After a media account sends a long report link that is not clicked, should the second DM give a summary or resend the link?

Your second DM should provide a compelling summary of the report to entice the user to click, rather than just resending the same unclicked link. The unique challenge with a “long report” is the perceived effort it requires from your audience. When someone doesn’t click the first time, it’s often not because they missed the message, but because they made a split-second decision that they didn’t have the time or energy to engage with dense content. Simply sending the link again doesn’t address this core objection; it just repeats a request they already declined.

Why a Summary is More Effective

A follow-up that offers a summary is powerful because it respects your follower’s time and immediately demonstrates the value hidden inside the report. Instead of asking for a commitment (a click and a long read), you are giving them value upfront. This builds trust and sparks curiosity. A well-crafted summary acts as a trailer for your content. It highlights the most surprising statistics, impactful conclusions, or actionable insights. When a follower reads something genuinely interesting, they are far more likely to click the link to understand the full context.

How to Structure Your Follow-Up DM

To turn that initial hesitation into an engaged click, you need a thoughtful, automated follow-up. A simple, two-message sequence can dramatically improve your click-through rates.

1. Set Up a Smart Trigger: The first step is to spot who didn’t click. Manually tracking this is impossible at scale. Using a tool like StarLovin, you can automate this with Smart Follow-Up Messages, which can be configured to send a second DM only to people who have not clicked your tracked link within a specific timeframe, like 24 or 48 hours.

2. Craft a Compelling Summary: Your follow-up message should be concise and scannable. Start with a hook, then provide two or three bullet points that showcase the report’s most valuable findings. Example: “Hey! Saw you might have missed this. Here are the top 3 findings from our new social media trends report:

   • Video engagement grew by 45% on platform X.

   • Audiences are 2x more likely to trust nano-influencers.

   • The best time to post is now Saturday morning, not weekday evenings. If you want the full data, you can find the complete report here:”

3. Resend the Link: After providing the summary, include the link again with a clear call-to-action. At this point, the link is no longer a cold ask but a warm invitation to learn more about the insights you’ve already shared. By shifting your strategy from repeating the request to proving the value, you transform your follow-up DM from a simple reminder into a powerful conversion tool. This thoughtful approach, managed effectively through platforms like StarLovin, not only increases clicks but also strengthens your media account's authority and relationship with its audience.