Short answer: In most cases the conditions don't match the comment, another automation higher up in the list matched first, or the comment arrived before the automation was saved. Start by opening the comment's Activity Protocol – it shows exactly which automation ran and what was done, failed or skipped.
1. Check what happened to the comment
Go to Comments and open the comment. Comments handled by an automation are often in the Done tab (1) and show an AUTOMATED label. Click Show Activities (2).
The Activity Protocol lists every automation step for this comment:
Automation #… [name]: sent message "…" or comment liked – the step ran successfully.
(Failed) – the platform rejected the action. Hover over it to see the reason.
(skipped as not supported on …) – the action isn't available on this platform (see point 7).
Nothing listed – no automation matched this comment. Go through points 2–6.
💡 Tip: If the comment shows Automation pending for this comment, the automation is still waiting (wait time or business hours) and will run at the time shown.
For an overview across all automations, open Insights → Comment analytics and scroll to Comment Automations Performance. It shows runs, success rates and why actions were skipped.
2. Is the automation switched on?
In Automations → Comment Automations, the switch next to the automation must say ON. If it shows Paused, the automation is switched on but not running because your credits are used up. It continues automatically once credits are available again.
3. Did the comment arrive after you saved the automation?
Automations only run on new comments that come in after you saved them. Comments that existed before – and comments imported when you connected a channel – are not processed. To test, write a new comment.
4. Did you test with your own account?
⚠️ Important: Comments from your own page or account never trigger automations. Always test with a second, private account.
5. Does another automation match first?
Automations are checked from top to bottom (1). As soon as one matches, all automations below it are skipped for that comment. New automations are added at the bottom of the list.
Drag specific automations (e.g. "Answer price questions") above broad ones (e.g. "Reply to every comment" or a rule without conditions) using the handle (2).
On Facebook and Instagram, a DM automation that reacts to comments takes priority: if it matches, comment automations don't run for that comment.
6. Do the conditions really match the comment?
One keyword per field. "price, how much, cost" in one field only matches that exact text including the commas. Use Split into separate entries or + Add another (see screenshot).
Contains vs. Is exactly. "Is exactly" only matches if the whole comment is your text. For keywords use Contains. Upper and lower case don't matter.
Several conditions must all match. Different conditions are combined with and. Keywords inside one condition are combined with or.
Specific posts. With a Post id condition, the automation only runs on those posts. If you boost a post as an ad, comments may come in on a different post – use Post caption contains (e.g. a hashtag) instead.
Replies to comments. If you use Comment hierarchy, check whether you selected top-level comments ("Parent comment") or replies ("Sub comment").
Comment language. Comments without a detected language (e.g. emoji only) never match a language condition.
Once per user. With Trigger automation only once per user, the automation won't run again for someone it already handled – on any post.
GIFs and emoji-only comments. Instagram GIFs, YouTube emoji-only comments and some TikTok comments can't be displayed and only match the condition Comment text → Cannot be displayed.
7. Is the action supported on this platform?
If an action isn't available on a platform, it is skipped – the other actions of the automation still run. The editor shows a note under the action.
Reply: all platforms. TikTok replies are limited to 150 characters, and TikTok may hide identical replies as spam – add several text variants.
Like: Facebook, Instagram (not Instagram (Organic)), TikTok, LinkedIn.
Hide: Facebook, Instagram, TikTok.
Delete: not on TikTok and review platforms.
Block user: Facebook only.
Send private message: Facebook and Instagram only.
8. Is the channel still connected?
If a channel is disconnected, no new comments come in, so no automation can run. Check Learning – reconnect the channel if it shows a warning.
Still not working?
Send us a message in the chat with a link to the comment and a screenshot of the automation – we'll look into it. New to automations? See How do I set up a comment automation?