A product launch on Instagram lives or dies by how well you capture attention in the first 48 hours. Comment-to-DM automation turns launch-day engagement into a real sales funnel.
Here is the complete playbook.
The Launch Funnel: Overview
A comment-to-DM product launch has three phases:
- Pre-launch (1-2 weeks before): Build anticipation, collect interest
- Launch day: Convert interest into purchases
- Post-launch (1 week after): Follow up with people who did not buy
Each phase uses a different comment keyword and DM message.
Phase 1: Pre-Launch Hype
The Reel
Post a teaser Reel showing your product without revealing the full details. Think unboxing clips, behind-the-scenes footage, or "something big is coming" teasers.
The Keyword
Use a keyword like "waitlist", "early", or "notify".
Caption example: "Something big is dropping next week. Comment EARLY to be the first to know."
The DM
Hey ! You are on the early access list. I will DM you the link before anyone else on launch day. Get ready.
This does two things: it builds a list of warm leads in your DMs, and it trains your audience to comment on your posts (which helps the algorithm).
Phase 2: Launch Day
The Reel
Post your full reveal Reel. Show the product, explain the value, and include a clear call to action.
The Keyword
Use "buy", "shop", "link", or your product name.
Caption: "It is live! Comment SHOP to get the link sent straight to your DMs."
The DM
Hey ! Here is your link: [product-link]
First 50 orders get 15% off with code LAUNCH15. Let me know if you have any questions!
The urgency of a launch combined with instant delivery creates high conversion rates.
Phase 3: Post-Launch Follow-Up
One week after launch, go back to your DM list. Everyone who received the launch-day DM but did not purchase is a warm lead.
Send a follow-up message:
Hey ! Just checking in — I noticed you grabbed the link last week. The launch discount ends tonight. Want me to answer any questions before it expires?
This manual follow-up converts 10-20% of people who were on the fence.
Setting Up the Automation
In Creatoro:
- Create a Comment Keyword automation for each phase
- Set the keyword and write the DM
- Add a public reply ("Sent to your DMs!")
- Schedule your Reels and activate the automation before each post goes live
The entire funnel can be set up in 15 minutes.
Real Numbers
Here is a realistic example for a creator with 10,000 followers:
| Metric | Pre-Launch | Launch Day | Post-Launch |
|---|---|---|---|
| Reel views | 5,000 | 8,000 | 3,000 |
| Comments with keyword | 200 | 400 | — |
| DMs sent | 200 | 400 | 50 (manual) |
| Link clicks | 140 | 320 | 35 |
| Purchases | — | 64 | 10 |
That is 74 sales from three Reels and 15 minutes of setup.
Tips for Maximum Impact
Stack Triggers
Use DM keyword automation alongside comment-to-DM. After someone receives the launch DM, they might reply with "price" or "shipping" — have auto-replies ready for those.
Use Stories to Amplify
On launch day, post stories that say "Comment SHOP on my latest Reel to get the link." Stories reach people who might have missed the Reel in their feed.
Combine With Follow-to-Unlock
For pre-launch, use a follow-to-unlock gate on your early access content. People follow you to get on the list, which means they are more likely to see your launch-day Reel.
What to Read Next
- How to Set Up Comment-to-DM Automation
- Instagram DM Keyword Automation Guide
- Comment-to-DM Feature Page
Get Started
Your next product launch deserves a real funnel, not just a "link in bio." Set up your comment-to-DM automation before your next drop.