# Marketing glossary: What is comment-to-DM automation?

> Comment-to-DM automation sends a private message when someone comments a keyword on your post, such as "MENU" or "PRICE". How it works, with tips.

- Source: https://marketing.ushbatech.com/glossary/comment-to-dm
- Language: en
- Updated: 2026-11-11
- Publisher: UshbaTech (Marketing Studio by UshbaTech), Mestia, Georgia

Comment-to-DM automation sends a private message automatically when someone comments a keyword on your post, for example "MENU" or "PRICE".

## What is comment-to-DM automation?

Comment-to-DM automation sends a private message automatically when someone comments a keyword on your post, for example "MENU" or "PRICE". It turns public interest into a private conversation where you can share a link, an offer or a lead magnet, and the public comments signal to the algorithm that the post is worth showing.

## Why does comment-to-DM matter?

A comment is a strong buying signal, but answering every one by hand is impossible at scale. Automated private replies make sure every interested person gets the information within seconds, even at night.

## How to set up comment-to-DM automation

1. **Pick one keyword** — Choose a short, easy word and say it clearly in the caption and on screen.
2. **Write a useful DM** — Deliver exactly what you promised, with one link and one next step.
3. **Reply publicly too** — A short public reply such as "Sent you a DM!" shows others the offer is real.

## What does comment-to-DM look like in practice?

A café posts a reel of its new brunch menu with "Comment MENU and we'll send it to you". Every commenter gets the menu and booking link by DM, and the café gets dozens of conversations from one post.

## Marketing glossary: frequently asked questions

### Is comment-to-DM allowed on Instagram?

Yes, when it runs through Meta's official messaging API and only messages people who commented on your post first. Keep the DM useful and relevant to what they asked for, avoid spammy or misleading promises, and never send bulk unsolicited messages, which Instagram's rules prohibit.

### Can Marketing Studio do comment-to-DM?

Yes. Marketing Studio's Social Inbox attaches a responder to any post or reel: everyone who comments your keyword, such as "MENU" or "PRICE", gets a DM with your link or answer, and the AI also replies under their comment. An optional follow-gate can ask them to follow first.