How to get more clients from Instagram DMs
Ignoring your DMs. Learn why you’re leaving money, leads, and trust on the table.
Too busy to read? Listen to the podcast summary. 5 minutes
Introduction to Direct Message (DM) Marketing
80% of consumers are more likely to buy from brands that reply to them on social media (Sprout Social). Also, people are moving from public to private interactions. So why do so many businesses still ghost their inbox?
You may have noticed that public comments on posts are falling while private direct messages (DMs) are rising. This shift matters for businesses and marketers. It changes how we connect with customers. In this article, I’ll look at why this change is happening and share practical tips on how to adapt your social media strategy now.
I will answer common questions like, “Why are people not commenting on my posts anymore?” and “Are Instagram DMs better than comments for engagement?”
In recent years, many businesses have seen a drop in public comments on their social media posts. Instead of chatting in the comments section, users are sending private messages. This behavior change is not just a random shift. It points to deeper trends in how people want to interact online.
For businesses, this trend means that you might need to rethink your social media strategy and overall digital marketing strategy. Public comments can boost your post’s visibility and provide social proof, but DMs open up a more personal way to connect with your audience.
I'll give you real advice that you can implement today that can help your business connect better with your target audience on social media platforms like Instagram and LinkedIn.
Why Are Comments Decreasing on Social Media?
In 2025, there are three reasons why comments are decreasing on social media. Let me be clear, engagement rates on social media are roughly the same, but people are changing their behavior on how they engage. Comments used to be popular, but aren't anymore.
Changing Algorithms and Platform Shifts
Social media platforms like Instagram and LinkedIn are always tweaking their algorithms. These changes affect which content gets seen and how users interact with posts. For example, new features like TikTok-style or short-form videos (learn more about short-form videos) have changed the way content is promoted on LinkedIn.
This means that traditional posts that used to get a lot of public engagement now see fewer comments and likes. This doesn't mean the posts aren't getting engagement, however, it is just done more in private through direct messages. Algorithms are shifting to reward content that not only gets a lot of public engagement but also private engagement as well.
Content Saturation and Quality Concerns
The internet is filled with content. With so many posts competing for attention, it has become harder for any single post to stand out. Many users now feel that their comments may get lost in a flood of content. This content saturation can discourage users from commenting or "liking". Many people think, "What's the point?"
When everyone is posting, many people choose to send a DM instead, where they believe their message is seen directly by the brand or business.
User Behavior and Privacy
Another big reason for the drop in comments is user behavior. People are becoming more private about their opinions. Public comments can sometimes lead to unwanted attention or harsh reactions. This is especially important as employees are doing more research on candidates before they interview and may be negatively swayed by a candidate’s public opinion on social media. People do not want to take that chance. Studies have shown that when users face public scrutiny or compare their engagement with others, they may feel uncomfortable and decide not to comment at all (PMC study).
Users now prefer private messages because they feel safer and more in control of the conversation. Instead of posting a comment that everyone sees, a DM gives them a private space to ask questions or share feedback. This change in behavior shows that privacy is becoming more important online.
Why Are DMs becoming Popular?
The Personal Connection Advantage
DMs offer a more personal way to communicate. When someone sends a DM, it creates a one-on-one connection. This can help build trust and make the conversation feel more authentic. DM Marketing can feel like a direct conversation between friends. This personal touch can be especially valuable for businesses looking to nurture leads and build long-term relationships.
Social Media Prioritizes Direct Interactions
Social media platforms are also changing how they promote interactions. Many platforms have now changed their algorithms to give more weight to private messages.
Instagram, for instance, has features that encourage users to send DMs. When you use interactive tools like story question stickers, the platform may show your content to more people because it sees a high level of direct engagement. This means that businesses with a strong social media strategy can benefit greatly by focusing on DM interactions.
DMs vs Comments: Which Is More Valuable for Businesses?
Public Comments: Visibility and Social Proof
Public comments help build your brand’s visibility. When people see lots of comments on a post, they may feel that the brand is popular and trustworthy. Comments can boost your social proof, showing new visitors that others are engaged with your content. However, public comments can be a double-edged sword. Negative comments or harsh criticism can sometimes hurt your brand’s image.
Direct Messages: Higher Quality Engagement
DMs provide a deeper level of engagement. A direct message is more personal and usually leads to meaningful conversations. Many businesses have found that DMs lead to higher-quality leads and better conversion rates. In private conversations, you can address customer needs more directly. This makes DMs a strong part of an Instagram DM marketing strategy.
Finding the Right Balance
The short answer is to do both.
Public comments build initial trust and visibility. Then, you can move the conversation to DMs for more detailed and personalized interactions. By combining these two forms of engagement, you create a full circle of communication that supports every stage of the customer journey.
For instance, if someone comments on your post, you might reply publicly and then invite them to DM you for more details. This way, you benefit from both public proof and private conversations.
Not enough brands respond to comments, let alone DMs. If you want to build your brand and community, you need to respond.
Practical Tips To Go From Comments to DMs
If you want to know how to get more clients from Instagram or LinkedIn DMs, consider these practical tips:
Create Clear Calls-to-Action (CTAs): Use phrases like “DM me for more details” or “Send us a DM to learn more.” Clear CTAs invite users to take the next step. Another example I’ve seen on LinkedIn are people creating content, only showing a teaser and then having a call-to-action like: 1️⃣ Like this post 2️⃣ Comment “FORMATS” 3️⃣(MUST BE CONNECTED)
Leverage Interactive Features: Use Instagram Story stickers like polls and questions. These features are designed to encourage users to send a DM. Studies show that interactive stories often lead to more direct messages.
Share Exclusive Offers: Let your followers know that special deals or insider tips are available through DMs. This can motivate them to start a private conversation.
Respond Quickly: Time is key when it comes to DMs. Fast replies show that you value your audience’s time and help move the conversation forward. Use response templates to maintain efficiency.
Personalize Your Messages: Tailor your responses to each individual. Avoid generic replies. A personal touch goes a long way in building trust and converting inquiries into clients.
By following these tips, you can turn your Instagram DMs into a strong channel for generating leads and closing sales.
Instagram DM Marketing Strategy
Direct messaging on Instagram can be a powerful tool for businesses. It is a key part of many successful marketing efforts. Once you have moved the conversation to an Instagram Direct Message, here’s why and how to use DMs effectively:
Personal Touch: A DM feels like a private conversation. It can be more impactful than a public comment.
Targeted Communication: With DMs, you can send personalized messages that address the individual needs of your audience. This makes your marketing efforts more effective.
Conversion Potential: Many brands have found that moving a conversation to DMs leads to higher conversion rates. It becomes easier to guide a prospect from a casual inquiry to a paying customer.
Automation Tools: To manage a large volume of DMs, consider using tools that can help automate responses. However, always keep the personal touch intact.
This approach forms the backbone of a strong Instagram DM marketing strategy, especially for brands that rely on direct communication to build relationships and drive sales.
How to Manage and Leverage DM Engagement Effectively
Having more direct messages means more work. Here are some ways to manage and benefit from this shift:
Set Up a DM Workflow
As your volume of DMs grows, it is important to have a clear workflow. This could include:
Using tools that help organize and track messages.
Creating response templates for common questions.
Setting aside specific times in your day to answer messages.
These steps can help ensure that no message goes unanswered. For more detailed tips on managing direct messages, check out this guide.
Analyze Your DM Conversations
Track the number of DMs you receive and look at the types of questions you get. This data can help you understand your audience better. For example, if many DMs ask about a specific product, you might consider creating a post or a Story that addresses that interest.
Use simple tracking methods like spreadsheets or dedicated software. This information can shape your future content and marketing strategies.
Tools and Automation
When the volume of DMs gets too high, consider using tools to help manage the workload. Automation can assist with:
Sorting messages based on keywords.
Sending initial greetings or common answers.
Tracking responses and follow-ups.
Keep in mind that while automation can save time, a human touch is still essential to build trust and credibility.
FAQs
-
People are moving away from public comments for several reasons. Changes in social media algorithms, content overload, and the fear of negative public feedback all play a role. Research shows that the pressure of social comparison on public platforms can discourage visible interactions (PMC study).
-
DMs allow for more personal and meaningful conversations. Businesses can answer questions, build trust, and offer personalized help. These private messages often turn into higher-quality leads and can be a direct path to sales. You can see real examples of this in this DM marketing case study.
-
Interactive stickers like polls, questions, and quizzes are among the most effective. They lower the barrier for followers to reach out. Experiment with different stickers to see what resonates with your audience.
-
It can be tricky to track private messages. However, you can use metrics like the number of DMs received, response times, and conversion rates from DMs to sales. Use a mix of public and private metrics to get a full picture of your social media performance.
-
DMs are a different measure of success compared to public comments. They show that your audience is interested enough to have a personal conversation. While they may not boost your public engagement numbers, they can lead to higher conversion rates and stronger customer relationships.
-
The key is personalization. Listen carefully to your audience’s needs. Use clear, friendly language and follow up regularly. Tailor your messaging based on the conversation. This method builds trust and often leads to sales.
Conclusion
The shift from public comments to private DMs marks a big change in how people interact on social media. While comments offer visibility and social proof, DMs provide a deeper, more personal connection that can lead to better business outcomes.
Businesses that adapt to this trend by adjusting their social media strategies are more likely to see success. Using both public and private engagement methods creates a full circle of communication. Your public posts build trust, while DMs offer the space for real conversations and conversions.
Now is the time to rethink your approach. Focus on building a strong Instagram engagement strategy that combines both public interactions and private messages. Develop an Instagram DM marketing strategy that helps you move from casual chats to converting leads into customers.
