Instagram DMs for business: How to start conversations that convert
If you’ve ever wondered whether it’s ‘acceptable’ to chat with potential clients in DMs, you’re not alone. This very question came up in a conversation I had with a client recently. They weren’t sure if sliding into DMs was the done thing, or if it would come across as pushy. My answer? Absolutely, it’s fine! In fact, Instagram is making it easier than ever to do just that.
Instagram knows that more people want private messaging. That’s why they’re investing heavily in improving DMs, rolling out new features like saved replies, notes, and even lead forms within messages. They understand that people want personal, one-to-one interactions—not just endless scrolling. So, if Instagram itself is leaning into DMs, why shouldn’t you?
But, as with anything, there’s a right and a wrong way to do it. Used well, DMs can be a brilliant way to build relationships, answer questions, and turn casual followers into loyal clients. Used badly, they can come across as spammy and off-putting. So, let’s break down the dos and don’ts of chatting with clients (or potential clients) in the DMs.
DM dos & don’ts for business conversations
DO:
· Keep it natural – Think of DMs as a chat over coffee, not a cold call. Keep the conversation warm and engaging.
Personalise your messages – If someone comments on your post or engages with a story, respond in a way that acknowledges what they’ve said.
Respect their space – If they’re not responding or seem uninterested, don’t keep pushing. Some people take longer to reply, and some just aren’t ready yet.
Provide value – Answer their questions, offer advice, or point them to something useful (a blog, freebie, or product that fits their needs).
Use Instagram’s DM features – Saved replies can help you respond quickly, and lead forms make it easier for potential clients to reach out. Insta has added a raft of new features recently including message translations, sharing your favourite songs with friends through DM, scheduled messages and pinned messages and memes.
Voice note IF you think the recipient will be open to this form of contact. This one is very much a judgement call that only you can make. Weigh up the situation and relationship you have with the person on the other end of the message and go for it if it feels right.
DON’T:
Send cold sales messages – “Hey, I think you’d love my product!” with zero interaction beforehand is a quick way to get ignored.
Copy and paste generic messages – People can spot these a mile off, and they feel impersonal.
Overwhelm with long messages – Keep it short and easy to reply to. If needed, you can always move to a voice note or call.
Take it personally if they don’t reply – Not everyone is ready to buy right now, but that doesn’t mean they won’t be in the future.
The future of DMs on Instagram
Instagram’s focus on DMs means that private conversations are only going to become more important for business owners. People are using social media differently now—they want direct, authentic interactions, not just polished posts. By making DMs a natural part of your business strategy, you’re not being pushy; you’re simply meeting your audience where they already are.
So, if you’ve been holding back on using DMs, take this as your sign to start! Use them to chat, connect, and build relationships in a way that feels good for you. After all, it’s your social media—you get to run it in a way that works for you and your business.
Do you use DMs to chat with clients? Let me know in the comments—I’d love to hear your thoughts!
If you need a hand then get in touch for a chat and don’t forget to subscribe to my weekly newsletter for all your Insta and Pinterest news and updates.
