What we learn on the social network, and especially on Facebook’s subsidiary Instagram, creates ideas and desires. A friend posts an image wearing Gucci sandals in Mexico, or drinking an Old Fashioned on the rooftop of the Soho House Istanbul, and we want to own/experience these things, too. Facebook gestates intent better than any promotion or advertising channel. Once in pursuit, we go to Google or Amazon to see where to get it. Thus Facebook is higher up the funnel than Google. It suggests the “what,” while Google supplies the “how” and Amazon the “when” you will have it.
