Meta is trying out a new ad option that will auto-generate a DM message to any user who posts a selected keyword, or keywords, in a post comment on Instagram.
As outlined by Meta ads expert Jon Loomer, some Meta advertisers can now access a new Reply to Keywords option in their ad setup tools.
As noted in the description, Reply to Keywords lets advertisers “save time by automatically sending a private message when people comment with a keyword.”
Advertisers can choose up to five keywords to include, with each keyword triggering an auto-DM when posted in a comment on a promoted post.
Advertisers can then create an auto-DM that will be sent to ad viewers who post these keywords, creating a lead nurturing process based on simple keyword parameters.
Conceptually, this could be an easy way to facilitate DM follow-up, with advertisers able to include a note such as, “comment WINNING for more info.” Instagram’s ad tools would then automatically respond, reducing manual response work.
A form of that functionality is already available within Meta’s messaging tools, through its inbox automation and Meta Business Agent options. However, having it directly and easily connected to IG ads could be another way to drive DM contact and potentially generate more engagement and interest.
Loomer noted that the option is only appearing in the Instagram ad set-up tools at this stage, not for Facebook ads.
Meta has been trying to drive more business opportunities through DMs in response to the rising use of messaging for user connection. With that in mind, it’s possible that simple prompts like this could help to encourage DM connection with consumers.
Though it is fairly simple. In fact, it feels almost too simple in the age of AI, where conversational prompts and interactions are increasingly being seeded with automated human-like responses.
But maybe keeping things simple and aligning with an existing use case is part of the appeal.
