Today, we're launching Klaviyo Social Marketing, a new product line inside the autonomous B2C CRM that connects social activity to the customer profiles your team already runs on.
The first piece, Social Auto-replies, is free for every Klaviyo customer today. This tool automatically replies to Instagram comments and DMs and captures consented email and phone numbers from Instagram users.
This is the first one percent of what Klaviyo Social Marketing will become. Here's where it's going.
The math on social is brutal
You've spent months building your Instagram presence. The reels are landing. The comments are pouring in. Someone just DM'd asking when your new drop goes live. Another follower tagged three friends under your latest post.
Now answer this: which of those people are on your email or SMS list?
Every comment under a post is a hand raised. It's a signal of interest, intent, or affinity you’ve spent real money to earn. And most brands have no way to grab it. Social platforms own the engagement. Commerce platforms own the transactions. Marketing platforms own the customer relationship. Nothing connects them, so these warmest moments in the funnel slips through unaccounted for.
Followers stay followers. They never enter the CRM that segments them, sends them the right offer at the right moment, or attributes a sale back to the social post that started it all. You're renting that audience from a platform that decides how much of it you get to reach on any given day.
Every comment that doesn't become an owned contact is demand you’ve worked hard to generate, and then handed back to the social platform. Multiply that across years of posts, and the gap between what your social team produced and what your marketing team can act on becomes one of the most expensive gaps in your business.
We're closing that gap.
Step one: Social Auto-Replies, free for every Klaviyo customer
You share a Post or Story on Instagram. You ask customers to reply or comment with a keyword for a special offer, giveaway entry, early access to a new product drop or more. When they reply, they’re prompted to provide their email or phone number to join your list. It's that simple.
Here's what that looks like in practice. You publish a Reel and write in the caption: "Comment LOVE to get 20% off." Someone comments LOVE. Klaviyo Social Auto-replies sends them a message asking for their email address to send the code. They reply. Klaviyo captures their email address with consent, creates a profile (or enriches the one that already exists), and drops the new subscriber into your welcome flow. All automatically.
That social interaction now lives on their Klaviyo customer profile alongside every other signal you have on them: past orders, browsing behavior, SMS engagement, email opens, predicted lifetime value. The Instagram comment that started the relationship doesn't sit in a separate dashboard; it's on the same profile that your flows, segments, and analytics already run on.
Auto-replies are native to Klaviyo, so there's no integration to build and no second tool to manage. The keyword, the reply, the flow, the profile, and the segment all live in one place. Consent is built into the reply exchange itself, which means every contact you capture is one you can actually market to.
That's the foundation. Now for what gets built on top of it.
Step two: Klaviyo Social Marketing, now in Early Access
Social Auto-replies grow your list. The new features are what makes that list pay for itself.
Klaviyo Social Marketing connects social signals like follower count, follow status, comments, DMs, mentions and UGC (User-generated content)to Klaviyo profiles as profile properties and events that your flows, segments, and analytics can act on.
Four new capabilities are live in Early Access today:
- Custom Auto-reply questions. Automatically ask Instagram users any additional questions in the DM exchange, like, sizing, preferences, or intent. Then, use those answers to personalize their welcome series or other automated messages.
- One-to-many Instagram connections. Connect your one global Instagram account to multiple regional Klaviyo accounts that you manage.. This is useful for brands that want to collect opt-ins from Instagram and properly allocate them to the corresponding Klaviyo account.
- Engagement event insights. A customer comments on your post, and Klaviyo logs it to the event feed on their profile. In addition to comments, you’ll also track events for DMs and when you’re tagged in content. For example, build a segment of customers who engaged with the launch reel but haven't purchased, and trigger a flow to them. Or create a fully automated ambassador program using follower count and the mention event. These social signals are now used to fuel demand and revenue.
- Social Content Library. Every tagged post, story mention, and reel collected in one place, with engagement rates, bookmarking, filtering and more , so your team can identify trends, emerging creators and more. And this is just the beginning of our Social Content library.
Early Access opens today to Stripe-billed Klaviyo customers in-app, starting at $125/month based on Active Profiles, with a 25% early adopter discount for 12 months.
Get started
Social engagement is where attention lives. It’s important to own those relationships, instead of renting them from a social platform.
- Auto-replies are live now, free for every Klaviyo customer. Publish a post. Share a keyword. Configure your auto-reply, today.
- If you're a Stripe-billed Klaviyo customer and you want the paid SKU, Early Access is open in-app today.
If you aren’t a Klaviyo customer, get started now.
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