A single DM is often just the start. The follow up step lets you keep the conversation going once the person replies to your first message. You have three choices:
No follow up: send the first DM and nothing more.
Send a follow up DM: one extra message goes out after the person replies to your first DM. Useful for a gentle nudge, for example checking they got the link. You can add an image and buttons to it too.
Continuous conversation: the AI copilot keeps replying naturally on your behalf, using the guidance you provide. Give it your goal, the tone and script to use, and any facts, links or answers it should know. The more guidance you give, the better it performs.
Important: follow ups are sent only after the person replies to your first DM, because that reply is what opens the messaging window. This is why an Opening DM with a Message Button works so well, it gives the follower a one tap way to reply and open the conversation (see Writing and designing your DM). Follow ups are available on Instagram automations.
Tip: for continuous conversation, write your instructions like a short brief for a teammate: what you are trying to achieve, what to say, and what to avoid. Clear guidance is the difference between a helpful conversation and a generic one.