Campaign fit
Comment-to-DM works best when a post or reel creates public intent and the next step belongs in a private conversation, such as a link, form, resource, or eligibility prompt.
Media and message checks
Select eligible media, define keyword or any-comment rules, review the public reply, and keep message variants distinct enough to avoid repeated identical outreach.
Measurement
Use sent DMs, public replies, tracked-link clicks, leads, missed comments, and rerun history to decide whether the flow should scale.