What makes a good Instagram comment keyword?
A comment keyword is the word that tells your automation to send a DM. Someone comments it, the tool sends them the link or file you set up, and every comment without it is left alone. That makes the keyword the most important small decision in a comment-to-DM automation. A good one gets typed correctly by thousands of strangers on a phone, and a bad one sends nothing or sends to the wrong people.
- One word. Phrases get typed a dozen different ways. GUIDE is typed one way.
- Names the reward. RECIPE, PLAN, CODE and PRICE tell the viewer what arrives. A vague word like YES asks them to guess.
- Short and easy to spell. Five to seven letters is the sweet spot. Avoid words people misspell (RESTAURANT, ITINERARY) unless you add the common misspellings as extra keywords.
- Not a word people type anyway. LOVE, WOW and NICE appear in normal comments, so the bot fires on people who never asked.
- One keyword per offer. If a post has two freebies, use two keywords, so each DM carries the right link.
- Consistent across your account. If GUIDE always means "the free thing", your audience learns it and stops asking how it works.
Comment keyword ideas by goal
Start with the job the post has to do. These keywords are grouped by goal, with what the DM should send. Use them as written or swap in a word that fits your voice.
| Goal | Keywords | What the DM sends |
|---|---|---|
| Deliver a free resource | GUIDE, FREE, CHECKLIST, PDF, TEMPLATE, PLAYBOOK | The download link, optionally after an email |
| Share a link from the post | LINK, SHOP, WANT, SEND, DETAILS | The product or page shown in the post |
| Hand out a discount | CODE, DEAL, SAVE, DISCOUNT | The code, the expiry date and the shop link |
| Answer price questions | PRICE, COST, HOWMUCH | The price, what is included and the checkout link |
| Build a waitlist | WAITLIST, EARLY, NOTIFY, DROP | A confirmation and a request for their email |
| Fill a webinar or event | LIVE, SEAT, WORKSHOP, TICKET | The registration page and the date and time |
| Book calls or appointments | BOOK, CALL, SLOT, CONSULT | The booking page and what to prepare |
| Run a giveaway | WIN, ENTER, GIVEAWAY | Entry confirmation and the rules link |
| Share affiliate picks | GEAR, LINKS | Your affiliate links with a disclosure line |
Comment keyword ideas by niche
Niche keywords work better than generic ones because they repeat the viewer's own words. Someone watching a meal prep reel already has "recipe" in their head.
| Niche | Keywords | Typical offer |
|---|---|---|
| Food and recipes | RECIPE, MEALPLAN, SAUCE | Full recipe card or weekly meal plan |
| Fitness | PLAN, WORKOUT, PROGRAM | Free program or the paid plan's sales page |
| Beauty and salons | SHADE, ROUTINE, BOOK | Product list, routine or booking link |
| Fashion | OUTFIT, SIZE, FIT | Product links or the size guide |
| Home and decor | SOURCE, ROOM, PAINT | Where each item is from |
| Business coaching | SCRIPT, AUDIT, CALL | A script, a self-audit or a discovery call |
| Personal finance | BUDGET, SHEET, SAVE | Budget spreadsheet or savings plan |
| Travel | ITINERARY, MAP, TRIP | Itinerary doc or map pins |
| Real estate | TOUR, LISTING, HOMES | Listing link, tour booking or a buyer guide |
| Courses and education | LESSON, NOTES, CLASS | Free lesson, notes or the enrollment page |
| SaaS and apps | DEMO, TRIAL, TOOL | Demo booking or the free trial link |
| Photography | PRESET, GEAR, SESSION | Presets, gear list or session booking |
| Events | TICKETS, LINEUP, VIP | Ticket page, lineup or VIP list signup |
Which words should you avoid as keywords?
- Everyday reactions: LOVE, WOW, YES, NEED, OMG. People type them without wanting a DM.
- Emoji-only keywords. They are hard to say out loud in a reel and easy to send in the wrong variant.
- Long phrases like "send me the guide". Use a single word and, if you like, add a phrase as a second trigger.
- Brand names with odd spelling, unless the post is only for people who already know the brand.
- Words that clash with another live automation. If CODE already sends your summer discount, do not reuse it for a new code on a new post without checking which one fires.
Post keywords or Global Triggers: which do you need?
A post keyword only works on the post you set it on. A Global Trigger works on every post, reel, story and DM, including ones you publish later. In ReplyRep, keywords on a single post are unlimited on every plan, and Global Triggers per account are capped by plan: 5 on Free, 20 on Lite, 50 on Boost, 500 on MAX.
| Use it for | Post keyword | Global Trigger |
|---|---|---|
| A one-off freebie on one reel | Yes | No |
| A launch with several posts | Works, set on each post | Simpler, set once |
| Evergreen questions (SHIPPING, SIZE, PRICE) | No | Yes |
| Words people DM you directly | No | Yes |
How do you announce the keyword so people use it?
- 1
Say it in the first seconds
"Comment GUIDE and I'll send it to you." People who leave early still hear it.
- 2
Put it on screen
A text overlay with the keyword in capitals, held long enough to read.
- 3
Repeat it in the caption
First line of the caption, before the "more" cut: "Comment GUIDE for the free checklist."
- 4
Pin a comment
Pin your own comment with the keyword so the first thing people see in the thread is the instruction.
- 5
Reply publicly
A public reply under each comment tells everyone the DM really arrives. In ReplyRep, Comment Auto Reply words it differently each time and is on Lite and up.
Public reply
Sent, check your DMs
DM
Here's the free guide you asked for: yoursite.com/guide Page 3 is the one most people start with.
Put your keyword to work
Set up your first keyword in about four minutes on the free plan, which includes 2,000 DMs a month.
How do you test which keyword works best?
Run one variable at a time. Keep the offer and the post format the same, change the keyword, and compare keyword comments as a share of all comments. A word that names the reward usually beats a generic one, but your audience decides. Track the click and the email step too: a keyword that pulls more comments from people who never open the link is not a better keyword. Our guide to measuring Instagram DM conversions shows how to set up the tracking, and the lead magnet template pack has more keyword and DM pairs to test.
For the setup itself, follow how to set up comment to DM.