Why do brands add social media feeds to websites?

A social media feed embedded on a website

Have you ever seen a social media feed embedded on a brand website?

Of course!

Sometimes marketing teams and website developers wonder if it’s really worth it. They might have struggled with their technical implementation in the past or had a bad result trying to embed social media posts manually.

With Flockler social media aggregator, creating a social media feed doesn’t require technical skills or even time from the development team. Whether you’re adding an Instagram feed to WordPress, creating a user-generated content campaign, or setting up a social media wall for digital screens, the setup doesn’t take more than a couple of minutes.

Why do brands like GoPro, Campari, Hilton, Continental, and many more display social media feeds on websites?

Here are the key benefits of embedding a social media feed on a website:

  1. Increase time spent on site
  2. Grow the number of followers on social media channels
  3. Build engagement and reach on social media channels
  4. Increase sales with social proof

1. Increase time spent on site

Often websites are relatively static, and the content isn’t updated regularly or the latest content is hidden in the news section.

But at the same time, your social media marketing team might be updating new content weekly or even daily on Facebook, Twitter, Instagram, and other channels relevant to your business. Bringing all of your content together and displaying it in one place keeps your site fresh, gives your audience a reason to visit again, and increases time spent on site.

With Flockler, you can create a live-updating social media feed and embed it on any page of your website. When your social media team publishes new content, Flockler automatically fetches the new post and displays it on your website. There’s nothing to manage or update after you’ve completed the setup (see the three-step guide for installation further down).

And you don’t need to display the same content on all of your website pages. If you repeat the same content on every single page, it doesn’t make much sense to your audience.

For example, on a product page, you might choose to display a product-based hashtag or keyword-filtered view of all the content you’ve published on social media channels. Once you’ve gathered the content to Flockler, you can create an unlimited number of filtered views to display on any digital service.

2. Grow the number of followers on social media channels

One of your social media goals is to grow the number of followers. Regardless of the industry and organisation, it’s typically one of the numbers to track and discuss in a monthly review meeting. The more followers, the more people will be kept up-to-date with your news and offers.

Therefore, using every opportunity to promote your social media content and channels is a no-brainer - a social media feed on your website is one of the most obvious ways of growing the follower count. An engaging content feed on your website encourages visitors to take a close look at your content and follow your latest updates on social media channels.

It’s not very likely that all your website visitors follow your brand on social media channels. By embedding social media feeds in digital platforms, you maximize opportunities to get new followers for your latest updates and ensure you stay top of mind with your customers.

FC Feyenoord, a football club in the Dutch premier league, has added ‘Volg ons’ (Follow us) buttons to the posts on their social media wall.

A social media feed on the FC Feyenoord website

3. Build engagement and reach on social media channels

It's not only about followers: a social media feed on a website also increases the number of likes, comments, shares, and other interactions.

And it really matters if you can increase the engagement of branded posts – the more likes and comments, the more people will see your content. This is because social media algorithms keep pushing the content with more engagement to the top of our news feeds, and also to new audiences they think might enjoy the content.

Social media channels fight to keep users browsing and consuming content as long as possible. The more popular the post, the more visibility it will get. Your job is to ensure that your content sparks likes, shares, and comments by displaying your content to your largest possible audience.

If you’d like to make sure your audience stays on your website longer, you can display the post in a popup view.

A popup view for a social media post embedded on a website

4. Increase sales with social proof

Social proof embedded on an e-commerce site

Have you ever considered engaging your customers to share their feedback and reviews on Facebook, Instagram, and Twitter?

These days many of us share feedback in public. We might share a story of a great product experience or brag about the new gadget we’ve got for Christmas. Travel images are all over social media, too.

Customer-generated content adds social proof to your website. When you see others like yourself using a brand’s product and services, it’s easier to make the purchase decision.

According to Optinmonster, social proof can increase the conversions on sales by 34%.

How to add a social media feed to a website?

Here’s a three-step guide on how to add a social media feed to any website:

  1. Curate social feeds with automation from Instagram, Twitter, Facebook, and more.
  2. Select the display layout: Wall, Grid, or Carousel.
  3. Embed the feed on any page and digital service.

1. Curate social feeds with automation from Instagram, Twitter, Facebook, and more

The first step is to decide what content to curate and display. With Flockler, you can gather content from multiple sources and display them all in one place or separately (see the list of supported content sources).

You are in full control of what shows up on your website. If you like, you can select to review all the posts before displaying them in your feed. However, most Flockler clients set up automated feeds to display content without moderation – if they notice anything that doesn’t look right, they hide those posts later.

Here’s a short video on how to create a Facebook Page feed:

2. Select the display layout: Wall, Grid, or Carousel

The second step is to select a layout from Flockler's options. After creating your feed, go to the ‘Display’ tab and select either the Wall, Grid, or Carousel layout.

Selecting a social media feed layout on the Flockler app

After selecting your layout, Flockler will give you an embed code, and you can add it to any digital service.

An embed code for the social media feed layout

3. Embed the feed on any page and digital service

The last step is to add Flockler to your website. You can add Flockler to any platform your organisation is using, and here are detailed tutorials on how to add Flockler to the most popular platforms:

Examples of Social Wall, Grid, and Carousel layouts on websites

Now that you've learned how easy it is to embed social media feeds on digital services, I’m sure you’d like to see a few examples in action.

Social Wall

A social wall embedded on Metallica’s website

The Social Wall by Metallica displays a hashtag feed by their fans. A hashtag feed is one of the most popular ways to use Flockler - and it’s a great way to bring your customers’ voices to the website.

The Wall layout is the optimal choice if you curate content from multiple channels.


An Instagram feed embedded on Hapag-Lloyd’s website

Hapag-Lloyd Cruises has beautiful images and videos to show on their website. If you are considering booking a cruise, their Instagram feed will inspire you to learn more about the cruises available in your location.

The Grid layout looks very much like your Instagram profile page and it’s best suitable with a feed of images and / or video.


An Instagram carousel on Hamilton ROFGO’s homepage

The Carousel embedded on the Duncan Hamilton ROFGO website shows a selection of some of the finest cars you can purchase.

The Carousel layout saves vertical space on the homepage or on a mobile view.

To find more examples, check Flockler’s case studies page.

With Flockler, you can gather and display social media feeds from your favourite channels. See the full list of supported content types and sources

Flockler helps marketers like you to create social media feeds and display user-generated content on any digital service increasing dwell time and drive conversions.

Book a demo Start your 14-Day Free Trial
Start your 14-Day Free Trial