"Comment CODE for 15% off" is one of the most effective CTAs for product brands. The comment shows intent, the code gives a reason to buy now, and automation delivers it instantly.
Setting it up
- Create the discount in your store (Shopify, WooCommerce, or your own system)
- Create an automation with keyword
CODE, or something specific likeGLOW15 - Public reply: "Code sent! 🎁"
- DM:
Here's your code, {name}: GLOW15 for 15% off everything till Sunday. It applies at checkout.
[Shop now]
One code or unique codes?
One shared code: simple, works with any automation tool. Risk: it can be shared on coupon sites.
Unique codes: one per person, harder to leak. Needs a tool or store app that generates codes, which most comment-to-DM tools do not do directly. A workaround: link to a page that issues a unique code after signup.
For most small brands, a shared code with an expiry date is fine.
Make the code do more work
- Expiry: a clear end date creates honest urgency
- Minimum order: protects margins
- Apply automatically by link: many stores support discount links (for example, Shopify's
/discount/CODElinks) so the code is applied when they open the page
Track which reel brought the sale
Use a different code per campaign (REEL1-15, REEL2-15) or add UTM tags to the link. Your store's discount report shows usage per code.
Avoid these mistakes
- Code in the caption and in the DM: then why comment?
- Codes that do not work in the mobile checkout
- Expired codes still being sent by an old automation
Frequently asked questions
Will people share the code?
Some will. Expiry dates and per-customer usage limits reduce the impact.
Can I give the code only to followers?
Yes, with a follow-gate. It adds a step; test whether it costs sales.
Should the code be in the first DM?
Yes, unless you use a follow-gate. Do not make people tap twice for a discount.
Can I send a code to people who commented last week?
Only for comments within the last 7 days, and only if the automation was live. See private replies.