Understand social properties and events

Klaviyo Social Marketing syncs Instagram engagement data directly onto Klaviyo profiles, in two forms:

• Social properties. Instagram details stored on the profile, reflecting the person's Instagram follower count and if they follow your brand.
• Social events. Timestamped records of individual social interactions, shown in the profile's activity feed. Available on the paid Klaviyo Social Marketing plan.

Together these properties and events let you segment your audience by social behavior and trigger flows from social activity.

This article lists the profile properties and events that can sync to a Klaviyo profile and what each one contains.

How social data connects to a Klaviyo profile

Instagram data syncs to a Klaviyo profile only after the person shares their email address or phone number with your brand through an Instagram DM, via a Social Auto-reply.

Once they do, Klaviyo creates a new profile for them, or matches their existing profile with their Instagram username. After that, Instagram properties and future social events will sync through to their Klaviyo profile.

Social properties and events can only be logged for profiles who have provided their email address or phone number through an Auto-reply.

Instagram profile properties

When someone interacts with your brand on Instagram and is matched to a Klaviyo profile, Klaviyo stores these custom properties on their profile:

• InstagramUsername. The person's Instagram handle.
• InstagramFollowerCount. The number of followers on the person's Instagram account.
• InstagramFollowsYou. Whether the person follows your brand's Instagram account (true or false).
• InstagramKeyword. A list of the Auto-reply keywords the person sent you, either by DMing or Commenting them.
• InstagramProfileImage. A URL for the person's Instagram profile photo.
• Custom Question answers. If your Auto-reply includes Custom Questions, each answer the person gives syncs to the corresponding profile property you set for that question. Learn more about Custom Questions.

Social Properties update automatically every time the person sends your brand an Instagram DM.

You can use any of these properties in segment conditions. For example, build a segment of profiles where InstagramFollowsYou is true and InstagramFollowerCount is greater than 1,000 to find your most influential customers.

Social events

Social events appear in the profile's activity feed and can be used as segment conditions and flow triggers. Each event includes properties you can reference in flow filters and email personalization.

Social DM

Records a direct message the person sent to your brand's Instagram account. Replies to your brand's stories also count as DMs.

Event properties:

• Message. The text of the DM.
• Recipient Username. Your brand's Instagram handle.
• Social Username. The sender's Instagram handle.
• Social Platform. The platform the interaction occurred on (Instagram).
• Follower Count. The sender's follower count at the time of the DM.

Social Comment

Records a comment the person left on your brand's Instagram Post or Reel.

Event properties:

• Social Platform. The platform the interaction occurred on (Instagram).
• Media URL. A link to the post or Reel they commented on.
• Comment. The text of the comment.
• Social Username. The commenter's Instagram handle.
• Follower Count. The commenter's follower count at the time of the comment.
• Recipient Username. Your brand's Instagram handle.

Posted UGC

Records that the person published Instagram content featuring your brand, such as a tagged post or story mention. They must tag your brand with the @ sign in either the caption or in the media itself for this to come through.

Event properties:

• Media URL. A link to the content.
• Caption. The caption of the post or Reel. Story captions are not captured.
• Social Username. The creator's Instagram handle.
• Media Type. The content format (IMAGE (POST), VIDEO (REEL), or STORY).
• Follower Count. The creator's follower count at the time of the post.
• Social Platform. The platform the interaction occurred on (Instagram).

Submitted Phone via Instagram Message

Records that the person shared their phone number in an Instagram DM conversation with your brand, typically through a Social Auto-reply.

Submitted Email via Instagram Message

Records that the person shared their email address in an Instagram DM conversation with your brand, through a Social Auto-reply. This is how a social interaction becomes an addressable Klaviyo profile.

Subscribe method for social signups

When someone subscribes through an Instagram Auto-reply and they're a new subscriber for that messaging channel (Email, SMS or WhatsApp), their consent record shows the method Social instagram message, visible in the Channel consent section of their profile.

• If the person was already subscribed to that channel, their original subscribe method is not overwritten.
• Consent methods are tracked per channel. For example, if someone was already subscribed to your email list and later joins your SMS list through an Instagram Auto-reply, only their SMS consent shows Social instagram message; their email consent keeps its original method.

Use social data in segments and flows

A few examples of what these enable:

• Reward your community. Segment on the Posted UGC event to find customers who featured your brand this month, and send them a thank-you campaign, coupon code, or loyalty points. Loyalty points would require a separate loyalty integration.
• Follow up on conversations. Trigger a welcome flow from Submitted Email via Instagram Message or Subscribe Method so new subscribers captured on social get onboarded with context from social.
• Find your advocates. Combine InstagramFollowsYou with purchase history to identify customers who both follow you and buy from you.

Things to know

• Social properties and events are currently Instagram only.
• Instagram profile properties sync on all plans, including the free Auto-replies plan. Social events require the paid Klaviyo Social Marketing plan.
• Follower Count on an event reflects the person's follower count at the time of the interaction.
• Events are forward-looking from the time you connect Instagram. Historical comments and DMs do not sync. Historical content (your brand's own posts and up to 200 pieces of tagged content) syncs into the Social Content Library, but does not create profile events.
• For Story UGC, Klaviyo records the Posted UGC event, but the story's creative content is not available to be displayed after the Story expires.
• Social interactions from people who have not shared an email address or phone number cannot be matched to an addressable profile until they do.

Additional reading - Using the Social Content Library