When Link in DM click rate is low, should the comment CTA or DM link explanation be changed first?

When your link in DM click rate is low, you should first change the DM link explanation, as it's the final step and closest point of friction before the click.

Your post's call-to-action (CTA) and the automated DM work together as a two-step funnel. If people are commenting as requested, the first step is working perfectly—you've successfully captured their interest. The drop-off is happening at the second step, inside the direct message. This is where you should focus your optimization efforts first.

Why the DM is the First Place to Look

The user has already shown high intent by leaving a comment. They are expecting your message and are likely ready to take the next step. If they don't click, it's almost always because the message itself is unclear, unconvincing, or doesn't match the expectation set by your post.

Think of it this way: the comment CTA gets them to the door, but the DM message has to persuade them to walk through it. Changing the post's CTA when the DM is the problem is like changing the billboard down the street when your storefront is confusing.

How to Optimize Your DM Message for More Clicks

Before you overhaul your content strategy, run through this simple checklist to improve the message that delivers your link:

1. Restate the Value Immediately: Start your message by reminding them what they are getting. Instead of just a link, say, "Here is the free guide to Notion templates you asked for!" This confirms they are in the right place.

2. Keep it Simple and Clear: Avoid long, rambling paragraphs. Get straight to the point. A clear, concise message with a single, obvious link performs best. Too much text can create distraction and reduce clicks.

3. Add a Direct Call-to-Action: Don't just paste the link. Guide the user with a clear action. Use phrases like "Tap here to download," "Click the link below to shop the look," or "Get your discount here." This small detail makes a big difference.

4. Set Up a Gentle Follow-Up: Sometimes, people see the DM but get distracted. Instead of immediately changing your main message, you can recover these users with a delayed reminder. Using StarLovin's Smart Follow-Up Messages, you can automatically send a second DM 24 hours later, but only to people who haven't clicked your link. This simple automation can significantly boost your overall click rate.

When to Change the Post's Comment CTA

If you've optimized your DM in your StarLovin workflow and the click rate is still low, it's time to examine your initial post. The problem may be a mismatch in expectations. Is your post's CTA promising something different from what the link actually delivers? For example, if you promise a "free guide" but the link goes to a product page, that disconnect will kill your click-through rate. Ensure your promise and your delivery are perfectly aligned.