Short answer: Go to Automations → Comment Automations → Add Automation, choose Comment automation, set your conditions (IF) and actions (THEN) and click Save. The automation is live immediately and runs on every new comment that matches.
Before you start
Comment automations are included in all paid plans.
At least one channel must be connected (see Learning).
You need the permission to manage automations. The brand owner always has it; team members only if it was granted to them.
In this guide we build an example automation that answers price questions with a fixed text and likes the comment.
Step 1: Open your comment automations
In the sidebar, click Automations → Comment Automations (1), then Add Automation (2).
Step 2: Choose "Comment automation"
Select Comment automation (1). The other option, DM automation, is for private multi-step conversations in Instagram and Facebook DMs.
Step 3: Pick a starter
You can start from a recipe or from an empty rule:
Hide negative comments – hides comments our AI tagged as "Against brand" or "Complaint".
Reply to every comment automatically – replies with the first AI suggestion on all platforms after a natural delay.
Start from scratch – your own rule with any condition and one or more actions.
Every starter opens in the editor first – nothing goes live before you click Save. For this example, choose Start from scratch (1).
Step 4: Name it and set the options
Automation name – only visible to your team, e.g. "Answer price questions".
Trigger automation only once per user – the automation runs at most once for each commenter, across all your posts. Turn it on for giveaways or welcome messages, leave it off for FAQ answers. It has no effect on Google Reviews.
Apply business hours – outside your business hours the automation waits and runs shortly after you open again. Set your hours first under Learning.
Step 5: Set the conditions (IF)
Click the empty field (1) and choose what the comment must match (2). Without any condition, the automation runs on every new comment of this brand.
The most common conditions:
Comment text – keywords in the comment.
Comment Tags and Sentiment – what our AI detected, e.g. "question" or "negative".
Platform – only Instagram, only TikTok, etc.
Post id or Post caption – only comments on specific posts. Without a post condition, the automation runs on all posts.
Comment language, Comment hierarchy (top-level comment or reply), Post type (e.g. ad post) and more.
For our example, choose Comment text, then:
Choose Contains. "Contains" also matches longer words ("price" matches "prices"). "Is exactly" only matches if the whole comment is exactly your text.
Enter one keyword per field. Matching ignores upper and lower case. Several fields in one condition are combined with or.
Click + Add another for each additional keyword. Don't type several keywords separated by commas into one field – that only matches the exact text including the commas.
You can add more conditions with the + button below. Different conditions are combined with and – a comment must match all of them.
Step 6: Set the actions (THEN)
Wait for – how long the automation waits before acting. random (1-10 minutes) makes replies look natural. If you reply manually during the wait, the automation is cancelled for that comment.
Choose Send comment and then what to send: the first, second or third AI suggestion, or Custom text.
With custom text, add a few variants with + Add another – we pick one at random for each reply. The { } button inserts variables such as the commenter's username.
To add a second action, click + (3) and choose it, e.g. Like comment (1). Actions run in the order shown. If an action isn't available on a platform, the editor shows a note (2) and the action is skipped for those comments – the other actions still run.
All available actions: Hide comment, Like comment, Mark comment as done, Send comment, Send email notification, Send webhook notification, Block user, Send private message, Delete comment, Move to open, Add tag to comment, Remove tag from comment.
Step 7: Save
Click Save (1) at the top right.
Step 8: Check the order
💡 Good to know: Your new automation is active right away and appears at the bottom of the list.
Automations are checked from top to bottom. As soon as one matches a comment, all automations below it are skipped for that comment.
Drag the handle to move a specific automation (e.g. "Answer price questions") above broad ones (e.g. "Reply to every comment").
Use the switch to pause or reactivate an automation. Hover over a row to see the icons for delete, duplicate and edit.
Good to know
Only new comments: automations run on comments that arrive after you saved. Older comments – and comments imported when you connect a channel – are not processed.
Your own comments never trigger an automation, so replies sent by an automation can't trigger a loop.
Platform limits: Hide works on Facebook, Instagram and TikTok. Like doesn't work on Instagram (Organic), YouTube and review platforms. Block user works on Facebook only. Private messages only on Facebook and Instagram. TikTok replies are limited to 150 characters.
Credits: every new comment uses a small amount of credits for the AI analysis, and replies with an AI suggestion use additional credits. Fixed actions (custom text, like, hide…) cost nothing extra. If your credits run out, automations are paused until credits are available again.
Automation not doing anything? See Why isn't my comment automation triggering?