How social content reuse works in Klaviyo
Generated by Klaviyo AI
Social content reuse gives the Media Picker in Klaviyo direct access to your connected Instagram account, so a post can go into email, SMS, flows, and forms without a download-and-re-upload detour. The new Social tab lets you filter your posts by media type, engagement, or date, then embed the one you want with or without its overlay — username, badge, and caption kept or stripped. It all happens inside Klaviyo, from the social content library.
- Reused social content only works if the context comes with it: Copy an image over manually and you lose the username, badge, and caption — the signals that gave the post credibility and meaning in the first place. Embedding from the Social tab keeps them attached.
- The Social tab sits in the Media Picker, wherever you're building: Open it in a campaign, a flow, or a sign-up form, filter your connected Instagram posts by engagement or date, and pull last month's top performer without scrolling forever.
- One post can be tuned per channel: Keep the overlay on for a rich email placement or a "Did you miss this on Instagram?" campaign, strip it down for SMS or a minimal form, and drop proven posts into welcome and browse-abandonment flows.
Your top-performing social content is already proven with a real audience. Reusing it in email and SMS means you start from work that earned engagement instead of building from a blank page.
Context is a big part of why that post landed. The username signals who's behind it, the badge adds credibility, and the caption gives the image meaning. Copy the image over manually, and all of that gets stripped away. You're left with a photo that carries none of the signals that made people stop scrolling.
Social content reuse keeps that context intact. It gives the Media Picker direct access to your Instagram content, so the same post can move into email, SMS, flows, and forms without leaving Klaviyo. It also closes a gap most teams run into: social and retention marketing operate as separate workstreams with separate assets and separate calendars, so this pulls from both into a single flow.
How the Social tab in the Media Picker works
The new Social tab in the Media Picker pulls your Instagram posts straight into emails, forms, and SMS, with filtering by media type, engagement, or date.
Here's how it works:
- Open the Media Picker wherever you're building: a campaign, a flow, or a sign-up form.
- Switch to the Social tab to see your connected Instagram content in one place.
- Filter down to the post you want by media type, engagement, or date, so you can find last month's top performer without scrolling forever.
- Embed the post with or without its overlay. Keep the username, badge, and caption, or strip them out, depending on the channel and the message.
Everything happens inside Klaviyo, powered by your connected Instagram account. There's no download-and-re-upload detour, and no lost context when you bring a post over. You'll find all of this in the Social Content Library in your Klaviyo account, where your Instagram content lives ready to reuse.
Where to reuse social content across campaigns, flows, and forms
The same post can work across every owned channel. The toggle for username, badge, and caption lets you tune it per placement.
- Build a "Did you miss this on Instagram?" campaign. Head the email with that line, feature the post with its social insights pill, and follow with a CTA to shop or learn more. It gives subscribers a second chance to engage with content they may have scrolled past.
- Drop a proven post inside a flow. Add a high-performing post to a welcome or browse-abandonment flow so subscribers see content that already earned engagement with your social audience instead of a message built from scratch.
- Add a top post to a sign-up form. New subscribers get a familiar first impression tied to content they may have already seen and liked on Instagram.
- Keep the context in email, strip it down for SMS. Leave the caption and badge on for a rich email placement, then remove the overlay for a cleaner look in a text message or a minimal sign-up form.
Each placement gets the version of the post that fits it, so you're not forcing one format across channels that work differently.
How to get started with social content reuse
Read the quick start guide for setup, then head to the Social Content Library in your account to bring your first post over.
Once it's connected, filtering by engagement takes seconds. What you embed is up to you.
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