@socialmasla

What they said

1. He created an Engagement campaign in Ads Manager (campaign "New Engagement campaign" > ad set "New Engagement ad set" > ad "New Engagement ad").
2. At ad level, in the "Conversations" section, below the greeting and questions/responses template, a new "Reply to keywords" option appears ("Save time by automatically sending a private message when people comment with a keyword"). There is a "Turn on" button.
3. Turning it on gives the same behaviour as creators who say "comment GUIDE and I will DM you": the user sees the ad, comments the keyword, and a conversation starts automatically in their DM.
4. UI details seen: you set "keywords or phrases" and a private message ("Your message can contain a link, phone number or email address"); a preview panel shows "Instagram comments" with a sample comment "username123 3h: Enter a keyword or phrase / Reply".
5. Implications he lists: no need to send the user to a website; first get a comment, then qualify the lead in DM, explain the offer, send the link, book an appointment, or close the sale directly.
6. Because the user comments first, the whole interaction feels like a normal Instagram conversation, not a traditional ad click.
7. Best for: leads, appointments, consultations, digital products, courses, high-ticket services.
8. Caveat: check your account; it has not rolled out to all accounts.

Try this

• Advertisers: Open an engagement campaign in Ads Manager and look in the ad-level Conversations section for a "Reply to keywords" option. If your account has it, set a keyword and a private message that can include a link, phone number or email.
• Lead-gen businesses: Use it as ad, then comment keyword, then DM. Qualify the lead in the DM, explain the offer, then send a link or book a call. It suits leads, appointments, consultations, courses and high-ticket services.
• Brands in cash-on-delivery or considered-purchase markets: A DM thread lets you answer trust questions, confirm details and push prepaid orders before the buyer leaves.
• Regulated categories: Automated messages and ads still face policy review. Keep health or income claims out of the keyword reply.
• Agencies: Offer it as a new service line and check each client ad account for the field, since it has not reached every account yet.
• Creators: News-jack platform updates quickly. The same comment-to-DM call to action works on organic reels.

Links

• Meta Ads Manager (adsmanager.facebook.com), Engagement campaign objective, ad-level Conversations settings, "Reply to keywords" feature, "Suggested template" / "Saved templates" for greeting and FAQ replies.
• A ChatGPT tab is open in the browser (not used on camera).
• Commenter plug: @gocofoundr.ai (spam-like).