ManyChat explained: what can it actually do for your business?

You may have seen it without necessarily realising ManyChat was behind it. A business posts a Reel asking people to comment a particular word and, seconds later, a link or resource appears in their DMs. That is one of the simplest examples of how ManyChat can be used - but the platform can do considerably more than automatically send someone a link.

What is ManyChat?

ManyChat is a conversation automation platform that allows businesses to build automated journeys across channels including Instagram, WhatsApp, TikTok and Facebook Messenger. On Instagram, for example, an automation can begin when somebody comments on a post or Reel, sends a message or takes another defined action, and can then continue the conversation privately through DMs. Businesses can use those conversations to provide information, share links and capture leads without manually responding to every interaction.

Where ManyChat becomes commercially useful

The real value is not simply saving somebody from replying to messages. Used strategically, ManyChat can help close the gap between social media engagement and a meaningful next step. Someone who comments because they want a guide, offer, event link or more information can receive it immediately, while the business can create a much clearer journey from interest through to lead or enquiry. ManyChat's current Instagram automations can also capture email addresses and support follow-up journeys, making it much more than an engagement tool.

But automation needs a reason to exist

This is where businesses can get distracted by the technology. Setting up an elaborate automation because the functionality exists does not automatically improve your marketing. There still needs to be a clear reason for somebody to enter the journey and a useful outcome at the other end. If the offer is unclear, the content is not generating interest or there is no sensible next step, ManyChat will not solve the underlying problem. The technology should support the customer journey rather than becoming the strategy itself.

Is ManyChat right for every business?

Not necessarily. It becomes particularly interesting for businesses already generating conversations and engagement through social media, or those with something useful they can deliver through that interaction — perhaps a lead magnet, event registration, product information, enquiry route or offer. For another business, improving the content strategy or customer journey may be a much bigger priority than introducing automation. The useful question is therefore not simply “Should we use ManyChat?” but “Where could automation genuinely improve the journey between social media and a business outcome?”

Think about the journey before the tool

ManyChat has some powerful functionality, and its capabilities continue to develop — including AI-assisted Instagram conversation features that ManyChat currently describes as being in beta. But the strongest use of any automation platform starts with understanding the audience, the action you want them to take and what should happen next.

If you are considering ManyChat but are unsure where it could fit within your wider marketing, The Social Game's digital marketing consultancy can help you look at the customer journey first and identify where automation could genuinely add value — rather than adding technology simply for the sake of it.

If you’re ready to explore ManyChat for your business, you can also get started via my link here.

Affiliate note: The ManyChat link above is an affiliate link, which means I may receive a commission if you sign up through it, at no additional cost to you.