Visual-based social networks highlight the importance of generating an adequate visual firm-generated content, which promotes new interactions focused on ephemeral formats. This study aims to examine visual firm-generated content published on ephemeral content on social networks and its role in the extension of the customer journey. We recognize four elements that cover the whole of post design: brand cohesiveness, authenticity, informativeness, and emotionality. We elaborate a dataset from a prominent operator of tourism resorts in Europe consisting of 525 Instagram stories published between February and March 2019. Data are examined and structured by observation. We use Artificial Intelligence (AI) and computerized text analysis tools to evaluate the content. We develop a two-equation seemingly unrelated regression (SUR) model. Our results show that brand cohesiveness, authenticity, and informativeness positively influence the extension of customer journey. Our findings support brand managers in creating successful visual firm-generated content for the extension of customer journeys on social networks.