Klaviyo Social Marketing: Make social an owned channel
Generated by Klaviyo AI
Klaviyo Social Marketing is a new product in Klaviyo Marketing that makes social media an owned channel alongside email, text, WhatsApp, and mobile push. It captures every comment, DM, tag, and post as owned data on the unified customer profile—so brands can grow their lists through Instagram DMs with Social Auto-replies, build segments and trigger flows on social behavior the same way they do on purchase behavior, and surface top content and rising creators through the social content library. By connecting social engagement that historically lived inside platforms brands don't own to the rest of the omnichannel stack, Klaviyo Social Marketing turns hard-to-attribute signals into list growth, richer profiles, and content that drives customer journeys forward—all inside Klaviyo, the autonomous B2C CRM.
- Social becomes an owned channel, not a black box. Every comment, DM, tag, and post that used to be trapped inside Instagram now lands as owned data on the customer profile — alongside orders, browsing, and service history — so social engagement finally connects to the rest of your marketing instead of living in a silo.
- Signals turn into subscribers and segments.Social Auto-replies capture email, text, and WhatsApp consent right inside DMs and route new contacts into welcome flows, while social behavior becomes segmentable the same way purchase behavior is — commenters who haven't bought, followers who tag you, creators most likely to advocate.
- Your best social content and creators become reusable fuel.The social content library and AI-powered insights surface top-performing posts and rising creators, so you can repurpose winning content across email, text, WhatsApp, push, and web — and reward the people driving word-of-mouth. Kulani Kinis grew its ambassador program 5x to 130,000+ members proving the model in beta.
We are incredibly excited to announce that Klaviyo Social Marketing is now generally available. As the newest product in Klaviyo Marketing, it connects the engagement you’re driving on social to the rest of your omnichannel marketing strategy.
Social is where a huge share of your customers’ attention lives. It’s where they discover you, follow you, DM you, and tag their friends. But for years, that engagement has been trapped inside platforms you don’t own, cut off from the tools and customer data that run the rest of your business. You do the work, running giveaways, launching campaigns, and building relationships with creators, and almost none of it makes it back into your marketing stack.
Klaviyo Social Marketing changes that. It makes social media an owned channel right alongside email, text, WhatsApp, and mobile push, so you can capture the signals your followers are already sending and act on them. Each comment, DM, post, and tag becomes owned data, list growth, and content you can put to work, all connected to Klaviyo, the autonomous B2C CRM.
Social engagement is easy to see and hard to act on
You've spent months building your Instagram presence. The Reels are landing. The comments are pouring in. Someone just DM'd to ask when your next drop goes live. Another follower tagged 3 friends under your latest post.
This is the kind of organic engagement and word-of-mouth marketing teams dream of, and it's why social media marketing stopped being a vanity metric a long time ago. Now, it’s where consumers discover brands, form opinions, and decide who's worth following. The catch is that it's a zero-click environment, so all of that engagement is notoriously hard to attribute back to revenue.
Most brands end up measuring social on vibes, or on more directional metrics like audience growth and engagement rate, with no real way to tie a comment or a DM back to a customer, a purchase, or the rest of the journey. But every comment, tag, DM, and save is a hand raised, a signal of interest you spent real money to earn, and until today, those signals lived where your CRM platform couldn’t see them.
Klaviyo Social Marketing solves for that exact problem, connecting siloed social data to the rest of your omnichannel marketing stack.
Step 1: Grow your list by turning followers into subscribers
With Social Auto-replies, you can collect email, text, and WhatsApp consent right inside Instagram DMs. Prompt followers to DM or comment a keyword, capture their opt-in on the spot, and route each new contact straight into a welcome flow that tells them who you are and what to expect.
- Run always-on offers, exclusive drops, and giveaways that give followers a reason to opt in.
- Ask custom questions right in the DM, like what they’re shopping for, which categories they care about, or when their birthday is, then use those answers to personalize how you market to them from day one.
List growth doesn’t stop at owned contacts. Because it all runs inside Klaviyo, your social audience pairs with Klaviyo’s ad audience sync, available across Klaviyo, to make your paid social work harder.
- Send your highest-value segments to Meta, Google, TikTok, Pinterest, and more in real time, and build lookalike audiences from real behavioral data to find people who act like them, not surface-level matches.
- Retarget cart abandoners, site browsers, and Reel responders right where they’re already scrolling, so your paid and owned strategies finally pull in the same direction.
The payoff is easy to see: less spend chasing people who won’t convert, and more on the ones ready to buy.
Step 2: Bring social data into your customer profiles
Growing your list is only half of it. The real win is knowing the people on it.
Klaviyo Social Marketing captures your subscribers’ social activity, their tags, comments, DMs, and posts, on a unified customer profile, right next to browsing behavior, orders, and marketing and service history.
From there, build segments on social behavior the same way you build them on purchase behavior: shoppers who commented on your launch but haven’t bought, followers who tag you across Reels, and creators most likely to advocate for you in an upcoming campaign.
Trigger flows off those segments and personalize campaigns with real social behavior, so you convert faster and get more from each send.
Step 3: Drive customer journeys forward with social insights
Each tag, mention, and piece of user-generated content (UGC) is a signal most brands can’t act on across both marketing and customer service. Klaviyo Social Marketing brings all of it together––your owned posts, UGC, engagement rates, and performance data––in one place: the social content library.
This is where you see who’s championing your brand, from your most frequent commenters to the creators with real reach worth prioritizing. You can also see what’s resonating, so you make more of what works.
Sort by top-performing posts, scan your standout creators, and get a clean read on reach, likes, and comments. AI-powered insights surface rising creators before they take off, flag the content themes catching on, and show which owned and user-generated posts are driving engagement.
You can go deeper with Composer to see what’s working and where to focus next. From there, repurpose your top content across email, text, WhatsApp, mobile push, and web. And because social events live on the customer profile, you can connect them to your loyalty, advocacy, and community programs and reward the people helping you grow.
Kulani Kinis has already connected social engagement to the rest of their customer data with Klaviyo Social Marketing. They’ve grown their global ambassador program to more than 130,000 members, 5x its previous size, and collected more than 4,800 user-generated posts tagging the brand in the past year in our beta program.
Get started
Klaviyo Social Marketing is generally available now, with special introductory pricing for brands getting started. To launch your first campaign, head to Social in your Klaviyo account, connect your Instagram Business account, and start from a pre-built template. No technical set-up required.
See for yourself what it looks like when social media engagement becomes owned customer growth.
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