Your social followers don’t belong to you. Your subscribers do.

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For most brands, Instagram is where attention is captured, but not maintained, nor used to build lasting relationships.

You can spend years building a following. You can rack up likes, comments, and saves. And then, overnight, an algorithm shift changes what your audience sees. Or worse, you lose access to them entirely.

That’s the uncomfortable truth of social media: it’s powerful, but it’s rented. If you want durable growth, you need to harness  social engagement and turn it into something you actually own.

That’s why we built Social Auto-replies, Klaviyo’s new social list growth feature.

Introducing Social Auto-replies for social list growth 

Social Auto-replies let you convert Instagram engagement directly into high-intent email and SMS subscribers natively inside Klaviyo.

Instead of sending followers somewhere else and hoping they convert, you can capture consent right where engagement is already happening, then immediately use that data across your marketing and customer service experience.

This means social becomes a true acquisition channel, not just a top-of-funnel awareness play.

The problem with social-fueled list growth today

Most brands rely on social platforms to drive discovery. But when it comes to turning that attention into owned relationships, the options are limited.

Traditionally, you’re forced to:

• Push followers to a link in bio and hope they opt in
• Run paid campaigns just to capture emails or phone numbers
• Treat social as a separate channel from your core marketing stack

This results in friction for customers, fragmented data across teams, and subscriber growth that’s slower and more expensive than it needs to be.

How to grow your list from social in Klaviyo

Social Auto-replies introduce a new way to grow your lists, starting with Instagram.

Using tailored automated replies, brands can prompt engaged Instagram users to subscribe to email and SMS directly from social interactions.

No external tools. No manual syncing. No broken handoffs.

Once a follower consents, they’re added to Klaviyo and ready to be activated across campaigns, flows, and analytics.

Turning engagement into owned relationships

Social list growth is designed to meet customers where they already are—and make the next step effortless.

• Capture subscribers directly from Instagram: When someone engages with your brand on Instagram, you can invite them to subscribe  the moment when interest is highest. Instead of sending them away from the platform, turn engagement into action.
• Build richer customer profiles: Subscriber data captured through social becomes part of their Klaviyo customer profile, enriching your data and unlocking more personalized experiences across channels.
• Power omnichannel journeys: Once a follower becomes a subscriber, they’re no longer stuck in a social silo. You can trigger email and SMS flows, personalize future messages, and measure downstream revenue using the same tools you already rely on.

Why we built this

Social Auto-replies represent Klaviyo’s first natively built feature following our acquisition of Gatsby, and our first official step into organic social growth.

We built it because subscriber acquisition is getting harder, more expensive, and more dependent on channels brands don’t control.

By bringing social directly into Klaviyo, we’re expanding how brands grow their audiences on the platforms they’re already investing in while keeping ownership, consent, and data integrity at the center.

And this is just the beginning. Over time, we’ll continue to expand Klaviyo’s social marketing capabilities to include:

• Subscriber acquisition from additional social platforms
• Enriched customer profiles with social data
• The ability to trigger personalized journeys from DMs, tags, and user-generated content
• Deeper integrations with loyalty, advocacy, and community tools
• Social listening and activation of UGC

Why this matters now

Social Auto-replies make social media a first-class channel inside Klaviyo alongside email, SMS, WhatsApp, and mobile push.

The new social list growth tool gives brands a new way to diversify acquisition, reduce dependency on paid media, and build more resilient growth strategies by turning followers into subscribers.

Instead of optimizing for reach alone, you can finally optimize for relationships on social media.

Who this is for

Social Auto-replies are built for brands that rely on social to drive awareness and want to capture more value from that engagement.

• Marketers gain a new, compliant acquisition channel without adding complexity.
• Marketing leaders get a scalable way to grow owned audiences and improve ROI across the funnel.

From rented attention to owned growth

Social platforms will always matter. But they shouldn’t be the end of the journey. With Social Auto-replies, Instagram becomes a starting point for customer relationships.

Turn engagement into subscribers. And subscribers into long-term growth.