Klaviyo has announced the general availability of Klaviyo Social Marketing, a new solution designed to bridge the gap between social media engagement and omnichannel marketing.
The product aims to integrate previously siloed social interactions directly into the company’s B2C CRM to assist brands in driving more personalized customer experiences.
Historically, social media interactions—such as comments, direct messages, mentions, and user-generated content—have often existed independently of the primary systems used for customer data and conversion. Klaviyo Social Marketing seeks to bring these signals into a unified CRM environment, providing marketers with a broader view of customer behavior across channels.
According to the company, the new tool offers several key capabilities:
Turn followers into subscribers: Social Auto-replies allow brands to collect email, text, and WhatsApp consent, alongside zero-party customer data.
Enrich customer profiles: By capturing social interactions and engagement signals, marketers can build more relevant audiences and automate tailored outreach.
Activate content across channels: A centralized library captures owned and user-generated content, utilizing AI-powered insights to identify top-performing assets for use in omnichannel campaigns.
Jamie Domenici, Chief Marketing Officer of Klaviyo, said:
Jamie Domenici, Chief Marketing Officer, Klaviyo
“For years, social has been one of the richest sources of customer insight, yet it has largely existed outside the systems brands use to build customer relationships. The future of marketing isn’t about treating social as a separate channel. It’s about making it part of a unified, omnichannel marketing strategy. By connecting social engagement to the rest of the customer journey, we’re helping brands turn social interactions into lasting customer relationships.”
Early adopters of the platform include Australian swimwear brand Kulani Kinis, which has utilized the tool to connect social engagement data with its broader customer experience strategy. The brand reported that its global ambassador program has quintupled in size to over 130,000 members since implementation.
Jemma Sears, Marketing Manager at Kulani Kinis, said:
Jemma Sears, Marketing Manager, Kulani Kinis
“For a long time, organic social was on an island while the rest of our marketing stack worked together. Klaviyo Social Marketing changed that by helping us connect social and ecommerce data, giving us a more complete view of our customers and making it easier to deliver more relevant experiences across channels. As we’ve scaled our brand ambassador program, that visibility has helped us better understand what content resonates and where our community is most engaged.”
The launch represents an expansion of Klaviyo’s broader strategy to create an autonomous B2C CRM that unifies data, marketing, service, and AI.
By integrating social signals—such as DMs and mentions—directly into the customer profile, Klaviyo is addressing a potential blind spot in the customer journey. This move suggests that the future of CX lies in social-to-CRM fluidity, where social interactions are no longer just vanity metrics but are treated as critical data points for high-precision personalization and lifecycle management.
Klaviyo Social Marketing is available now to all users.
