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What is this?

These steps let an automation talk to people on Instagram — in direct messages and in the comments on your posts, reels, and Lives. They only appear when you build an Instagram automation. Steps for logic, sequences, integrations, AI, and actions work on Instagram too — see the Builder Steps overview. [SCREENSHOT: automation-steps-instagram-palette — The builder palette showing the Instagram send, ask, and comment steps]

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What can I do here?

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How to use it

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IG Text

Sends a text message. Use it for greetings, answers, and confirmations.

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IG Media

Sends an image, video, audio clip, or file. Use it for photos, short videos, or brochures.

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IG Quick Replies

What it does: sends a prompt with quick-reply choices the customer taps. When to use it: short choices like Yes / No or Prices / Support.
  • Prompt Text (required).
  • Quick Reply Type — Text (up to 13 options, each with a title of up to 20 characters), or a built-in chip for the customer’s Phone Number or Email.
  • Save Selected Value To Field (optional) — stores what they tapped, or their phone or email.

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IG Buttons

Sends a message with 1 to 3 reply buttons. Each button (title up to 20 characters) gets its own path, like WhatsApp buttons.

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IG Generic

Sends 1 to 10 cards, like a carousel. Each card has a Title, an optional Subtitle, and a button that opens a Web URL or triggers a Postback path. Use it to show several products or options. Searches your catalog and sends matching products as cards (up to 10 per message). Feed it a search phrase from an Ask step.

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IG Reaction

Reacts to the latest message the customer sent (choose an emoji), or unreacts to remove your reaction. A small, friendly way to acknowledge a message.

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IG Follow Check

What it does: checks whether the person follows your Instagram account and follows Followed or Not Followed. When to use it: giveaways and gated content — “Follow us to get the code.” Typical setup: on Not Followed, ask them to follow and send a button like “I’ve followed”, and connect that button back to the check so it runs again.

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Comment steps

These three only appear when the trigger is an Instagram comment trigger (a comment on a post or reel, or during a Live). They act on the comment that started the automation.
  • IG Comment Reply — sends a public reply under the comment. Add 1 to 10 reply variants; the platform rotates through them so replies don’t all look identical.
  • IG Private Reply — sends a private message to the person who commented. Add 1 to 10 variants and a button, such as Open DM.
  • IG Moderate Comment — Hide Comment, Unhide Comment, or Delete Comment. The keyword filter is set in the trigger.
A common pattern: comment triggers on the word “price” → IG Comment Reply (“Check your DMs!”) → IG Private Reply with the details.

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Ask steps

IG Ask Text, IG Ask Number, and IG Ask Email ask a question, wait for the answer, check it, and save it to a custom field, with Submitted and Not Submitted paths. See Ask Questions for the settings they share.

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Troubleshooting / Technical Notes

  • The comment steps aren’t in the palette. They only appear with an Instagram comment trigger.
  • Messages aren’t sent after a long time. Instagram only allows replies for a limited window after the customer’s last message. See Conversation View.
  • A button does nothing. Connect a path for each button.
  • Follow Check keeps saying Not Followed. Make sure your flow loops back to the check after the customer taps “I’ve followed”.
Last modified on September 20, 2026