What does consideration mean in the marketing funnel?

A touchpoint is any point of contact between a person and a brand. In social media marketing, this can be a video, an ad, a creator post, a comment, a landing page, or a shop visit.

Awareness describes the phase in which people first become aware of a brand, product, or offer. On social media, awareness is primarily generated through high-reach content, clear hooks, recognizable messaging, and platform-specific formats.

A successful strategy combines data-driven planning with creative storytelling. It is essential to align content formats, channels, and target audiences along the customer journey.

Content strategy defines which content is created and what message it conveys. Media strategy determines when and where that content is distributed to achieve maximum reach and impact.

Full-funnel marketing leverages social media across the entire customer journey: from awareness and consideration to conversion and retention. Content, creatives, and KPIs are tailored to each specific stage of the funnel.