Boosting Engagement and Lead Generation with Instagram Automation: The Frazer Brookes Case

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Frazer Brookes, a second-generation network marketer and a significant influencer in the industry, was facing a challenge with his rapidly growing Instagram profile. His follower count had almost doubled in less than a year, growing from 60,000 to 117,000. As an influencer, Brookes valued meaningful conversations with his followers, but the increasing follower count made it difficult for him to personally respond to every Story Mention, comment, or direct message. The challenge was to maintain the quality of engagement with his followers while managing the growing volume of interactions. Brookes was also looking for ways to better connect with his followers, especially using Facebook Messenger, which can be connected to Instagram accounts. The goal was to quickly engage with followers from Story mentions and live streams to test if Instagram Automation by ManyChat could improve engagement in an authentic way.

Frazer Brookes is a second-generation network marketer who has built a significant presence in the industry. His parents, who entered the industry in 1987, grew an eight-figure business through network marketing and taught Brookes the secrets of the business. Since 2017, Brookes has spoken on over 30 stages worldwide, is a best-selling author, and started Success Summit, Europe’s leading generic network marketing event. Today, Brookes teaches others how to use social media to grow their network marketing business. He’s one of the biggest influencers in the industry with over 117,000 followers on his Instagram profile.

To address the challenge, Brookes collaborated with John Preston of Superstar Bots to create an engagement campaign that would automate meaningful conversations with his followers. The solution involved using Instagram Automation by ManyChat. Preston set up two triggers in ManyChat’s Flow Builder: Keyword Automation and Story Mention. With these triggers in place, Brookes’ Messenger bot could automatically respond to people’s messages and Story mentions, making them feel heard and valued. To avoid repetitive responses, ManyChat’s Randomizer tool was used to ensure that the bot replied to triggers with various responses. The solution also included a strategy to encourage sign-ups for Brookes’ Success Summit. If people entered the Messenger conversation through a keyword, they chatted with the bot to learn more about Success Summit, and the conversation directed them to sign up for a ticket to the event.

• The implementation of Instagram Automation by ManyChat resulted in a significant increase in engagement and lead generation for Frazer Brookes. The automated responses to Story Mentions and messages made Brookes’ followers feel heard and valued, which in turn increased engagement by 40% for Stories. The automation also helped manage the large volume of messages from followers, allowing Brookes to maintain meaningful interactions despite the growing follower count. The use of Keyword Automation also proved effective in qualifying leads for Brookes’ Success Summit event. When Brookes participated in a live event, he encouraged viewers to direct message him with the keyword “Summit” to learn more, leading to increased sign-ups for the summit.

• 40% lift in Instagram Story engagement

• 440 more organic leads since using Instagram Automation

• 200 sales page views in a 30 minute time window