01
Overview
Metricool Flows can automate three high-value Instagram jobs: turning post comments into private messages, replying automatically to DMs that contain chosen keywords, and responding when somebody replies to a Story. The setup is simple on the surface, but the account prerequisites and Meta messaging rules matter if you want the automation to work reliably.
This guide focuses on the practical Instagram workflow rather than repeating the broader Metricool Flows overview.
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Before you create an Instagram Flow
Metricool currently requires a professional Instagram account connected to Metricool and a user role with permission to edit Flows.
For the Comment → DM template, there is one additional requirement: the Instagram account must be connected with its linked Facebook Page. Metricool's help documentation specifically identifies this as a prerequisite. If the template is missing even though Instagram is connected, an incomplete Facebook Page connection is one of the first things to check.
Plan access also matters. Metricool's current product page says Flows is available on paid Starter, Advanced and Custom plans, while its help documentation notes exclusions including the Free plan and Starter Mobile 5. Because packaging is still changing after launch, check your live account before treating any plan entitlement as permanent.
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Step 1: Open Flows and choose Instagram
In Metricool, go to Planning → Flows and select + New Flow. Filter the templates by Instagram and choose the automation that matches the job you want to complete.
The current Instagram templates are:
- Turn comments into DMs
- Reply to DMs with keywords
- Turn Story replies into DMs
Give the Flow a clear internal name so you can identify the campaign later, especially if you plan to run several automations for different posts or offers.
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Step 2: Set the trigger
Each template starts with a trigger.
For comment-to-DM campaigns, choose which post or post scope should activate the Flow, then decide whether every comment should trigger it or only comments containing specific keywords.
A simple creator campaign might say “Comment GUIDE and I’ll send it.” The Flow watches for GUIDE and starts the response sequence automatically.
For DM keyword automation, the trigger is an incoming message that contains the selected word or phrase. This works well for repetitive inbound questions such as PRICE, INFO, BOOKING, CATALOG or COURSE.
For Story automation, the trigger is a Story reply. Metricool lets you scope it to Stories and optionally match a word or reaction. Current documentation says Story likes and Close Friends replies do not activate the Flow; text and emoji replies are the supported trigger surface.
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Step 3: Configure the public reply when applicable
The Comment → DM workflow can include a public reply beneath the user's comment. This step is optional.
You can create up to three reply variants and let Metricool rotate them. This can make high-volume campaigns look less repetitive than sending the exact same sentence to every commenter.
Keep the public reply short and use it to confirm what is happening next rather than stuffing it with the full offer. The actual resource or sales conversation belongs in the DM sequence.
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Step 4: Send the first private DM
Metricool's current Comment → DM template can send a first private message designed to get a reaction or reply from the user before the follow-up link is delivered.
The first message is text-only in the documented reaction step. Metricool lets you choose a default reaction such as a heart, fire, wave or thumbs-up emoji and ask the user to react or respond.
This matters because the reaction/reply is the user's double opt-in and opens Meta's 24-hour window for additional messages and links.
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Step 5: Account for the September 9 reaction change
Metricool changed an important piece of the workflow on September 9, 2026. A reaction to the first DM now counts as a valid response when it matches the expected emoji, so the Flow can advance without requiring the user to type a text reply.
Metricool warns that Flows already active before September 9 do not gain this behavior automatically. To use reaction-as-response, reactivate the existing Flow or create a new one according to the current help guidance.
This is a meaningful practical change because it reduces friction between the initial comment and the link-delivery step.
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Step 6: Add the follow-up message and link
After the user provides the required reaction or reply, configure the follow-up DM with the promised resource or destination.
Depending on the supported step, this can be a download, signup page, booking page, catalog, product page or another destination. The important point is that the follow-up occurs inside the valid messaging window opened by the user's response.
Do not design a Flow around unrestricted long-term messaging. Meta's messaging rules still apply, and Metricool's automation does not remove the 24-hour window.
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Step 7: Add delays carefully
Metricool lets supported steps use delays measured in seconds, minutes or hours. Its current guide says the longest delay on applicable steps is 24 hours.
A short delay can make a response feel less robotic, but a long delay can weaken the advantage of automation. For lead magnets and high-intent product requests, fast delivery is usually the point of the Flow.
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Step 8: Preview and activate
Review the mobile preview, check the keyword spelling, confirm the message sequence and activate the Flow. You can also save it as a draft if the post or offer is not ready yet.
Before launching a campaign publicly, test the complete path with an account that can interact with the post or Story. Verify the trigger, public reply if used, first DM, reaction/reply step and final link.
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How to set up keyword replies for Instagram DMs
The Reply to DMs with keywords template is simpler because the conversation already starts in the inbox.
Choose the triggering word or phrase and write the automatic response. Metricool's guide uses examples such as Price, Guide, Course, Booking, Info or Catalog. Where the step supports it, you can include a button and optional link.
Use narrowly defined keywords when possible. A very broad trigger can fire on unrelated conversations and create a poor experience.
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How to automate Story replies
Choose the Story-reply template, set the Story scope and select whether any reply or only a specific word/reaction should trigger the automation.
The response can include the message and, where supported, an optional button/link. This works well for a Story CTA such as “Reply MENU for the catalog” or “Reply GUIDE for the checklist.”
Metricool's documentation says this automation does not trigger on Story likes or Close Friends replies, so a campaign should explicitly ask for a reply rather than a like.
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How to monitor a Flow
Metricool exposes each Flow in the Flows area with its status and performance information. The launch materials mention sends, interactions and click-through rate as automation-level metrics.
Do not evaluate a Flow only by send volume. Match the metric to the job: clicks for a landing-page campaign, downloads for a lead magnet, booked calls for a service funnel, or qualified replies for a conversation campaign.
Automated messages also remain visible in the relevant social network and Metricool Inbox according to the current product page.
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Metricool Flows not showing: what to check
If the Flows tab or an Instagram template is missing, work through the documented requirements before assuming there is an outage:
- Confirm your current Metricool plan includes Flows.
- Make sure the Instagram account is professional and connected.
- Confirm your Metricool user has the Edit Flows permission.
- For Comment → DM, verify the associated Facebook Page is linked to Instagram and connected through Metricool.
- If an older Comment → DM Flow does not advance after an emoji reaction, reactivate it or recreate it so it uses the September 9 behavior.
Metricool's help center is the best source for current connection and permission rules because these can change as Meta updates its APIs.
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Practical campaign example
Imagine a Reel promoting a downloadable Instagram checklist.
The Reel CTA says: “Comment CHECKLIST and I’ll send it.”
The Flow watches the Reel for CHECKLIST, optionally posts a short public acknowledgement, sends a private message asking for the configured reaction, and then sends the download link once the person reacts or replies. The team can then measure interactions and downstream clicks rather than manually sending the same link to every commenter.
That is the core value of Flows: automating the repetitive first steps while leaving the actual relationship and high-value conversation to the creator or team.
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FAQ
Do I need a Facebook Page for Metricool Flows?
For Instagram Comment → DM, yes. Metricool says the Facebook Page linked to the Instagram account is required. Other Instagram Flows have different trigger requirements.
Does the Instagram account need to be professional?
Yes. Metricool's current documentation requires a professional Instagram account connected to Metricool.
Can an emoji reaction count as a reply?
Since September 9, 2026, the expected reaction to the first DM can count as a valid response and advance the Flow. Older active Flows may need to be reactivated or recreated.
Can I send the link immediately in the first comment-to-DM message?
Metricool's current documented sequence can use a first text-only DM to obtain a reaction/reply, then deliver the link after that response opens Meta's 24-hour messaging window.
Can Flows respond to Story likes?
No. Metricool's current guide says Story likes and Close Friends replies do not trigger the documented Story-reply Flow.
Can I create more than one reply version?
Yes. Metricool says a Flow can rotate up to three reply variants.
Sources
Primary and supporting sources
Use the linked documentation to check current pricing, access and product behaviour. The dates above describe this article; they do not guarantee that every vendor claim remains current.