At a glance
- Who
- A physiotherapist and educator who sells online courses for parents of infants, matched to the child's age, and for pediatric specialists.
- Problem
- Parents write in English at any hour and ask about their child's development. In 90 days there were 6,774 conversations on Instagram, and every reply has to be warm and free of judging the child.
- Change
- Setor runs the conversations: it asks about age and country, shows the course for that stage and sends a link. In the best 30 days 24 purchases were confirmed by parents.
- Scope
- One account, best 30 days. Counted: course purchases confirmed by parents in DMs.
Who they are and what they sell
The client is a physiotherapist and educator. They sell online courses for parents of infants, matched to the child's age, and for pediatric specialists. The courses teach how to support development through play and how to help a baby regulate muscle tone.
Almost all the traffic is Instagram, with a small share from Messenger. Conversations are in English. In the last 90 days there were 6,774 conversations on Instagram, and Setor replied in 6,372 of them. A sale doesn't need a call: the parent gets a link to the course.
What was hard
The account sells in English to parents in many countries, so messages arrive at any hour. Behind each is a parent asking about a specific stage of their child's development, and the answer has to be warm and safe: no judging the child and no standing in for a doctor.
In the last 90 days Setor sent 19,617 replies on Instagram. The rule in every conversation is the same: the child's age and country first, the offer only after.
How we set Setor up
Setor replies to Instagram and Messenger DMs in English and takes the parent from the first message to a purchase. The whole setup comes down to four things.
- QualificationSetor asks about the child's age, the country and what the parent struggles with most. A specialist (physiotherapist, pediatrician, midwife) gets a separate path.
- Course matched to ageAfter a short, educational reply Setor shows what the course holds for that stage, and gives the link and the price in the right currency only after the parent reacts.
- Follow-upsWhen a parent stops replying, Setor comes back to the conversation with one short message (4,092 follow-ups in 90 days).
- Purchase confirmationWhen a parent says they bought, Setor thanks them, asks for the e-mail used to buy so it can check access, and stops selling.
What Setor doesn't do. It doesn't diagnose, judge a child's development or assess videos and photos, and doesn't stand in for a doctor or physiotherapist. It shows exercises as educational material, and questions about a specific child go to a specialist.
Parents write at any hour.
The account sells to parents in different time zones, so Setor replies at night and at weekends too. Data from the last 90 days.
- 35%of Setor's replies sent between 8 pm and 8 am
- 1 in 3purchases confirmed between 6 pm and 8 am
- 1 in 3purchases confirmed at the weekend
What a conversation looks like
The pattern is simple: age and country, a question about the biggest struggle, a short educational note, then the course for that stage and a request to confirm the purchase.
- 1Opening
hi, my son is 6 months old and hates tummy time
this is the age of rolling and reaching for toys 🤍 which country do you live in?
the UK
- 2Problem
thank you 🤍 and what worries you most right now?
he gets frustrated fast on his tummy and doesn't push up on his arms
most babies dislike tummy time because they don't have strong support on their arms yet, so they get frustrated fast. it isn't your fault, most parents are simply never shown this
- 3Course
what I show in reels are single tips. in the course it's all laid out step by step, so you know exactly what to do and when 🤍
these are some of the techniques inside for this age. which one feels most useful right now?
the first one, with the arm support
there's a promotion on right now, link and price in pounds below. once you're in, tell me which e-mail you used and I'll check your access 🤍
bought it, thank you!
so glad you're with us 🤍 if anything in the course is unclear, just write
- Purchase confirmed by the parent
On the account the conversations run in English. Setor doesn't judge whether development is on track: it says what usually happens and shows the course.
What you can copy
You don't need Setor to start. You can put these three things in place even if you reply yourself.
- 1
Age first, offer second
The child's age decides which course fits, so Setor asks about it before the offer. The parent gets the course for their stage, not a generic link.
- 2
Ask for confirmation of the purchase
After sending the link Setor asks for the e-mail used to buy, to check access. That way the account knows who bought and can help when something doesn't work.
- 3
Reply while parents are awake, wherever they are
35% of Setor's replies went out between 8 pm and 8 am, and 1 in 3 purchases was confirmed between 6 pm and 8 am. A parent in another time zone won't wait until morning.
The honest part
- These are the results of one account. The best 30 days (Jun 9 to Jul 8, 2026) gave 24 purchases, but it doesn't stand out from a typical month: from June to October 15 to 19 purchases a month were marked.
- A purchase here is the parent's confirmation in the conversation, not a payment visible in the dashboard. Some of the 85 marks are parents who bought earlier and only then wrote about it in a DM.
- The dashboard received 320 shop orders since Jun 12, 2026, and 35 of them were matched to DM conversations. We don't know how many of the other 285 began in DMs, so we don't give revenue: the orders are in three currencies.
- Setor handles traffic, it doesn't create it. The 6,774 conversations in 90 days also reflect the account's reach. We record Setor's replies only since Jul 7, 2026, and the first purchase in the dashboard is from Jun 5, 2026.
Data read from the Setor dashboard on Oct 31, 2026.
Frequently asked questions
Setor AI is an AI setter for Instagram and Messenger DMs. It replies to every message, asks what the person needs, follows up after a few hours and, with a connected calendar, books the call. On this account it takes parents to a course purchase instead of a call: 24 purchases were confirmed in DMs in the best 30 days.
Yes. On the account in this case study, 24 parents confirmed a course purchase in DMs in the best 30 days. Setor asks about the child's age and country, shows the course for that stage and sends a link.
No. Setor doesn't diagnose or judge a child's development. When a parent sends a video asking whether something is normal, Setor doesn't assess it, it points to a specialist and notifies the account owner.
This account doesn't book calls: Setor takes the parent to a purchase and sends a link. Accounts that sell through a conversation connect a calendar: Setor sees open slots, offers two specific ones and books whichever the person picks. Without a connected calendar it sends a booking link or asks what time suits them.
Yes. On this account 35% of Setor's replies went out between 8 pm and 8 am, and 1 in 3 purchases was confirmed between 6 pm and 8 am and 1 in 3 at the weekend.
Yes. You can take over and reply yourself, and Setor won't talk over you. You can also exclude friends and anyone on a blacklist so Setor never messages them.
From the Setor dashboard, read on Oct 31, 2026. A purchase is a contact marked as a conversion after the parent confirmed it (Instagram and Messenger). The best 30 days is the best window of 30 consecutive days, Jun 9 to Jul 8, 2026: 20 purchases from Instagram and 4 from Messenger.