Playbook: Instagram comment-to-DM campaign

Turn comments on a reel or post into private conversations: reply publicly, send a DM or a flow, and capture leads.

Business goal

Get people who comment "price", "link" or "info" on a post into a private conversation where you can share details and capture a lead.

Build the DM flow. Create a flow, for example offer-details: step 1 text with the offer and two buttons (Book now opens your booking page with Open URL, Ask a question goes to step 2). Step 2 asks "What would you like to know?" with If nothing matches set to Hand off to AI. Make the flow trigger Any message or a keyword so it is also reachable by DM.
Create the comment automation. Automations > New automation > Post or Reel Comment.
- Trigger: Any keyword price, info, link, details.
- Applies to: Specific posts or reels, then pick your campaign reel.
- Public reply: "Thanks! Sent you a DM with the details."
- Direct message: Start a flow by DM and choose offer-details.
Save and check the toggle is on.
Test with a second Instagram account: comment "price" on the post.

Viewer sees your reel and comments "price".
Within moments the public reply appears under the comment.
The viewer receives a DM with the offer and buttons.
They tap Book now or ask a question; the assistant takes over. If they share contact details they become a lead.

Say in the reel caption which word to comment ("Comment GUIDE").
Use Exact match or Any keyword with a short, unique word to avoid replying to every comment.
Add a second comment automation with Any comment and a simple thank-you, but keep it on different posts or after the keyword one.
Watch your conversation quota during a viral campaign.

Instagram allows one private-reply DM per comment, within a few days. Plan the first DM to include your main call to action.
Comments on live videos are not supported yet.