Metricool launched Flows on Sept. 1, 2026 , bringing automated responses into the environment used to plan social content. The offer brings together two jobs a brand needs to maintain as one: a post’s promise and the information received by the person responding. Its commercial value depends on that continuity rather than the number of triggered messages.
The announcement describes up to three personalised messages activated by keywords in Instagram comments, messages or Story replies. TikTok is also included, but the routes are not equivalent. One feature can deliver a resource privately, answer publicly or moderate a comment; each action needs a different criterion for recognising completion.
A network’s presence does not decide which conversation deserves automation
The GWI series published by Statista records monthly Instagram use among 73.5% and TikTok use among 50.5% of Spanish internet users aged 16 to 64 in the third quarter of 2025. This is a presence reference preceding the launch. It does not quantify a brand’s followers, people who will see its post or buyers its flow can generate.
Spain: monthly use of Flows’ two initial networks
Internet users aged 16 to 64, third quarter of 2025.
Tap or hover for details. All values are also available in the data table.
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GWI / DataReportal, via Statista; online panel, with sample size unpublished in the statistic’s details. Users can use both networks. This does not measure brand audiences, automations or Flows sales.
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| Category | Monthly use |
|---|---|
| 73.5% | |
| TikTok | 50.5% |
The commercial priority begins with a request the team can serve. A post offering a guide needs to deliver that guide; an availability question requires current information. Copying a sequence between networks because of their apparent size ignores both the request and the capabilities that can resolve it.
Using a platform and choosing it as a favourite are different observations
Another Statista indicator records favourite platforms: Instagram accounts for 20.7% and TikTok for 11.3%, compared with 43.1% for WhatsApp. This question observes preference, while the preceding one observes use. Comparing them avoids presenting every monthly user as somebody who wants every commercial relationship conducted there.
Spain: favourite social platform
Three selected platforms. Internet users aged 16 to 64, third quarter of 2025.
Tap or hover for details. All values are also available in the data table.
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GWI online panel, reported by Statista / DataReportal. Sample size is unpublished in the statistic’s details. This does not measure preference for brand messages. YouTube was not offered as an option; it does not have a zero share here.
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| Category | Favourite platform |
|---|---|
| 43.1% | |
| 20.7% | |
| TikTok | 11.3% |
The difference between use and preference is not a conversion rate or proof that the conversation should move to WhatsApp. The brand needs to answer where the request occurred, within the product’s supported scope. The chart separates distribution opportunity and declared affinity, two different reasons for reviewing a campaign.
Instagram supports private continuation; TikTok documents another job
The Flows product guide requires a professional Instagram account and linked Facebook Page for the comment-to-message route. The first private message requests a reaction or response; the follow-up link comes after that interaction. A detected trigger and a received resource are consequently different steps.
For TikTok, the documentation describes public keyword replies and hiding comments matching prohibited terms. An answer can clarify a question for other readers too. Moderation manages what is visible. Neither needs to be presented as a private sale to perform useful work, and an overly broad rule can remove a legitimate question that still deserves attention.
The economic account includes replies, exceptions and maintenance
A template reduces repetition when it delivers enough information without requiring the person to reconstruct the question. Exceptions still consume work: a need outside the keyword, a changed condition or a question requiring human judgement. Whoever owns the continuation needs the original context. Otherwise, the customer pays for the brand’s saving by repeating it.
The post can keep attracting comments after a promotion ends. The answer and destination therefore need the same maintenance as the public offer. An inventory of active sequences supports reviewing links, conditions and owners when circumstances change. Integration with the planner has value if it helps maintain that relationship, beyond facilitating the initial send.
Metricool announced an initial free period without specifying its duration, followed by a paid add-on for Starter and Advanced. It did not publish customer sales or net hours saved. The purchasing decision should follow requests resolved, resources delivered and exceptions served. A click indicates progress; an accepted inquiry or purchase requires another observation. Flows becomes useful when the post’s promise reaches an answer that still serves its purpose.
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Marian Vasile
Marian Vasile is a MarTech and growth professional. His work spans product marketing, SEO, paid advertising and deep online tracking, including behavioral analytics and attribution.