You have probably seen this format taking over X, LinkedIn, Instagram, and Facebook. A creator posts a valuable resource, a framework, a playbook, or a system, but instead of linking to it, they say:

“Comment WORD and I’ll DM it to you. Must be following.”

On the surface it feels like a simple engagement trick. But the mechanics behind it are far more powerful. This is one of the fastest growing organic distribution formats online because it acts like an advert without looking like one. It hacks how feeds work. And the creators using it know exactly what they are doing.

Below is a full breakdown of the format, why it is exploding, and how it works from a marketing perspective.

Why This Format Works

1. It turns the algorithm into a distribution engine

A normal post has to earn reach based on the first few minutes of engagement.

But this format manufactures engagement instantly.

Every comment is interpreted as:

• interest

• relevance

• early vitality

The algorithm pushes it further. More people see the post. More people comment. The cycle compounds.

The creator might send out zero DMs and the post still goes viral. The hack is the engagement loop, not the promised file.

2. It creates artificial scarcity and FOMO

By gating the resource behind a comment, the creator makes the content feel exclusive.

A simple PDF becomes a “DM-only” secret file.

People comment because they feel like they are getting insider information.

The resource might be basic, but the positioning makes it feel premium.

3. It boosts vanity metrics that platforms reward

Comments are the number one signal of quality content across every platform.

More comments mean:

• more reach

• more profile visits

• more followers

• more authority

Creators use this to grow accounts quickly without running paid ads.

4. It adds a friction point that feels like value

Instead of clicking a link, the user must follow instructions.

This creates a psychological effect where the content feels earned.

People trust content more when they have to ask for it.

5. It funnels people into DMs

Once inside the DMs, relationship building starts.

Creators can:

• upsell

• send additional content

• pitch a product

• plug a newsletter

DMs convert far higher than feeds. The post is the bait. The DM is the conversion channel.

6. It disguises marketing as generosity

The creator says they are giving away a guide, framework, or blueprint for free.

But the real asset is not the resource.

It is the follower count and the DM inbox.

It feels like value.

It behaves like an advert.

It costs nothing to run.

The Structure of This Format

This format almost always follows a predictable structure:

1. A big bold claim at the top

Example:

“I make $2K a day selling AI ads.”

“These AI videos do $120K a month.”

“Tiktok + Claude = Viral content engine.”

Big claims stop the scroll.

2. A short bullet list explaining the hook

• AI ads in seconds

• No filming

• 24.7 reach

• 30 key principles

• No scrolling, no guessing, no agencies

These bullets make the system feel simple and achievable.

3. A promise of a detailed guide

The creator positions themselves as someone who “figured something out” and is willing to share it.

4. The CTA

“Comment X and I’ll send it to you. Must be following.”

This is the heart of the format.

A call to action that triggers engagement.

5. A supporting visual

Often a screenshot, workflow, dashboard, or a short clip.

It makes the system feel real. Even if the screenshot is simple.

This is the exact recipe tools like TweetHunter, Hypefury, Typefully, and Taplio build templates around. They encourage CTR loops, comment funnels, and auto-DM setups because they work.

What This Format Actually Is

It is not:

• a normal tweet

• a normal post

• a casual share

It is a self-contained growth system.

It is functionally an advert, but free.

It is a performance engine disguised as a status update.

Brands do not use it often yet, but creators do.

That will change.

Why It Works on Every Platform

Twitter, LinkedIn, Instagram, and Facebook all reward:

• conversation

• interaction

• DM-based engagement

• time spent

• repeat actions

• follower growth

This format ticks every box.

On X it gets retweets and replies.

On LinkedIn it gets comment chains.

On Instagram it gets replies and DM requests.

On Facebook it gets conversation threads.

The mechanics are the same everywhere.

The Downside (and why it still works anyway)

Most people never receive the DM.

Some creators do not send anything at all.

Platforms throttle auto-DMs.

Links often get blocked.

People forget they even requested it.

But the post still spreads.

The engagement is the real point.

The giveaway is optional.

This is why the format continues to dominate.

It produces massive top of funnel attention with very little cost.

The Dark Side of the Format

The truth is that most of the content pushed through this format is not as valuable as it appears. A lot of creators use the “comment to unlock” mechanic to promote a course, drive traffic to an affiliate link, or hype up a tool they get paid to recommend. Many of the big claims are exaggerated and the “secret system” often turns out to be nothing more than a basic workflow, a simple template, or information anyone could find for free. The format works so well for reach that some creators rely on it purely to inflate authority rather than provide real insight, pulling followers into funnels disguised as free value.

The bigger issue is the impact these exaggerated posts have on people watching. Claims like “teenagers are making 100K a month doing this” or “I built a seven figure business in 30 days” are crafted to shock and drive engagement, but they also create unrealistic expectations about what success should look like. When every post promises life changing income with almost no effort, it quietly pressures people into feeling behind or inadequate. Most of these numbers are inflated, based on rare outliers, or framed to sell excitement rather than truth. The engagement hack is one thing, but the constant stream of wild income stories can distort people’s understanding of what real, sustainable growth looks like online.

How to Use This Format Yourself

To run this format effectively:

1. Start with a bold, curiosity driven claim
2. Add 3 to 6 bullets explaining the value
3. Promise a resource
4. Tell people what word to comment
5. Tell them to follow you
6. Add a supporting image
7. Respond to comments to push reach even further

If you want, you can actually deliver the guide.

Or you can build a DM automation that sends it.

Or you can wait until the end of the day and send one link to everyone who commented.

Either way, the reach is the real prize.

How Creators Use Automation Tools to Drive the Format:

Beyond simply posting “comment WORD for the guide,” many creators leverage automation tools to scale the format and turn engagement into leads. ( Some affialite links below)

Here are some of the main platforms they use and how they apply them:

Tweet Hunter (X / Twitter)

Tweet Hunter allows creators to schedule tweets, set up auto-DMs when someone comments or replies, and even add auto-plug features that promote a resource once a post hits a certain engagement threshold.

In practice: a creator tweets “Comment ‘START’ for the full template” and uses Tweet Hunter’s auto-DM feature to instantly send the download link to everyone who replies.

Hypefury (X / LinkedIn / Instagram)

Hypefury works across multiple channels. It allows you to schedule posts, repost best-performing content, and automatically send DM prompts or comment plugs.

In practice: a thread is posted on X, followed by an Instagram carousel, and Hypefury automatically posts the “All you have to do: comment ‘GUIDE’ to DM” message, plus repurposes the post to reach different time zones

ManyChat (Instagram & Facebook)

ManyChat enables comment triggers and automatic DM replies on Instagram and Facebook. When someone leaves the right comment, ManyChat can deliver a downloadable asset, ask follow-up questions, or add the person to an email list.

In practice: a post asks followers to comment “ASSET”; ManyChat detects the comment, sends a DM with the lead magnet link, and enrols the user into a nurture sequence.

PhantomBuster (Multi-platform)

PhantomBuster specialises in automating comment capture, scraping engagement data, and triggering workflows based on action (like someone commenting a keyword).

In practice: the creator runs a “phantom” that collects all commenters who typed the keyword, tags them in a spreadsheet, auto-sends a message or invites them to a funnel, and tracks who actually clicked.

Why These Tools Matter for the Format

• They allow you to trigger a DM only when someone comments a specific word or engages with your post.
• They let you require “must be following” or “comment with WORD” as a condition, which aligns exactly with the format.
• They enable you to send the promised “guide”, “blueprint”, “system link”, or whatever asset you are offering—automatically.
• They let you capture leads, funnel people from public comments into private chats, which then become conversion opportunities (affiliate link, course, tool, etc.).

Final Thought

This format works because it turns organic posts into performance ads.

It uses social proof, engagement loops, exclusivity, and DM funnels to hack distribution.

Creators have discovered a low friction way to generate viral reach, grow their audience, and position themselves as experts without running ads or spending money.

It is one of the cleanest examples of how social platforms reward behaviour, not content.

If you are studying modern online advertising, this format is essential to understand.