This video covers how to build a ZipLeads workflow that automatically sends a direct message (and a public comment reply) to anyone who comments a chosen keyword on your Instagram or Facebook post. Use it to deliver a link, a guide or information without replying manually.
Before you start
Your Facebook page and Instagram account connected under Settings > Integrations - click here for our Help Article on this.
The URL or content you want to send in the DM (for example a landing page link)
The keyword (and any variations) you want to trigger the automation
1. Check your Facebook and Instagram integration
Click Settings at the bottom of the left hand menu.
Open the Integrations tab.
Find the Facebook/Instagram card and confirm the connection is active. If it is not, connect it here before going any further.
Tip: The same integration covers both Facebook Pages and Instagram handles if connected during set-up process.
2. Open Automation and create a new workflow
Click Automation in the left hand menu to open the Workflow List.
Click Create Workflow at the top right.
Choose Start from Scratch to open a blank workflow.
3. Name the workflow
Click the New Workflow text at the top of the builder and type a clear name, for example Comment GROW on IG > Send Guide.
Tip: Naming the workflow after the keyword and the outcome makes it easy to find later.
4. Add the Instagram comment trigger
Click Add New Trigger at the top of the canvas.
In the search box, type insta.
Select Instagram - Comment(s) On A Post from the Facebook/Instagram Events list.
5. Set the page and post type filters
The Page Is filter appears by default. Use the dropdown on the right to pick the page you want to listen to.
On the Post Type is filter, leave Published Post selected (the other option is Custom).
The Post is filter also appears. If you want the workflow to run on all of your posts, remove it with the bin icon on the right. Leave it in place and pick a post if you only want one specific post to trigger.
Tip: The Page Is filter is useful when you have several Facebook pages connected to the account.
6. Add the keyword filter
Click Add filters below the filter list.
In the new dropdown, select Contains Phrase.
Type your keyword, for example GROW, and press Enter. Add any variations such as GROWTH the same way.
Tip: Adding variations catches people who type a slightly different word.
Watch out: Without this filter the workflow fires on every comment, not just the keyword ones.
7. Decide on first level comments and save the trigger
Leave the Track First Level Comments Only toggle off if you want replies to other comments to count too. Turn it on to only consider top level comments.
Click Save Trigger at the bottom right.
Watch out: This feature does not work for Facebook Groups.
8. Add a one minute wait step
Click the plus icon under the trigger to add an action.
Search for Wait and select it.
Set the wait time to 1 minute, rename the action if you wish, then save the action.
Tip: A short delay makes the reply feel more natural and less automated.
9. Add the Instagram Interactive Messenger action
Click the plus button below the wait step.
Type Instagram in the search and choose Instagram Interactive Messenger.
Under REPLY TYPE, keep Reply to comment via DM selected.
Tip: Reply to DM is the other option, used to respond to people who have messaged you or to continue a conversation after a Reply to comment via DM action.
10. Write the DM message
Type your message into the Type a message composer, or pick an existing message template.
Scroll down if you want to use Add attachments or Add files through URL.
11. Add a button that links to your URL
Under "Would you like to add action buttons or quick replies", select Buttons.
Click Add New Button, name it (for example Get My Guide!).
Set the action to Open Website and paste your link into the field below.
Tip: Quick Replies is the alternative: up to 13 preset replies the contact can tap, handy for automating a multiple choice conversation.
12. Set the wait step and save the action
In "Wait step - Wait time for default next step (minutes)", set how long the lead waits in this step before moving on (1 minute by default).
Click Save Action.
The action now splits into a Default Timeout branch and a branch named after your button.
Tip: Use a longer timeout, such as 60 minutes, if you want to send a follow up DM to people who did not click the button.
13. Add a public comment reply (optional)
Click the plus icon below the one minute wait step.
Search comment and choose Reply In Comments.
Type your reply, for example Check your DMs!, and use Add New Response to add more variations. Multiple variations are sent at random.
Leave Like Comments off unless you want comments liked automatically, then save the action.
Tips: Three or four variations keeps the replies looking natural. Like Comments only works on Facebook posts, not Instagram posts.
14. Add the Facebook trigger for the same workflow
Click Add New Trigger at the top of the canvas.
In the search bar start typing 'Facebook' 'fac' and select Facebook - Comment(S) On A Post from the menu below.
Set the same filters you used for Instagram (page, post type, contains phrase keyword), then save the trigger and save the workflow.
Tip: Handy if you post the same content to both Instagram and Facebook.
15. Add an If/Else condition to split by trigger
Click the plus icon above the Instagram Interactive Messenger action and choose the If/Else condition.
Name it, for example Which trigger?.
For the first branch, set the filter to Workflow Trigger, the operator to is, and the value to your Instagram - Comment(s) on a Post trigger.
Click Add Branch and repeat with the Facebook trigger, then save the action.
Watch out: Make sure the Instagram Interactive Messenger action ends up under the Instagram branch.
16. Add the Facebook Interactive Messenger under the Facebook branch
Click the plus icon under the Facebook branch.
Search for and select Facebook Interactive Messenger.
Copy in the same message and the same button action you used for Instagram, then click Save Action and save the workflow.
17. Publish and test the workflow
Toggle Publish at the top right, then click Save.
Test it by commenting your keyword on one of your business page posts from a personal Instagram account.
Check that you get the comment reply and the DM about a minute later.
Tip: Testing from a personal account confirms the comment reply, the DM and the button link all work.
Notes
You can keep the workflow simple and just send the DM, or build follow ups under the Default Timeout branch (for people who did not click) and under the button branch (for people who did).