Keyword trigger

Why it matters for creators

The keyword is the visible half of an automation, it's what you actually say in the caption or story: "comment PLAN and I'll send it." A clear keyword gives people a one-word action to take, which is a far easier ask than "check the link in my bio."

Good keywords are short, easy to spell, and matched to the offer, PLAN for a workout plan, QUOTE for a quote request. One more benefit: because each keyword is tied to a post and an automation, it doubles as measurement. You can see exactly which reel filled your inbox.

Two mechanics are worth knowing when you pick one. Matching is case-insensitive, so LINK, link and Link all fire. And a keyword is only one of exactly three things that can start an automation: the other two, and what happens in the seconds after, are in how Instagram DM automation works.

Choosing a good one is its own procedure. How to choose an Instagram DM keyword covers how to check it is not hiding inside a common word, which one wins when a comment matches two, and why a keyword should belong to one automation only.