Offer the missing piece from your Instagram post

A lead magnet is whatever you hand over in exchange for a name or an email: a checklist, a template, a short guide, a discount. On Instagram the delivery matters as much as the resource, because the moment to catch someone is the second they comment.

If a reel explains a budgeting method, offer the blank worksheet. If a carousel compares camera settings, offer a pocket reference. If a tour raises questions about room dimensions, offer the floor plan.

The resource should save the reader a step. A generic brochure about your services usually answers a different question.

Create a delivery campaign after you have chosen the offer, not before.

A starting point, not a rule: a coach who also sells a course can borrow from two rows.

A course sells on trust that you can actually teach, so the strongest free thing is a slice of the real curriculum rather than a generic PDF. The course creators playbook goes deeper on the funnel; the magnets themselves:

• A single lesson or module pulled out as a standalone PDF or video link.
• One week of the course workbook, fillable.
• A cheat sheet that condenses your framework onto one page.
• A swipe file of examples students would otherwise collect themselves.
• A short quiz that scores where someone is before they start.
• A checklist for the outcome the course promises.
• A resource list of the exact tools you teach with.

Coaching is sold on a specific problem, felt sharply, so a magnet that mirrors that problem back does more than a broad ebook. The coaches and consultants guide covers the booking flow; the magnets:

• A self-assessment or scorecard people fill in and total.
• A one-page audit template for their own situation.
• A pre-call prep worksheet that qualifies while it helps.
• A framework diagram of your method.
• A short guide to the first mistake clients make.
• A template for the thing clients always ask you to review.
• An ROI or pricing calculator as a simple worksheet.

A digital product is easy to sample, which is the advantage to use. The digital product sellers guide covers the wider funnel; the magnets:

• One template from a paid bundle, given free.
• A lite or trial version of the full product.
• A single preset, font or icon set from a larger pack.
• A sample chapter or the first section of an ebook.
• A printable that pairs with the paid product.
• A quick-start guide for using what you sell.
• A first-purchase discount code delivered as a one-page PDF.

Local trust is built on being easy to choose, so a magnet that helps someone pick or prepare moves them toward an enquiry. Property businesses can adapt the booking-oriented version in the real estate agents guide. The magnets:

• A transparent price guide or rate sheet.
• A checklist for choosing a provider in your field.
• A seasonal prep guide, like a spring home checklist or a tax-season list.
• A plain “what to expect” walkthrough of your service.
• An area or neighbourhood guide.
• A booking-day discount as a one-page PDF.
• A short quiz that recommends the right service tier.

Ecommerce runs on the first order and the email behind it, so the magnet does two jobs at once: help the buy, and open a channel you own. The ecommerce brands guide covers the shop-side flow; the magnets:

• A first-order discount code as a one-page PDF.
• A size, fit or measurement guide.
• A styling or usage lookbook.
• A care or maintenance guide for what you sell.
• A gift guide tied to a season.
• A quiz that recommends the right product.
• A recipe, pairing or how-to sheet built around a product.

These are illustrative offers, not claims about measured results.

A viewing checklist might need a page for room notes and a short set of questions. It doesn't need a long account of your agency's history.

Place the useful material first. Add your contact details and a relevant next step at the end, where someone can find them after using the resource.

Open the file on a phone. Use readable labels, enough space for any exercise and links that are easy to tap. ReplyMagnet's asset guide allows PDFs up to 25 MB; smaller files can still do the job well.

Try writing the whole caption sentence: ‘Comment FLOORPLAN for the two-bedroom layout shown in this tour.’ If the sentence needs several explanations, the offer may be doing too much.

Keep alternatives within a campaign equivalent. RECIPE and INGREDIENTS can point to the same recipe sheet if the caption makes that clear. RECIPE and CONSULTATION promise different outcomes and should not be treated as interchangeable.

See keyword examples before choosing a trigger keyword that might occur in ordinary conversation.

None of these magnets need a link in bio or a hand-sent DM. The flow is the same for all 35:

1. Someone comments the keyword you set (GUIDE, PRICE, LIST, whatever fits the post).
2. A public reply posts under their comment, so the thread reads as answered.
3. A DM arrives carrying a tracked link to the file, served from ReplyMagnet's own domain.
4. If you turn on the email gate or phone gate, a short capture page collects the detail before releasing the file.
5. The lead lands in your leads table, and from $9 monthly it also syncs to Mailchimp or Kit.

On the $29 plan, each lead can also go out to Zapier or Make through a signed webhook.

The pipeline runs on the Instagram Graph API, reviewed by Meta in App Review, not a browser script. Platform rules that follow:

• The connected account must be a Business or Creator account.
• The private reply to a comment has to go out within Instagram's 7-day reply window; story replies fall under the 24-hour messaging window.
• Comments beyond your monthly quota park in an overflow queue on every plan and release as headroom opens; a queued request past Instagram's messaging window expires.
• Instagram does not allow requiring a follow for content, so the API-verified follow check is optional and off by default.

Pricing is a flat monthly plan, not a charge per contact, so a magnet that takes off does not cost more per lead. The 30-day trial needs no card: enough time to arm one post and watch the first delivery.

For a public menu or reference sheet, direct access may be enough. For a lesson series, explain that the email address will be used to send the remaining lessons.

Measure whether people receive and use the resource before adding more requirements. You can start with direct delivery and introduce an explained capture step later.

ReplyMagnet includes email capture free. Native Mailchimp or Kit sync starts at $9 monthly if the offer belongs in an email sequence.