How TikTok Shop Affiliates Can Master Top, Middle, and Bottom of Funnel Content

I wish someone had sat me down and explained this when I first started, because it would have saved me a ton of trial and error.

Understanding the difference between top of funnel, middle of funnel, and bottom of funnel content completely changes how you create videos and how you sell products. Once you know how each stage works, you can approach your content with a clear purpose instead of throwing videos out randomly and hoping something sticks.

Top of funnel content is all about grabbing attention and introducing a product your audience probably has never seen before. Your job here is to educate, explain, and spark curiosity so people become aware of something new. With this type of content, you are essentially saying, “If you have this problem, here’s a product that can solve it,” or “Here are the benefits, here’s how it works, and here’s why you should care.”

This approach works perfectly with innovative or “wow factor” products, the kind that makes people stop scrolling and say, “Wait, I didn’t even know that existed.” For example, imagine showing off a gadget that uses UV light to sanitize your phone screen. Most people would have no idea such a thing even existed, which means you would need to explain what it does, how it works, and why it is worth buying.

However, a common mistake is using top of funnel content for products that don’t need explaining. If you were making a video about computer speakers, nobody needs you to explain that it helps you get better sound out fo your computer. Everyone already knows what they do. Going into a breakdown of that function would be a waste of time. Instead, you should be asking why this set of speakers is different from every other one on the market. This is where middle of funnel content comes in.

Middle of funnel content is where most affiliates miss the mark, but it is also where the biggest opportunity lies. In this stage, your audience already knows what the product is and what it does. Your job is not to explain it from scratch but to tell them why they should buy THIS particular version instead of another option.

You can do this by pointing out specific advantages such as better sound quality, lower distortion, or a sleek design that can fit anywhere yet is powerful enough to go super loud.

This type of content is where the sales magic really happens. By positioning your product against the alternatives and highlighting what makes it unique, you help buyers who are already interested make their final decision and choose your link.

Most creators either spend too much time at the top of the funnel explaining basic concepts or they push discounts at the bottom of the funnel. Very few focus on the middle of the funnel, and that is exactly why it works so well. Massive opportunity and less competition.

Finally, there is bottom of funnel content. This stage is aimed at people who already know the product and what it does. Your role here is not to educate or compare; it is simply to push them over the edge with an offer.

A typical example would be a video saying something like, “Double discount on ashwagandha gummies today.” That creator is not explaining what ashwagandha is or why you need it. They are counting on the fact that the audience already knows, already wants it, and just needs a small push to buy right now.

This strategy does work sometimes, but I personally don't love it. It feels too salesy and takes a ton of volume to hit decent numbers. I'd use it...but don't rely solely on it.

When you put it all together, the funnel makes perfect sense. Top of funnel content is about reeling in cold audiences by introducing them to something new. Middle of funnel content is about explaining why your product is better than the alternatives. Bottom of funnel content is about targeting a warm audience who already knows the product and nudging them to buy with an offer.

If you want to build sustainable TikTok Shop affiliate sales, the best strategy is to focus heavily on middle of funnel content in my opinion. That is where you help people make a decision, position yourself as a trusted guide, and convert browsers into buyers.

The key is to stop cranking out random videos with no plan and start being intentional about where your content fits in the funnel. Top of funnel brings awareness. Middle of funnel builds trust and makes the case. Bottom of funnel drives last-second conversions. For most TikTok Shop affiliates, the sweet spot is almost always top and middle.

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