Trigger types: comments, DMs, and story mentions

Every automation starts from one of four trigger kinds:

• Comment. Fires when someone comments on a post/reel you choose (or any post). Optionally match a keyword; leave it blank to match every comment. Sends a public reply, a DM, or both.
• DM keyword. Fires when someone sends your account a DM containing the keyword. Works for both new conversations and people you’ve already talked to.
• Story mention. Fires when someone tags your account in their own story.
• Story reply. Fires when someone replies to a story you posted.

How keyword matching works

Matching is case-insensitive and looks for the keyword anywhere in the text — “price” matches “what’s the price?”, “PRICE!!”, and “can u tell me the price pls.” It does not do fuzzy or typo-tolerant matching — “pricee” or a keyword hidden entirely inside an emoji-only comment won’t match. A trigger with no keyword set matches everything of that kind on the post(s)/DMs it watches, which is exactly what you want for a catch-all “thanks for commenting” style automation.

When two triggers could both match

Specific-post comment triggers take priority over an “any post” trigger on the same account, so you can run a general automation and a few post-specific overrides at the same time without conflicts — a comment on the post your specific trigger watches fires that one, not the general one, even if the general one’s keyword would also have matched.