By business · Online shops and brands

Instagram auto-replies for candle makers

Candle buyers ask what a scent smells like, how long a candle lasts and whether it is safe, then ask again under the next post. Comment-to-DM answers those questions the moment they land, even when you are mid-pour and the wax is at temperature. Below: words that suit candle sellers, four set-ups, freebies and what to check.

Updated 6 October 2026

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Comment words for candle makers

Ask people to comment one word in your caption or video. Each word sends something different.

SCENT: A guide to every scent you make: the top, middle and base notes in plain words, which rooms they suit and which ones are strongest.
BURN: How to burn a candle so it lasts: the first burn, wick trimming, how long to burn it for at a time, and where not to put it.
RESTOCK: A place on the list for the next pour, so people who found you sold out are told when the batch is cured and on sale.
FAVOURS: Wedding and event favours: the minimum order, the labels you can personalise, lead time and a deposit schedule.
WHOLESALE: Terms for gift shops and cafes stocking your candles: minimum order, wholesale price list, lead time and delivery.
REFILL: How a refill or a return-your-jar scheme works, if you offer one, with the price and what the customer posts back.
GIFT: Your gift sets by price, with the last date to order for Christmas or Mother's Day and whether you add a handwritten note.
SAMPLE: How to order a mini sample or a scent trial set before buying a full-size candle, with the price and what it comes in.

4 set-ups to try

Each one shows the conversation it creates. After a comment, the first DM is plain text, as Meta requires, and the link follows once they answer.

Scent guide from a pouring Reel
Someone comments on your post
SCENT
Public reply under their comment
The scent notes are in your DMs 🕯️
First DM (plain text)
Thanks for the comment. Do you like your candles fresh and clean, warm and sweet, or woody and smoky? Reply with one and I'll send the scent guide with a pick to start with.Yes pleaseScent guide: notes and roomsRead the guide
Nobody can smell a Reel, so scent is the biggest hurdle to a first purchase. Asking which family someone likes means your first human reply can recommend a candle instead of asking questions, and it shows you which scents to pour more of.
Restock list when a batch sells out
Replied to your story
RESTOCKSorry you missed it, that batch went fast. Which scent were you after? Reply and I'll note it and send the restock details, including the date the next pour is ready.Next batch: dates and sign-upJoin the list
A candle needs to cure after pouring, so there is often a gap between sold out and back in stock. People who reply to a sold-out Story will wait for a date, and the scent they name shows you what to bring back first.
Wedding and event favours from DMs
FAVOURSCongratulations! How many favours do you need, and what is the date? Reply with both and I'll check my diary and send the sizes, label options and lead time.Favours: sizes, labels and lead timeSee the options
Favour orders are large and have a hard date, but they are also a different job from a single candle: custom labels, a deposit, a long lead time. A count and a date tell you straight away if the order fits your pouring schedule.
Burn guide for “is it safe?” comments
Someone comments on your post
BURN
Public reply under their comment
Care tips are in your DMs
First DM (plain text)
Good question. Is this your first candle, or have you had one that tunnelled or sooted? Reply and I'll send how to burn it so it lasts, and what to look out for.Yes pleaseHow to burn your candleRead the guide
Customers blame the candle when a burn goes wrong, and it is often how it was lit. A guide before the first burn prevents a refund request, and asking about their last candle tells you if you need to reword the guide.

Freebies worth commenting for

A scent finder quiz with five questions that points to one candle from your range
A one-page candle care and safety card for every parcel: first burn, wick trimming, never leave unattended
A guide to wax types: soy, coconut blends and paraffin, and what each does to scent throw
A seasonal scent calendar showing which scents come back in autumn and winter
A candle gifting guide by budget, with the last posting date for each shipping option
A favours planner for weddings with order dates, label proofs and a deposit timeline
A guide to reusing your empty jar for plants, brushes or storage once the wax is gone
A wholesale pack for shops: photos, prices, minimum order, and a scent testing set

Questions candle buyers ask in DMs

A candle is a smell, a flame and a gift, so the questions cover all three. Many repeat across every post, so give each a fixed answer and keep the personal ones for yourself.

They ask	Send automatically	Answer yourself when
What does it smell like?	The SCENT guide with the notes in plain words	They describe a smell they want matched or ask for a custom blend
How long does it burn?	The burn time and the BURN care guide	They report a fault such as tunnelling, soot or a drowned wick
Is it safe around pets or kids?	A general safety line and the care card	They ask about a specific ingredient, allergy or pet: suggest a vet or doctor
Can I get 40 for my wedding?	The FAVOURS pack	Always, to confirm date and quantity
Do you sell to shops?	The WHOLESALE terms	The shop wants a custom scent or exclusive range
Will it arrive in time for Christmas?	The GIFT page with last order dates	They want a special delivery or a rush

Tip: Describe scents with words people recognise, such as “fresh-cut grass” or “toasted marshmallow”, and not just the names of perfume notes. People buy what they can picture.

Posts that earn comments for a candle brand

A pouring Reel at the moment the wax hits the jar, with SCENT for the full guide.
A candle lit in a real room at dusk, with BURN for how to get the most out of one.
A shelf of empty jars the morning after a launch, with RESTOCK for the next pour date.
A wedding table with your favours in place, shared with the couple's permission, with FAVOURS.
A flat-lay of three gift sets at different prices, with GIFT for the last order dates.
A wick-trimming close-up, with a short caption and SAMPLE for the trial set.

Sales cluster in October to December, around Valentine's Day, and for Mother's Day. Pour earlier than you think: candles usually need a cure period before they smell their best, and makers often say to leave soy candles for a week or two. Check with your own wax supplier.

From a scent question to a first order

A comment with SCENT starts the guide. The question in the first DM tells you whether this person likes fresh, sweet or smoky.
The card opens the scent page with the shop link. Your own message can then recommend a first candle, using what they told you.
Ask for an email at the card stage with the free scent finder. Someone who is not buying today can be told about the next pour.
Between pours, change the RESTOCK message to the real date. A date given is a sale kept.

Based in India? The DMFast store can sell digital extras such as a candle-making class recording or an ebook, give a guide in exchange for an email, and take 1-on-1 bookings for a workshop, with payments through Razorpay. The candles themselves sell from your own shop page.

Rules and risks for candle sellers

Labels and safety warnings on candles are regulated in many countries, including rules on what must appear on the label and how fragrances are declared. They differ by country, so check yours before you sell.
Do not say a candle is “non-toxic”, “clean-burning” or “safe for pets” unless you can back it up with evidence. These claims draw complaints.
Keep the burn guide short and clear. Warnings such as never leaving a flame unattended belong on the jar and on the care card, as well as in a DM.
Glass jars break in the post. Say in your shipping answer how you pack them and what you do if one arrives cracked.
Meta allows one private reply per comment, within 7 days. If a Reel takes off, Instagram's cap is 750 private replies an hour and DMFast stays under 700, queuing the rest.
SCENT can appear in ordinary comments, so attach it to the posts it belongs to, not to every candle photo you post.

Messages to copy

Questions people ask

Can the auto-reply describe a scent, or does it only send a link?

Both. The first DM is plain text and can describe a scent in a sentence or two. The card that follows, once they reply, opens the full guide on your site. Keep the first message short and let the page carry the notes.

Can it tell someone when their favourite scent is back in stock?

Not automatically for everyone. Automated DMs reach only people who wrote to you in the last 24 hours. Use the RESTOCK reply to collect emails, which you can export as a CSV, and write to them when the batch is ready.

I sell on a marketplace as well as my own site. Can I use both?

Yes. The card can point to whichever page suits that set-up: your own shop for full-size candles, or a marketplace listing for a gift set. Use different words on different posts so each one sends people to the right page.

Will it answer questions about allergies?

Keyword replies send only the text you write. AI replies, on the Growth and Business plans, answer from the business information you provide and tell someone you will get back to them when the answer is not there. Handle allergy and medical questions personally, and suggest a doctor.

Someone tagged my candle in their Story. Can I thank them automatically?

Yes. A Story-mention reply sends a short thank-you to people who tag your account in a Story, and the card can offer a care guide or a small thank-you code. It works on Instagram only, and the tagging account must be public to be seen.

Does it work for a small candle business run from a kitchen table?

Yes. All you need is an Instagram Creator or Business account. Switching from a personal account is free and keeps your followers. Start with one word, such as SCENT, on your most-commented post.

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Words to know

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Answer every SCENT comment in seconds

Pick a post and the word. DMFast replies under each comment, sends the DM and follows with your link once they answer, day and night. It can collect emails on the way. Free plan, no card.

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