Why Most Brands Leak Conversions Between Awareness and Purchase

Most brands think of the influencer journey as:

Post → Click → Purchase

But in reality, it’s more like:

Post → Consider → Forget → Retargeted Ad → Google Search → Maybe Purchase

It’s that messy, mid-funnel where most of your revenue falls through the cracks.

Let’s break down what it is — and how to fix it.

What Is the Mid-Funnel?

• Top-of-funnel: Awareness

• Bottom-of-funnel: Purchase

• Mid-funnel: The “should I?” stage

This is where your customer asks:

• Does this really work?

• Will it work for someone like me?

• How do I use it?

• Is it better than [competitor]?

Most influencer campaigns stop at sparking awareness. But trust-building is what actually closes the loop.

3 Creator Content Types That Plug the Mid-Funnel Leak

1. Proof of Result

Show. Don’t tell.

Examples:

• “Week 3 using this: here’s my skin now.”

• “Unboxing → first impressions → results.”

• “Before and after” in one clip.

Best placements:

• Retargeting ads

• Product pages

• Email flows (e.g., “Real results in 2 weeks”)

2. Lifestyle Integration

Make it relatable, not aspirational.

Examples:

• “Morning routine with my toddler” (product appears naturally)

• “What I eat in a day for gut health”

• “5 things in my gym bag” (include your product)

Best placements:

• Organic IG/TikTok

• Creator’s Close Friends stories

• Landing pages for specific personas

3. Objection Handling

Pre-empt the doubt, and speak to it before they bounce.

Examples:

• “I was skeptical about the price until I did the math…”

• “Worried about irritation? Here’s what actually happened.”

• “A natural deodorant that lasts through my workouts? Yup.”

Best placements:

• Ads with creator voice

• FAQ carousels

• Post-purchase flows (“What to expect”)

Why This Works

• Top-of-funnel creator content sparks curiosity

• Mid-funnel content builds trust

• Bottom-of-funnel content drives action

Plugging this gap helps you

• Lower CPA

• Increase conversion on existing traffic

• Build evergreen content you can reuse across paid + organic

Your Next Step

Audit your funnel.

Do you have mid-funnel content that:

• Shows proof of results?

• Integrates naturally into lifestyle?

• Handles common objections?

If not - make that your next creator brief.