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    Enhance your marketing strategy with social media

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    Lesson
    6 min read

    Elevate your social strategy with Klaviyo

    Organic social is a powerful, relationship-building channel. That said, its impact multiplies when you use Klaviyo's social marketing features. Let's explore what this can look like for your brand.

    Use Klaviyo social marketing tools

    With social marketing, you unlock a variety of tools to enhance your marketing and reach. If you need a refresher on what these tools entail, click the tabs below.

    Social Auto-replies

    Engage followers through comments or direct messages, prompting them to subscribe to your email, text, or WhatsApp lists. Popular strategies include giveaways and early access offers.

    For example, in your brand profile, state “DM us [branded term] for more information", or in a post, add “Comment [branded term] for more information. Either will launch a direct conversation, encouraging them to sign up for further marketing.

    Use Social Auto-replies to:

    • Collect subscriber information and marketing consent.
    • Offer exclusive content specific to social (e.g., early access to a sale).
    • Collect custom questions via automated DMs (e.g., What collection are you most interested in?)
    A phone screen displays a text message from "Eastie" promoting 15% off for text updates, and a user response "aaron.watts@gmail.com".

    Social events

    Every DM, comment, and tag will sync into Klaviyo as an event, tracked to the customer’s profile.

    Use social events to:

    • Trigger your flows to create unique journeys based on engagement.
    • Filter flows to create distinct paths across flows based on engagement.
    • Build segments to better target and personalize content across channels.
    • Build reports using this data to refine your marketing analysis.
    A customer profile card for Aaron Watts (@SeeAaronRun) listing recent activities like social DMs, tags, comments, an email, and site activity.

    Custom questions

    Capture the customer data that matters most to your brand. More specifically, add lightweight follow-up questions to your auto-reply to learn more about the customer.

    Answers to custom questions are automatically logged to their Klaviyo profile as new profile properties.

    Use custom questions to:

    • Segment your customers for targeted messaging.
    • Enrich Klaviyo profiles with deeper insights.
    • Trigger and filter flows.

    Note: While you can ask custom questions before someone submits their email or phone number, Klaviyo cannot create a profile for them in your account or store their response until they submit that contact information.

    A mobile phone screen displays a chat interface with a brand named "Eastie," showing a promotional message to "Join the team" with a "Sign up" button, a user's email address as a reply, and interactive buttons offering choices like "New arrivals" and "Best sellers," with "Best sellers" highlighted as chosen.

    Social Content

    View every Instagram post, story, and reel that tags your brand, all in one place.

    Use Social Content to:

    • Track customer sentiment and engagement.
    • Review trending topics among your active followers.
    • Respond to comments and tags as part of your brand strategy.
    • Identify top creators who reference your brand in social posts.
    A digital platform displaying a grid of social media posts and analytics for @Eastie, alongside a pop-up showing a running video and engagement data from Aaron Watts.

    1:Many account support

    Connect one Instagram business account to multiple Klaviyo accounts for more robust account support.

    Use 1:Many account support to:

    • Build a cohesive social presence for different regional accounts.
    • Share a social strategy among child brands of one larger business.
    Social accounts settings page showing Instagram account @Eastie connected to 3 Klaviyo accounts.

    Connect Social marketing to your full funnel strategy

    Whether you're meeting prospective customers at the top of the funnel, nurturing consideration in the middle, or driving customer loyalty at the bottom, you can use Klaviyo to turn social interactions into meaningful, personalized experiences.

    Click into the dropdowns below to explore specific goals and tactics for each stage of the marketing funnel.

    Top of funnel: Awareness and interest

    Top of funnel (ToF)

    At the top of the funnel, use social to reach new people, spark conversations, and collect the data you need to power deeper marketing.

    Steps to enhance your ToF strategy with Klaviyo social marketing:

    1. Add Auto-reply prompts to your profile.
    2. Share Auto-reply prompts in posts, stories, or ads.
    3. Automatically respond to auto-reply DMs to drive social followers into your marketing funnel. More specifically, you can:
      • Collect marketing consent:
        Capture opt-ins directly from social interactions to add new subscribers to your email, text, and WhatsApp marketing lists.
      • Collect custom questions:
        Ask subscribers about their preferences, interests, and needs to build richer profiles that power deeper personalization across the rest of the journey.
      • Automatically send links after a custom question response:
        For instance, if someone says they are interested in buying from a particular collection, send them a direct link in response.
    Two phone screens display a messaging app chat with "Eastie." The left screen shows a promotional message for a fall collection with an image of runners and a "Subscribe to email" button. The right screen shows a user replying with their email for early access.
    Middle of funnel: Conversions

    Middle of funnel

    Turn social engagement into real buying intent and conversions. Let social proof show someone exactly why they should buy.

    Steps to enhance your MoF strategy with Klaviyo social marketing:

    1. Use social-specific triggers and filters to drive a first purchase. For example, add a social DM branch to your welcome flow that greets new followers from Instagram and offers them a discount based on what prompted their engagement (e.g., if they commented ‘Summer,’ send a SUMMER10 code and recommendations from your summer collection).
    2. Build robust social segments, like those who follow you, who recently commented on a post or tagged your brand, or who provided a specific answer to a custom question. See the image below as an example!
    3. Use social segments to facilitate your omnichannel campaigns. For instance, start a new promotion with a social post, perhaps to launch a new product. Then, develop unique paths for those who follow you (and thus may have already seen you tease the new product) versus those who do not (and have no added context), sending messages across channels that better speak to each experience.
    A segment that includes active users who have commented or sent a DM at least once, displaying 12,638 matching profiles.
    Bottom of funnel: Retention and advocacy

    Bottom of funnel (BoF):

    Convert high-intent customers, reward loyalty, and turn your best buyers into brand advocates who fuel the top of your funnel.

    Steps to enhance your BoF strategy with Klaviyo social marketing:

    1. Search within your Social Content for top-performing posts, posts of a specific format to re-share or amplify with paid ads, and what people are saying about your brand.
    2. Comment on and re-share (with permission) customer content to reward your community and drive top of funnel awareness.
    3. Find and activate influencers by searching Social Content for top shares and triggering influencer flows to high-value shoppers with large followings (we’ll describe how to do so in more detail later on in this course, but see the image below for what this may look like in Klaviyo).
    4. Use collected preferences to power loyalty segments, retention flows, and retargeting campaigns that bring lapsed customers back.
    Social Content library displaying a grid of fitness posts and a detail window showing a specific post with engagement metrics.

    What’s next?

    We’ve talked a bit about how to weave social media, in addition to Klaviyo social marketing tools, into your marketing strategy. That said, let’s dive even deeper on how to make this strategy truly robust and omnichannel.

    In the next lesson, we’ll connect your social marketing strategies with real, advanced use cases across channels like email, text, and WhatsApp.

    Elevate your social strategy with Klaviyo