A comment keyword turns a post into a lead form that people actually fill in. Instead of "link in bio", you ask viewers to comment a word, and they get what they asked for in their DMs. The DM opens a conversation, and conversations close sales.
The setup is the same for every business (here is the step-by-step guide). What changes is the offer, the keyword and the follow-up. Here are five playbooks you can copy.
1. Real estate: "Comment TOUR"
- Post: a Reel walking through a new listing or project.
- Caption: "Comment TOUR for the brochure, price list and visit slots."
- DM: "Here's the brochure and price list: [link]. Would you like to visit this weekend? Reply with a day that suits you."
- Public reply: "Sent you the details 📩"
- Follow-up: when they reply with a day, your sales team books the visit from the shared inbox, and can continue on WhatsApp if the buyer prefers.
2. Coaches and online courses: "Comment WEBINAR"
- Post: a carousel with one useful framework, and the full version in the webinar.
- Caption: "Comment WEBINAR and I'll send you the free registration link."
- DM: the registration link, plus one question: "What's your biggest challenge with [topic]?"
- Why the question matters: replies tell you who is a serious lead, and they open the messaging window so you can follow up personally.
3. Online stores: "Comment SHOP" or "PRICE"
- Post: a product Reel or a new-arrivals carousel.
- Caption: "Comment SHOP for the link, and a code for 10% off your first order."
- DM: the product link and the code. To give each person a unique code, point the rule at your own URL: Tenreply sends your system who commented and on which post, and sends back whatever your system replies.
- Bonus: add
PRICEas a second keyword, so people who ask "price?" get the answer too.
4. Restaurants and cafés: "Comment MENU"
- Post: a Reel of this week's special.
- Caption: "Comment MENU for the full menu, or BOOK to reserve a table."
- Two rules: MENU sends the menu link, and BOOK sends the reservation link or asks for party size and time.
- Turn on DMs as well: people often message "menu?" directly, and the same rule answers them.
5. Events and launches: "Comment EARLY"
- Post: a teaser for a launch, drop or event.
- Caption: "Comment EARLY to get access before everyone else."
- DM: the early-access link, or "You're on the list. We'll message you when it opens."
- On launch day: everyone who commented has an open conversation in your inbox, ready for your announcement.
Turn comments into customers
- Answer fast. Automation sends the first reply in seconds; a person should handle the follow-up the same day.
- Keep the context. In Tenreply, every DM and its replies sit in the shared inbox with the contact's details in the CRM, so whoever picks it up knows what the person asked for.
- Track the deal. Move serious leads into a pipeline so none are forgotten.
- Measure by keyword. Use a different keyword per campaign, so each rule's run count tells you which post worked.
Stay within Instagram's rules
Instagram allows one private reply per comment, within 7 days. Only DM people who commented or messaged you first, and make the DM deliver exactly what the caption promised. Tenreply uses Meta's official API and enforces these limits for you. See Instagram comment and DM automation.
Create a Tenreply account and launch your first keyword campaign today.