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With your Instagram account connected, you are ready to build your first automation. A WilloSend campaign ties together three things: a trigger (what your follower does), a keyword (the word they type), and a DM (the message they receive). This guide walks you through setting up a complete campaign from start to finish. If you have not yet connected your Instagram account, start with Connect Your Instagram Account first.

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Access the Campaign Builder

From your WilloSend dashboard, click Create New Campaign. The campaign builder opens in a three-step panel: Trigger → Message → Review.

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Step 1: Choose a Trigger

1

Select your trigger type

WilloSend supports two trigger types. Choose the one that matches your content:
  • User comments on a post — the standard comment-to-DM trigger. When a follower comments your keyword on a feed post, Reel, or carousel, they receive your DM instantly. Use this for the majority of your campaigns.
  • User replies to your Story — triggers when someone replies directly to one of your Stories. Use this for time-sensitive offers, polls, or Story-based CTAs.
2

Select the post or Story

If you chose User comments on a post, paste the URL of the Instagram post you want to attach this campaign to, or select it from your connected posts list. One campaign can be attached to one post; create separate campaigns for separate posts.

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Step 2: Choose Your Keywords

Your keyword is the word followers type in the comments to trigger the automation. Choosing the right keyword significantly affects how many people actually use it.
1

Pick a short, single-word keyword

Stick to one word. Keywords like LINK, GUIDE, TEMPLATE, RECIPE, FREE, and YES consistently outperform multi-word phrases because followers are far less likely to misspell a single word.
Avoid multi-word triggers like Yes please or Send it to me. Followers will type variations, and WilloSend will not match them. Short keywords keep your trigger rate high.
2

Match the keyword to your content

Choose a word that signals what the follower is asking for. A food post might use RECIPE, a fitness post might use PLAN, a lead magnet might use FREE. When the keyword is contextually obvious, followers type it without hesitation.
Put the keyword in the video itself as overlay text (e.g., “Comment RECIPE”) so followers see it without having to read your caption. Visible keywords in the video drive significantly more triggers than caption-only CTAs.
3

Add multiple keywords if needed

You can add more than one keyword to a single campaign. All listed keywords trigger the same DM. This is useful when you expect followers to type natural variations — for example, both GUIDE and GUIDES — or when you promote two entry points to the same offer.
Keyword matching is exact but case-insensitive. LINK, link, and Link all trigger the same automation. LIN K or LLINK do not. This is why short, simple keywords are always the better choice.You can add unlimited keywords across all your campaigns — there is no cap on the number of keywords or automations on any WilloSend plan.

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Step 3: Write Your DM Message

This is the message your follower receives the moment they comment your keyword. It should sound human, deliver value immediately, and contain a clear next step.
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Personalize with [First Name]

Type [First Name] anywhere in your message and WilloSend replaces it with the follower’s actual first name when the DM sends. Open with it to make the message feel personal and immediate.
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Include your link or offer

Paste your landing page URL, calendar booking link, product page, or lead magnet download URL directly in the message body. There is no separate link field — drop it inline, just as you would in a real DM.
3

Write conversationally

Write like you are texting a friend, not copying from a marketing email. Use a casual tone, add an emoji or two, and keep it short. The goal is to deliver the link and create a moment of delight — not to overwhelm the follower with information.Example DM:
This example works because it uses the follower’s name, delivers the link instantly, and ends with a genuine conversation starter that encourages a reply.
Keep your DM under 200 characters if possible. Shorter messages have higher click-through rates because followers see the link without scrolling.

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Step 4: Add a Public Comment Reply (Optional)

When this feature is enabled, WilloSend also posts a public reply under the follower’s comment — visible to everyone who views the post. This boosts your engagement metrics and provides social proof that your offer is real and in demand.
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Enable the comment reply toggle

In the campaign builder, scroll to the Comment Reply section and toggle Enable Comment Reply to on.
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Write 2–3 reply variations

Add at least two reply variations. WilloSend rotates through them automatically so your replies do not appear copy-pasted across dozens of comments.Good variations to start with:
  • Just sent it! 🚀
  • Check your DMs!
  • Sent! Enjoy the guide. 🙌
Do not write the same reply variation twice. If all your public replies are identical, Instagram’s algorithm may flag the repetition as spam behaviour. Variety protects your account and keeps the comments section looking natural.

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Step 5: Save and Activate the Campaign

1

Review your campaign

Before saving, check:
  • Trigger type is correct (comment vs. Story reply)
  • The right post is selected
  • Keyword spelling is exactly what you will tell followers to type
  • The DM contains a working link
  • Comment reply variations are saved (if enabled)
2

Save the campaign

Click Save Campaign. The campaign is saved in Draft status — it is not yet active and will not respond to real comments.
3

Set to Test Mode before going live

Change the campaign status to Test Mode and verify everything works before activating. See Test Your Automation Before Going Live for the full testing checklist.