Playbooks
Instagram Before Product-Market Fit: DMs as Research
Pre-launch, the value of an Instagram DM is not the signup. It is the sentence the stranger types before you have any idea who your product is for.
5 min read
Writing
What we learned building this.
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.
Playbooks
One Collab Post, Two Accounts, and Nothing Shares a Dedupe
A collab post sits on two profiles at once. Both brands can be running automation on the same comments, and neither one's guard rails know the other exists.
6 min read
Playbooks
Automation Removes One Load. It Does Not Fix Overwork.
What a reply tool actually changes when the inbox has become the worst part of the job, and the common case where the inbox is a symptom and software will not help.
5 min read
Lead generation
The Reels to DM Funnel: Built for Strangers and Spikes
A Reel puts your ask in front of people who have never heard of you, in bursts. What that changes about the keyword, the public reply, the cap, and the first DM.
5 min read
Playbooks
Yoga Studios: Point at the Timetable, Never Recite It
A studio timetable changes more often than anyone remembers. That single fact decides how every template in a yoga account should be written.
5 min read
Playbooks
Where Is This: Automating a Travel Creator's Comment Section
A travel creator gets one question more than any other, and answering it well is a real automation. Everything about affiliate links needs stating honestly first.
6 min read
Compliance
Kids' Classes on Instagram: Do Not Collect the Child
Every enquiry is a parent asking about a minor, and the obvious qualifying question — name, age, class, school — is the one a DM automation must never ask.
6 min read
Playbooks
What Automation Actually Does to a Social Media Manager Job
Automation does not delete work from the role, it swaps it. Here is the hour that leaves, the different hour that arrives, and the tasks that never move off a person.
5 min read
Playbooks
Do You Actually Have a Multilingual Inbox? Check Before Building
Most accounts that think they need multilingual automation need a longer spelling list instead. A ten-minute audit that tells you which problem you actually have.
4 min read
Playbooks
Selling on a Live: The Offer, and the Inbox Afterwards
The Live is where the offer gets made. The buying happens hours later in DMs, from people half-remembering what you said. Design for imperfect recall.
5 min read
Playbooks
Course Launches Expire. Your Automation Does Not Notice
A cohort has a closing date and the reel that sold it keeps getting found for months. Here is how to split a launch automation from an evergreen one.
5 min read
Playbooks
A Coach Build Sheet: Three Automations and a Refusal List
Two posts already argue what a coach should and should not automate. This one turns those arguments into fields: what to build, in what order, and what to type.
6 min read
Lead generation
B2B Instagram Lead Gen: The One-Afternoon Build Sheet
The practical companion to the B2B strategy post: which post to pick, which fields to fill, in what order, and what to check the morning after it goes live.
5 min read
Playbooks
Event Planners on Instagram: Never Confirm a Date
The whole inbox is date-first and there is no calendar in this product. Nothing can check the twenty-seventh, so capture the date, refuse the yes, and call back.
6 min read
Playbooks
You Made the Post That Broke Their Inbox. Arm It First
A creator agency causes the spike and hears about it last. Treating a launch as a capacity event, and the arming that has to happen before the post goes up.
5 min read
Compliance
Charity DMs: The Messages That Must Never Meet a Bot
A charity account receives messages from people offering help and from people who need it. Telling those two apart before you automate anything is the entire job.
5 min read
Playbooks
Broadcast Channels: The One Instagram Surface We Do Not Touch
Broadcast channels are a genuinely useful feature and nothing here automates them. What they are actually good at, and why they solve the opposite problem.
5 min read
Compliance
Beauty Brand DMs: Describe the Product, Never the Result
A skincare inbox is full of questions that look like product questions and are actually health questions. That line is where a beauty automation lives or dies.
5 min read
Playbooks
What Breaks When an Agency Runs Ten Instagram Accounts
Running comment automation for one client teaches you almost nothing about running it for ten. The things that break are operational: access, separation, and who notices.
5 min read
Comparison
ManyChat vs Chatfuel in 2026: Which One Fits Which Business
Two capable Meta partners with different centres of gravity. What each is built around, where they overlap on Instagram, and how to choose without a feature grid.
7 min read
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