Instagram Auto DM for Skincare brands: Keywords, DM Scripts and What to Sell

A skincare brand's reels pull two kinds of comments: "what is my routine for oily skin?" and "where do I buy this?". An Instagram auto DM for skincare brands answers both automatically. In the Viralyze app you attach a routine PDF to ROUTINE and a product checkout to SHOP, and each commenter receives the right one within about a second, with a public "Sent you a DM 💌" reply so the comment thread looks alive.

What should a skincare brand send by DM?

Three different things to three different buyer stages.

A lead magnet for cold viewers: a "7-day routine for oily, acne-prone skin" PDF. The DM asks for an email before delivering it, so the viewer becomes a contact you can email later. This is the ROUTINE keyword.

A product checkout for warm viewers: the niacinamide serum at ₹899 with a checkout page the app builds for you. Payment by UPI, cards or net banking, 0% platform fee, payouts to your bank weekly. This is the SHOP keyword.

An explainer for sceptical viewers: a short note on what is in the serum and what is not. Long messages become a downloadable PDF automatically, with open tracking. This is the INGREDIENTS keyword.

All three can live on the same reel, because different keywords can send different replies.

Which keywords should a skincare brand set?

1. ROUTINE on skin-type explainer reels. Also add "routine bhejo" and "routine pls". 2. SHOP as an "any post" keyword, so every reel can sell. Add "link" and "buy". 3. INGREDIENTS on myth-busting reels, with "ingredient list" as a variant.

If your audience comments in Hindi or Hinglish, the reply can go out in their language.

A DM script for a skincare brand

"Hi! You asked about the oily-skin routine. Drop your email below and the 7-day PDF comes straight to you. The serum from the reel is ₹899 here if you want to start today: [checkout]. One plain note: results depend on consistency, so give any routine four weeks."

Keep claims modest. The DM is a service, not an advert, and the Inbox will show you exactly which questions people reply with.

Should a skincare brand use a follow-gate?

Use it on ROUTINE and INGREDIENTS, not on SHOP. A free PDF in exchange for a follow is a fair trade, and the app nudges politely up to three times before sending the link regardless; existing followers are never asked. A buyer who typed SHOP has a card out, so send the checkout immediately.

How do you know which reel is actually selling?

The per-automation funnel answers this without a spreadsheet. Each automation shows comments, matched, delivered, clicked and signed up. A reel with 400 matched comments and 30 signups is telling you something different from one with 90 matched and 40 signups: the second reel has the better audience, so make more like it.

The Viralyze home screen adds DMs sent, link clicks, follower growth and revenue over 7, 30 or 90 days, and lists your top reels by DMs. Every email and every buyer sits in one contacts list with source tags, exportable to CSV for your email tool.

Setting it up

1. Open the Viralyze app, pick the reel, add ROUTINE and its variants. 2. Choose "lead magnet" as the DM content and attach the PDF. 3. Turn on the follow-gate and the public reply. 4. Test with "Routine bhejo" in the live tester. 5. Go live, and repeat for SHOP with the checkout attached.

Frequently asked questions

**Can we send a discount code in the DM?** Yes. Promo codes are supported at checkout, and the DM can carry the code.

**Who owns the emails we collect?** You do. Under the DPDP Act the brand is the data fiduciary and Viralyze is the processor; it does not sell personal data.

**Is there a per-contact fee as our list grows?** No. Pricing is flat, ₹199 a month on Starter, with no per-contact charges.

Start the 7-day free trial of Viralyze, no card needed, and let your next routine reel build the email list on its own.