If you’re on Instagram, the DM will appear in your inbox. (Cue dramatic music) Everyone knows that. The power of streaming on social media extends far beyond just close friends, but instead, a solid Instagram video can open up whatever you’re selling, whether it be a product or service — to the world. And in many cases, followers want to support whatever it is that you’re doing. Yes, while content is king, there are other avenues to connect with people on Instagram: start a live video.
Instagram marketing isn’t just about pretty pictures anymore — it’s a social media sales powerhouse. Small businesses can showcase products in Stories with swipe-up links that take users straight to their online store, while big brands like Nike drop exclusive releases through Instagram Live, building hype. Take Glossier: The beauty brand leveraged user-generated content via its Instagram account, reposting customers’ glowing reviews in its feed, which led to a cult-like following and millions in revenue. Fashion labels? They’re using Reels to show off outfits from every angle, while restaurants post mouthwatering videos of dishes being prepped to entice local foodies — not just close friends. Even service-based businesses are tapping into the platform — yoga instructors are offering virtual classes through IGTV, letting followers experience their teaching style before booking. With tools like Instagram Shopping, DM automation, and targeted-to-followers ads, Instagram’s not just about engagement — it’s a well-oiled conversion machine that’s driving everything from product launches to brand loyalty. Going live is good.
DMs are a goldmine for businesses — whether it’s a big-box behemoth or a mom-and-pop shop. DMs build loyalty, drive brand awareness, boost sales, and solve customer service headaches, all in real time. Pair them with Instagram Live, and you could enter a space only rivaled by the power of old-school QVC. (Anyone over 35 gets this reference.)
Shopping on Instagram is effective because it blends the discovery phase with a seamless purchase experience — all within a scroll. Instead of users passively browsing, they’re engaging directly with products as they pop up in Stories, Reels, and in-feed posts. The “Shop” tab essentially functions as a personalized storefront, making it easy for customers to view products, get inspired by styled photos, and see real-life applications through user-generated content — all while never leaving the app. Going live to Instagram users is easy social media management and really, it just helps with brand visibility.
Going Live places you above Stories in the feed, and when viewers send DMs during the broadcast, it’s a direct way to engage your community. Sure everyone loves to jump on a good comment, but don’t sleep on hosting a live event for your Instagram followers; it’s just good social media management.
Curious About Perfecting This Combo?
Explore how DM automation with Instagram Live can elevate your engagement.
DM automation enhances the broadcast, creating new possibilities for connection and growth. Instagram Live is viral — most Instagram users prefer videos over blog posts. (Yes, we see the irony here.) But you need to announce the broadcast in advance.
DM automation informs anyone who comments on or mentions your Instagram Story about the upcoming video. Instagram automation motivates them to set a reminder for the broadcast or use a countdown to get a notification when you start.
Customize direct messages to match the purpose of the broadcast.
Before setting up your broadcast, ensure the purpose and goal of the video are clear to your audience. Does the video offer a behind-the-scenes look at your business or new hacks for product users? Are you promoting a new product or reacting to industry news? Even if viewers approach with other concerns, automated messages help keep them focused. A clear purpose makes communication easier.
Whether it’s a Q&A session or a contest, create Instagram messages that convey urgency. The audience should feel they’re missing out if they don’t attend.
Use DM automation alongside the question sticker.
Instagram users love a good video, but they also want to interact with Instagram Live hosts even more. Going live gives everyone who follows your Instagram profile that feeling of being an “insider” — that even if they’re not at a party, they feel like they’re a part of whatever hype is happening. Just remember: FOMO (Fear of Missing Out) sells.
When a viewer submits a question during the broadcast, share it with your audience by tapping the question mark speech bubble icon at the bottom of the screen. The question sticker helps collect common questions to address immediately. Set up Instagram DM automation to contact anyone who posts a question to maintain interaction.
Send conversation starters before and during a broadcast.
Customers often don’t know the next steps you want them to take — or even the questions you plan to answer. As Instagram users and new followers start watching your broadcast, use DM automation to suggest conversation starters that guide them in the right direction. Viewers can simply open your automated DM and select a choice to engage further. The Instagram Live comment trigger sends an automated DM to anyone who comments on the broadcast. Once they engage with the direct message, customers enter a computerized flow without leaving the Instagram Live broadcast.
DM automation serves as a powerful tool for collecting information on potential customers, putting you in control of business growth. The most useful goal of social media interaction is obtaining customer information, and Instagram DM automation assists with this process. Encourage Instagram Live viewers to provide names, emails, and phone numbers in exchange for discounts, special offers, or exclusive products.
Remember that keywords lead to calls to action.
Keywords are effective for directing followers into automated message flows and promoting interactions with your brand. They are particularly useful when linked with a specific call to action (CTA). While each Instagram broadcast should stand on its own, keywords can guide viewers to other broadcasts or your website. Linking keywords to a CTA — such as registration for a future event, booking introductory appointments, or exchanging contact information for discounts — creates opportunities for future interaction and conversion. In fact, 67% of audiences who watch an Instagram Live video will attend similar events.
Use Automated DMs after the broadcast.
Instagram DM automation connects with your audience during the broadcast and encourages engagement through video. Afterward, send automated direct messages to gather feedback. A survey is the most common method, but you can also use a quiz format and offer rewards or discounts for completion. An after-broadcast DM allows continued interaction with potential customers, even after they’ve stopped watching. Pay special attention to viewers who asked questions, commented, or reached out. It’s essential to maintain these conversations for as long as possible. Setting up your post-video DM automation leads to effective live chat customer service.
Don’t Let DM Automation Become Mechanical
While DM automation is a valuable tool, Instagram Live is about human connection. Keep your automated DMs fresh and engaging to maintain a real relationship with your audience. Human connection is the foundation of a creator’s relationship with their audience. In a crowded digital boxing gym, authenticity and genuine interaction set creators apart. People don’t just follow creators for their social media content; they follow them because of the person behind that content. Human connection builds trust, keeps engagement high, and fosters a sense of community, making it far more likely for followers to stick around long-term and invest in whatever a creator puts out next.
Instagram Live thrives on human connection because it brings a sense of immediacy and authenticity that other social media formats often lack. It’s unscripted, raw, and happening beyond what’s always on your Instagram profile, making it feel more personal and spontaneous. When a business or creator goes live, they’re inviting viewers into a shared experience — whether that’s a behind-the-scenes tour, a Q&A session, or just chatting with their audience. The format fosters direct interaction through comments, questions, and reactions, allowing for a level of engagement that’s more intimate and responsive than standard posts or Stories. Essentially, it removes the distance between the screen and the viewer, turning followers into active participants rather than passive observers. If you need a break from the planned calendar of content creation, this is a great Plan B.
It’s been difficult for businesses to track comments and followers and convert them into customers. Combining automated Instagram DMs with Instagram Live encourages users to interact with your brand before they even engage directly.
Instagram Live is a catalyst for small businesses (and the big ones, too) trying to make their mark in a crowded market. Instagram Live offers a direct, unfiltered way to connect with an audience beyond just recent posts, letting followers see the people behind the brand, hear the story in real time, and interact in a meaningful way that static posts just can’t replicate. Going live not only bumps your visibility to the top of your followers’ feeds, but it also gives potential customers a front-row seat to product demos, Q&A sessions, and behind-the-scenes content that builds trust and authenticity. Whether you’re launching a new product, hosting a tutorial, or simply showing the daily hustle, Instagram Live allows small businesses to stand out, engage with their community, and create a sense of urgency that drives immediate action — turning curious viewers into loyal customers. That’s brand awareness, baby.
