Identify social data syncing to Klaviyo
Brands investing in social media marketing often have the same issue: Thousands of followers engage across social channels; some DM the brand, some tag them in posts, some comment on each launch… but they have no way to track and use this data.
Klaviyo closes that gap by syncing Instagram engagement into your account and logging it directly on your customers’ profiles to personalize and target future content.
You must collect email or phone number (text or WhatsApp) consent to create a profile in Klaviyo for any social events or properties to log to.
Click into the flashcards below to learn more about some of the core data you’ll now access beyond your Social Auto-reply data.
Logs when someone sends your brand a direct message on Instagram; this becomes a profile event in Klaviyo that can be used in flows and segments.
Logs when someone comments on the brand’s Instagram content; it’s stored as a Klaviyo profile event for segmentation, targeting, and automation.
Logs when someone tags or mentions the brand on Instagram, including in posts, stories, or reels; this can trigger automations like ambassador or loyalty flows.
Tracks user-generated content activity, helping you identify and act when a customer builds a post referencing your brand.
Logs when someone sends your brand a direct message on Instagram; this becomes a profile event in Klaviyo that can be used in flows and segments.
Logs when someone comments on the brand’s Instagram content; it’s stored as a Klaviyo profile event for segmentation, targeting, and automation.
Logs when someone tags or mentions the brand on Instagram, including in posts, stories, or reels; this can trigger automations like ambassador or loyalty flows.
Tracks user-generated content activity, helping you identify and act when a customer builds a post referencing your brand.
Unlock new possibilities with social events
Now that you know the additional social events you gain from Klaviyo Social Marketing, let’s discuss how to use this data wisely. Click into the dropdowns below to learn real use cases for this data across Klaviyo.
Create social media-specific segments
Social event data, including DMs, tags, and other engagement signals, can be added to your existing segment conditions to make them even more powerful. You can use these segments to:
- Better schedule and target omnichannel campaigns.
- Build segment-triggered flows.
- Show or hide forms or Customer Hub widgets on-site.
- Re-target them with paid ads, using custom audience syncs (e.g., to Meta, TikTok, Pinterest, or even Google Ads).
Add a condition to capture subscribers who recently interacted with your brand on social (e.g., What someone has done > Tagged your brand in a post > At least 1 time in the last 30 days).
Build new metric-triggered flows
As with any metric, you can trigger new metric-triggered flows in Klaviyo using social media data. For instance, you may trigger any of the following:
- Instagram-specific welcome: Triggered by joining your list via Instagram.
- Referral flow: Triggered when someone engages (DMs or tags someone), encouraging them to refer a friend.
- Brand advocate or influencer flow: Triggered by someone tagging your brand a certain number of times or tagging your brand and having a certain number of followers.
Create unique flow pathways
You can also split your flows by dragging in a conditional split based on if someone has or has not done something since entering the flow.
For instance, you can create distinct paths based on:
- Whether someone subscribed to multiple channels in your Auto-reply.
- How someone answered a custom question.
- How many followers someone has.
- How many times they engaged on social.
Enhance your reporting
Use Klaviyo social events within your reporting strategy to build more robust reports or to dive deeper into a single metric.
For instance, you may:
- Build a multi-metric report, looking at all the metrics syncing from Social Marketing to assess trends month over month.
- Use Metric tools, like Best People and Cohort Analysis, to see who among your social audience is engaging most.
- Use the list and segment growth reports to analyze engagement trends for audience groups built from social or social engagement data.