Meta Ads Manager has started rolling out a useful feature for Instagram — Reply to Keywords. The system now automatically sends a Direct message to everyone who writes a trigger word under an ad.
In the ad settings, you can specify up to five trigger words (for example, «I WANT IT», «BONUS», «LINK») and prepare the reply text. As soon as a user writes the required word under the post, they immediately receive a private message with an offer, promo code, link to a landing page, or Telegram channel.
How the update benefits ad campaigns and funnels
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No extra services are needed. The popular «write a word in the comments — get the link» mechanic can now be set up directly inside Ads Manager. There is no longer any need to connect ManyChat or other third-party services that often trigger moderation.
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Cheaper impressions. Asking users to leave comments creates the appearance of an active discussion under the creative. Meta's algorithms detect high audience activity and give the ad cheaper reach in the auction.
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Easier lead conversion. Moving directly to Direct makes it possible not only to send a link, but also to continue the conversation with the user through the built-in Meta Business Agent assistants, increasing conversion to the target action.
For now, the feature only works for Insta and is not available to everyone. It has not reached FB yet, but should eventually become available to everyone.
