Keyword trigger
A keyword trigger is a word or phrase that starts an automation when it appears in an Instagram comment, story reply, or direct message. When someone types the keyword — "GUIDE", for example — the automation tool matches it and sends the response the creator set up, such as a link or a question.
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.