Social Media

Track and respond to user activity on Instagram—like DMs, mentions, and follows—by reporting social events into your loyalty program.

The social media module allows you to track social engagement from your users and report that activity into your loyalty program as events. This enables you to reward and react to social behavior such as follows, mentions, tags, and direct messages.

For example, when a user follows your Instagram account or mentions you in a post, the Loyalty Engine can receive that activity as an event, enabling you to award points, unlock offers, or trigger audience segmentation.

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Tracked activity

The following Instagram activities are supported:

Posts & reels

• A user mentions your account in the caption of a post or reel.

• A user tags your account in the media.

• Event type: MENTIONED_YOU_SOCIAL

• Reported properties:

  • caption

  • media_url

  • mention_type ("mention" or "tag")

  • media_type ("post" or "reel")

• Mentions are reported almost instantly. Tags may take up to 20 minutes to appear.

Stories

• A user mentions your account in a story.

• Event type: MENTIONED_YOU_SOCIAL

• Reported properties: same as above, with media_type: story

Follows

• Instagram does not provide a follow notification directly.

• Instead, the follow is inferred when a user sends you a DM and no previous follow status is known, or it was previously "not following."

• Event type: FOLLOWED_YOU_SOCIAL

• Triggered by: user sends a DM for the first time or after being marked as "not following"

DMs

• A user sends a direct message to your nominated Instagram account.

• Event type: DM_YOU_SOCIAL

• Reported properties:

  • platform (e.g. "instagram")

  • message (the content of the DM)

• Sending a DM also updates the user's follow status.

For private Instagram accounts, only follows and DMs are trackable. Public, creator, and business accounts support all activity types above.

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Profile attributes

Each time a user sends a DM or mentions you, the following Instagram profile attributes are updated in their loyalty profile:

• username

• follower count

• following count

• post count

• is verified (Instagram blue tick)

• follow status

These attributes can be used to create custom audiences and reward users based on their influence. For example:

• Audience of users with 10,000+ followers

• Verified users who have posted content in the last 30 days

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How to register a follow

For a follow to register in WLL, the user must:

1. Add their Instagram handle to their profile in WLL and save

2. Follow you on Instagram (they can skip the step if they already do)

3. Send you a DM

Because Instagram doesn’t notify WLL directly of follow activity, a follow is only registered when the user sends your account a DM. Make sure your loyalty interface makes this clear to users.

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Setup instructions

To enable the Social Media Module:

1. Contact your account manager to request pricing and setup.

2. WLL will share a one-time invitation link.

3. Open the link and log in to the Facebook account that owns your Instagram business account.

4. Grant the requested permissions.

Once connected, your tenant will automatically begin receiving social-related event data for the linked Instagram account.