Customer Journey - Where to Show Up and What to Track

Customer Journey - Where to Show Up and What to Track

Since social media has been out for over 10 years now, a lot has changed. When Instagram first came out it was all about brand awareness, then that turned into expecting sales. In the last few years with the (what seems drastic) algorithm change we push clients for Instagram being a community engagement platform and really to maintain a community they have built as content alone will not be enough. This may be obvious to most marketers, but something no one is talking about is the new usage of consumers across these platforms and how that affects growth as well as the updated consumer journey.


I recently wrote a LinkedIn post on how my behavior has changed over the years on Instagram and just writing it was eye opening. Now this is just my personal experience, but I am sure other people have evolved similarly. One thing coming up a lot on TikTok is people talking about not following any brands (with makeup and clothing being an exception as they are looking for everyday inspiration). Although getting people to follow you may be tough, the content still matters because it’s all about the explore page - which is essentially “free” ads.


So, here is the updated customer journey when it comes to social media and what metrics are important to track:

  • BRAND AWARENESS

    • Where you need to show up: Paid Ads, Influencer Marketing, Organic Videos (that have a “viral” quality), Brand Partnerships

    • Metrics you need to track: Impressions/Reach, Video Views, Website Traffic

  • CONSIDERATION

    • Where you need to show up: Organic Content, Influencer Marketing, Paid Ads, Social Engagement/Social Listening

    • Metrics you need to track: Impressions/Reach, Likes, Comments/DMs, Saves & Shares, Website Traffic

  • CONVERSION - Get that sale!

  • REPEAT PURCHASER

    • Where you need to show up: Organic Content, Brand Partnerships

  • ADVOCATE

    • Where you need to show up: Organic Content, Social Engagement/Social Listening

    • Metrics you need to track: Comments/DMs, Tagged Posts, Video Views, Saves & Shares, Followers

Anna Sullivan