Triggers, posts and keywords
How to choose a trigger, scope an automation to posts and write keywords that match.
2 min read · Updated October 2026
Choose a trigger
| Trigger | Use it when | Remember |
|---|---|---|
| Post or reel comments | Your call to action is "comment WORD". | Needs a post scope. Supports public replies and an opening message. |
| Direct messages | People already DM you the same questions. | The messaging window is already open, so the follow check (if on) runs right away. |
| Story replies | You run polls, question stickers or "reply WORD" stories. | Feels personal. Replies tend to be high. |
Choose posts (comments only)
| Scope | What it does | Best for |
|---|---|---|
| Specific posts | Only the posts or reels you pick (up to 20). | A funnel tied to one Reel. |
| Any post | Every post and reel on the account. | Evergreen keywords such as LINK or GEAR. |
| Next post | Locks onto the next post or reel you publish. | Setting up a launch before you post. |
Write keywords
- Up to 20 keywords per automation, each up to 100 characters.
- Keywords are not case-sensitive. "guide", "Guide" and "GUIDE" are the same.
- Add variations to catch typos and plurals: PRESET, PRESETS, PRESETZ.
- Pick short, memorable, unambiguous words. GUIDE, LINK, PRESET, COURSE, DROP, FREE.
Contains vs Exact
| Match type | Triggers on | Does not trigger on |
|---|---|---|
| Contains (default) | "guide", "send me the guide pls!", "GUIDE 🔥" | "guidelines" or "misguided" (the keyword must be a whole word) |
| Exact match | Only the keyword on its own (a trailing . ! or ? is OK) | Any sentence around it |
Any comment
Turn on Any comment (or Any message) to trigger on everything, with no keyword needed. This will also fire on random emoji or spam, so use it sparingly, for example on a dedicated giveaway Reel.
Suggested keywords
The builder suggests common keywords you can add in one click. Add your own for each product so you can see which Reel drives which sales.
| Goal | Keywords |
|---|---|
| Free sample | FREE, SAMPLE, PREVIEW |
| Preset or template pack | PRESET, TEMPLATE, KIT |
| Course | COURSE, LEARN, CLASS |
| Product link | LINK, GEAR, SHOP |
| Booking | CALL, BOOK, SLOT |
| Community | JOIN, CLUB, GROUP |