Create a comment-to-DM campaign

Send an automatic direct message to people who comment on a Facebook or Instagram post, for example to share a link or a discount code.

Before you start

• You need to be the account owner or a workspace admin.
• Connect the Facebook Page or Instagram account the post was published from.
• Create the message in Saved Replies and make it available in this workspace. Only replies available in the workspace you're in can be chosen. See Create and use a saved reply.

Open the feature

Choose Engage in the left sidebar, then click Automation Rules at the top right of the inbox and click Create New Rules.

You can also start from Calendar: open a published Facebook or Instagram post and click Comment → DM. The Set up comment → DM form opens with that post already selected.

Steps

1. Type a name in Rule name.
2. Under If an item matches the following conditions:, choose Post is. If you started from Calendar, this is already filled in.
3. Open Select a Facebook Page or Instagram account and choose the account.
4. Click each post the campaign should cover. You can pick up to 20 posts. Click Load more to see older posts.
5. To reply only to certain comments, click Add condition and choose Text contains keywords. Type each keyword and press Enter.
6. Under Then apply the following actions:, choose Send private reply, then pick your message in Choose a saved reply.
7. Click Save Rule.

Expected result

The campaign appears in All Rules with Post is and the number of posts under Rule Criteria, and its Status switch on. From then on, each new comment that matches gets your message as a direct message from your Page or account.

Example

You posted a new product on Instagram and want to DM the link to anyone who comments "LINK". In Calendar, open the post and click Comment → DM. Name the rule "Spring launch link". Click Add condition, choose Text contains keywords and type link. Choose Send private reply and pick your saved reply with the product link. Click Save Rule.

Limits and permissions

• Only works for Facebook Pages and Instagram accounts.
• Only new comments get a message. Comments that were already on the post before you turned the campaign on aren't answered.
• Each comment gets one direct message, and only within 7 days of the comment. You can't add follow-up messages to Send private reply.
• A campaign needs exactly one Send private reply action and can cover posts from one account.
• Comment → DM in Calendar only shows on published Facebook and Instagram posts.
• Campaigns count towards your plan's automation rule limit.

Troubleshooting

• Save Rule is greyed out: select at least one post and add exactly one Send private reply with a saved reply.
• Your account isn't in the list: only Facebook Pages and Instagram accounts are shown. Reconnect the account if it's locked. See Reconnect a social account.
• Saving shows "A private reply answers a comment": if you added Profile(s) & Message Type, include Comments or Ad Comments.
• Saving shows "A saved reply in this rule isn't available in this workspace": choose a different reply, or open Saved Replies, edit the reply and make it available in this workspace.
• Saving shows "A saved reply in this rule isn't in your Saved Replies": saved replies are personal, so a rule can only add replies you created. Choose one of your own, or ask the person who created the reply to add it to the rule.
• Posts don't load: click Retry. If the message asks you to reconnect, reconnect the account and try again.
• Someone commented but got no message: check the campaign's Status is on and the comment matches your keywords. Comments made before the campaign was turned on aren't answered.