What makes a launch DM work?
A launch DM is read by someone who is already excited. Do not sell them again: give them the date, the link, and the one detail that helps them buy. The full play, from waitlist to sell-out, is in the product launch use case.
- Waitlist DMs confirm and set expectations: date, time, time zone, what they get for being early.
- Launch DMs go straight to the product page, not the homepage.
- Restock DMs say what is back and how much.
- Last-call follow ups state a real deadline once. No invented scarcity.
If the launch post takes off, the viral post DM queue holds anything over Meta's sending limit and sends it in order.
Product launch DM templates for creators
Public reply
Link's in your DMs
DM
It's live, {first_name}. {link} The green hoodie is the limited one. 150 made.
Follow up
Green hoodies are nearly gone. Here's the link if you still want one: {link}
Public reply
You're on the list
DM
You're on the list, {first_name}. The new preset pack goes live Friday at 5pm GMT. You'll get the link here an hour early.
Product launch DM templates for shops and brands
Public reply
Sent you the link
DM
Hi {first_name}, the autumn collection is here: {link} The rust knit runs small, so size up.
Follow up
Still looking? Free shipping on the collection ends Sunday: {link}
DM
It's back, {first_name}. The 24cm pan is in stock again: {link} Last restock lasted four days.
Product launch DM templates for coaches and course creators
Public reply
Check your DMs
DM
Hey {first_name}, here's the enrollment page: {link} The founding price is open until Sunday at midnight.
Follow up
Any questions before you join? Reply here and I'll answer personally.
DM
Thanks {first_name}. The next cohort opens 1 March, with 30 places. What email should I use to tell you first?
Follow up
You're on the list. I'll email you 24 hours before doors open.
Product launch DM templates for local businesses
Public reply
Menu sent
DM
Hi {first_name}, here's the new autumn menu: {link} The short rib is only on weekends. Book here: {link}
DM
Hi {first_name}, preorders for the holiday box are open: {link} Collection is 20 to 23 December. We bake 200 boxes and stop there.
Follow up
Preorders close Friday. Here's the link if you want a box: {link}
Product launch DM templates for agencies and client accounts
Public reply
You're in, check your DMs
DM
You're on the early list, {first_name}. Launch is Thursday at noon. Early list gets the link 30 minutes before everyone else.
Follow up
It's live. Your early link: {link}
DM
Hi {first_name}, here's the download link: {link} Sign up this week and the first month is free.
Arm your launch post before it goes live
Set the waitlist and launch keywords free, then add the queue and follow ups when you need them.
How do you adapt these templates?
- Use one keyword for the whole launch so teaser posts and launch posts feed the same people.
- Swap the detail line for whatever your buyers always ask: sizing, delivery dates, what is included.
- Change the DM the day you sell out. Point it to the restock list instead of an empty page.
- Make every deadline real. If it says Sunday, close it on Sunday.
- 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.
Arm the automation on the launch post before you publish it so the first comments get answered. For more on writing messages that sell, see Instagram DM copy that converts.
Which caption call to action goes with these DMs?
- Teaser: "Comment EARLY and you'll get the link an hour before everyone else."
- Launch: "It's live. Comment DROP and I'll DM you the link."
- Restock: "Back in stock. Comment RESTOCK for the link."
- Course: "Doors are open. Comment JOIN and I'll send you everything."
Say the keyword on screen in the reel as well as in the caption. More options are in our list of Instagram comment keywords.