How to use Instagram auto-reply to get leads, sales, and more
You may have noticed a change in how brands and creators are sending people to off-platform content from Instagram. Rather than pointing users to a “link in bio,” they’re asking people to comment using a specific keyword to get the link.
Behind the scenes, they’ve set up a DM Instagram auto-reply feature. It automatically sends the user a link by DM while also posting a public comment acknowledging that the resource has been sent.
Source: @Hootsuite
This functionality is not available within the Instagram app itself, but it is available in all Hootsuite plans! In this post, we’ll explain why this kind of DM Instagram auto-reply is so effective, and show you how to set up your own DM Automation in Hootsuite.
How DM Instagram auto-replies can help your business
Generating leads and building your contact list
DM Automation is an efficient and effective way to drive targeted leads to gated content and other online resources.
For example, Hootsuite’s social team shares templates, reports, and other downloadable resources via auto-reply. When someone comments with a specific keyword, they get a direct link to the asset. They can often see a summary of the content without providing any contact details. But the full resource download is gated, so users have to provide a contact email before gaining full access.
They also use keyword-triggered DMs for signups to The Perch newsletter. When someone comments with the designated keyword on a post, they instantly get the signup link in their Instagram inbox.
Want to try it yourself? Comment Newsletter on the post below to sign up for The Perch…
(@hootsuite)According to Hootsuite’s social team, this strategy has been very effective. They’ve seen an increase of 345% more content downloads when using DM Automation.
In fact, the Hootsuite social team saw so much success with DM Instagram auto-replies that they convinced the product team to develop the DM Automation tool that is now available to all Hootsuite users.
The team has also noticed an increase in the quality of leads resulting from those downloads, since people come in already interested in a specific topic. They can then receive information, resources, and promotions related to the specific topic that caught their attention.
Here’s another example of Instagram auto-replies in action.
Sadie Nardini, the founder of Face HIIT, uses DM Instagram auto-reply to share mini facial workouts that target specific areas of the face (see an example here).
Once someone comments with the specified keyword, they get a DM with a link to the sample workout.
Source: @sadienardinioficial
Sadie then follows up with targeted upgrade offers based on the areas of the face the user has expressed interest in working on.
Direct sales
Rather than collecting leads, you can also use DM Instagram auto-replies to drive direct sales. This is particularly beneficial for brands working with creators, or for anyone promoting products as an affiliate.
For example, creator Molly Tranchin, aka @fashionveggie, uses automated Instagram direct messages to link directly to brand partner products she highlights in her posts.
Source: @fashionveggie
Tip: Want to increase urgency? Try offering a limited-time promotion code as part of your DM Automation CTA. Creator Economy NYC did just that with a $100 off ticket offer for an event earlier this spring.
Increasing engagement
Since DM Instagram auto-replies are triggered by comments, they have the side benefit of increasing engagement with your posts.
You might not get that excited about an increase in engagement if all of the additional comments are just a single keyword from people wanting access to whatever resource, offer, or product you’ve promised. (Although even this level of extra engagement can help send positive signals to the Instagram algorithm.)
But if your posts themselves are entertaining, engaging, and informative, you may start to notice that people don’t simply comment with the keyword. They’ll leave a thoughtful comment followed by or including the keyword. This triggers your DM Instagram auto-reply while also increasing the valuable conversation happening on your account.
Source: @Hootsuite
How to set up DM Automation in Hootsuite
Now that you know why you might want to use DM Instagram auto-replies, let’s talk about how to actually set them up! Like we said earlier, there’s no way to set this up within Instagram itself.
But the good news is that DM Automation is built into all Hootsuite plans! Just set a keyword, write your message, and let Hootsuite take care of the rest. Built-in tracking shows you what’s working with clear data on clicks, opens, and conversions. Here’s the step-by-step.
Step 1: Create your post
Before you set up the DM automation for your post, you need to create and schedule your content in your Hootsuite dashboard. Just head to Hootsuite, click Create a post, and select an Instagram account. Create your post as usual.
In the caption, provide instructions about what keyword people should comment to trigger a DM, and what they’ll get in return. For example, something like “Comment JOIN to get our newsletter sent to your inbox every week!”
Tip: If you’re posting a Reel, it’s also a good idea to say and/or show the CTA within the first seven seconds.
When you’re happy with your post, click Schedule for later.
Tip: Choose one of the recommended times to schedule your post for maximum visibility and engagement.
Step 2: Add your DM Automation keyword
Now that the post is created and scheduled, you’re ready to add DM Automation. Click Plan in the left menu of your Hootsuite dashboard. Then click DM Automation in the top menu.
Click Create a DM Automation on the next screen.
Select your social account, then choose your scheduled post or Reel. Enter your keyword. Make sure it matches exactly what you tell people to comment!
Tip: Choose your keyword wisely. You want something that is related to the content you’re offering. But you also want it to be unique enough that it won’t come up naturally in regular comments people leave on your post. You don’t want a regular comment to accidentally trigger your Instagram auto-reply.
When you’re done, click Continue.
Step 3: Add your public comment auto-replies
In addition to a private DM, you’ll want to post short automated responses in the public comments. This makes sure people know to check their DMs, and it shows other users that you’re delivering on your promises.
Enter a few comment replies to post publicly when someone uses the DM trigger. Hootsuite will randomly cycle through the replies to keep your comments section feeling authentic.
Tip: Hootsuite’s social team recommends using 7 to 10 different replies, since Instagram can flag posts with repetitive comments. (And keen human observers will clock them, too.)
You can also add a delay before posting your comment to keep things looking more thoughtful than an instant reply. The minimum delay is one minute, but you can choose up to 15 minutes.
When you’re done, click Continue.
Step 4: Write the text of your automated DM
Now it’s time to write the DM text to send to everyone who comments with your keywords. Take a look at the next section of this post for some tips on how to make this message as engaging as possible.
Next, add your button text. This is the call to action for your DM, so keep it short, simple and clear.
Finally, add the link to your product or resource.
Tip: Add UTM parameters to your link! This is critical to help you understand how your content converts beyond social. Without UTM parameters, you won’t be able to track the source of referrals to your product pages or gated assets.
When you’re done, click Continue.
Review all the details, and if everything looks good, click Activate. Your DM Automation is scheduled to go live with your post! If you decide to reschedule your post for any reason, the automation will move along with it.
3 Tips for making your auto-replies extra engaging
Keep the tone casual and personal
DMs are personal. They’re more like texting than email – and no one wants a hard sell in their inbox. Your Instagram post inspired them to comment with your keyword. But the message of your DM directly impacts whether they will take the next step and click the link to connect with you off-platform.
Aim to make your auto-reply messages feel like a real conversation, not a sales pitch. Use a friendly tone. Throw in some emojis to keep it light. Keep your sentences short. Above all, acknowledge their comment and remind them what they will get when they click the link.
Use follow-ups wisely
Meta’s rules mean that you only have 24 hours after receiving a message on Instagram to send a follow-up DM. So, it’s important to keep the conversation going.
That said, you don’t want people to perceive you as spamming their inboxes. The DMs are a sacred space, and you have to earn the right to be there.
Instead of imploring them to click the link, or sign up, or buy, keep the conversation going with light prompts that require minimal effort. Try something like “Want more content like this? Just reply YES.” This helps nurture leads without being pushy.
Remember: It’s better to let the current conversation die out than to annoy someone and have them unfollow you. You’ll have more opportunities to connect with them through DM Automation in future posts.
Test and refine
As with any digital marketing strategy, you’ll get the most out of Instagram DM Automation if you test your work.
We’ve got a whole guide to A/B testing to help you master the concept of maximizing your results by changing one element at a time. Don’t forget to test aspects of your DM message and CTA as well as the components of the Instagram post.
For DM Automation, you can test your success at every stage:
- How many people commented with your trigger keyword
- How many DMs were sent
- How many people opened your DMs
- How many people clicked the link
- How many people completed the desired conversion action (remember to include UTMs!)
As you learn what works best, add guidelines for DM Automation posts to your social media style guide.
Instagram auto-reply guide and tracking template
Our free DM Automation Info Sheet will help you engage in smarter, faster, and more impactful social interactions. Whether you’re growing a community, promoting a product, or trying to improve your workflows, this guide shows you exactly how to use Hootsuite’s DM Automation tool like a pro.
The included free tracking spreadsheet helps you monitor DMs sent, open rates, click-throughs, and conversion rates—all with pre-built formulas. Just plug in your data and go.
Keep your customers happy, generate leads, and close sales with DM Automation in Hootsuite. See it in action.
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