We gamify DMs for brands through AI
Social has evolved: so has The Fifth agency.
Our new AI studio creates gamified experiences in IG DMs to get deeper engagement with audiences. The approach is powered by AI, but crafted from real cultural intelligence.
Scan the QR codes below and send the corresponding quotes in a DM to play with the chat bot.
Group Travel Chat:
Send ‘ESCAPE THE CHAT’ in a DM
3 in 10 travellers report having plans with friends or family that never came to fruition. Turns out, it’s hard getting holidays out of the group chat. Our AI Travel Agent exists for this reason, helping you and your group chat book that getaway which never got off the ground.
Hosting Planner:
Send ‘HOSTING ERA’ in a DM
Gen Z are officially in their hosting era. The hashtag has claimed 25.8m views on TikTok, whilst #hostingtips has captured almost 242m, and #dinnerparty has 1.4b. To answer this demand, our AI DM chatbot helps users create a cocktail and food menu with the perfect playlist to accompany it.
Why should brands gamify their DMs?
Based on a sample of 23.8m Reels posted from Jan-Jul 2024, engagement is down 20%. The Instagram algorithm has evolved, putting greater importance on DMs, but many have not evolved with it.
“We’re about connecting over creativity. That’s why I talk about sends [content to shared to DM] as an important feature in [algorithm] ranking. That’s why we built content notes [seen in DMs]. That’s why the reply model for stories is actually based on DMs, and why the way you can re-share something from feed is through messaging as opposed to reposting it to feed. We’re always looking for more ways to help people connect around, and over, their interests.”
– Adam Mosseri, Head of Instagram
The Instagram algorithm has been rerouted to put a greater emphasis on DMs.
Brands can take advantage of this by creating gamified experiences in DMs to receive more traction and shares, thus unlocking incremental reach.
Meet your customers where they are with real cultural insight powered by AI.