Social Automation is Crescendo Lab's self-serve social automation tool, built for social media managers and marketing teams who run brands on Instagram, Facebook, and Threads. It turns public comments under your posts into one-on-one DM conversations automatically – the moment a follower comments on your post, the system replies publicly and sends them a DM at the same time, so you can capture every interaction and route interested users to purchase or support without watching the comment section around the clock.
Broadcast means "you reach out to a group first"; customer support means "someone is waiting for an answer." Social Automation is triggered by the follower's own comment: the moment they comment on your post is the moment they are most interested, and the system pulls them from the public comment thread into a private DM right then. The conversion feels natural and it never bothers anyone who isn't interested.
How it works
At the core of Social Automation is one fixed automation flow. The logic is the same no matter which platform you run it on, so once you understand it, you understand the whole product.
When someone interacts with a post or message you have set up, the system does three things in order. First, it detects keywords: it checks whether the comment matches the terms you have set (for example, "+1", "want", or "link"). You can also leave keywords empty so that every comment triggers the flow. Second, it replies publicly: it posts a reply under the comment thread so other viewers can see that you are engaging, which keeps the thread lively. You can prepare multiple reply variants, and the system rotates them at random so it doesn't look copy-pasted. Third, it sends a DM: it messages the commenter privately with the product link, offer, or next step, completing the transition from public comment to one-on-one conversation.
The whole flow is packaged as a "campaign" that you create – one campaign equals one set of "which posts + which keywords + what to reply." You can save a campaign as a draft first and publish it when you are ready. Once published, every trigger is logged so you can see the results under Trigger History.
Supported trigger scenarios
When you create a campaign, you first choose a "trigger scenario" that decides which type of interaction this campaign will respond to. The five scenarios currently supported are:
| Trigger scenario | Best used for |
|---|---|
| IG post comment | Run a "comment +1 for the link" post and automatically DM the product or form to everyone who comments. |
| IG story | Ask followers to reply or mention a keyword in your story, then respond in DM instantly to keep the momentum in conversation. |
| FB post comment | Convert comments on Page posts – reply publicly and send the next step by DM at the same time. |
| FB Messenger message | Auto-respond to common questions when followers message your Page directly, based on keywords. |
| Threads post reply | Automatically pick up replies under your Threads posts and continue the conversation. |
Limitations
Before you start, make sure your accounts meet each platform's linking requirements so you can create campaigns without issues.
Instagram and Facebook are linked together: your Instagram must be a "Professional account" (Business or Creator), and it must be connected to a Facebook Page that you are an admin of – the system reaches your Instagram through that Page. As a result, linking will fail with "No manageable Pages found" if you are not the admin of the Page, if the Instagram account is not connected to any Page, or if you did not select the Page during authorization. Threads is linked independently and has its own button on the Social Connections page; it does not require a Facebook Page.
Each platform normally restricts when you can DM a user first (for example, Instagram usually requires the user to message you within a certain window before you can reply). DMs triggered by a comment run on a special channel the platforms provide: as long as the user has commented on your post, the system can DM them within a permitted window afterwards, without requiring them to DM you first. This is exactly what makes comment-to-DM conversion work.
One more note: clicking "Remove" on the Social Connections page in the admin panel only stops Social Automation from managing that account. It does not revoke authorization on Facebook. To fully disconnect, also go to Facebook → Settings → Business Integrations and remove the app there.
📚 Related articles:
- [Tutorial｜Link Your Instagram / Facebook Account]
- [Tutorial｜Link Your Threads Account]
- [Tutorial｜Create Your First Comment Auto-Reply Campaign]
- [Feature Overview｜Plans and Pricing]