12 Comment-to-DM Campaign Examples You Can Copy (2026)

The hardest part of comment-to-DM isn't the setup, it's knowing what to run. So here are 12 campaigns you can copy. Each one has the post idea, the keyword, the DM, and the public reply. Swap in your own offer and go.

If you've never set one up, how to set up comment-to-DM on Instagram covers the mechanics. This post is the ideas.

A quick note on structure: every example is one keyword and one DM. Keep the keyword short and impossible to type by accident, and keep the DM human. The public reply fires once per comment and tells people to check their inbox.

1. Free guide or checklist (creator / coach)

• Post: a tip carousel or reel, ending with "want the full checklist?"
• Keyword: CHECKLIST
• DM: "Here's the full checklist you asked for 🙌 [link]. Save it for later."
• Public reply: "Sent it to your DMs 📩"

The workhorse campaign. Give away something genuinely useful and you'll get comments and goodwill.

2. Recipe or full tutorial (food / how-to)

• Post: a 20-second recipe reel showing the result.
• Keyword: RECIPE
• DM: "Here's the full recipe with measurements 👇 [link]. Tag me if you make it!"
• Public reply: "Check your DMs for the recipe 🍳"

Food reels get huge comment volume. Make sure your tool paces sends so a viral one stays inside Instagram's DM limits.

3. Product price list (small business / boutique)

• Post: a product showcase or new-arrival reel.
• Keyword: PRICE
• DM: "Here's the full price list and how to order 🛍️ [link]."
• Public reply: "Prices sent to your DMs!"

The link goes to your own order page or checkout. heyy.to's bio and DM tools link out to your checkout, they never sit between you and your money.

4. Webinar or event signup (coach / B2B)

• Post: an announcement reel for a free workshop.
• Keyword: WORKSHOP
• DM (with lead form): "Grab your spot 👇" then a short form capturing name and email.
• Public reply: "Registration link sent 📩"

Here the DM carries a lead form, so you capture the email inside the DM instead of hoping they fill a landing page.

5. Discount code drop (e-commerce)

• Post: a reel featuring a bestseller.
• Keyword: SAVE
• DM: "Here's your 15% code: WELCOME15 🎉 Shop here [link]."
• Public reply: "Your code is in your DMs!"

Gating a code behind a comment gets you engagement and a list of interested buyers in one go.

6. Lead magnet with a follow gate (audience growth)

• Post: a value reel aimed at non-followers.
• Keyword: GUIDE
• DM (ask-to-follow first): the DM asks them to follow, then unlocks the link.
• Public reply: "Sent! Follow to unlock 👀"

The ask-to-follow step turns a cold Explore-page viewer into a follower and a lead at the same time. Don't use it on every campaign, but for a strong lead magnet it works.

7. Booking link (service business / salon)

• Post: a before-and-after reel.
• Keyword: BOOK
• DM: "Here's my booking link 💇 [link]. Pick any open slot."
• Public reply: "Booking link sent to your DMs!"

8. Newsletter signup (writer / media)

• Post: a reel sharing one strong insight from a recent issue.
• Keyword: SUBSCRIBE
• DM (lead form): "Get the next issue free 👇" with an email field.
• Public reply: "Sign-up link in your DMs 📩"

9. Course waitlist (educator)

• Post: a teaser reel for an upcoming course.
• Keyword: WAITLIST
• DM (lead form): capture email to join the waitlist.
• Public reply: "You're on the way, check your DMs!"

10. Portfolio or media kit (freelancer / creator)

• Post: a highlight reel of your work.
• Keyword: WORK
• DM: "Here's my portfolio and rates 📂 [link]. Happy to chat."
• Public reply: "Sent your way 📩"

11. App or tool download (SaaS / app)

• Post: a reel demoing one feature.
• Keyword: TRY
• DM: "Here's the download link 👇 [link]. Free to start."
• Public reply: "Link sent to your DMs!"

12. Giveaway entry (any)

• Post: the giveaway announcement reel.
• Keyword: ENTER
• DM: "You're in! Here are the rules and how to boost your entry 🎁 [link]."
• Public reply: "You're entered! Details in your DMs 🎉"

For a full giveaway setup with a comment picker, see the Instagram giveaway automation guide.

The pattern across all twelve

Every one of these is the same shape: a post that gives a reason to comment, a short keyword, a DM that delivers on the promise, and one public reply that nudges more comments. Change the offer, keep the structure.

Two rules hold across all of them:

1. Reactive only. Each of these messages people who commented. None of them cold-DM strangers or new followers. That's what keeps your account safe.
2. Official API, paced sends. Use a tool built on the official Instagram API that respects per-account rate limits. The unsafe tools ask for your password.

FAQ

What's a good keyword for comment-to-DM? Short, capitalized, and not a word people type by accident: LINK, GUIDE, PRICE, RECIPE, BOOK. Avoid common words like "the" or "love." More in comment-to-DM keyword ideas.

How many comment-to-DM campaigns can I run at once? As many as your plan allows. On heyy.to's free tier you can run a couple; the flat Pro plan unlocks more, with no per-contact billing.

Can I capture emails, not just send links? Yes. Use a DM lead form, which collects an email or phone number inside the DM. Examples 4, 8, and 9 above use it.

Do these work on Reels? Yes, and Reels are usually the best surface because they reach non-followers. See comment-to-DM on Reels.

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Pick one of these, swap in your offer, and you've got a campaign live in five minutes. heyy.to runs all of them on the official API at a flat price. Set up your first automation, or grab more triggers in 50 comment-to-DM keyword ideas.