After a comment-to-DM campaign ends, should old keywords be turned off or changed to evergreen downloads?

You should change old comment-to-DM keywords to an evergreen download to continue capturing value from your past content long after a campaign ends. While it might seem tidy to simply turn off a keyword after a launch or limited-time offer concludes, you'd be missing out on a significant opportunity. Instagram posts have a long lifespan, often getting discovered through the Explore page, shares, or search weeks or even months later. Deactivating the keyword creates a dead end for these new viewers, but repurposing it turns old content into a continuous source of engagement and leads.

Why Repurposing Beats Deactivating

Turning off a keyword means that anyone who comments on that old post gets no response. This can feel like a broken experience and is a completely missed opportunity. By switching the keyword’s automated reply to an evergreen offer, you serve your audience better and keep your content working for you around the clock. An evergreen download is a resource that isn’t time-sensitive and provides value to your audience at any point. This ensures that new people discovering your content always have a relevant next step to take.

Choosing the Right Evergreen Offer

Your evergreen offer should be broadly appealing to anyone interested in your niche. You don't need to create something new; you can use what you already have. Good options include:

• A link to sign up for your newsletter.

• A free guide, checklist, or template.

• A link to your most popular blog post or YouTube video.

• A discount code for a flagship product. Think about what would provide the most value to a new person just discovering your account. This is your chance to make a great first impression and welcome them into your community.

How to Update Your Old Keywords

Updating your automation is a simple process that ensures no comment goes unanswered. Here’s a quick workflow you can follow:

1. Audit Your Keywords: Go through your active comment automation triggers and spot any tied to past, time-sensitive campaigns (e.g., "LAUNCH," "WEBINAR," "GIVEAWAY").

2. Edit the Automation in StarLovin: Find the expired keyword in your dashboard. Instead of deleting it, edit the automated message. Using the Comment-to-DM and Link Delivery feature, you can easily swap the old, expired link for the new, evergreen one.

3. Refresh the Message: Adjust the DM copy to be more general. For example, change "Here’s the 48-hour launch discount!" to something like, "So glad you found this post! As a thank you, here’s a link to my free resource guide." By taking a few minutes to repurpose old keywords, you create a system that consistently nurtures your audience and captures leads from your entire content library, not just your latest posts.