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If you still think DMs are just for sending discount codes or replying to “LOL” comments, think again. Direct messaging has quietly become one of the most powerful tools in a marketer’s toolkit.
And according to Alexus from Vista Social, it’s also the future of brand connection, community, and conversion.
Alexus Brittain is the Head of Social Media at Vista Social who’s been making B2B content actually engaging for the past three years.
With five years of professional experience in social media, Alexus has been living and breathing this stuff since she got her first phone, basically making her a social media native with serious professional chops.
In a world full of corporate social media that feels soulless, Alexus proves that even B2B brands can have personality, spark real conversations, and build communities that people actually care about.
In this second part of our interview, we dive into:
- How to make your automated DMs feel personal, warm, and on-brand (yes, even with AI)
- Why small businesses are uniquely positioned to win at DMs using founder-led voice and VIP vibes
- Metrics that actually matter (like re-engagement and conversation completion rates)
Making DMs Feel Human, Helpful, and On-Brand
What best practices should brands follow to make sure their automated DMs actually feel human, helpful, and on-brand?
This is where the magic happens. The secret sauce is in the details – use the language your audience actually uses, not corporate speak. If your brand is playful, use casual language. If you’re more professional, keep it warm but polished.
I’m obsessed with micro-personalisations – little touches that make each message feel crafted for that specific person.
- Reference the specific post they engaged with
- Mention the time of day
- Use names, preferences, or behaviours whenever possible
For example: “Hey Sarah! I saw you were up late scrolling through our skincare posts – same here! Want to know my nighttime routine secret?”
Another game-changer is acknowledging that it’s automated – but doing it with charm.
Instead of pretending to be a person, I’ll say something like:
“Hey! This is my automated assistant (I call her Luna) – she’s pretty smart and can help you with most things, but if you need me personally, just say ‘HUMAN’ and I’ll jump in!”
Voice consistency is crucial too. I create “voice guides” for each brand that outline:
- Signature phrases
- Words to avoid
- Emoji or formatting style (That way, the DM still sounds like you—even when it’s pre-written.)
And here’s a secret weapon: seasonal and cultural references.
Update your messages to reflect:
- Current events
- Holidays
- Trending topics
It makes the automation feel fresh and timely instead of recycled and cold.
DMs for Small Businesses: Scaling Without Losing the Personal Touch
How can small businesses use automated DMs to scale their outreach without losing that personal touch that makes people engage?
Small businesses actually have a huge advantage here because they can be more nimble and authentic. I always tell my small business clients to lean into their story – that’s something big brands can’t replicate.
One approach I love is the “founder’s voice” strategy. Instead of generic brand messages, write DMs as if they’re coming directly from the founder:
“Hey! I’m Maya, the founder of [brand] – I saw you checking out our new collection and wanted to personally share why I created this piece…”
Small businesses can also use DMs to create VIP experiences:
- First access to new products
- Behind-the-scenes content
- Direct access to ask questions
- Personalised check-ins or updates
I had a jewellery designer who would send DMs with photos of her workspace and the story behind each piece. Her customers felt like they were getting a personal studio tour.
The key is using automation to enhance personal connection, not replace it. I always tell my clients to build in regular check-ins with their DM conversations. Maybe once a week, scroll through and see who’s been engaging. When you spot someone who’s been really active or asking thoughtful questions, that’s your cue to jump in with a personal message.
I also love encouraging genuine two-way conversation in the automation itself:
- Ask real questions like “What’s your biggest challenge with [topic]?”
- Or “I’m curious – what drew you to our brand?”
When people reply with genuine answers, that’s gold. Even if you can’t respond to everyone immediately, those replies give you incredible insights into your audience.
Bonus tip for local businesses: reference local events, weather, or shared experiences. A local coffee shop I worked with would send DMs about weather-appropriate drinks or mention local events happening nearby. It made their automation feel neighbourly.
How to Track your DM Strategy Performance
When it comes to conversions, what kind of results have you seen from well-executed DM strategies? Are there specific metrics or KPIs you recommend tracking?
The results honestly blew my mind when I first started doing this seriously. I’m seeing conversion rates anywhere from 15–45% for well-executed DM campaigns – that’s compared to maybe 2–5% for traditional email marketing.
But here’s what’s really interesting: the lifetime value of customers acquired through DMs is typically 30–50% higher than other channels. I think it’s because the initial interaction feels so personal that it creates a stronger brand connection.
The metrics I obsess over go beyond just conversions:
- Conversation completion rates – how many people go through the full sequence
- Response rates – because when people reply, that’s pure gold for the algorithm
- Time to conversion – DM leads often convert within 24 hours
- Referral mentions – when people screenshot your DMs or share them in Stories
- Re-engagement rate – how many users come back to engage with your content after the DM
The Future of DMs: Conversions, Customisation, and What’s Next
How should brands tailor their DM strategy depending on whether they’re using Instagram or TikTok? Are there major differences in user behaviour between the two platforms?
Oh, this is such a crucial distinction that most brands completely miss. The energy on each platform is totally different, and your DM strategy needs to match that vibe.
Instagram DMs feel more like texting a friend – people expect more polished, curated experiences. This is where I use more visual elements, product carousels, and longer-form content. Instagram users are more comfortable with traditional sales funnels, so you can be more direct about promoting products.
TikTok DMs are like quick conversations at a party – they need to be snappy, fun, and immediately engaging. TikTok users have shorter attention spans and expect more entertainment value. I use more conversational language, trending phrases, and audio references that connect back to popular TikTok content.
Key differences I keep in mind:
- Instagram = polished, detailed, curated
- TikTok = playful, fast-paced, casual
- TikTok leans younger and more trend-driven
- Instagram offers richer media tools for automation
Do you think DMs are here to stay? Is private messaging the way forward when it comes to connection, community, and conversion?
Absolutely, and I think we’re just scratching the surface of what’s possible. The shift toward private messaging isn’t just a trend – it’s a fundamental change in how people want to interact with brands.
Think about it: we’re living in an era where people are overwhelmed by public content but craving authentic connection. DMs provide that intimate space where brands can have real conversations without the noise of public feeds. It’s like having a VIP section in a crowded club.
The Evolution of DMs
- From Social to Service: DMs are becoming the bridge between social media and customer service, offering immediate, personalised help without the need for support lines
- Complete Sales Channels: Native payment processing within DMs is on the horizon, enabling seamless browsing, Q&A, and purchasing all in one conversation
- Community Building: Brands are creating exclusive experiences and insider groups through DMs, similar to private membership clubs
What excites me most about the future of DMs is the integration of AI. We’re moving toward truly conversational AI that can:
- Handle complex customer needs
- Maintain a personal touch
- Provide intelligent, empathetic conversations at scale
The brands that master this now will have a massive advantage as private messaging becomes the primary way people interact with businesses online.
How Private Communities are Shaping the Future
The rise of DM funnels represents a fundamental shift in how brands connect with their audience.
As we’ve explored with Alexus, automated messaging is becoming the new conversion engine because it combines scale with the personal touch that modern consumers crave.
Here are the key takeaways from our exploration of DM funnels:
- DM conversion rates of 15-45% significantly outperform traditional email marketing (2-5%)
- Customers acquired through DMs typically have 30-50% higher lifetime value
- Successful DM strategies balance automation with authentic human connection
- Small businesses have unique advantages in DM marketing through founder-led voice and VIP experiences
- Platform-specific approaches are crucial: Instagram allows for more polished, detailed content while TikTok requires snappy, trend-driven messaging
- Beyond conversions, track conversation completion rates, response rates, time to conversion, and re-engagement metrics
- Micro-personalizations (referencing specific posts, time of day, using names) significantly improve engagement
- The future of DMs includes AI integration, native payment processing, and seamless customer service experiences
What makes DM strategies so powerful is their ability to create intimate, one-to-one conversations in a digital world that increasingly feels overwhelming and impersonal. The impressive conversion rates of 15-45% speak for themselves.
The future belongs to companies that can master the art of feeling human at scale, turning casual followers into loyal customers through meaningful conversations. Check out Vista Social to automate your DMs effectively and boost your engagement.
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