What do people comment under an event announcement?
A lineup drop or a conference speaker announcement brings "when do tickets go on sale", "link?", "is it all ages", "how much are VIP", "is there a payment plan" and "sold out already??". Closer to the date it shifts to "what time do doors open", "is there parking", "can I bring a bag" and "set times when". Event comments arrive in sharp spikes around announcements and on-sales, not in a steady trickle.
Spikes are where manual replies fail completely. Nobody can answer 2,000 "link" comments in the first hour of an on-sale, and that hour is when people are most ready to pay.
Which automations should events set up first?
Public reply
You're on the presale list.
DM
Presale opens Thursday at 10am, 24 hours before general sale. What email should we send your presale code to? Follow us so you see the set times when they drop.
Follow up
Presale is live. Your code is in your inbox, and here's the ticket page: [ticket link]
Public reply
Ticket link sent, check your DMs.
DM
Tickets for Saturday 14 June are here: [ticket link] General admission, VIP with lounge access, and a payment plan on orders over two tickets. The price shown at checkout includes all fees.
DM
Doors 5pm, first act 6pm, curfew 11pm. Clear bags only, no larger than 12 x 12 inches. Parking and shuttle details: [info page] Your ticket is in the app; screenshots are not accepted at the gate.
Public reply
Application link sent.
DM
Thanks for your interest in trading at the market. Applications for food, craft and drinks stalls are open until 1 May: [application form] Want to volunteer instead? Reply VOLUNTEER.
The presale template pairs well with follow-to-get-link: fans follow to get the presale code, so the account grows with every announcement and the next lineup drop reaches more of them.
How do you set it up before an on-sale?
- 1
Connect the event or venue account
Meta's official login connects it in about four minutes. If the promoter and the venue run separate accounts, connect both.
- 2
Prepare the automation on the post before it goes live
Automations can be set on posts before you publish them, so the on-sale post answers from its very first comment.
- 3
Plan the phases
PRESALE before, TICKETS during, INFO in the final week. Edit each message as the phase changes, including a "sold out, join the waitlist" version.
- 4
Cover story replies
On-sale countdown stories get "link" replies by the hundred. Story reply automation answers them the same way as comments.
- 5
Thank people who tag you
Story mention auto reply sends a thank-you and the early-bird link for next year to every attendee who posts the event and tags you.
What happens when an on-sale post goes viral?
Meta limits how fast any tool can send DMs. When comments arrive faster than that, ReplyRep's viral post DM queue holds them in order and sends as fast as Meta allows, and SendBack goes back for anything that was skipped or delayed. Every fan who commented gets the link; some get it a little later than others. Read how to handle a viral Instagram post for what that looks like in practice.
Which other features matter for events?
- Ad comment automation for promoted on-sale posts, so paid reach gets the ticket link too.
- Global Triggers for "parking", "age" and "refund", answered on every post through the season.
- Email collection for the presale list, which is a channel you control when the feed does not show your announcement.
What should events get right in ticket DMs?
- Show the full price. In the US, the FTC's fees rule requires live-event ticket sellers to show the total price, including mandatory fees, up front. Do not quote a lower face value in the DM than buyers will see at checkout.
- State age limits and ID rules clearly, especially for events with alcohol.
- Send only official ticket links, and tell fans so. Scammers comment fake resale offers under popular events; a DM from the official account with the real link is a useful counter.
- Update the message the moment you sell out. A ticket link to a sold-out page frustrates people more than a clear "sold out, here's the waitlist".
Be ready before the on-sale
Set PRESALE on your announcement post and let the list build itself before tickets go live.
Which plan handles event spikes?
| Organizer | Plan | Monthly DMs | Accounts |
|---|---|---|---|
| Small venue or a monthly club night | Lite | 10,000 | 1 |
| Promoter with a few event brands | Boost | 40,000 | 3 |
| Festival or conference with a big on-sale | MAX | 400,000 | 5 |
Size the plan on your on-sale month, not your quiet ones. Free includes 2,000 DMs, enough to test a keyword on a smaller event, but the overflow queue and SendBack start on Lite.