How to Set Up Instagram Comment-to-DM Automation

If your caption says “Comment CHECKLIST and I will send the guide,” Smez gives you the tool to deliver that promise. This walkthrough sets up a keyword-triggered Instagram resource campaign, from account connection to checking the real message.

For creators, editors, and agencies, the advantage is continuity: create the campaign's content in Smez, connect the audience action and review what happens after publication. Start your Smez trial to follow along; the pricing page explains the seven-day trial, included credits, required card and automatic renewal unless cancelled.

1. Prepare the resource and campaign post

Choose something specific: an onboarding checklist, product guide, booking page or answer to a recurring question. Make the caption explicit about what the commenter receives.

For this example, use an onboarding checklist and the keyword CHECKLIST. Put the resource at a link that works for the intended audience. Open that link on a phone outside your own signed-in browser to confirm access.

Prepare or publish the campaign's Reel or image post. The automation can target one synced Instagram post or all synced posts for the selected account. Choosing one post keeps this first campaign focused; you will select it in Comment scope below.

2. Connect Instagram to Smez

In your Smez workspace, open Settings → Integrations. Find Instagram in Connections and select Add account. Follow the connection flow and grant the permissions needed for the available comment and messaging actions.

Check the account name when you return to Smez. If an existing connection needs attention, use its Reconnect action. This matters when you manage several creator or client accounts in the same workspace.

Use the capabilities shown for that connection. Instagram account eligibility, permissions and messaging rules determine which actions are available. Smez keeps the account selection explicit so the campaign uses the intended profile.

3. Create the keyword trigger in Automations

Open Audience automations in the sidebar, then select New on the Automations page. The setup has three stages: Account & trigger, Write replies and Review.

In Account & trigger:

1. Enter a descriptive Automation name, such as “Onboarding checklist.”
2. Set Reply when to A comment contains a keyword.
3. Enter CHECKLIST in Keyword.
4. Select the intended Instagram Connected account.
5. Set Comment scope to the specific synced campaign post.
6. Select Write replies to continue.

For an ongoing offer across the account, All synced posts for this account includes newly synced posts as well. Use that scope when the same promise belongs on all those posts. A distinct keyword helps keep unrelated comments outside the campaign.

4. Write the public reply and resource DM

In Write replies, enable Reply publicly if you want a public acknowledgement. Keep it short and consistent with the creator's voice, for example: “Thanks! Check your messages for the onboarding checklist.”

Enable Send the resource by DM. Under Delivery sequence, Send immediately puts the resource in the first private reply. Configure the message and button:

Put your actual destination in Resource button URL. Read the message and button together: the person should know exactly where the link goes.

Smez also offers Ask first on eligible plans. That sequence sends a short first DM and waits for the person's reply before delivering the resource. If you choose it, write the First DM and Quick reply label as well; a genuine reply can release the resource. Choose the sequence that matches your campaign and available plan options.

5. Review and save the setup

Select Review automation. Check the account, keyword, post scope, public acknowledgement, resource message and destination as one complete promise.

For a final check before sending, set After saving to Keep paused and select Save paused automation. A paused automation does not send automatic replies. Confirm the resource owner and the person responsible for questions or delivery problems before launch.

When the campaign is ready, select Activate replies under After saving and use Save & activate. Review is your chance to catch a wrong account or link before people encounter the workflow.

6. Test the actual Instagram experience

Use a controlled Instagram account to comment CHECKLIST on the selected campaign post. Check the public acknowledgement, private message, button label and resource link on a phone. If you selected Ask first, reply to the first DM and confirm that the resource arrives afterward.

Check an unrelated comment too, so you know the keyword scope behaves as intended. Keep test activity separate from campaign results.

In Smez's Activity view, filter by the relevant platform and account and inspect the automation events. Match those records with what the test recipient actually sees. If something needs correcting, pause the automation, update the account, message or destination and repeat the controlled test.

The saved automation also has a Run Instagram now action. Use it deliberately: it can send real replies to eligible comments, so review the campaign before running it.

7. Keep the post and follow-up aligned

Once the automation is active, use the same keyword and promise in the creative and caption. If the resource or offer changes, update the Smez automation alongside the post copy.

Review delivery activity and the questions people ask. A recurring question can become the next video, text post or carousel in Smez. That makes comment-to-DM automation part of a useful content cycle: publish an idea, deliver the promised next step and learn what the audience needs next.

For a comparison of tool strengths, read Smez vs ManyChat. To build a wider campaign, use our content calendar guide.

Frequently asked questions