AWARENESS

Awareness is about introducing your brand to new audiences and keeping it top of mind. This stage is critical for building recognition, trust, and long-term brand equity.

Programs

• Large-Scale Seeding

• Paid Partnerships for Impressions/Reach

• Content Creation for Organic Social and DTC

Metrics

• Estimated Media Value (EMV)

• Impressions

• Reach

• Publication Rate

• Number of Influencers/Posts

Key Considerations

• Lean into trend-driven content formats (audios, beauty looks, content formats) to maximize impressions and spark discovery. This content doesn’t need to be about educating audiences on your brand - it’s about introducing your brand to a wider audience. THIS is a trend-driven example from T3 Micro and Natali Kim.

• Ensure the influencers that you work with not only reflect your target audience but also reach them. Quality impressions matter more than sheer volume.

• Don’t overlook micro-influencers. While macro and mid-tier influencers are valuable for growing impressions, micro-influencers can deliver highly targeted reach with niche audiences.

CONSIDERATION

Consideration is a step beyond awareness, when consumers are actively thinking about and evaluating your brand for potential purchase.

Programs

• Targeted Seeding

• Paid Partnerships for Engagements/Traffic

• Content Creation for All Brand Channels

Metrics

• Click-Through-Rate (CTR)

• Bounce Rate

• Engagements (Likes, Comments, Shares, Saves)

• Quality of Engagements

Key Considerations

• Create educational, results-driven content such as tutorials, how-to’s, and product demos. Highlight benefits and answer FAQs.

• Utilize this educational content across your own channels—email, paid social, blogs—for extended impact.

• Prioritize influencers with a proven ability to drive meaningful engagement and traffic, and consider longer-term partnerships to deepen trust with their audiences.

PURCHASE

This is the conversation stage, where prospects turn into customers.

Programs

• Creator Commerce

• Paid Partnerships for Conversion

• Content Creation for Paid Social

Metrics

• Gross Sales

• Net Sales

• Return On Ad Spend (ROAS)

• Return On Investment (ROI)

Key Considerations

• Don’t fall into common content misconceptions at this stage. Driving conversions isn’t necessarily about having influencers post beautiful, long-form video reviews. Sometimes it’s just a quick Instagram story of an ecomm product image with a product link that drives the biggest results.

• The key here is in target development - working with influencers who regularly share shopping recommendations - and on focusing enough on the earlier stages of the customer journey to build the awareness and trust required to lead to purchase.

• Integrate creator commerce platforms like TikTok Shop and ShopMy, offering affiliate commissions and discount codes to incentivize sales-driving content.

• Utilize influencer content in paid campaigns to maximize ROI - like in the launch of Jillian Dempsey’s FLYK Trick Mascara, where we achieved a 4.1x ROI from paid media utilizing influencer content.

ADVOCACY

The customer journey doesn’t end at purchase. It extends into advocacy, where influencers can play a pivotal role in turning your customers into loyal brand advocates. Influencers act as community leaders, sparking conversations and building a sense of belonging around your brand. They help normalize behaviors like sharing product reviews, creating UGC, or recommending products to friends, encouraging your everyday customers to do the same. This advocacy drives new awareness, building a sustainable loop of influence, trust, loyalty, and growth.