trust and answering the question every consumer asks: Is this right for me?

And then comes the bottom of the funnel—the purchase phase. A whopping 74% find shopping directly through influencer links convenient, and 61% of global consumers have purchased something via an influencer’s recommendation. From sharing shoppable links to offering exclusive discount codes, influencers make the buying process seamless and personal.

The Challenge: Proving ROI

Despite this full-funnel impact, many brands struggle to measure influencer success beyond likes, shares, and impressions. Traditional tools often focus solely on the top of the funnel, leaving marketers with incomplete data.

The solution? Affiliate tracking. By integrating affiliate-style tracking links into influencer campaigns, brands can gain deeper insights into post-click activity, such as orders, sales, and even repeat purchases. This level of detail doesn’t just help optimize strategies; it proves ROI, making it easier to justify increased spending on influencer initiatives.

In fact, savvy brands are already seeing results by combining traditional metrics with affiliate reporting. It’s a one-two punch that captures the full picture of influencer impact and ensures no conversion goes unnoticed.

Realigning Strategies for Maximum Impact

To get the most out of influencer marketing, brands need to shift their mindset. Influencers aren’t just about generating buzz anymore—they’re about guiding customers through every stage of the journey. Here are three ways to adapt your approach:

Think Beyond Awareness: Map Your Funnel and Pick the Perfect Partners
Influencers aren’t just for spreading the word anymore—they’re power players at every stage of the customer journey. The trick? Figuring out where your funnel needs the most love and teaming up with influencers who bring the right vibe.

Need to boost awareness? Look for creators with a knack for pulling consumers into your brand sphere. Want to move people into the “maybe I’ll buy” zone? Partner with influencers who are pros at educational content, like in-depth reviews or relatable tutorials. And if you’re ready to seal the deal, work with those who know how to drive action, using exclusive discount codes, flash sales, or “swipe up to buy now” magic.

When you map your funnel and match it with the right influencers, you’re not just playing the game—you’re winning it.

Think Bigger: Go Cross-Channel
Why keep influencer campaigns in their own little box when they can shine across all your marketing channels? The best campaigns play nice with others—paid ads, email blasts, retargeting efforts—you name it.

Picture this: An influencer’s glowing review gets turned into a social ad that follows site visitors around until they can’t resist clicking “buy.” Or they stage a livestream shopping event to spike your sales. When you connect the dots between influencer content and your broader marketing efforts, you’re not just creating campaigns—you’re building an unstoppable brand experience.

Get Smart with Affiliate-Style Tracking
Tracking influencer impact shouldn’t feel like solving a mystery. That’s where affiliate tracking comes in. These nifty tools give you the power to see exactly how influencer content is performing, from clicks to purchases and everything in between.

And here’s the kicker—it’s a win-win. You get hard numbers to prove ROI (and make the case for bigger budgets), while influencers get the credit they deserve for driving results. It’s like high-fiving your influencers while showing your team that this strategy is worth every penny.

What are the Key Takeaways? Think Full Funnel.

Influencer marketing has evolved, and brands that adapt will reap the rewards. Here’s the bottom line:

• Don’t stop at awareness. Influencers can deliver value at every stage of the customer journey.
• Collaborate strategically. Choose influencers who align with your goals and amplify their efforts across channels.
• Track everything. Invest in tools like affiliate links to measure success from clicks to conversions.

The data doesn’t lie. With nearly eight in ten consumers trusting influencer recommendations, it’s clear that influencers have full-funnel potential.

Ready to rethink your influencer strategy? Now’s the time to embrace a more holistic approach and unlock the true power of influencer marketing. It’s not just about getting seen—it’s about making an impact.

This global look into influencer marketing is all about helping you boost your strategy. Ready to up your game? Rakuten Advertising’s expert teams are here to take your influencer campaigns from planning to ROI tracking. From managing creators to optimizing affiliate links, we can help you deliver diverse, high-quality content to drive results across all channels.

Let’s connect and make those influencer campaigns work harder for you!