After a growth campaign ends, if new followers stop engaging, should DMs or content be used to reactivate them?

You should use a combination of both content and DMs to reactivate new followers, starting with high-value content to spot interest before using DMs for targeted nurturing. After a successful growth campaign, it’s common to see a drop in engagement from the new audience members. They may have followed you for a giveaway or a specific offer and aren't yet connected to your core content. The key isn't choosing between content or DMs; it's about using them together in the right order to turn passive followers into an active community.

Start with Content to Re-engage Broadly

Your first step is to re-introduce your value without being intrusive. Public content on your Feed and Stories adds a small intent signal, allowing you to see who among your new followers is genuinely interested in what you have to offer. A direct DM to a “cold” new follower can feel like spam, but a compelling post is a welcome invitation. Focus on content that encourages a response:

• Interactive Stories: Use polls, quizzes, and question stickers that are easy to tap and require low effort to participate.

• Problem-Solving Posts: Create a carousel or Reel that solves a common pain point for your ideal follower. Frame it as a valuable, free resource.

• Direct Call-to-Action: Create a post that explicitly asks for comments in exchange for a resource, like a checklist, guide, or tutorial. This content strategy doesn’t just serve your new followers; it benefits your entire audience while helping you pinpoint who is paying attention.

Use DMs to Nurture the Warmest Leads

Once someone has engaged with your content—by replying to a Story, for example, or commenting on a post—they have given you a clear signal of interest. This is the perfect time to slide into their DMs. A direct message that follows up on their action feels personal, helpful, and relevant. Manually messaging everyone who comments can be impossible as your account grows. This is where automation becomes a powerful tool for building relationships at scale. By connecting an engagement action to an automated message, you can deliver value instantly while the follower is still active and interested.

A Simple 3-Step Reactivation Workflow

Here is a practical workflow you can implement today to reactivate your audience and deliver value automatically.

1. Create a “Hook” Post: Publish a Reel or post offering a valuable freebie. For example, “I created a 5-step checklist for [solving a problem]. Want it? Comment ‘CHECKLIST’ below and I’ll send it over!”

2. Automate the Conversation: Use a tool like StarLovin to set up a Comment-to-DM and Link Delivery automation. When someone comments with your keyword (“CHECKLIST”), the system will automatically send them a direct message containing the link to your resource.

3. Analyze and Follow Up: This process not only delivers your freebie but also shows you exactly which of your new followers are engaged enough to take action. You have successfully reactivated them with a positive, value-driven interaction. From here, you can continue creating content you know they’ll love.