Marketing automation platform Klaviyo has announced the launch of its new product, Klaviyo Social Marketing, designed to integrate a brand's social media interaction data into its B2C customer relationship management (CRM) platform. This aims to help marketers convert fragmented social engagements into actionable customer growth.

Historically, interaction data from social platforms like Instagram and TikTok—including comments, direct messages, mentions, and user-generated content—has been siloed from the core CRM systems used for customer understanding and marketing conversion. Klaviyo Social Marketing brings these social signals directly into the CRM, providing marketers with a unified customer view and enabling personalized, cross-channel marketing campaigns.

Core Product Features

The product offers three primary functions. First, it automates social media responses to convert followers into email, SMS, and WhatsApp subscribers while collecting zero-party data. Second, it captures social interactions and engagement signals to enrich customer profiles, which can then be used for audience segmentation and targeted marketing. Third, it establishes a centralized content library that uses AI analysis to identify high-performing content assets for reuse across various marketing channels.

Strategic Rationale

Jamie Domenici, Chief Marketing Officer at Klaviyo, Inc., stated that while social media has long been a rich source of customer insight, it has remained disconnected from the core systems brands use to build customer relationships. The goal of the new product is to incorporate social interactions into a unified marketing strategy.

Early Adopter Case Study

Australian swimwear brand Kulani Kinis, an early user, has utilized the product to connect social and e-commerce data. Its global brand ambassador program has grown to over 130,000 members, and it has collected more than 4,800 pieces of user-generated social content over the past year.

Product Availability and Background

Klaviyo Social Marketing is now officially available to all users. The product was launched following the integration of technology from the acquisition of social automation tool Gatsby and is part of Klaviyo's strategy to build a comprehensive "self-service B2C CRM."