Instagram is no longer just an engagement channel: it’s becoming an acquisition lever in its own right. Thanks to conversational lead, brands can now turn comments, replies to stories and DMs (Direct Message) into concrete conversion opportunities. This is precisely the mission of Inrō, the solution brought to life by Étienne Gatti, which automates conversations on Instagram to capture, qualify and convert leads in a fluid, ultra-targeted way.
Inrō leverages the power of organic engagement and paid advertising campaigns to generate more leads. Thanks to its interactive DM campaigns, automatic responses and intelligent conversion funnels, the platform significantly increases conversion rates and reduces the cost of acquisition. Every interaction becomes a sales opportunity: a comment can spark a conversation, a story can capture a lead, a DM can generate an order.
Thought for brands that want to fully leverage Instagram, especially those targeting younger generations, Inrō combines performance, ease of deployment and direct sales impact. In this interview, Étienne Gatti, CEO of Inrō, shares his personal vision of conversational marketing, the results achieved by his customers, and the steps involved in a fast and effective implementation.
What are the advantages of using the new conversational channels for lead generation?
Conversational leads, particularly via Instagram DMs, offer immense potential for brands, far beyond traditional channels such as email or display advertising. Today’s consumers, especially younger ones (Gen Z, Millennials), prefer direct, authentic, real-time exchanges. Inrō exploits precisely this opportunity by transforming DMs and Instagram comments into genuine acquisition channels.
Unlike emails, whose open rates stagnate at around 15%, Instagram DMs have open rates in excess of 90% and conversion rates that can reach 70%. It’s an under-exploited but hyper-powerful field of engagement. Automation via Inrō makes it possible to capture leads from their first contact (comment, click, reply to a story) and engage them effortlessly, 24/7. Result: more conversions, lower acquisition costs, and a strengthened customer relationship.
What types of audience can this channel reach?
Instagram is becoming increasingly widespread across all age groups. It’s number 2 in the hearts of the French, just behind Facebook and ahead of TikTok (#4). We can therefore reach a wide range of audiences, but the priority is between 13 and 44 years of age, and mostly women – 55%. The highest engagement and conversion rates are in communities that “live” on Instagram.
We immediately think of fashion, beauty or DIY. But when we think about leads and the value of conversational lead nurturing, it’s more interesting to consider products with longer consideration times, such as home furnishings, travel, automotive, real estate and so on.
Inrō enables advanced segmentation according to the lead’s origin, buying behavior but also engagement on Instagram, and therefore very precise targeting according to their preferences.
What concrete results can this approach achieve?
The goals achievable with Inrō are varied and very concrete, and focus on generating qualified leads from organic interactions, advertising or via collaborations.
On the advertising side, we’ve seen a significant drop in cost per lead and a 30% increase in return on advertising investment on average across all sectors.
While organic and influencer campaigns are traditionally “awareness” channels, Inrō transforms them into a genuine lead acquisition channel. At last, your investments in social networks (other than advertising) contribute directly to your sales performance.
The other benefit of conversational lead generation with an intelligent tool like Inrō is the automated follow-up and nurturing of prospects over time, without having to invest any time.
How is your solution priced?
Inrō offers a flexible, no-commitment model based on actual usage. You only pay for the contacts you activate (c. €0.02/contact/month).
In addition, Inrō’s experts can also be mobilized to build the best sequences for you and integrate Instagram into your existing suite of tools (multi-channel campaign integrating instagram DMs, lead capture on Instagram recorded directly in your CRM and calling/slot booking tools, etc.).
How do you go about deploying the Inrō solution?
Inrō’s set-up is designed to be fast and fluid.
- Connect your professional Instagram account to Inrō via the official Meta API (Inrō is an official technology provider for Meta)
- Configuration of campaigns & automated scenarios: from templates or customized independently or with the help of our consultants.
- Activating and setting up the AI agent
- Integration with other tools: notably existing CRM for a coherent ecosystem
- Dashboard monitoring: track KPIs (contacts engaged, conversions, campaigns in progress…) in real time.
Initial start-up should take no more than 15 minutes, and for a full onboarding with our Inrō consultants, you can be up and running in less than 48 hours.
