"The traditional customer journey has evolved to capture the complexity of how today's consumers discover, purchase, review and become loyal fans of products. On platforms like TikTok, crowded by bingeable creator unboxings, high-value influencer reviews and consistent content loops, the journey consumers take has evolved into an "infinity loop," a circular process that consumers continuously cycle through. In this loop, consumerism is at an all-time high; you can buy products with a simple tap, and then they're on their way to you."
"Through discovery, evaluation, purchasing, sharing and promoting, the cycle never ends. Social platforms constantly show new products for purchase, with trends and creators prompting reentry into the infinity loop during any given scroll. For example, a user on social media may see their favorite influencer introduce their favorite skincare product through an unboxing video. The purchase turns into their own review on social media and, in turn, the discovery of more products."
Today's customer journey has transformed into a circular 'infinity loop' on social platforms where consumers continuously discover, evaluate, purchase, share and promote products. Scrolling behavior replaces searching, and discovery occurs within entertainment-first formats like tutorials, get-ready-with-me videos and monthly favorites. Social platforms surface new products constantly, and trends or creator content reinsert consumers into the loop at any moment. Purchases can quickly become user reviews that trigger further discovery. Brands must maintain always-on strategies that build trust, deliver value and leverage influence at every touchpoint to convert first impressions into long-term loyalty.
Read at Forbes
Unable to calculate read time
Collection
[
|
...
]