Instagram comment-to-DM: 12 keyword ideas that get replies

The keyword is the smallest part of a comment-to-DM post, and it has an outsized effect on results. A good keyword is easy to type, obviously tied to the offer, and unlikely to appear in random comments. A bad one gets ignored, or worse, triggers DMs to people who were just saying hi.

Below are 12 keyword ideas grouped by goal, each with a sample caption line and DM. Steal them, then adapt the wording to your voice.

What makes a keyword work

Before the list, four rules that apply to all of them:

1. One word, all caps in the caption. “Comment GUIDE” is easier to spot and type than “comment the word guide below.” Matching ignores capitalization, so people can type it however they like.
2. Tied to the reward. People should know exactly what they will get. RECIPE for a recipe, PRESET for a preset.
3. Not a common word. Avoid “yes,” “me,” “love,” or emoji alone, especially on automations that run across all posts.
4. Add variations. Plurals and the most common typo. If the keyword is PRESET, also add presets.

Now the ideas.

Keywords for delivering content

1. GUIDE

The workhorse. Works for checklists, ebooks, PDFs and mini-courses.

• Caption: “Comment GUIDE and I’ll DM you my free 5-step setup checklist.”
• DM: “Here’s your guide, {{username}} 👇” plus a button to the download.

2. RECIPE

For food creators, a recipe in the DM keeps the reel short and the comments high.

• Caption: “Full recipe? Comment RECIPE.”
• DM: “Here’s the full recipe with measurements. Enjoy! 🍝”

3. PRESET

Photography and editing creators use this for free Lightroom or video presets.

• Caption: “Want this edit? Comment PRESET for the free preset.”
• DM: “Here’s the preset pack. Import it and tap the look you like.”

4. TEMPLATE

For Notion, Canva, spreadsheet and resume templates.

• Caption: “Comment TEMPLATE and I’ll send you the exact one I use.”

Keywords for selling products

5. SHOP

The simplest product keyword, and great for try-on and haul videos.

• Caption: “Everything in this video is linked. Comment SHOP.”
• DM: an opening message with a “Send me the links” button, then the product page.

6. LINK

Universal and familiar. Use it when your audience is already trained to ask for links. Because it is common, limit it to specific posts rather than all posts if you sell several things.

7. CODE

Pair a discount code with urgency. Combine it with a follow-up nudge for people who did not tap.

• Caption: “Comment CODE for 15% off. Ends Sunday.”
• DM: “Your code is WELCOME15. Tap below to shop before Sunday.”

8. DROP

For limited releases and waitlists. Collect an email in the DM so you can announce the drop even if the algorithm does not show them your post.

• Caption: “Comment DROP to get early access.”
• DM: “You’re on the list! What’s the best email for your early access link?”

Keywords for leads and bookings

9. CALL

For coaches, consultants and service businesses. Send a calendar link, or collect a phone number first.

• Caption: “Want help with this? Comment CALL and I’ll send you a link to book a free 15-minute chat.”

10. PLAN

Great for fitness, nutrition and finance creators offering a starter plan in exchange for an email.

• Caption: “Comment PLAN for my free 4-week beginner plan.”
• DM: “What’s your email? I’ll send the plan right after.”

Collected emails land in your contacts, ready to export as CSV. See lead capture.

11. PRICE

Answers the most common question in every shop’s comments. Use it on comments and as a DM keyword, so people who message “price” directly get the same instant answer.

• DM: “Thanks for asking! Here’s our full price list 👇”

Keywords for growth

12. FOLLOW (or any keyword plus a follow gate)

You do not need a special keyword to grow followers. Add a follow gate to any automation and people will be asked to follow before they get the link. It works best when the reward is clearly valuable, like a free template or a full recipe.

• DM: “This one’s for followers! Follow the account, then tap the button below.”

Picking the right keyword for your post

Ask three questions:

1. What exactly do they get? Name the reward in one word.
2. Could this word appear by accident? If yes, pick something more specific or limit the automation to one post.
3. Is it easy to type on a phone? Short words beat long ones. Avoid words that autocorrect into something else.

If two keywords seem equally good, run each on a similar post and compare link taps. Click tracking per automation makes this easy.

Writing the DM that follows

The keyword gets the comment. The DM gets the click. A few rules:

• Greet by name. Personalization with {{username}} makes it feel like a reply, not a broadcast.
• Keep it to one or two lines. The button does the work.
• Use a clear button label. “Get the guide” beats “Click here.”
• Deliver what you promised. If the caption says free, do not ask for payment in the DM.

Avoid these keyword mistakes

• Too many keywords on one post. One clear ask beats three.
• Hiding the keyword in the caption only. Put it on screen too.
• Using all-post automations for common words. Keep broad keywords scoped to specific posts.
• Forgetting to turn it off. When an offer ends, update or pause the automation.

Try it on your next post

Pick one keyword from this list, add two variations, and set it up on your next reel. If you have not set up comment-to-DM before, follow our step-by-step guide. Growzy’s Free plan includes comment-to-DM, keyword DMs, follow gates and lead capture on one Instagram account, so you can test every idea above without paying.