Writing
Notes on Instagram’s API, the replies a tool should refuse to send, and the parts of automation that are easy to get wrong. Written by the people who ship it.
Lead generation
Half the messages under a listing reel come from people who want to know what their own flat is worth. That is the best lead an agent gets and the worst one to automate.
6 min read
Tutorial
The register argument is made elsewhere. This is the sequence: what to collect first, the five replies worth writing, and the settings a one-person account should change.
5 min read
Compliance
A Reel that travels is a load event. What actually happens to your automation during a spike, and the preparation that has to be done before it starts.
5 min read
Playbooks
The gap between an Instagram audience and a podcast audience is one tap, and the reply that has to carry them across it only gets sent once. What goes in it.
6 min read
Playbooks
Go through the standard KPI list one at a time and most of it turns out to be unmeasurable here. Three that are countable by hand are worth more than the rest.
5 min read
Voice DNA
A voice profile is a record assembled from replies you actually sent, not a personality setting. What gets captured, what is invisible to it, and where it stops.
6 min read
Comparison
Threads shares a login with Instagram and almost nothing else that matters. What carries over from an Instagram automation practice, and what plainly does not.
5 min read
Playbooks
A photographer, a planner and a decorator run different businesses and the same inbox: led by a date, decided months early, and never bought twice.
5 min read
Playbooks
Four consultants, one Instagram account, and every enquiry landing in a thread nobody is responsible for. Routing is the real automation problem in a travel agency.
6 min read
Playbooks
A busy comment section that produces nothing has one of six specific faults. Here is how to tell which, in the order they are worth checking.
4 min read
Playbooks
B2B software teams build Instagram for demand generation and get a helpdesk instead. What that inbox actually contains, and the four answers a bot must not give.
5 min read
Playbooks
A restaurant posts more content with an expiry date than almost any other business, and its inbox asks for the one thing automation must never hand out: a table.
6 min read
Playbooks
A link sticker sends people out of the app and tells you nothing. A DM keeps them in it and asks for more work. An honest comparison of the two paths.
5 min read
Playbooks
No catalogue, no stock, no orders, no checkout. What a DM automation can honestly do for a brand that sells on Instagram is narrower and still worth building.
5 min read
Playbooks
A membership account answers two populations at once with no way to tell them apart automatically. The three signals you actually have, and what to do with each.
5 min read
Playbooks
Selling pet food, treats or supplements on Instagram means half your inbox is a health question dressed as a product question. That half cannot be automated.
5 min read
Playbooks
Almost every salon DM is someone asking whether a slot is free. Automation cannot answer that. What it can do is answer everything around it, instantly, for free.
5 min read
Playbooks
Somebody tagging you has not given you a licence. What consent actually has to look like, and why the ask belongs in a template rather than a generated reply.
4 min read
Playbooks
In a studio the automation question is never response speed. It is which of eleven people is responsible for a message, and what your practice sounds like when nobody is.
5 min read
Playbooks
We have no growth features and no view of ranking. What an honest algorithm guide can contain, and the one part of growth that happens after somebody engages.
4 min read
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