Connect Instagram to Klaviyo

Connecting your Instagram Business account to Klaviyo is the first step to using Klaviyo Social Marketing. Once connected, you can build Social Auto-replies, capture engagement events, and view tagged content in the Social Content Library.

This article covers the 2 ways to authenticate, the permissions Klaviyo needs, and how to connect 1 Instagram account to multiple Klaviyo accounts.

What you'll need

• An Instagram Business account.
• Admin access to that Instagram account.

Permission to manage social account settings in Klaviyo.

• For Facebook Login (recommended): an Instagram account that is linked to a Facebook Page you have admin access to.

Choose your authentication method

You can connect Instagram with either Facebook Login or Instagram Login. The method you pick determines which Klaviyo Social Marketing features you can use.

Facebook Login (recommended)

Authenticates through the Facebook Page linked to your Instagram Business account. This is the default for new connections. If you’re on the paid plan, Facebook Auth unlocks the full Klaviyo Social Marketing feature set.

Use Facebook Login if you want any of the following:

• Engagement events (DMs, tags, mentions, comments) as Klaviyo signals
• The Social Content Library to view UGC where your brand is tagged
• Segments and flow triggers based on social engagement
• Advanced social analytics

Instagram Login

Authenticates directly through Instagram and works for Instagram accounts that are not linked to a Facebook Page. Supports Social Auto-replies for subscriber capture, including Custom Questions on the paid Klaviyo Social Marketing plan. You can also share the connection across multiple Klaviyo accounts on the paid plan, as explained below.

Use Instagram Login if:

• You only need Social Auto-replies for subscriber capture
• Your Instagram account is not linked to a Facebook Page
• You want the lightest possible setup

If you start with Instagram Login and later want to use engagement-based features, add Facebook Login to the same Instagram account:

1. Go to Settings > Social accounts. Open your Instagram account's actions menu and select Edit.
2. In the Facebook row, select Add. If the Connect Instagram to continue dialog opens, click Connect Instagram.
3. Sign in to Facebook, select the Facebook Page linked to the same Instagram account, and grant all requested permissions. Return to Klaviyo when authentication finishes.

Where to start the connection

You can start a connection from either of 2 places in Klaviyo:

• Social in the left navigation
• Settings > Social accounts

The steps below start from Settings > Social accounts, where you can choose your login method.

Connect with Facebook Login

1. In Klaviyo, go to Settings > Social accounts.
2. Click Connect via Facebook. If the Connect Instagram to continue dialog opens, click Connect Instagram.
3. Sign in to the Facebook account that has admin access to the Facebook Page linked to your Instagram Business account. In most cases, you will be logging into your personal Facebook account, but you’ll be connecting specifically your Business in the next steps.
4. Select the Facebook Page and Instagram account you want to connect.
5. On the permissions screen, leave all permissions on before clicking Allow.
6. You'll be returned to Klaviyo. Your Instagram account now appears in the connection settings.

Note for agencies and multi-brand teams. Each Klaviyo account can connect to 1 Instagram account. If you connect a different Instagram account using the other login method, Klaviyo replaces the previous Instagram connection in that Klaviyo account. Before authorizing, check that you are connecting the intended Facebook Page and Instagram account.

Connect with Instagram Login

1. In Klaviyo, go to Settings > Social accounts.
2. Click Connect via Instagram.
3. Sign in to your Instagram Business account.
4. On the permissions screen, leave all permissions on before clicking Allow.
5. You'll be returned to Klaviyo. Your Instagram account now appears in the connection settings.

Required permissions

Whichever method you use, Klaviyo asks you to grant a set of permissions during authentication. Leave all permissions on before clicking Allow. These permissions support messaging, comments, content access, and insights.

If you turn off a permission, the connection can fail or the affected features can stop working:

• Auto-replies may not respond to incoming DMs or comments
• Engagement events may not be captured (Facebook Login only)
• The Social Content Library may not show your tagged content (Facebook Login only)

If you accidentally turn a permission off, reauthorize your connection:

1. Go to Settings > Social accounts.
2. Open your Instagram account's actions menu and select Edit.
3. Select Reauthorize for the login method you use, then grant all requested permissions and return to Klaviyo.

You can also edit the permissions directly in Meta. See Auto-replies aren't firing in the Social Auto-replies article for the recovery steps.

How Klaviyo stores your Instagram content

To keep your social content available in Klaviyo (Instagram's media links expire over time), when you connect Instagram, Klaviyo stores copies of your Posts and Reels, including content other accounts tag your brand in, in a private, encrypted location on your behalf. Media from Stories that tag your brand is not stored. Klaviyo uses these copies only to provide you with the Social Marketing features.

Stored content is retained while your account is connected and your Klaviyo account is active. It may be kept for a limited period after disconnection or after content is removed from Instagram, as described in Use the Social Content Library. Content may also be deleted earlier based on your instructions or Instagram's platform requirements.

Content you're tagged in may include other people's personal information. You're responsible for having the rights and any permissions required to store and use this content. Before reusing creator content, record the creator's permission (see Record creator consent and use social UGC). If you capture subscribers through social, we recommend collecting valid marketing consent; see How to collect consent via Instagram and How to comply with data privacy laws.

Connect 1 Instagram account to multiple Klaviyo accounts

Premium feature. Available on the paid Klaviyo Social Marketing plan or during an eligible trial.

If your brand operates multiple Klaviyo accounts (for example, regional accounts for the US, UK, and AU), you can connect the same Instagram account to all of them.

Requirements

• Each Klaviyo account must be on the paid Klaviyo Social Marketing plan or an active Social Marketing trial.

If Klaviyo prompts you to upgrade, you can upgrade or start an available 14-day Social Marketing trial. Complete authentication again after starting the trial or upgrading. Upgrade before the trial ends to keep the shared connection.

Setup

1. From the second Klaviyo account, follow either of the connection flows above.
2. Klaviyo detects the shared Instagram account and shows an Instagram account already connected message asking whether you want to share access with the other Klaviyo account.
3. Click Connect Account to complete the connection.
4. Repeat from any additional Klaviyo accounts you want to connect.

How shared connections behave

Once an Instagram account is connected to multiple Klaviyo accounts:

• With Facebook Login, connected accounts can access the shared content in the Social Content Library. Engagement events are recorded only when Klaviyo can match the Instagram user to a profile in that account.
• Auto-reply keywords must be unique across all connected workspaces. If you try to set a keyword that another connected workspace already uses, Klaviyo will flag the conflict during setup.
• For a new Auto-reply conversation, a matching keyword in a DM or comment starts the Auto-reply in the Klaviyo account that owns that keyword. Helpdesk messages follow the primary-account rule below.
• For Helpdesk, only 1 Klaviyo workspace can be designated as the primary for the shared Instagram account. The first workspace to connect is set as primary by default.

Next steps

• Build your first Social Auto-reply. Set up keyword-triggered DMs that capture subscribers from comments and DMs. See Set up a Social Auto-reply.
• Develop your social strategy. Take the Enhance your marketing strategy with social media course in Klaviyo Academy (37 min).