Social Loyalty
Award points for engagement, welcome new fans, and ship rewards to your top supporters automatically.
Social Loyalty turns every comment, story tag, and caption mention into points. When a fan hits a reward tier, Scrollmark fires a reward journey that DMs them a coupon, a code, or whatever you want. It's the closest thing to a Sephora-style rewards program a social team can run without engineering.
Find it in the sidebar under Social Loyalty. Supported on Instagram and TikTok — Instagram has the full feature set (points, welcome journey, reward tiers); TikTok has points-only for now.
The three tabs
When you open Social Loyalty, you'll see three tabs across the top:
Points Allocation
Set how many points each type of engagement earns.
Welcome Journey
A first-touch message that fires when a new user engages for the first time.
Reward Tiers
Point thresholds that trigger reward journeys. Multiple tiers allowed.
Points Allocation
This is where you decide what a comment is worth, what a story tag is worth, and so on. Scrollmark ships with sensible defaults — on Instagram, for example:
| Engagement | Default points |
|---|---|
| Tag you in a story | 5 |
| Tag you in a caption | 10 |
| Tag you in media (photo/video) | 10 |
| Comment on your post | 5 |
Turn any of these off if you don't want to award them. Rewrite the numbers to match your economy.
Safety controls
Points Allocation also has a Safety panel that prevents one over-enthusiastic fan from draining your reward pool:
- Max points per day — cap how many points any single user can earn in 24 hours
- Expiration period — automatically expire points that haven't been used after N days
Start generous, tighten later
The most common mistake is setting rewards too cheap — 5 points per comment and a 50-point reward tier means a user can claim on day one. Look at your weekly engagement volume per fan and work backwards. Most brands land on a tier that takes a fan 2–4 weeks of regular engagement to hit.
Welcome Journey
The Welcome Journey is the first impression. It fires the first time a user interacts with your brand on a social platform — a first comment or a first DM. You can include:
- A greeting
- A discount code or coupon
- A prompt to follow you on another channel
- A link to your loyalty signup
Why it's tied to loyalty and not regular journeys
The Welcome Journey is scoped to "new-to-you" users, which is a state Scrollmark tracks inside the loyalty system. That's why it lives here instead of in the main Journeys list.
The Welcome tab shows a small preview card of the journey. Click through to the full journey builder to edit the message, add branches, or chain more steps.
Reward Tiers
Reward Tiers are where engagement becomes something tangible. Each tier is a point threshold + a reward journey. When a user crosses the threshold, the journey fires automatically.
Click 'Add Tier'
Each tier is a standalone reward journey. You can have as many tiers as you want.
Set the point threshold
"This reward fires when a user crosses 200 points."
Pick the reward
Link it to a reward from your Rewards library, or write a custom message with a code inside.
Edit the journey
Each tier opens into the journey builder. Customize the DM, add conditions, chain a follow-up.
Reward journeys need consent to DM
Meta only allows you to DM a user if they've already messaged you or commented on one of your posts in the last 24 hours. Scrollmark will show a banner reminding you of this on the Reward Tiers page. Users who earn a reward but have no open window will get the reward the next time the window opens.
A full loyalty setup, end-to-end
Here's what a real program looks like:
Turn on points
In Points Allocation, enable all four engagement types. Leave the defaults for the first week while you watch the numbers.
Write the welcome message
Open the Welcome Journey. Edit the greeting to match your voice. Offer a small first-time discount.
Build your first tier
Add a reward tier at 100 points. Link it to a 10%-off code from your Rewards library.
Add a second tier
Add another at 500 points. Link it to a bigger reward — free shipping, 20% off, or a surprise drop.
Set safety limits
Cap daily points at 50 so no one farms. Set expiration at 90 days so inactive fans don't sit on huge balances forever.
Promote it
Mention it in your bio. Pin a post explaining how it works. Tell people how to earn — they will.
The Rewards catalog
Reward Tiers pull from a shared Rewards catalog — the coupons, codes, and perks you've loaded into Scrollmark. Add new rewards from the Rewards page and they'll show up in the tier picker.
Pitfalls
| Pitfall | Fix |
|---|---|
| Points feel random | Write the numbers on a whiteboard first. "Comment = 5, caption tag = 10" should feel intentional. |
| Nobody hits the first tier | Your threshold is too high, or you haven't told anyone the program exists |
| Fans hit the top tier in a day | Turn on the daily cap |
| Reward journeys aren't firing | Check the banner on Reward Tiers — the user probably doesn't have an open messaging window |
| Welcome message feels generic | Rewrite it. The default is a placeholder. |