Podcast Summary

Podcast: Build Your Tribe | Grow Your Business with Social Media
Host: Brock Johnson
Episode: How To Use ManyChat Instagram Automation: Send DMs & Boost Engagement (#851)
Date: September 18, 2025

Episode Overview

This episode dives deep into the power of Instagram Direct Message (DM) automation—specifically using ManyChat—to increase engagement, boost sales, and save time on Instagram. Brock Johnson shares why DM automation is his number one tool for Instagram success, busts common myths and addresses common questions, and walks listeners step-by-step through setting up their first DM automation flow. He also introduces listeners to the "STD" Instagram Story strategy to maximize story views with the help of DM automation. The episode is rich with actionable tips for both beginners and seasoned entrepreneurs, offering insight on why and how to automate Instagram engagement authentically.

Key Discussion Points & Insights

1. Why DM Automation Is Essential for Instagram Growth

• Brock argues DM automation isn’t just a sales tool—it’s the “best tool for your Instagram period.”
• DM automation allows Instagram creators and business owners to instantly deliver value (like guides or links) to users who comment or send specific keywords.

Notable Stats (02:45)

• “When I am using direct message automation from ManyChat, my posts receive 77% more views. Those 77% more views are the direct result of a 251% increase in engagement, on average. And best of all, more views and engagement directly leads to more sales. On average, I see anywhere from a 4 times all the way up to a 20 times increase in sales when I'm using direct message automation versus when I'm using the old school forms of promoting a link or selling something on Instagram.” – Brock Johnson

2. What Exactly Is DM Automation?

• Sometimes called chatbot automation or comment-to-DM automation, this tool allows you to set keywords that trigger automated messages (e.g., someone comments “guide,” and ManyChat sends them a link automatically).
• DM automation shifts follower behavior from passive scrolling or link-clicking to active engagement.

3. Is DM Automation Truly “Allowed” on Instagram?

• ManyChat is an official Instagram (Meta) partner, not merely using permitted API access but fully endorsed and supported with ongoing collaboration.

• Brock shares his early skepticism and personal vetting:

  • “It’s important to fully vet every single tool that we're using on social media and for our business, because if our Instagram gets shut down, if our business gets taken away, that's our whole livelihood.” (08:45)

• Confirmation from Adam Mosseri (Head of Instagram) that DM automation with approved partners is permitted (11:20).

4. Addressing the Most Common FAQ About DM Automation

a. Is it allowed?

Yes—when using an approved partner like ManyChat.

b. Is it complicated?

• No coding or web-building needed; if you can post a reel, you can set up an automation.
• “If you have the ability to post a reel on Instagram, you have enough technical capabilities to create an automation within ManyChat.” (13:40)

c. Is it expensive?

• No; base rate is about $15/month, with a linked 30-day free trial.

d. Is it spammy or inauthentic?

• Only if misused. Brock recommends automating only select keywords, keeping automations short and honest.
• “You're being very honest and upfront that it is automation. I think that DM automation can also become spammy when you build these like super long, complex automated flows … I usually keep my automations short and sweet and that helps them avoid being too spammy.” (16:35)

e. Is it only for businesses or big accounts?

• No; anyone who shares links or engages an audience can benefit.

• “If you ever want any of your followers on Instagram to go from Instagram to somewhere else, some other link, some other app, some other website you would benefit from DM automation.” (19:55)

• DM automation may have even greater impact for small accounts: “According to our internal studies at the Insta Club Hub, the smaller your account is or the fewer followers you have, the bigger of an impact that DM automation from ManyChat provides.” (22:10)

f. What about personal touch?

• Automations free up time to have more meaningful, timely interactions with interested followers.

5. Why DM Automation Outperforms ‘Old School’ Link Strategies

• Traditional strategies (“link in bio” or using story link stickers) hurt engagement by encouraging users to leave the post rather than interact with it.
  • “If you say click the link in my bio and then people don't engage because you said that, … the interested people are not engaging, and either way, no one's engaging. My posts have no comments, no likes, and no views.” (27:10)
• DM automation, by contrast, turns calls to action into engagement-boosting opportunities (“comment X and I’ll DM you Y”).

6. The STD Story Strategy: Maximize Story Views

• Brock’s three-part Instagram Story tactic (remembered by the memorable acronym "STD"):
  • S (Single): Only one story posted, with all previous stories allowed to expire or deleted.
  • T (Text-Heavy): The story contains at least 4-12 sentences; not a video, but a solid-color background or photo with heavy text.
  • D (DM Automation): The story ends with a call to action using a keyword for DM automation.

“You can’t have an STD without the D. You can’t have your most viewed Instagram story without DM automation. … The number one best kind of engagement, the kind of engagement that most directly correlates to an increase in views on your Instagram stories, is direct messages.” (30:45)

• Instead of relying on passive engagement, DM automation in stories directly drives interaction—and story reach.

7. Step-by-Step: Setting Up Your First ManyChat DM Automation

• Brock walks through a desktop demo (39:10–47:00):

  1. Go to ManyChat Automations; click "New Automation"
  2. Choose a template or start from scratch
  3. Set the trigger: reply to a story, comment, or sending a direct message (keyword)
  4. Specify trigger keyword(s) (e.g., “guide”, “guide” in quotes, include common typos, etc.)
  5. Configure the automation:
     • Send a DM with your chosen text or a button linking to a freebie, resource, or landing page
  6. Set automation live

• “It is really that simple. And for me, on my ManyChat account, 95% of my automations are that simple.” (47:05)

8. Advanced Use Cases & Final Thoughts

• Brock briefly mentions more complex automations (polls, webinar signups, ticket distribution), but emphasizes keeping it simple for most users.
• He issues two challenges:
  1. Subscribe to the podcast for more social media and business growth strategies
  2. Try ManyChat DM Automation: Set up your first automation and post an “STD” story.

Notable Quotes & Memorable Moments

• “Direct Message Automation is the best tool for your Instagram. Period.” (00:05)
• “If you have the ability to post a reel … you have enough technical capabilities to create an automation within ManyChat.” (13:40)
• “You can’t have an STD without the D. You can’t have your most viewed Instagram story without DM automation.” (30:45)
• “The smaller your account is … the bigger of an impact that DM Automation from ManyChat provides.” (22:10)
• “It is really that simple … 95% of my automations are that simple.” (47:05)

Timestamps for Key Segments

• 00:00–04:00: Introduction to DM Automation & the “Bold Claim”
• 04:00–11:00: Proof, Stats, and Personal Experience with ManyChat
• 11:00–12:45: Legitimacy; Official Meta Partnership Explained
• 13:00–18:30: Exploring FAQs (complexity, cost, effectiveness, authenticity)
• 18:30–25:00: Who Benefits from DM Automation? (Accounts of all sizes)
• 25:00–30:00: Why Old Link Tactics Hurt Engagement; The Engagement/Sales Trap
• 30:00–37:15: The STD Instagram Story Strategy for Maximum Engagement
• 39:10–47:00: Step-by-Step Demo – Setting Up DM Automation
• 47:00–49:30: Advanced Use Cases & Final Challenges

Action Steps for Listeners

• Reflect on how you engage your Instagram followers—are you driving true interaction or missing out with outdated strategies?
• Set up your first ManyChat DM automation using Brock’s easy walkthrough.
• Try the STD story strategy to see a spike in your story views and engagement.