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DM Automation

Turn comments, story replies and mentions into direct messages automatically. This guide walks you through creating a DM automation on Instagram or X, from choosing a trigger to going live.

Written by Gauthier Collas

DM automations are one of the most popular feature. They turn public engagement, a comment, a story reply or a mention, into a private conversation, automatically and instantly. It is the simplest way to share a link, welcome a new follower, or turn followers into customers.

This guide takes you from nothing to live in a few minutes.

1. Start a new automation

Go to the Automations page, select New Automation, then choose DM Automation.

  • Instagram Comment to DM — when someone comments on a post or Reel, send them a DM

  • Instagram Story Reply to DM — when someone replies to your story, send them a DM

  • X Comment to DM — when someone replies to your post, send them a DM

  • X Mention to DM — when someone @ mentions you, send them a DM

2. Select the trigger

First, chose what should trigger the DM automation.

  • Which posts or tweets should trigger it: all of them, or a specific one you pick.

  • Which comments or mentions to respond to: all of them, or only those containing specific keywords you choose.

Avoid having multiple live automations that can be triggered by any post. If you don't use specific posts or specific keywords as trigger, you risk sending the wrong DM to someone.

3. Write your DM

This is the heart of your automation. You have two ways to write it:

  • Manual — write one message that goes out to everyone. Use {{username}} to personalise it, for example "Hey {{username}}, thanks for your comment, here is the link you asked for."

  • AI Copilot — let AI read each comment and craft a reply that fits, only sending when it is a good fit. You simply give it context and a goal.

You can also add an image, and add buttons such as a link button (opens a URL when tapped) or a message button (sends a ready made reply on the recipient's behalf).

Why using message buttons

Using a message button is commonly called "Opening a DM". It requires a follower to tap the button, which triggers a reply from the follower to receive the follow-up DM. Instead of just sending a link for the follower to click, this opens a conversation allowing you to send follow-up messages within the next 24 hours.

4. Follow-up

Send a second DM if they reply, or let Copilot continue the conversation naturally on your behalf.

X only delivers a DM when the recipient follows you, has DMs open to everyone, or has messaged you before. If none of these apply, the message cannot be delivered. This is a rule enforced by X.

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