Written by Michael Keenan

December 2, 2021

Turn Instagram conversations into conversions!

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If you want to see the most innovative chatbot examples in one place, then you’ll love this updated article.

The chatbot ecosystem has changed for many businesses using Chat Marketing, but the goal remains the same: quick, creative, and convenient customer service.

In a noisy and competitive space, the best types of chatbots for business are novel and act as the direct line between customer problems and solutions.

Today we’re going to share the best chatbot ideas proven to help a business start meaningful conversations and generate revenue. So you too can be a successful Chat Marketer.

Let’s get started!

1. Mindvalley

Mindvalley is an ed-tech company that teaches people the power of human transformation and entrepreneurship. The brand sells a subscription to its online courses through free webinars, podcasts, and masterclasses. Mindvalley teamed up with Natasha Takahashi, founder of School of Bots, to create an Instagram bot to generate leads for its signature masterclasses. 

Mindvalley chatbot example

The results included a 522% increase in masterclass signups and a 99% decrease in response time on Instagram. Lessons learned from this chatbot example: 

  • Use keywords to start a conversation. Mindvalley created Instagram stories with CTA text telling people to message a specific keyword sign-up for the masterclass. For Donna Eden, a guest teacher for the masterclass, people message the brand with the keyword “energy” to trigger the bot flow.
  • Provide information about offers. Once inside the Instagram Messenger experience, users could learn more about the masterclass and its offering. They could sign-up or continue to get more information at any point in the conversation.

2. Frazer Brookes

Frazer Brookes is a popular network marketer that educates other network marketers on how to grow their business on social media. His Instagram account has over 140,000 followers and is the main communication channel with his audience. Brookes gets a ton of Instagram DMs daily, but can’t reply to everyone promptly. He used Instagram Automation by ManyChat to streamline conversations and respond to every one right away. 

Frazer Brookes chatbot

Brookes’s chatbot helped him achieve a 40% lift in Instagram story engagement and drove 200 sales page views in 30 minutes during one campaign.

  • Chatbots help engage followers at scale. With ManyChat’s Story Mentions trigger in place, Brookes’ Messenger bot responded to people’s messages and Story mentions automatically, making them feel heard and valued. Using ManyChat’s Randomizer tool, the bot replied to people individually with various responses so no one got the same blanket statement.
  • Have an end goal.  If people entered the Instagram Messenger chatbot through the keyword “summit”, they chatted with the bot to learn more about his upcoming event, Success Summit. Then, the bot directed them to sign-up for the event. 

3. Roma by Rochi

Roma by Rochi is a fashion brand that empowers women to embrace their personal style. With only one retail store in Mar del Plata, Argentina, its popularity has skyrocketed on Instagram thanks to its in-house star, Rochi, and collection of trend-led pieces available for sale to fans (which the brand refers to as “Diosas,” or goddesses). 

The brand gets high engagement on its Instagram profile from Story mentions, comments, and likes. It regularly ran “tag and like” giveaways on Instagram but couldn’t figure out how engagement impacted its bottom line. Roma by Rochi built an Instagram bot to assist a recent giveaway, resulting in a 741% lift in engagement and an 82% increase in reach in one week.

Roma by Rochi bot

“I was amazed to see how many followers bought into the ‘competition.’ Several Diosas took pics with their entire wardrobe to build up Story mentions points! I’d never seen this amount of UGC (user-generated content) before.” 

Gustavo Boregio, co-founder of ChatBlender

4. B-IT Fitness

B-IT Fitness is a gym chain in Jeddah, Saudi Arabia, featuring transformative group exercise programs, state-of-the-art equipment, and flexible memberships. Its mission is to make luxury wellness clubs more affordable for local fitness lovers. 

The brand partnered with Paul Cowen, founder of Wizards of Wellness, to run Facebook Lead Ads to acquire new members for the gym. Within a few weeks of running the ads, B-IT Fitness was flooded with thousands of queries from leads, and the team answered them all manually. 

B-IT Fitness ran JSON ads that led users to an FAQ bot to streamline the process. The bot would answer questions and qualify them for a follow-up call from the gym. 

B-IT fitness

B-IT Fitness’s chatbot proved to be a success, resulting in:

  • 50% decrease in cost per lead
  • 40% increase in lead conversion rates
  • 20 return on ad spend 

5. ManyChat

The marketing team at ManyChat is always looking for new ways to grow our newsletter, The Chat. We collected emails on the blog homepage through an embedded sign-up form, but the placement wasn’t getting us the desired monthly signups. To make newsletter sign-ups easier (and more fun!), we turned to the Customer Chat Growth Tool.

ManyChat chat bot

The website chatbot helped us increase email subscribers by 50% in two months. Some lessons we learned:

  • GIFs are visual language. The bot expressed different emotions using GIFs relevant to a user’s actions throughout the flow. This visual language helped make a text-based conversation funny, entertaining, and engaging. 
  • Give people more engagement opportunities after a conversion event. To maximize the bot’s impact, we offered people different options at the end of the flow. People could click to see case studies, sign-up for a free account, or keep browsing the blog. 

6. Gold’s Gym

Gold’s Gym Costa Rica is a premier fitness center in San José, the country’s largest city. The brand has built a loyal following on social media, connecting with a dedicated community of local fitness enthusiasts and gym-goers.

Before the pandemic, Gold’s Gym members could walk into the gym’s fitness classes, with no hassle. After government guidelines required gyms to have a booking system to reopen. To streamline class signups, the brand turned to Instagram Automation by ManyChat and Calendly. 

Gold's Gym Costa Rica

The Instagram bot was a success for Gold’s Gym. The brand saw a 9X lift in bookings through Instagram and a 99% decrease in support response time

  • Promote bot entry points through organic content. Gold’s Gym published a mix of content, like Stories and feed posts, to promote the Instagram-based booking service.
  • Use keyword triggers. Once in Instagram Messenger, people typed “citas” into the chat. That keyword triggered the booking process and allowed people to schedule a class entirely inside the Instagram app. 
  • Use tag-based logic. Gold’s Gym used tag-based logic to guide the conversation. When members typed in a keyword, the bot would carefully go through a set of conditions and tag actions, so the trigger is not activated again by mistake for a short while.

7. World Health Organization (WHO)

First in our list of chatbots is The World Health Organization (WHO). WHO is one of the leading sources of trusted information for the coronavirus (COVID-19) spread. WHO built a bot on WhatsApp called the WHO Health Alert to share information related to the pandemic.

WHO Health Alert COVID-19 Bot

The WHO Health Alert bot helps people protect themselves from infection, offers travel advice, and busting myths about the Coronavirus. The service is initially launched in English, but reportedly will be available in all six United Nations languages within the coming weeks (English, Arabic, Chinese, French, Russian and Spanish.)

8. Emirates Vacations

Average CTR for display ads are at an all-time low of .35%. Considering this, Emirates Vacations created a conversation bot within their display ads. The company targets different visuals and bot sequences based on the page someone’s browsing. Engagement rates rose 87% since deployment in 2018.

Display Ad Chatbot Example

Lessons learned from Emirates Display Ad chatbot:

  • Be relevant to the user journey: Rather than shoot the same message to everyone, use a separate sequence for your homepage, product pages, and Facebook Business Page.
  • Keep users goal in mind: Emirates bot is more than just a cool ad, it’s the direct line to a desired goal. Users have a task in mind when browsing your site or Facebook Page. Your bot needs to help them complete it as quick as possible.
  • Flatter users with frictionless experiences: Imagine being able to book your travel right in this ad, without leaving your current page? Maybe skeptical at first. But considering that travel search is a huge headache, booking “right here, right now” is the most practical and convenient way to do so.

9. National Geographic

Ever wonder what it would be like to talk to Albert Einstein? Well, now you can — kinda. To help promote their new show Genius, National Geographic created a conversation bot who spoke like Einstein would. While most companies’ blast promos into your chat window, they used Einstein bot to follow users conversation and reply with information about the show and other interesting bits.

Example of brands using chatbots (NatGeo)

The result? 6-8 minute average conversations, 11 turns per conversation, 50% user re-engagement and an involved community of followers. These metrics come from a carefully chosen, user-friendly chatbot strategy.

  • Use chatbots to create intimate experiences: People felt they were “talking to Einstein” in real-time, in a human and friendly way. Einstein was able to answer professional and personal questions, making users feel a one-to-one connection to the bot, and in turn, the show.
  • Make people laugh to engage with them: Laughter is not only good for the soul, but it’s something we don’t expect to do. Especially when you interact with a brand. Build your bot to be informational and conversational, with a little sass here and there.
  • Rethink older concepts in a novel way: Chatbots are now used by many different companies across the board. Instead of reusing the same old sequences, try something new that people haven’t seen before.

10. Lidl’s Winebot

Educated customers are empowered customers, and Lidl’s Winebot Margot brings a warm personality to the stuffy world of wine. Users can get guidance on which wine to buy, tips on food pairing, and even learn about how wine is made. It can also recommend over 220 food pairings and answer questions based on 640 different types of grapes.

Lidl's Winebot Chatbot Example
  • Don’t hide your bot: Margot lives in many different places in Lidl’s eco-system. Most activity comes from their website, which then provides instructions on how to launch the bot in Messenger. Point in case, make it easy it find throughout your company.
  • Offer live chat to improve customer engagement: We know that chatbots can’t solve every problem. Which is why you want to always offer easy access to live support if possible.
  • Match the language your audience uses: Margot learns as she goes. The bot has learned how to filter recommendations based on price — but not everyone uses the same lingo. Margot began to recognize the difference between user queries using £5, 5 quid, a fiver, and even “around five-ish”.

11. Kia

Despite being part of a complex industry, car maker KIA uses a chatbot that turns Messenger into a viable platform for information. “Kian” has generated 3x more interactions than the corporate site, talks to 115,000 users per week, and has a 21% conversion rate.

Kia Chatbot Example

This Facebook chatbot examples incredible metrics are the result of anticipating user intent, and helps Kia personalize service at scale:

  • Collect user data to improve retargeting. Instead of letting leads disappear without a trace, your messenger bot should capture customer details and needs. It’ll fuel future sales and re-marketing efforts.
  • Offer different services in one place: Capturing lead information is valuable, but it’s not the only thing your bot can do. Kia’s Facebook Messenger bot can also provide roadside assistance, bill payment options, and a store locator to meet live salespeople.
  • Replicate human interactions to connect: Kian can answer any type of question for any car model that a live salesperson could.

It’s possible that your chatbot can do well to answer questions as well, but that should be a byproduct of the entire customer experience. You want to give customers everything they need inside Messenger — from information to payments and more.  

12. Whole Foods

The Whole Foods Facebook Messenger Bot is famed for its recipes, product recommendations, and cooking inspiration. Their chatbot helps shoppers find recipes on the spot, and drives traffic to their site from Messenger.

Whole Foods Chatbot Example

The same principles that work for any marketing channel apply even to chatbot conversations. Messaging channels use the same logic: Identify what resonates with your audiences, and build features to benefit them:

  • Make searching for desired information easy: Whether shoppers need to look up a recipe at the store quick, or are browsing from the couch — Whole Foods make it easy for users to find the recipes they are looking for. It narrows down information with filters, gives a preview of dishes, then sends users to their website for the full recipe.
  • Talk with users how people talk: One of the biggest challenges in building a chatbot. Whole Foods lets users search for recipes using emojis, just like they’d react to a friends post or laugh at a funny meme.
  • Be inclusive to everyone: Personalization is often half-baked and poorly executed, but with careful understanding, it can create interactive chatbots that provide the user with a unique experience. By letting users get diet-specific recipes, it helps promote a culture of inclusivity and wellbeing that welcomes everyone to Whole Foods.

Want to build an engaging customer service chatbot for your business? Sign up for a free ManyChat account to get started today.

13. Madison Reed

Meet Madi, Madison Reed’s genius hair color bot who’s “obsessed with finding your most flattering shade”. This chatbot example is mostly text-based, but what sets it apart from the list of chatbots is the selfie submission. Users can submit a selfie, and Madi will point them towards the best color product recommendations. Cool, right?

Best Beauty Chatbot Example

Madi teaches us a few important lessons on how to build the best chatbot conversations.

  • Speak your audience’s natural language: Informal tone is one thing, but speaking the style of your audience is another. Madi uses “x’s and o’s” as well as flattering comments to build a connection with their audience.
  • Solve an actual problem: Similar to most lead generation tactics, your chatbot should help alleviate a struggle your buyers have. For example, waiting for a colorist appointment can take months. Madi is like having a personal colorist available 24-7.
  • Ask relevant questions: Madi asks questions such as “What color is your natural hair (not including gray)?” and “Is it chemically treated?” to garner responses from users. She’s witty, funny, and feels like your talking to a friend on social media (just that this friend is a Facebook chatbot).

Charming always wins. Madi has boosted engagement by 400% with a 21% click-through rate to the company’s website.

14. Duolingo

Learning a new language is no easy task. You have the words in your head, but they never come out as you want. Turns out — embarrassment when talking with native speakers is real. And Duolingo curved that fear with an artificial intelligence-powered chatbot app.

Duolingo Chatbot Example

Although the Duolingo Bot is for language learning, it taught us three lessons for building a conversation bot for any industry.

  • Build around existing pains to see success: Listen to your users and build sequences based on their pains. Doing this provides a strong incentive for them to use it. Not sure what to write? Simply reach out and talk to your customers about their goals.
  • Make it easily available for maximum usage: Shutting down your bot at any time leads to missed opportunities and revenue. Instead, make your bot available at any time of the day, for any reason.  
  • Design your bot to be interactive and enjoyable: Chatbots that retread the same script, for the same people, don’t make an exciting experience.

15. Civilized Caveman

Civilized Caveman was one of the first companies to use a Facebook Messenger bot quiz. Users who took their 1-minute “sugar quiz” were given a 7-day detox as a result. Then the brand could build a relationship with its now subscribers via content and offerings.

Civilized Caveman Facebook Chatbot Example

Along with conversational tone, the Civilized Caveman quiz provokes an emotion. Whether you are curious or struggle with sugar addiction — this quiz opens the door for different types of people to become subscribers.

  • Use a quiz to start your chatbot funnel. Quizzes are one of the best ways to engage browsers. Plus, they automatically become a subscriber once they click Get Started.
  • Take advantage of images to boost engagement. GIFs and images hold the user’s attention for that extra second. You know, the one you probably need to get that click you want.

16. Bud Light

Want to create a cool experience for your customers? Of course, you do. Bud Light’s Bud Bot is a great chatbot conversation example tailored for customers. The Bud Bot reminds subscribers to stock the fridge on game day, send special team cans, and even deliver beer in under an hour on game days. It saw an 83% engagement rate during the 2017 campaign.

Bud Light Chatbot Example


  • Become a hero to your customers: Your marketing strategy will only work if timing and context are factored in. Follow Bud Light off a cliff and send reminders or updates to subscribers at right time, with the right message. Make reaching their goals easier with your bot.
  • Create tailored experiences: As a way to increase engagement rates and sales with an eCommerce chatbot, Bud Light offered special team cans for each city.
  • Do less, but do it well: It’ll be tempting want to do everything — but start slow. As our ecommerce chatbot examples show, chatbots who try to do everything at first typically fail.

17. Amtrak

One reason the travel industry has been the fastest to adopt chatbots is speed and convenience. In this example, Amtrak helps site visitors plan a vacation, book reservations, navigate Amtrak.com, get route information, and more. It’s become a company powerhouse, generating 30% more revenue per booking, 8X ROI, and answers over 5 million questions a year.

Best Customer Service Chatbot - Amtrak
  • Leverage post-sales support as a revenue channel. Returning customers spend 67% more on average, and more often if they are satisfied with your service. Quick and convenient customer support (in any industry) leads to happier customers, and for Amtrak, it’s proved to be insanely profitable.
  • Have Live Chat ready for back-up. Chatbots can’t answer everything. Instead of aggravating people, design your bot to get browsers in touch with live support for queries that need a little human love.
  • Create a chatbot around customer problems. For example, more travelers are booking tickets online compared to other methods. Amtrak wanted to make it easy for its 375,000 daily visitors to self-service. Julie was the answer.

18. Dominos

Dominos changed the way we order food with Dom, the Interactive Pizza Bot. The Domino’s chatbot can re-order previous orders, offer a full menu, and track deliveries all in Messenger. It’s become one of the best chatbots for customer service — and now I want a pizza.

Dominos Chatbot Example
  • Make it accessible across platforms: Chatbots that span cross-platform perform better than one channel. For example, you can order through the Domino’s Pizza Bot by Slack, Messenger, Apple Watch, Mobile App, Twitter (by Pizza Emoji), Smart Home Assistants, and more.  
  • Don’t be afraid to be fun: More often than not, companies are afraid to be too simple or fun. This will not diminish your brand. Executing a key interaction with an emoji will go a lot further than a wall of text in your chat window.
  • Start simple, then move on to more complex cases: What’s the biggest reason users interact with your site or Facebook Page? If it’s ordering a pizza, design your bot around that core function. Once that customer experience is flawless, create a chatbot with key secondary interactions.

19. Bank of America

Meet Erica, your new financial assistant from Bank of America. She can do anything from providing bank balance information, make budgeting suggestions, pay bills, and help with simple transactions. The banking chatbot example has already surpassed over 7 million users, and completed over 50 million transactions to date. 

  • Become an advisor to customers: Erica went from just scheduling payments to offering advice on how to pay down debt. And her capabilities continue to evolve with her banking customers needs. Whether you’re selling meal plans or online coaching services, guidance helps build better relationships between you and your customers. 
  • Provide helpful content for users: One of the key elements of a successful chatbot is solving customers problems. For example, if you ask Erica about credit scores, she’ll give you a video from Better Money Habits and other content around spending and budgeting.  
  • Easy-to-use transaction-search functions are becoming increasingly valuable for chatbots. Give your users the ability to search and discover your company’s products and services.

20. Ovarian Cancer Canada

Last on our list of chatbots is Ovarian Cancer Canada.

Charity fundraising is challenging and outdated. It typically involves a bulky email list, non-credible data, and face-to-face sign-ups — not effective for today’s market. Ovarian Cancer Canada teamed up with UK-based social listening company Maybe* to create the first non-profit chatbot. The bot helped secure a $10 million grant for research, boosted donation rates by 250%, and created a repeatable and cost-effective donation channel for the organization’s future. 

Non-profit Chatbot Example - Ovarian Cancer Canda
  • Learn more about users in your bot with a quiz. Maybe* and Ovarian Cancer Canada created a quiz to learn about each subscriber’s ovarian cancer awareness level, emotional state, and more. Then tailor messaging accordingly to boost conversion rates.
  • Use dynamic content to build closer ties with your audience. The team delivered one woman’s story of surviving cancer through videos, GIFs, and images to improve engagement in the bot.
  • Accept payments inside your chatbot. The key to Ovarian Cancer Canada’s increase in donations was letting people donate and sign petitions in the Facebook Messenger window.

Building the best chatbot for your business

As you go on to build a chatbot for your business, remember to always keep a customer friendly mindset. What problems are they having when interacting with your business? How can your chatbot help them achieve their goals? Use the above tips and examples to create a conversational, data-driven, and personalized virtual assistant that helps grow your business.

Ready to build your chatbot today? Get a free ManyChat account to get started.

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The contents of this blog were independently prepared and are for informational purposes only. The opinions expressed are those of the author and do not necessarily reflect the views of ManyChat or any other party. Individual results may vary.