Teardown
How Amy Porterfield sold 924 books from one Instagram reel
One reel, one bonus, one word. Here's the funnel, step by step, and how to build the same thing.
The short answer
Amy Porterfield posted a reel about her book, offered a limited-time bonus to everyone who bought it, and told people to comment BOOK. Each commenter got the purchase link and bonus details by DM. It brought in 2,650 emails and 924 confirmed purchases, a 35% purchase conversion rate.
By the Postkey team · Published
The numbers
Numbers are from the published case study and are self-reported. Results vary, and the tool used in the study was not Postkey.
- 2,650 emails collected
- 924 confirmed purchases
- 35% purchase conversion rate
The funnel
- 01
Post a reel about the product and name a bonus for buyers.
- 02
End with one line: comment BOOK to get the bonus.
- 03
Every commenter gets the buy link and the bonus details in their DMs.
Why it worked
The buyer never has to find a link in bio. On another of her campaigns, with the keyword LIST1, 85% of commenters signed up, against a typical 30 to 40% on landing pages.
Build it in Postkey
Postkey is the most agentic DM automation tool. It works on the Free plan, and you can set this up by hand or ask ChatGPT or Claude to do it for you.
- 01
Connect your Instagram professional account with Meta's own sign-in.
- 02
Open DM automations and start a comment-to-DM automation. Choose one post or any post.
- 03
Type your keyword, then write the DM that sends your buy link and bonus.
- 04
Keep a button on the opening DM. The tap lets you send the link and any follow-ups.
- 05
Switch it on, then comment the keyword from a second account to see it work.
Questions
No. Any product works if you can offer a clear bonus for buying.
It gave people a reason to comment now, and a reason to buy from her link.
Yes. Postkey can ask for an email inside the DM before it sends the link.