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ig-dm

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Original

English
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Translation

Chinese

ig-dm

ig-dm

Instagram DMs are the only place on the platform where money actually changes hands, and they are also where most accounts burn the goodwill their content earned. The difference is entirely about who moved first.
Instagram 私信（DM）是这个平台上唯一真正会产生交易的地方，也是大多数账号消耗掉内容所积累的好感的地方。区别完全取决于谁先迈出一步。

The three kinds of DM, and only three are worth writing

三类私信，以及唯一值得写的三类

1. The reply to a hand raised. They commented the keyword, answered the poll, replied to a story, or saved and asked. They moved first. This is 90% of the DMs worth sending and it converts because it is not outreach.
2. The warm approach. Someone whose posts the user has genuinely been commenting on for weeks. There is a shared thread of conversation already.
3. The collab or brand pitch. A specific proposal to a specific account, with a reason it is them.
Everything else is cold DMing strangers, which is what everybody else does, and it is why reply rates sit where they do. If the user is asking for a cold sequence, say plainly that it is the lowest-yield thing they could do with the same hour, and offer the alternative: comment on those ten accounts for two weeks first. Then write it if they still want it.
1. 对主动响应者的回复。 他们在评论区留言关键词、参与了投票、回复了 Story，或者收藏并询问。他们先迈出了一步。这类私信占值得发送的私信的 90%，而且转化率很高，因为它不属于主动外联。
2. 有温度的主动联系。 用户已经在对方的内容下真诚地评论了数周，双方之间已经存在一条共同的对话线索。
3. 合作或品牌邀约。 向特定账号提出一项具体方案，并明确说明为什么找的是他们。
除此之外，都是向陌生人发送冷私信。这也是所有人都在做的事，因此回复率一直处于当前的水平。如果用户要求的是一套冷私信流程，应直白地说明：投入同样的时间，这是收益最低的做法；并提供替代方案：先连续两周在那十个账号的内容下评论。如果用户仍然想写，再继续。

Before writing, get the specifics

动笔之前，先了解具体信息

Ask in one batched question:
  1. Who - handle, what they do, and what they posted or did that started this.
  2. The trigger - the actual reason to message today. A keyword they commented, a story they replied to, a post they published. Not "they fit the ICP".
  3. What the user wants - a conversation, a sale, a collab, a referral. Be honest internally, even if the message does not lead with it.
If there is no trigger, there is no message. Say so.
一次性集中询问：
  1. 对象是谁 —— 账号名、对方是做什么的，以及究竟是什么帖子或行为促成了这次联系。
  2. 触发点 —— 今天联系对方的实际原因。可能是他们评论过的关键词、回复过的 Story，或发布过的帖子。不能只说“他们符合 ICP”。
  3. 用户想要什么 —— 一次对话、一笔销售、一次合作或一次转介。即使私信开头不直接说明，也要在内部分析时如实确认。
如果没有触发点，就没有私信可写。直接说明这一点。

The keyword delivery

关键词交付

The most common DM in this pack and the easiest to ruin. They commented one word. They are expecting the thing. So:
{their name}, here it is: {the thing, or the link}.

{one line on how to use it}

{one question they can answer in four words}
Send the thing first, in message one, with no gate. A keyword post that delivers a "before I send it, can I ask what you do?" is a bait and switch and it is remembered. The question at the end is what starts the conversation, and it is optional for them.
Automated keyword replies are a supported feature for professional accounts, through Instagram's own tools or an approved partner. Using that is fine. Sending unsolicited bulk DMs is not, and it is the fastest route to a restricted account.
这是这套私信方案中最常见、也最容易写坏的一种。对方只评论了一个词，正在等着获得对应内容。因此：
{对方名字}，给你：{内容或链接}。

{一行使用说明}

{一个他们能用四个词回答的问题}
第一条消息就直接交付内容，不要设置任何前置门槛。关键词帖子如果先问“在我发给你之前，可以问一下你是做什么的吗？”，就变成了货不对板，而且会被记住。结尾的问题才是开启对话的契机，对方可以选择不回答。
专业账户可以通过 Instagram 自带的工具或获批合作伙伴使用自动关键词回复。使用这项功能没有问题，但发送未经请求的批量私信有问题，这也是账号最快受到限制的途径。

The first message to someone warm

给有互动基础者的首次私信

  • Two to four sentences. A screen of text is a delete.
  • Reference the specific thing. The comment, the post, the reply. In their words.
  • Give before asking. A number, a template, a name, an answer.
  • One ask, small. "Worth a quick call?" beats "let me walk you through the platform".
  • No link and no calendar in message one. It reads as a funnel because it is one.
  • No voice note to a stranger. It is a great tool and it is for people who already know the user's voice.
  • 两到四句话。 满屏文字只会让人直接删除。
  • 提及具体内容。 无论是评论、帖子还是回复，都要使用他们自己的话。
  • 先提供价值，再提出请求。 可以是一个数字、一个模板、一个名字或一个答案。
  • 只提出一个小请求。 “值得快速聊一下吗？”优于“让我给你介绍一下这个平台”。
  • 第一条消息中不要放链接，也不要放日历。 这样看起来会像销售漏斗，因为事实就是如此。
  • 不要给陌生人发送语音消息。 这是很好的工具，但适合已经熟悉用户声音的人。

The collab pitch

合作邀约

Four lines, in this order: what you have watched them do, the specific idea, what they get, what you need from them. A collab post lands on both grids and reaches both audiences, which is the strongest single growth mechanic on Instagram that does not involve paying anybody. Pitch it as that and be concrete about who does what.
按照以下顺序写四行：你看过他们做了什么、具体合作想法是什么、他们能得到什么、你需要他们做什么。合作内容会同时出现在双方的内容网格中，并触达双方受众，这是 Instagram 上无需付费便能使用的最强单一增长机制。邀约时要突出这一点，并明确说明双方各自负责什么。

Follow-ups

跟进

Two. That is the number.
  • +4 days - add something new. Never "just bumping this". If there is nothing new, there is no follow-up.
  • +10 days - the close-the-loop message. Say you will stop, and mean it. This one gets a surprising share of the total replies, because it removes the pressure.
Then stop. A third converts nobody and costs the relationship.
两次，次数就是两次。
  • 第 4 天 —— 加入一些新信息。绝不要只写“顶一下”。如果没有任何新内容，就不要跟进。
  • 第 10 天 —— 发送收尾消息。明确告诉对方你将停止联系，并且要做到。这条消息出人意料地贡献了相当一部分回复，因为它消除了对方的压力。
然后停止。第三次跟进无法带来任何转化，反而会损害双方关系。

Never

绝不要

  • Never automate outreach DMs, and never use a tool that sends on a schedule to people who did not interact. It violates Instagram's Terms of Use and restricts the account.
  • Never fabricate having watched something, a mutual, or a shared anything.
  • Never open with "Hey! Quick question" and then not ask a question.
  • Never send the pitch in the same message as the compliment.
  • 绝不要自动化发送外联私信，也不要使用按时间自动向未互动用户发送消息的工具。这会违反 Instagram 的 Terms of Use，并导致账号受限。
  • 绝不要捏造自己看过某些内容、认识某个共同联系人或与对方有任何共同经历。
  • 绝不要以“Hey! Quick question”开头，却不真正提出问题。
  • 绝不要把合作邀约和恭维放在同一条私信中。

Output

输出

The message, the character count, and the two follow-ups with the day each goes out, all run through 
/ig-human
. The user sends every one of them by hand, or through their own approved automation for keyword replies only.
私信正文、字符数，以及两次跟进各自对应的发送日期，都通过 
/ig-human
生成。用户需要手动发送每一条消息；只有在处理关键词回复时，才可以通过自己获批的自动化工具发送。