How to send an automatic DM when someone comments on your Instagram Post or Reel

What you will learn in this tutorial:

• What a comment-triggered automatic DM is and how it works
• What you need to set it up (account requirements)
• How to create your first flow in AppSorteos step by step
• How to choose the right keyword to maximize results
• What DM message converts best and why
• Concrete use cases: leads, sales, digital resources, giveaways
• Common mistakes and how to avoid them

Reading time: 12 minutes   Time to have your automation active: 5 minutes

Every comment on your Reel is a person who raised their hand. They showed interest, stopped at your content, and decided to engage. The question is: are you responding to all of them?

If the answer is “it depends on whether I have time” or “I try to reply, but some slip through,” you’ve already found the problem — and the solution.

With AppSorteos DM automation, you can set up a flow that detects a comment on your post and instantly sends a personalized direct message automatically, for every person who comments. Whether it’s 5 or 5,000.

In this tutorial I’ll show you how to do it from scratch. Let’s go!

What is a comment-triggered automatic DM?

It’s an automation that connects two actions: someone comments on your post → that person instantly receives a direct message (DM) on Instagram.

The trigger can be any comment or, most commonly, a comment containing a specific keyword that you define. For example: if someone writes “GUIDE” on your post, they automatically receive a DM with the download link to your guide.

This mechanism works because it takes advantage of the moment of highest interest: the person just watched your content, liked it enough to comment, and has their attention fully active. It’s the best possible moment to continue the conversation.

Key insight: Posts and Reels that ask for a specific keyword in the comments create a mechanic that directly benefits the content’s reach. More comments in the first few hours signal to Instagram’s algorithm that the post is relevant, which can amplify its organic distribution.

What you need before getting started

Before setting up your first flow, make sure you have:

• An Instagram Business or Creator account (a personal account won’t work)
• A Facebook page linked to your Instagram
• Admin permissions on both accounts
• An active account on AppSorteos (you can create one for free at AppSorteos)

Not sure if you have a Business account? Go to your Instagram profile settings → “Account type.” If you see “Personal account,” you need to convert it before continuing. The process takes less than 2 minutes and does not affect your followers or posts.

If this is your first time using Automation in AppSorteos, we recommend reading the Automation introduction guide first, which explains how the tool works in general and how to connect your account.

Step by step: how to set up your first automatic DM

Step 1: Connect your Instagram account to AppSorteos

Log in to your AppSorteos dashboard and go to the Automation section. Click Connect Instagram account and follow the Meta authorization flow. The process links your Instagram Business account through your Facebook page.

Important: Make sure you have admin permissions on both your Instagram Business account and the associated Facebook page. If you don’t see the connect option, check permissions in Meta’s Business Manager.

Step 2: Create a new automation flow

Once your account is connected, click New automation. A screen will open with two ways to get started:

Option A — From a trigger (from scratch)

In the “Start with a trigger” section, select Comment on Post / Reel. This opens the blank editor and you can configure each part of the flow following steps 3, 4, and 5 of this guide.

Option B — From a template (recommended if it’s your first flow)

In the “Templates” section you’ll find pre-configured flows ready to use. For this use case, select “Send links via DM from comments” (marked as POPULAR). This template already has the flow set up with the correct trigger, the initial DM with a confirmation button, and the second message with the link. You only need to:

1. Select the post you want to link the flow to
2. Replace the DM texts with your own
3. Paste your resource link in the corresponding field

Tip: If this is your first time setting up this automation, the template is the fastest path. If you’ve used it before or want to customize every detail from the start, begin from the trigger and follow the rest of this guide step by step.

Step 3: Configure the trigger

In the trigger section, you define two things:

Which post does this automation apply to?

You have two options:

• A specific post or Reel: the most common. Select it directly from your account gallery, which is shown in the editor.
• Any post or Reel: the flow activates on all your content, both existing and future posts.

What does the person comment?

Choose whether the flow responds to:

• Any comment: the DM is sent to everyone who comments, regardless of what they write.
• Comments with a specific keyword: only activates when someone writes the exact word you define.

Tip about keywords: The keyword option is the most recommended because it generates intentional comments: the person knows that by writing that word they will receive something, which increases lead quality and the DM response rate. Choose short, uppercase words directly related to what you’re delivering.

What keyword should you choose?

Avoid very generic words (like “hi” or “yes”) that could be accidentally triggered by comments unrelated to your offer. Between 1 and 3 keywords per flow is optimal: more precision, better results.

Do you also want to reply publicly on the post?

You can set AppSorteos to post a visible reply in the comments every time someone types the keyword, in addition to sending them a DM. How you do this depends on how you got started:

• If you used a template: the option appears directly in the editor as “Reply to comments on the post.” Just toggle it on and write your reply texts.

• If you started from the trigger (from scratch): the public reply is not included by default. To add it, go to the flow canvas (the visual diagram on the right) and click + Add Action below the trigger block. Select the “Reply Comment” action. A side panel will open where you can write your replies using the “Add New Reply” field and the + button. Add as many variations as you like.

You can write several different replies: the system will choose one at random each time, making the public replies look more natural and varied. Some examples to combine:

• “Thanks for commenting! Check your DM ”
• “Just sent it to you via direct message! ”
• “Done, open your messages to see the link ”

Tip: Using this option has a double benefit: it notifies the user to check their DM (which increases the open rate) and generates more public activity on the post, reinforcing the engagement signal for Instagram’s algorithm.

Step 4: Configure the DM flow

Here the flow varies depending on how you started:

If you used a template: two-message flow with confirmation button

Templates include a two-step mechanism that improves resource delivery and DM open rate.

1: The initial DM (with confirmation button)

The first message includes a welcome text and a button the person must tap to receive the resource. This step exists for a technical reason: Instagram only allows sending the second message (with the link) if the user interacts first, which ensures the DM is not classified as spam.

You can customize both the message text and the button label. Example:

DM text:

“Hi! Thanks for commenting.

Tap the button below and I’ll send you the link.”

Button text

“Send me the link”

2: The message with the resource

Once the user taps the button, they automatically receive a second message with the final text and the link. In the side panel of the second “Send DM” block, write the message, add a URL button, give it a descriptive label, and paste your resource link. Example:

DM text:

“Here’s your link — tap below to open it:”

Button label:

“here’s what I promised” → https://your-link.com

Tip about the two-step flow: Although it may seem like an extra step, this mechanism improves the open rate: the user who taps the button has already taken an active action, indicating real intent. Also, only people who truly want the resource will receive it, which improves the quality of your contacts.

If you started from scratch: a single message with the resource

For now, the two-message flow with confirmation button is only available when using a template. If you start from scratch, you can add a single “Send DM” action from the canvas with the message and link directly. No intermediate step.

Coming soon: The ability to chain the confirmation button to a flow created from scratch will be available in a future AppSorteos update.

If you want this automation to also deliver a digital resource (ebook, PDF guide, template), check the tutorial on automatic delivery of digital resources from Instagram.

Step 5: Save and activate the flow

Once the trigger, comment replies, and DM are configured, click Save flow. A confirmation popup will appear with two options:

• Activate — the flow goes live immediately and AppSorteos starts monitoring comments on the selected post.
• Not now — the flow is saved as a draft and you can activate it at any time from the Automations section of your dashboard.

Before activating it, do a quick test by commenting on the post from another account to verify that the DM arrives correctly.

Done! Once active, the flow appears in your dashboard with the LIVE indicator in red. From there you can see key metrics in real time: contacts reached, clicks, follows, emails captured, and flow CTR.

Checklist before saving your flow:

• The trigger is linked to the correct post
• The keyword is written in the post caption (so your audience knows what to comment)
• The initial DM text and confirmation button are clear and direct
• The resource link is correctly pasted in the “And then they will receive” block
• If you activated the public comment reply, you drafted at least two variants
• You tested the flow from a secondary account before publishing
• The flow shows the LIVE indicator in the Automations panel

Tips for writing the perfect caption

The automation flow works, but the number of people who activate it depends almost entirely on how your post caption is written.

In the caption: Explicitly mention the keyword and explain what the person will receive. The clearer the promise, the more comments you’ll get.

Example that works: “Want my 30-day checklist for organizing your business from scratch? Comment CHECKLIST and I’ll send it to you via DM right now ”

Example that doesn’t work: “Leave a comment to receive more information” — too vague, generates no urgency or clarity about what the person will receive.

On timing: If you post Reels, do it during your audience’s peak activity hours to maximize comments in the first few hours. Also reply to some comments manually in the first 30 minutes to reinforce organic interaction and algorithm reach.

Most common use cases

Here are five concrete ways to use this automation, with the full flow and expected result in each case.

Lead magnet: turn a Reel into your best subscriber catcher

A personal finance content creator posts a Reel explaining the 3 most common saving mistakes. In the caption: “Comment SAVINGS and I’ll send you my free monthly budget spreadsheet.”

KEYWORD: SAVINGS

YOU POST	THE LEAD COMMENTS	APPSORTEOS SENDS
A Reel with a high-value tip and the promise of a free resource for those who comment the keyword.	Writes SAVINGS while still watching the video and with the motivation to improve their finances active.	A DM with a confirmation button and, after the click, the direct link to the spreadsheet on Google Drive.

• RESULT Every comment becomes a new contact. If you chain the “ask for email” action before delivering the link, you build a subscriber list without forms or landing pages. You can go deeper into this strategy in the tutorial on capturing emails from Instagram without leaving the app.
• TIP Create a version of the resource specific to this campaign (for example, “July 2025 Spreadsheet”) so you can track how many leads that particular Reel generated and compare between posts.

→See full use case

Direct sale: send the product link at peak purchase intent

A clothing store posts a Reel showing three outfits with a new item. In the caption: “Want it? Comment OUTFIT and I’ll send you the direct link with the price and available stock.”

KEYWORD: OUTFIT

YOU POST	THE LEAD COMMENTS	APPSORTEOS SENDS
A Reel with the product in use, showing real results, and a clear offer for those who comment.	Writes OUTFIT while still watching the video and with purchase desire at its peak.	A DM with a confirmation button and, after the click, the direct link to the product in the online store.

• RESULT The customer receives all the information needed to buy without leaving the DM, exactly when their purchase intent is active. No intermediate steps: from comment to store in seconds.
• TIP Create an exclusive discount code for each Reel (for example, OUTFIT10) and deliver it in the DM along with the link. This way you can measure exactly which content generates more sales and which has better conversion.

→ See full use case

Event registration: fill your next webinar or class from Instagram

A productivity coach posts a carousel with the 5 principles of their method. In the caption: “On June 20 I’m hosting a live workshop to apply all of this. Comment WORKSHOP and I’ll reserve a free spot for you.”

KEYWORD: WORKSHOP

YOU POST	THE LEAD COMMENTS	APPSORTEOS SENDS
A carousel or Reel that demonstrates your expertise and generates genuine interest in learning more with you.	Writes WORKSHOP while still reading the content and with the motivation to sign up fresh.	A DM with a confirmation button and, after the click, the direct link to the registration form or event page.

• RESULT Comments generate qualified registrations: people who already know your content and decided to take the next step. No manual management or individual replies, regardless of comment volume.
• TIP Add the date, time, and duration of the event in the DM along with the link. The more information the person receives before clicking, the higher the effective registration rate and the lower the drop-off on the form.

→ See full use case

Exclusive coupon: turn a comment into a discounted sale

A skincare brand posts a Reel showing before and after using their serum for 30 days. In the caption: “This week the serum has a special price only for those who comment. Write SERUM and I’ll send you the code.”

KEYWORD: SERUM

YOU POST	THE LEAD COMMENTS	APPSORTEOS SENDS
A Reel with real product results and a limited offer to create urgency for those already convinced.	Writes SERUM while still watching the video and with active purchase intent.	A DM with a confirmation button and, after the click, the exclusive discount code and direct link to the product.

• RESULT The customer receives all the information needed to buy at the moment of highest intent: the code, the price, and the link, all in a single DM. No friction, no waiting.
• TIP Limit the coupon by time or quantity (“valid this week only” / “for the first 50 people”) and mention it in the caption. Real scarcity increases the comment-to-purchase conversion rate.

Giveaway: confirm participation and expand content reach

A lifestyle account organizes a giveaway for a wellness kit. In the caption: “Comment GIVEAWAY to enter. Closes Sunday at 11:59 PM — we verify participants via DM.”

KEYWORD: GIVEAWAY

YOU POST	THE LEAD COMMENTS	APPSORTEOS SENDS
A post or Reel with the prize, giveaway rules, and the instruction to comment the keyword to enter.	Writes GIVEAWAY to enter, which generates a comment that benefits the post’s organic reach.	An automatic DM confirming participation and, if desired, requesting the email to notify the winner.

• RESULT Each participant receives immediate confirmation via DM, which reduces manual inquiries (“Am I registered?”) and improves the experience. The commenting mechanic amplifies the post’s reach in the first few hours. You can combine this automation with the AppSorteos Instagram giveaway tool to manage the winner transparently.
• TIP Ask for the email as a second DM step (after participation confirmation). This turns the giveaway into a lead generation opportunity, not just an engagement play.

What happens with comments that don’t include the keyword

If you configured the automation with a specific keyword, comments that don’t contain it won’t trigger the flow. Those people won’t receive any automatic DM.

If you want no one to go unanswered, you have two options:

1. Combine this automation with the automatic comment reply feature, which publicly replies to all comments with a predefined message, regardless of what they write.
2. Set up a second flow without a keyword for general comments, which sends a more generic DM.

Both strategies can be activated simultaneously and complement each other very well to maximize total interaction.

Frequently Asked Questions

Can this automation negatively affect my Instagram account?

No. AppSorteos operates through Meta’s official Business API, which is the channel authorized by Instagram for this type of automation. Unlike third-party bots that simulate human behavior, the tool respects all limits established by Meta.

Can I apply the automation to a Reel I published a while ago?

Yes. You can activate the automation on existing posts, not just new ones. It’s an effective way to reactivate the reach of older content that’s still receiving comments.

How many DMs can the automation send per day?

AppSorteos respects the messaging limits established by Meta’s API, which vary depending on your account status and history. For accounts with good activity, these limits are high enough to handle any comment spike on organic posts.

Can I set up multiple automations for different posts at the same time?

Yes. You can have multiple flows active simultaneously, each linked to a different post and with different keywords.

What happens if someone comments the keyword more than once?

By default, the automation sends the DM only once per user per post, to avoid spam. If a person comments the same keyword twice on the same post, they won’t receive the DM a second time.

Can I include images or files in the automatic DM?

You can include download links for any type of file. Instagram DMs allow sending images directly, although the most practical option is to send a link to a file hosted in the cloud (Google Drive, Dropbox, etc.).

Do I need to keep AppSorteos open for the automation to work?

No. Once activated, the automation runs continuously in the cloud, without you needing to have the app open or your device turned on.

How do I know how many DMs were sent and if the automation is working?

In the Automations section of your dashboard you’ll see all your flows listed. The active ones show the LIVE indicator in red. By clicking on any flow you can access its key metrics: contacts reached, DM button clicks, emails captured (if you configured that action), follows generated, CTR, and a recent activity chart.

It’s your turn!

You now have everything you need to activate your first comment + DM automation. Follow this guide and in 5 minutes you’ll have your flow running.

Next steps: combine this automation with others

Once you have comment DMs working, you can boost results by combining it with:

• How to capture your followers’ emails from Instagram → — Add an email request action after resource delivery.
• How to gain followers using Instagram automations → — Set up the “follow me to receive” flow and verify if the person follows you before delivering the resource.
• How to automatically reply to all comments on your posts → — Combine the private DM with a public comment reply to maximize reach.
• How to automate Instagram with DM Automation: complete guide → — Return to the introductory guide if you want to review the general logic of the tool.