Key Takeaways
- Every automation starts with a trigger: comment, story reply, DM keyword, or mention.
- Conditions filter who receives the automation based on rules you define.
- Actions are what gets sent — text, links, buttons, or sequences.
- All messages flow through Meta's official API, keeping your account safe.
Step 1 — The Trigger
A trigger is the event that starts an automation. Common triggers include: someone commenting a specific keyword on your post, someone replying to your Instagram Story, someone sending a DM with a specific word, or someone mentioning your account. You define which triggers are active for each automation flow.
Step 2 — Conditions
Conditions allow you to filter who the automation applies to. For example: 'Only trigger if this is the user's first interaction' or 'Only trigger if the comment contains the word FREE.' Conditions prevent duplicate messages, manage timing windows, and ensure the right people get the right message.
Step 3 — Actions
Once a trigger fires and conditions are met, the automation executes an action. This is usually sending a DM — but actions can include: replying to a comment publicly, sending a sequence of messages over time, adding the user to a list, or passing their data to your CRM. Actions are fully customizable and can include text, links, buttons, and images.
The API Flow Behind the Scenes
When a user comments on your post, Instagram sends an event notification to your automation platform via Meta's Graph API webhook. The platform processes the trigger, evaluates conditions, and calls the API to send the DM. This entire cycle typically completes in under 3 seconds — making responses feel near-instant to the user.
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