Quick definition
The customer journey is the path a person travels from first discovering a brand to buying and advocating — every touchpoint, including social posts, en route.
The customer journey is the full sequence of interactions between a person and a brand, usually described in stages: awareness (they learn you exist), consideration (they compare options), decision (they buy or sign up), retention (they stay), and advocacy (they recommend you). Real journeys are rarely that tidy — people loop, stall, and skip stages — but the model is useful because each stage calls for different content and different metrics.
Social media is often filed under “awareness,” but in practice it touches every stage: a Reel introduces the brand, weeks of feed posts build familiarity, a comparison post supports the decision, and a helpful reply after purchase feeds retention. Because a journey unfolds over weeks of repeated exposure, consistency matters more than any single post — a feed that publishes steadily is quietly working every stage at once, even when attribution tools credit someone else.
One customer’s path: she sees a 20-second how-to Reel (awareness) and follows. Over three weeks, six more posts cross her feed — tips, a customer story, a feature demo (consideration). A comparison post finally frames the choice; a week later she searches the brand name and starts a trial (decision). Last-click attribution hands all the credit to search — but eight social touchpoints did the persuading. Counting only the final step misreads where the journey actually happened.
List the stages, then sort your recent posts into them. Most feeds turn out heavily weighted toward one stage — usually awareness — with consideration and retention nearly empty. Rebalance the calendar so every stage gets regular coverage, give middle- and bottom-stage posts measurable next steps (UTM-tagged links, clear calls-to-action), and read assisted-conversion reports rather than last-click alone when judging what social contributed.
Where SocialKit fits
Journeys are built from repeated touchpoints, and that’s a scheduling problem — SocialKit’s content calendar keeps every stage covered week after week, with per-platform customization so each touchpoint fits the network it lands on.
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FAQ
Quick answers to the questions people ask most about this term.
SocialKit posts to all 11 platforms from one calendar and tracks how every post performs, so the numbers explain themselves. Try it free for 7 days.
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