Glossary
Click-to-DM
Click-to-DM is an Instagram ad format: the person taps the ad and, instead of a landing page, a direct message conversation with the account opens, usually with a first message or question already waiting. The person acted first, so the 24 hour messaging window opens with the tap.
What it means for your money
An ad tap that ends on a page is a visit. An ad tap that opens a conversation is a lead with a name attached, and the conversation can be answered and followed up inside the window it opened. That is why brands pay for the tap that starts a talk, not only the tap that loads a page.
How the pricing model treats it
The pricing model prices brand deals, not ad formats, so it has no click-to-DM line. It is a Meta entry point, not one of BravoDM's DM automation triggers, which start from post comments, story replies and mentions, and keywords sent straight to the DMs.
In practice
- ·Judge a click-to-DM ad by conversations started and answered, not by taps alone. The tap is the beginning of the metric, not the metric.
- ·Write the first message to earn a reply. The window runs from the tap, and a reply is what turns an opened conversation into an ongoing one.
- ·Keep the promise continuous: the words on the ad, the first DM and the link it carries should say the same thing in the same voice.
An example
A creator runs an ad for her posing guide: tap to get the guide in your DMs. Each tap opens a conversation with her account, her first message offers the guide, and the replies become a list of buyers she can actually talk to.
Free tool
Price your own deal
The calculator runs the same model on your numbers, line by line. No account, no handle, nothing stored.
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Guide
Comment-to-DM: how it works
Read the guide →
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