Funnel Fillers vs. Funnel Finishers
🎯Stop asking creators to do everything. Start assigning them exactly what they’re built to do, Google’s AI Marketing Engine, and more!
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🎯 Funnel Fillers vs. Funnel Finishers: Stop asking creators to do everything. Start assigning them exactly what they’re built to do.
🔍 Google’s AI Marketing Engine
🏆 Ad of the Day
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🎯 Funnel Fillers vs. Funnel Finishers: Stop asking creators to do everything. Start assigning them exactly what they’re built to do.
Most brands treat creators like interchangeable ad units.
“Here’s the brief. Hit record. Hope it converts.”
But not all creators are built the same. Some are loud. Some are analytical. Some drive curiosity. Others drive action. And if you use the wrong one at the wrong stage, even great content will underperform.
That’s the core mistake: brands confuse reach creators with result creators.
They use vibe-heavy storytellers to close deals. They ask rationalists to drive hype. The result? Wasted media and confused buyers.
Here’s the fix: split your pipeline into two strategic roles , funnel fillers and funnel finishers.
Funnel Filler Creators: The Crowd Builders
Their job isn’t conversion. Their job is curiosity.
These creators…
Open loops (“I’ve been testing something wild…”)
Show personality over product
Build emotional openness with zero pressure
Thrive on short-form chaos, jump cuts, duets, and challenge formats
You deploy them at the very top to spike awareness, culture-bait, or frame a new behavior. They don’t explain. They invite.
Funnel Finisher Creators: The Closer Archetypes
These creators convert. They build trust in quiet tones. They’re great at step-by-step, logic-led, or confession-style storytelling.
Finishers…
Narrate personal transitions (“I didn’t think this would work…”)
Show product in context
Pre-handle objections
Make the product feel like a “this makes sense” decision
Use them in PDP videos, retargeting flows, email, and mid-funnel explainer ads. They don’t entertain. They reassure.
How to deploy both without chaos
Stop blasting the same creator to every audience segment.
Instead, tag your assets by intent:
“This piece drives open loops”
“This one closes objection X”
“This one works for gift buyers only”
Insense makes this process scalable by helping you source creators not just by audience, but by funnel intent , who creates intrigue, and who converts belief, so Book a discovery call by May 30 and get a $200 bonus for your first campaign.
Why it works: Because in 2025, buyer trust is expensive. And emotional momentum is fragile. When every creator plays a deliberate narrative role, you stop hoping for results and start directing them.
🔍 Google’s AI Marketing Engine
At I/O 2025, Google rolled out a suite of updates that reshape how AI integrates into shopping, ads, and search. With advanced product discovery, agentic checkout, and multimodal AI reasoning, the future of consumer interaction just got smarter.
The Breakdown:
1. Smarter AI-Powered Shopping - Google's new AI Mode allows users to refine product searches using natural conversation. It generates visual, personalized product panels and dynamically updates suggestions based on context like location or weather. The system also uses query fan-outs to identify detailed, relevant matches from multiple angles.
2. Agentic Checkout + Try-On Tech - An “agentic checkout” feature now tracks preferred items and auto-purchases when prices drop. Users can also virtually try on clothes using generative AI that understands body shape and fabric behavior.
3. AI Evolution in Search - Project Mariner brings Gemini directly into Search, enabling complex queries and expert-level responses via “Deep Search.” Users can now interact using voice, camera, and files, turning searches into full-scope research sessions.
4. Generative AI in Ads & Media - Imagen 4 and Veo 3 offer enhanced image and video generation for marketing creatives. Google’s new “Flow” tool combines these for AI-generated films, while digital avatars and AR glasses hint at immersive ad formats.
Google’s latest I/O drops aren’t just tech demos, they’re signals. Search, shopping, and storytelling are all becoming deeply AI-integrated, and marketers must adapt quickly to stay relevant, discoverable, and resonant in this new interaction landscape.
🏆 Ad of the Day
What Works:
The copy “SOLD OUT 4X” and “4,000 ★★★★★ REVIEWS” triggers urgency and trust simultaneously. This framing leverages bandwagon psychology, if so many people loved it and it keeps selling out, it must be worth grabbing now.
The model's pose is relaxed yet assertive, exuding body confidence. This positions the product as more than a skort, it becomes a symbol of self-expression and comfort. Plus, the bold blue skort acts as the visual anchor, drawing the eye instantly and reinforcing memorability.
The line “Feels good, good for the planet” links physical comfort with eco-ethical gratification. This taps into identity-based marketing, shoppers want to feel good about what they wear, not just in it.
Broader Insights:
This is performance branding done right. It doesn’t rely on gimmicks, loud design, or heavy CTAs. Instead, it trusts the product and lets proof, planet, and personality do the talking, exactly how today’s most powerful DTC apparel ads convert.
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