Meta is testing a new option that automatically sends a private message when someone comments with a chosen keyword on an Instagram ad. It builds on Meta’s existing automation tools, but brings the follow-up conversation directly into the ad experience.
For brands, the appeal is pretty obvious. A comment such as “price” or “details” could automatically trigger a DM, saving teams from manually responding to every potential customer.
The bigger shift is how much of the customer journey Meta is trying to automate. From targeting and placements to now responding to people who engage with an ad, more of the process is being handled behind the scenes.
Less time spent in the inbox, more time actually talking to customers. At least, in theory.
To learn more, click here.