Coach

Coach learns how you make reels from your own videos, then writes in your voice and your language mix: scripts, hooks, captions, ideas, carousels and shoot plans. It also checks a reel or post before you post, tells you when to post, finds this week's trends, writes a weekly plan, and sets up the DM or schedules the post once you confirm.

Plans: every paid plan on the website (Starter, Growth, Pro and Scale) and Growth and Pro in the Shopify app, with a monthly allowance. Coach stays off until you turn it on for an Instagram account.

Turn it on

Coach looks at a mix of your reels, and at your photo and carousel posts when you have only a few reels. Instagram does not share videos with licensed music, so Coach learns those reels from their caption and cover. If you have the video, press Attach the video under that reel while Coach is learning.

If we change what Coach sends or keeps, Coach shows the screen again and asks you to agree before you continue.

Coach keeps up with you

While you use Coach, it keeps learning from the reels you post, and from time to time it rebuilds your profile and shows Coach rebuilt your profile. Check it. Nothing changes until you confirm. This uses your allowance, so Coach waits when most of it is used.

Send /relearn to rebuild your profile from your newest reels at any time.

Ask for what you need

Ask in your own words, or type / for a command:

Type @ to add one of your reels or posts, a saved card, one of your automations, or a file you attached before. The paperclip attaches a video or up to 10 images, and a YouTube link you paste is added too.

To change part of a card, just say so: make the hook shorter, change the keyword, line 3 sounds off. Coach changes only that part and marks the new card Edited. The original stays above it.

Ask about your numbers in plain words (which reel got the most leads, how did this month go, which keyword works) and Coach reads them and answers in a sentence or two. When a picture says more, it adds a chart (bar, line, pie or donut), a table or a flow of steps, drawn only from the numbers it just read; Copy gives you any of them as text.

Keep your own ideas in My Ideas: a topic, a story, a launch or a hook you thought of. Coach builds about half of what it suggests on your open ideas, and an idea built on one of yours says From your idea. Open an idea to edit it (it saves as you type), pin it, start a chat from it with Use in chat, or mark it used once it becomes a post so Coach stops suggesting it. You can also add an idea to any message with @.

Save the cards you like to the Library: Save to Library asks which folder, or keeps it under Unfiled. In the Library, open a folder from the list beside it, search your saved items, select several to move them together, or drag them onto a folder. Every move and delete shows Undo. Trends, best times and the cards you confirm are not saved there.

Comment keywords

When a script or caption ends with a comment keyword, the card says whether one of your automations will answer it. Press Set up the DM and Coach proposes the automation for you to confirm.

A comment automation works on one reel, so after you post a new reel, duplicate your automation and pick the new reel, or ask Coach to set it up.

Check before you post

Send /check with any of these:

• One of your reels or posts, added with @ or by pasting its link
• A video (MP4, MOV or WebM, up to 1 GB) or 1 to 10 images (JPEG, PNG, WebP or HEIC, up to 30 MB each), attached with the paperclip
• A scheduled post. You can also press Check with Coach on its page in Schedules.
• A YouTube link

For a video, in about a minute you get:

• Scores out of 5 for the reel overall, the hook, pacing, ending and visuals, each with a reason
• The reel moment by moment on a timeline, with one fix for each moment
• 2 or 3 better hooks and 1 or 2 better endings in your voice

For a photo or carousel, you get scores for the first slide, flow, text, visuals and ending, one fix for each slide, and better first slides and caption openings.

Coach looks at the first 3 minutes of a video. A file you attach can be checked for about 20 hours and is deleted within a day.

Coach sets it up, you confirm

Coach can propose:

• A new automation for one of your reels: the keywords, the DM, its button and link. The link has to be one you typed in the chat or one your automations already use.
• A change to an automation, such as a new keyword or new DM text, with each change shown.
• Turning an automation on or off.
• A post with its DM. Attach a video or images and send /schedule or /post. Coach writes the caption, suggests a good time to post, and adds the DM if you want one. You can pick another time on the card, or post it now.

Each card shows exactly what will happen. Nothing is created, changed, scheduled or posted until you tap its button, such as Create automation or Schedule post, and it goes through the same plan limits and checks as the dashboard. Not now closes the card, and a card you leave expires after 7 days. Confirming does not use your allowance.

Scheduling for later needs a plan with scheduled posts. Posting now works on every plan, as it does in Schedules.

Coach never deletes automations, sends DMs to people or spends money.

Best times to post

Send /besttime, or ask when to post. Coach works it out from your own followers and results, and shows your best windows with how sure it is, and your next good times with Schedule a post.

Best times are free, and they work even when your allowance is used up. Until there is enough data, Coach shows your usual posting times and what it still needs.

In Schedules, Suggested times shows under the time picker when you schedule a post, and a scheduled post's page shows Better times to post.

Trends

Send /trends and Coach finds this week's trends in your niche, region and language. It picks the ones that fit you, with why and one way to ride each in your voice, and Script this or Get hooks turns a pick into a script. Add a topic to focus it, like /trends skincare. You can run up to 4 trend searches a day for each Instagram account.

Every idea, script, hook, caption, carousel and check also gets what is trending for your niche, language and topics, kept fresh every day, along with your latest /trends search from the last 14 days, in any chat. Coach mixes in what fits your topic, in your own voice and language, and never forces a trend. /ideas includes 1 or 2 ideas that ride a current trend, with a link to where it came from. This part is free. See Trending.

Your weekly coach

Every Sunday, for each Instagram account where Coach is ready, Coach writes your week:

• What worked last week against your usual numbers: likes, comments, DMs sent, link clicks, leads and orders
• Exactly 3 moves for the coming week, each with a draft ready, such as a hook and outline, a caption, or an automation to set up
• How last week's moves did

It shows on Home, in Coach when you send /week, and in your weekly email when Email digests are on. Press Write this on a move to turn it into a script or caption.

Coach skips a week when you have not posted lately, when most of your allowance is used, or when you have not used Coach for a while. Each report uses a little of your allowance. If there is no report this week, /week writes one now, which uses your allowance like any message. Reports are kept for 26 weeks.

In the Shopify app

Coach is on the Shopify app's Growth and Pro plans, with a monthly allowance, and it works during your free trial too. For a store, Coach leans toward product reels and posts: demos, unboxing, styling, before and after, and offers. It can look up your store's active products, names only real ones, and never makes up a product, price, discount or link.

From your AI assistant

If you connected Claude, ChatGPT or Cursor under AI assistants, it can ask Coach for you: scripts, hooks, captions, ideas, shoot plans, carousels, your weekly coach and best times. The chat shows in Coach under the assistant's name and uses the same allowance, and you can stop a reply from the Coach page. Checks, attachments and trends stay on the Coach page, and a card that needs your confirmation waits for you there. See AI assistants.

Teach it your voice

Tell Coach what to change in plain words, like a word you never use, or how you refer to yourself. It saves this to your voice and shows Saved to your voice with Undo. Open Your voice to see or edit every rule.

Your voice rules also apply when AI help writes in the builder with Write and Rewrite. See AI writing help.

Your allowance

Each paid plan includes a monthly Coach allowance, shown as a percent used with the day it resets. One allowance covers every Instagram account on your login, and a bigger plan has a bigger allowance.

These are free and never counted:

• Learning each Instagram account the first time, and its first ideas
• Best times
• Confirming a card

Everything else uses it, including relearning, keeping your profile up to date, checks, trend searches and the weekly coach.

You get a heads-up at 80%, and at 100% Coach pauses until the allowance resets. You are never charged extra, and your automations keep working. See Plans and meters.

Your data

When you turn Coach on for an Instagram account, it sends your reels with their sound (up to 10 when it learns your account, then new ones you post while you use Coach, plus any reel you add with @), your photo and carousel posts, the captions and like and comment counts of your recent posts, comments people leave on your reels, your follower count, your automations and what they brought in (DMs sent, link clicks, leads and orders), your answers to a few questions, what you type in Coach, and the files and YouTube links you attach, to AI service providers working under contract with Send Link To Me. In the Shopify app, it can also look up your store's products. The providers use this to provide Coach and to keep their service safe, and never train models on it.

For /trends, a web search gets your niche, region, language and a short summary of your profile, never your reels, captions, names, handles or links.

Videos are deleted right after Coach watches them, and files you attach within a day. Weekly reports are kept for 26 weeks, daily follower, like and comment counts for 400 days, and trends answers for up to two years in the chat where you asked. Coach never reads your DMs. The AI processing section of our Privacy Policy has the details.

Turn off Coach in Your profile to delete everything Coach kept for that account. If your plan no longer includes Coach, the Coach page still has Turn off Coach.

Limits

• Up to 10 reels or posts each time Coach learns.
• Reels with licensed music are learned from their caption and cover, unless you attach the video.
• Coach opens only your own reels and posts. For someone else's reel that you have the rights to use, save it with Instagram's own Download button and attach the video, or paste a YouTube link.
• Videos up to 1 GB, and up to 10 images of up to 30 MB each.
• Checks look at the first 3 minutes of a video.
• Up to 4 trend searches a day for each Instagram account.
• Up to 60 messages an hour on your login, with 2 replies at a time.
• Up to 500 saved items and 50 folders in the Library for each Instagram account.
• Up to 500 ideas in My Ideas for each Instagram account.

Related

• Trending
• AI writing help
• AI checks
• Schedule posts
• Plans and meters
• Data and deletion