Most people don't turn to automation because it sounds fun. They turn to it because they run out of hours in their week.
Manychat's 2026 Creator Report found that creators, on average, dedicate almost half a traditional workweek just to planning, filming, and editing content, and that’s before factoring in comments or DMs at all.
And it’s not just macro or mega creators who are experiencing this — creators with under 5,000 followers already spend about two hours a week responding to comments and DMs on top of that content workload. And of course, the time commitment only gets bigger as your account grows.
Automation is how you keep up with your followers, even when they outnumber you by the hundreds (or thousands). And if you’re new to Instagram automation, this guide is for you. We’ll talk about the easiest use cases to start with and walk you through how to set up your first flow.
TL;DR
- Instagram automation uses approved tools to handle DMs, comments, and lead capture for you.
- Automation is safe when you use an official Meta Business Partner (like Manychat) that works through Instagram's API.
- You can set up your first automation in about 15 minutes, even if you've never built an automated flow before.
- Start with a free tool and learn how to use it, then scale up as your DM volume grows.
Where to Start with Instagram Automation
At its simplest, Instagram automation is using a tool to handle repetitive tasks on your account — replying to DMs, responding to comments, sending links, collecting emails — without you having to touch your phone. Approved automation uses Instagram's API and is coordinated by an official Meta Business Partner, like Manychat.
Most beginners start with one automation and build from there. Here are four popular use cases to start with:
- Keyword-triggered DM replies: someone messages you a specific word, then they get an automated message in return.
- Comment-to-DM flows: someone comments a specific word on one of your posts, then they get an automated DM in return.
- Story mention auto-replies: someone tags you in their Story, you thank them automatically.
- Email and phone number collection: capture contact info right inside the DMs.
We’ll talk about each of these uses in a little more detail below. If you're not sure which to try first, start with comment-to-DM. It's the easiest to set up, works on a post you've already published, and it's the one we'll walk through step by step below.
Keyword-triggered DM replies
Keyword-triggered DMs are one of the simplest ways to start automating your Instagram inbox. You choose a specific word and decide what message someone will receive when they send that word to you in a DM.
For example, you might say in a Story, “DM me ‘croissant’ and I’ll send you my recipe.” When someone messages “croissant,” an automation tool like Manychat recognizes the keyword and automatically sends the message or resource you’ve prepared.
Instead of manually copying and pasting the same link and sending it to every interested scroller, people get what they want straight away. It’s especially useful for sharing links, lead magnets, product information, or answers to common questions at scale.
Related: How to Get Started with Instagram DM Automation
Comment-to-DM
Comment-to-DM is one of the most popular use cases for Instagram automation. It works similarly to the keyword-triggered DM replies covered above: someone comments a specific keyword on your Instagram post and gets an automated reply.
You can tailor comment-to-DM to your needs: reply to their comment or just slide straight into their DMs. You can have it work on every post, or just one specific post. It’s great for sending links and offers, but you can also use it for things like giveaways (like we did here for our Magic Mic Giveaway):
Learn how to set it up step by step: How to Set Up a Comment-to-DM Automation on Instagram.
Story mention auto-replies
Story mention auto-replies help you respond when someone tags your Instagram account in their Story, even if you’re not online to see it.
You set up a message in advance, and when someone mentions your account, Manychat automatically sends them a DM, even if it’s just a simple “Thanks so much for the tag! ❤️”
It’s a small automation, but a useful one: instead of Story mentions getting overlooked when you’re busy, the person gets an immediate acknowledgment and feels seen. Think of it as an always-on thank-you note that helps you maintain relationships with the people already engaging with your content.
Email and phone number collection
Email and phone number collection lets you turn an Instagram conversation into a contact you can stay connected with beyond Instagram.
Rather than asking someone to leave the app, find a link, open a form, and type in their details, you can ask for their email address or phone number as part of the DM conversation.
Manychat can capture that information for you, and then you can use it in your email marketing or CRM tools to continue nurturing that relationship. This is particularly helpful when someone has already shown interest (for example, downloading a lead magnet), because you’re asking for their details while they’re already engaged rather than sending them through a bunch of extra steps.
Build Your First Automation in 15 Minutes
Want to start automating literally right now? Grab your stopwatch and let’s do this thing.
1. Switch to a Business or Creator account
To use Instagram automation, you need a Creator or Business account instead of a personal one.
In the Instagram app, open Settings, tap Account type and tools, then tap Account type. From there, you'll see the option to Switch account type.
Instagram lists three types — Personal, Business, and Creator — and whichever one you're currently on won't show up as an option.
2. Sign up for Manychat
Sign up for Manychat and connect your Instagram account.
When you’re just starting your automation journey, Manychat's free plan is a good launching pad. The free plan supports up to 25 active contacts, which is enough to run some tests and gauge whether this could actually work for your audience before you commit.
If you outgrow it, paid plans start with Essential, and Pro (which adds AI-powered replies) runs $29/month billed annually or $39/month billed monthly. For the full breakdown of what's included at each tier, see Manychat's pricing page.
Already have a Manychat account? Add Instagram from Settings, or click Add New Account in the left sidebar to spin up a separate one.
3. Choose a Quick Automation
If you want to start automating in minutes, Quick Automations (pre-built templates) are where it’s at.
For example, Comment to DM is a Quick Automation called Auto-DM links from comments. If you have a lead magnet or a specific product you want to promote, you can use Comment to DM to promote it. We’re going to continue this example because it’s such an easy entry point.
Quick note on where things live in Manychat: comment-to-DM and keyword-triggered DMs are both Quick Automations, so you'll build them the way we're currently walking through. Story mention auto-replies and default/fallback replies are Always-On Automations instead, which you'll find under Settings rather than the Automations tab. Same idea, different part of the Manychat app.
4. Customize the automation
Once you choose a Quick Automation template like Auto-DM links from comments, you’ll be taken to a screen to customize the automation. Something like this:
Thankfully, customizing your automations is super simple — all you gotta do is click and type. For most automations, you’ll have to:
- Choose the post you want the automation to apply to.
- Choose a keyword (and write typo variations).
- Write the message that will be sent to the scroller.
- Add any links you want to be shared.
Make sure your messages sound like you. Sure, people will probably know you’re automating (because most humans can’t respond to comments in seconds), but at least they’ll know it was you who set up the automation.
Also, your automation will only fire when someone actually comments or DMs you the keyword you set up. They won't know they need to do that unless you tell them to, so add a clear CTA to the post, Reel, or caption itself; something like "Comment croissant 🥐 and I'll send you the recipe.”
5. Send it live
Once you’ve customized your automation — the post(s) it’s attached to, the keywords, the automated messages and comment replies, and links — you’re ready to ship it. Click Set Live in the upper right corner.
Where to Go Next
Once your first automation is live, give it a few days to run, then check how it's actually performing in Manychat:
- How many people replied or clicked through?
- Did people drop off? Where?
- Did it help your content reach more people?
If nobody's triggering your automation, the fix usually lies in the CTA, not the automation itself.
If people are triggering your automation but not finishing, look at where the flow loses them and adjust.
Once you've got one flow that's working, add a second one that serves a different goal. If comment-to-DM proves people will engage for a lead magnet, layer in email or phone number collection so those same engaged followers become contacts you can reach outside Instagram. Give each automation its own clear job rather than stacking five goals into one flow (because that’s a good way to lose people).
Looking for more noob-friendly content? Check out Manychat Best Practices: A Guide for New Users
Frequently asked questions
Switch to an Instagram business or creator account, connect it to a Facebook page, and sign up for an automation platform like Manychat. Then, start with a templated flow (a Quick Automation or Always-on Automation) and get used to how the platform works before creating custom journeys in the Flow Builder.
Yes, as long as you use a tool that works through Instagram's official Messaging API — like Manychat, an official Meta Business Partner — rather than third-party bots that violate Instagram's Terms of Service. The red flag is any tool that asks for your Instagram password.
For the fuller picture, including what you should never automate and how to stay in Instagram's good graces as you grow, read Is Automating Instagram Worth It? The Pros and Cons of Instagram Automation and Is Manychat Officially Approved by Instagram?
Not at all. You can automate DMs and comments at any follower count, and Manychat's free plan lets you test with up to 25 active contacts. Small accounts often see the biggest lift because every DM actually gets answered.
Only if you write them that way. You control the copy, tone, and structure of every message, so your DMs can sound exactly like you typed them — emojis, slang, and all.
Yes. Manychat's free plan includes core automation features for up to 25 active contacts so that you can build and test your first flows at no cost.
Originally published: Jun 2, 2021, Updated: Sep 8, 2026
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