---
title: "Instagram lead magnet DM templates: 10 to copy"
description: "10 Instagram lead magnet DM templates for creators, shops, coaches, local businesses and agencies, with keywords, public replies and follow ups."
url: https://replyrep.io/templates/lead-magnet
updated: 2026-10-19
---

# Instagram lead magnet DM templates you can copy today

A good Instagram lead magnet DM template uses the person's first name, says exactly what they are getting, gives the link (or asks for an email first) and adds one line that makes them open it. Below are 10 templates for creators, shops, coaches, local businesses and agencies, each with a comment keyword, a public reply and a follow up.

## What makes a lead magnet DM work?

The person asked for something specific a few seconds ago. The DM's job is to hand it over without friction and make sure it gets opened. Everything else is noise. These templates are written for [lead magnet delivery by comment keyword](https://replyrep.io/use-cases/lead-magnet-delivery), using [comment to DM](https://replyrep.io/features/instagram-comment-to-dm).

- **Deliver in the first message**, unless you are collecting an email. Then deliver in the very next one.
- **Name the thing.** "The 7-day meal plan", not "the resource".
- **Point to one page or tip**, so the link gets opened, not saved for later and forgotten.
- **Keep it to three short lines.** It should read in the notification preview.
- **Follow up with something new**, not the same link with "just checking".

## Lead magnet DM templates for creators

**Friendly: free recipe ebook**
- Comment keyword: GUIDE
- Public reply: Sent, check your DMs
- DM: Hey {first_name}, here's the recipe book: / {link} /  / Start with the 15 minute pasta on page 6.
- Follow up: Did you try one yet? The pasta is the one people message me about.

**Direct: photo presets**
- Comment keyword: PRESETS
- Public reply: On its way to your inbox
- DM: Here are the presets, {first_name}: / {link} /  / Install steps are inside. Use Golden on indoor shots.
- Follow up: Did they install OK? Reply if anything looks off and I'll help.

## Lead magnet DM templates for shops and brands

**Warm: product care guide**
- Comment keyword: CARE
- Public reply: Guide sent
- DM: Hi {first_name}, here's our linen care guide: / {link} /  / Short version: cool wash, line dry, and it gets softer every time.
- Follow up: If you ever want a spare set, this takes 10% off: {code}

**Playful: fit quiz**
- Comment keyword: QUIZ
- DM: Two minutes, five questions, one pair of jeans that actually fits. /  / Here you go, {first_name}: / {link}
- Follow up: Got your result? Your fit is waiting here: {link}

## Lead magnet DM templates for coaches and course creators

**Encouraging: workbook with email**
- Comment keyword: WORKBOOK
- Public reply: Sending it now
- DM: Hi {first_name}, the workbook is ready. /  / What's the best email for it? I'll send the PDF plus a short video on how to use it.
- Follow up: Here's your workbook: {link} / Do page 1 tonight. It takes ten minutes.

**Expert: framework PDF**
- Comment keyword: FRAMEWORK
- DM: Here's the 5-step pricing framework, {first_name}: / {link} /  / Most people skip step 2. Don't.
- Follow up: Which step was hardest? Reply with the number. I read every answer.

## Lead magnet DM templates for local businesses

**Gym: free week pass**
- Comment keyword: PASS
- Public reply: Pass sent, see you soon
- DM: Hi {first_name}, here's your free 7-day pass: / {link} /  / Show it at the front desk. Monday 6pm classes are the friendliest start.
- Follow up: Booked your first class yet? The timetable is here: {link}

**Real estate: buyer checklist**
- Comment keyword: BUYER
- DM: Hi {first_name}, here's the first-time buyer checklist for the area: / {link} /  / If you want a second pair of eyes on a listing, just reply here.
- Follow up: Anything on the checklist you'd like explained? Happy to walk you through it.

## Lead magnet DM templates for agencies and client accounts

**Agency's own: audit template**
- Comment keyword: AUDIT
- Public reply: Sent to your DMs
- DM: Here's the Instagram audit sheet we use with clients, {first_name}: / {link} /  / Tab 2 scores your last 10 posts.
- Follow up: Want us to run it on your account? Reply YES and we'll send you a time.

**Client, B2B: industry report**
- Comment keyword: REPORT
- DM: Hi {first_name}, here's the 2026 onboarding report: / {link} /  / Chapter 3 has the email sequence most teams end up copying.
- Follow up: Was the report useful? We run a 20 minute walkthrough every month: {link}

**Put a lead magnet DM on your next post** Paste a template into ReplyRep, set the keyword and send the first one free.

## How do you adapt these templates?

1. **Keep the shape, swap the nouns:** name, what it is, the link, one reason to open it.
2. **Pick your tease.** One specific page, recipe or step beats a summary of the whole thing.
3. **Match your caption voice.** If you write lowercase with no punctuation, so should the DM.
4. **Decide on email first.** If you collect it, the DM asks and the follow up delivers. See the [email capture templates](https://replyrep.io/templates/email-capture).
5. **Rewrite the follow up** so it adds a tip, a question or the next step.
6. **Test it.** Test every template from a second account before the post goes live. Setup takes about four minutes, and a test comment shows you exactly what a follower will see.

For the principles behind these, read [Instagram DM copy that converts](https://replyrep.io/guides/instagram-dm-copy-that-converts). To draft new variations quickly, try the [DM template generator](https://replyrep.io/tools/instagram-dm-template-generator).

## Which caption call to action goes with these DMs?

The caption has to say the keyword and the payoff in the first line, before Instagram cuts it off. Our list of [comment keywords that work](https://replyrep.io/guides/best-instagram-comment-keywords) has more options.

- "Comment GUIDE and I'll DM you the free recipe book."
- "Want the checklist? Comment BUYER and it's in your DMs."
- "Comment PASS for a free week at the gym. I'll send it by DM."
- "Comment WORKBOOK and I'll send it to you. Free, no catch."

## Frequently asked questions

### How long should a lead magnet DM be?

Two to four short lines. The person already said they want it, so the message only needs their name, what it is, the link and one reason to open it now. Anything longer pushes the link below the fold of the chat.

### Should the lead magnet DM ask for an email?

Ask when you sell through email and the lead magnet is worth an address. Skip it for a quick freebie where reach matters more. When you do ask, deliver in the very next message so nobody feels baited.

### What should the follow up message say?

Something the first message did not: a tip for using the freebie, a question about how it went, or the logical next step. A follow up that repeats the link with "just checking in" gets ignored.

### Can I use emojis in the DM?

Yes, if you use them in your captions. The DM should sound like the account they followed. One or two is plenty, and none at all is fine for professional services.

Last updated 2026-10-19. Source: https://replyrep.io/templates/lead-magnet