Use the Social Content Library

Premium feature. Available on a paid Klaviyo Social Marketing plan or during an active free trial, with Facebook Login.

The Social Content Library brings all of your brand's Instagram content into Klaviyo in one place. It has 2 tabs:

• Owned. Every post, Reel, and story published by your brand's connected Instagram account, with engagement data.
• User-generated. Every Instagram post, story, and Reel where your brand is tagged by another account.

Use the library to see which content resonates with your audience, compare your own content against what your community creates, and identify content worth reusing in your owned marketing channels.

This article covers what's in the Social Content Library, how to navigate it, and how access works across authentication types.

Plan and access

Your experience depends on your plan and how Instagram is connected.

• Paid Social Marketing plan or active free trial with Facebook Login authentication method. Full access. Both tabs populate with content and engagement metrics.
• Paid Social Marketing plan or active free trial with Instagram Login authentication method. The Social content page prompts you to connect with Facebook Login before you can browse the library. Re-authenticate with Facebook Login to populate the library. See Connect Instagram to Klaviyo.

To use the Social Content Library, you need a paid Social Marketing plan or an active free trial, plus a Facebook Login connection.

Open the Social Content Library

In Klaviyo, open Social in the left navigation and select Social content. If your Instagram account is connected with Facebook Login and you have a paid Social Marketing plan or an active free trial, the library opens to the User-generated tab showing content your brand is tagged in. Select Owned to see your brand's own published content.

If you haven't connected Instagram yet, you'll see a splash screen prompting you to do so.

The Owned tab

The Owned tab shows your brand's own published Instagram content: posts, Reels, and stories, alongside the engagement each has earned. Because all content in this tab comes from your own account, there is no creator filter.

Above the grid, top-level metrics summarize your content's performance for the selected date range:

• Total posts. All of your published posts, stories, and videos in the range.
• Engagement rate. Average of the available per-post engagement rates. Each rate is calculated as (likes + comments) divided by the follower count recorded for that post. That follower count stays fixed as engagement updates.
• Likes & comments. Total likes and total comments across your content.
• Followers. Your account's latest available follower count in Klaviyo.

The metrics update when you change the filters.

The User-generated tab

The User-generated tab surfaces every Instagram post, story, and Reel where your brand is tagged, from any creator with a public Instagram account. Unlike Engagement events, which capture the action and require a matching Klaviyo profile, this tab shows all tagged content (regardless of a matching Klaviyo profile for that Instagram user). Klaviyo back-populates up to 200 recently tagged posts and Reels when you connect Instagram to Klaviyo.

Top-level metrics for this tab:

• Unique creators. Distinct Instagram accounts that have tagged your brand.
• Total posts. All tagged posts, stories, and videos.
• Engagement rate. Average of the available per-post engagement rates for tagged content. Each rate is calculated as (likes + comments) divided by the creator's follower count recorded for that post. That follower count stays fixed as engagement updates.
• Likes & comments. Total likes and total comments across all tagged content.
• Potential reach. Sum of the latest available follower counts across unique creators.

Browse, filter, and sort

Both tabs show each piece of content as a tile with the media and basic engagement counts (tiles on the User-generated tab also show the creator's handle). Switch between Grid view and Table view using the toggle on the right. Table view exposes more quantitative detail; grid view emphasizes the content itself.

Filters

• Date range. Updates both the grid and the top-level metrics.
• Media type. Filter by Post, Story, or Video.
• Starred. Show only content you've starred.
• Creator name. Filter to 1 or more creators (User-generated tab only).
• Show expired. Include or exclude expired stories.

Search

Search by keywords in captions. On the User-generated tab, you can also search by creator handle.

Sort

• Most recent
• Most liked
• Most commented
• Highest engagement

Open the detail view

Click a tile to open the detail panel for that post. The detail panel shows:

• The full media, including caption
• The account handle and latest available follower count (on the User-generated tab, these belong to the creator)
• Engagement metrics: engagement rate, likes, comments
• Posted date
• A link to open the post directly in Instagram

Videos, including video stories, play on hover in the grid unless reduced motion is enabled. Open the detail panel to pause or resume a video using the playback controls.

Star content

Star media items to come back to them later. Click the star icon on a tile, then use the Starred filter to see everything you've saved.

Stories behavior

While a story is active, it appears in the library normally. Stories expire 24 hours after posting. After expiry, the story's record remains in the library, but its media is hidden on both the Owned and User-generated tabs, even if Klaviyo has saved a copy.

Use the Show expired filter to include or exclude expired stories from the view.

Get AI insights on your social content

Social Insights analyzes the content in your Social Content Library and surfaces insight cards highlighting trends in what your community is posting, so you can spot what's resonating without reviewing every post manually. Insight cards appear in grid view on the User-generated tab. To learn how it works and how to act on an insight, see Getting started with Social Insights.

How content stays current

Klaviyo refreshes the Social Content Library automatically.

• Owned content syncs on a recurring schedule. New posts typically appear within about 10 minutes of publishing.
• Mentions (when a creator tags your brand using the @ sign in their caption or in their story) come in via a Meta webhook in real time.
• Tagged content (when a creator tags your brand in the post or Reel content itself) comes in via the Meta Tag API. It can take up to 30 minutes for new tagged content to display.
• Engagement metrics (likes, comments) refresh on a recurring schedule that varies based on how recently the content was published and how much content is in your library.

Refresh the page to see newly synced content and engagement metrics.

How stored content is retained and deleted

Klaviyo stores copies of your Posts and Reels (including tagged content) in a private, encrypted location. Story media is hidden in the library after expiry, even when a copy has been saved. Retention and deletion:

• Content is kept while your Instagram account is connected and your Klaviyo account is active.
• Content is deleted within 30 days of Klaviyo detecting that a Post or Reel was removed from Instagram. Detection can take time, as explained below.
• Content is deleted within 90 days of disconnecting Instagram (grace window for accidental disconnects).
• Content is deleted on Klaviyo account closure, under the standard timeline.

Instagram doesn't notify Klaviyo when content is deleted, so Klaviyo checks stored content on a rolling basis to detect deletions. How quickly a deletion is detected depends on the size of your content library and on the availability and rate limits of Instagram's API. Older or less active content may be checked less often, so detection, and the deletion that follows, can take longer, particularly for large libraries.

If a profile is deleted, its social data is removed (see How to delete, merge, and export a profile); content that is still public on Instagram may remain stored but unlinked from any profile.

Connecting one Instagram to multiple Klaviyo accounts

When you connect an Instagram account that is already connected to another Klaviyo account, confirm that you want to share access:

1. Connect Instagram in the additional Klaviyo account. After you return from authentication, review the message explaining that the Instagram account is already connected to another Klaviyo account.
2. Click Connect Account to confirm shared access. Then browse the Social Content Library using the steps above.

Content is visible across all connected workspaces. Stars and other in-workspace actions are scoped to each workspace independently.

Things to know

• The Social Content Library requires Facebook Login. Content does not flow in on Instagram Login connections.
• Content cannot be downloaded or exported from the Social Content Library today. To reuse your own content in campaigns, flows, and forms, use the Social tab in the media picker. See Use your social content in campaigns, flows, and sign-up forms.
• Before reusing a creator's content, obtain their permission and record it in Klaviyo. See Record creator consent and use social UGC.
• Instagram rate limits apply per connected account and are shared between owned and tagged content syncing. Very high-volume accounts may see slower engagement refreshes.