At a glance
- Who
- A skincare educator for women. Teaches how to choose cosmetics in the drugstore with confidence and how to care for skin with products, supplements and diet. Starts with a short, free call.
- Problem
- Before Setor only 33.6% of replies went out within 5 minutes. The slowest 10% waited over 19 hours.
- Change
- Since Feb 8, 2026 Setor runs the conversations: it asks about the skin and the routine, offers a slot and puts it in the calendar. In the best 30 days it booked 91 consultations.
- Scope
- One account, best 30 days. Counted: booked consultations.
Who they are and what they sell
The client is a skincare educator. She teaches women to choose cosmetics for their own skin in the drugstore, instead of buying whatever the internet recommends, and how to care for their skin with products, supplements and diet.
All the traffic comes from Instagram. In the best 30 days 440 people wrote in DMs, and every conversation had one job: book a short, free call where the educator goes through someone's routine step by step.
What wasn't working
Before Setor, a reply depended on when someone sat down with the phone. And women write about their skin when they finally have a moment to themselves.
hey, I've been fighting dark spots for a year and I don't know what to do about them. can I ask something?
- next message from the account: the following day
That's not an exception. In the best 30 days 1,283 of 4,070 messages from women (about 1 in 3) arrived between 6 pm and 8 am, and 767 at the weekend (about 1 in 5).
The 90 days before Setor tell the same story. On Instagram only 33.6% of replies went out within 5 minutes, and the slowest 10% waited over 19 hours. 6.9% of 691 conversations never got a reply.
How we set Setor up
Setor has been on the account since Feb 8, 2026. It replies to Instagram DMs and runs the conversation from the first message to a slot in the calendar. The whole setup comes down to four things.
- QualificationBefore offering a slot, Setor asks a few questions: what bothers her about her skin, since when, what she uses in the morning and in the evening and what result she wants. Then it sums it up in one sentence and asks whether it understood correctly.
- CalendarSetor sees open slots, offers the two nearest ones and books whichever the person picks. It doesn't send a link and doesn't ask for an email address.
- Follow-upsWhen a conversation stops halfway, Setor comes back with a short question. On the day of the call it reminds her at least 3 hours before.
- Automations from comments and storiesA comment under a post or a reply to a story opens a DM conversation right away. Setor takes it from there.
What Setor doesn't do. It doesn't assess the skin, choose cosmetics or supplements, or promise results. It doesn't book minors. It gathers context and invites her to a call, and the educator goes through the routine.
What a conversation looks like
The pattern is simple: a few questions about the skin, a one-sentence summary and two slots to choose from.
- 1Opening
hey, can I ask you something? 🙂
sure
I'm curious, what did you like on my profile?
the skincare videos, I finally want to sort my skin out
- 2Qualification
and what bothers you most about it right now?
it gets oily, and after washing with a gel it feels tight
how long have you been dealing with that?
a few years
what do you use in the morning and in the evening?
gel, toner, a ceramide cream, sometimes a scrub
so your skin gets shiny, feels tight after washing and you don't know what in the routine is off. do I get you right?
exactly
- 3Booking
thanks, that tells me a lot. we'll go through it on a short call, 15 to 20 minutes, step by step through your routine. are you up for it?
yes, sure
I can do Monday 10 am or Monday 6:30 pm. which should I book?
6:30
booked 🙂 talk then!
- Monday, 6:30 pm in the calendar
Setor doesn't assess the skin or say what to use. For that, it invites her to a call.
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
Reply when women write
20 of 91 consultations (about 1 in 5) were booked between 6 pm and 8 am, and 15 at the weekend. If you only reply on working days, those conversations wait until morning or Monday.
- 2
Ask about the routine before you offer a call
What she uses in the morning, what in the evening, what she's tried and what she wants. The woman who joins the call has already described her own routine, and you know where to start.
- 3
Offer two slots and remind her about the call
“Monday 10 am or Monday 6:30 pm?” takes a one-word answer. On the day, write at least 3 hours ahead to check the slot still works: a booked call is not yet a call that happened.
The honest part
- These are the results of one account. Your numbers may look different.
- This is the account's best period, not a typical month. Results aren't updated, they could be better or worse.
- We only show booked consultations, not sales or revenue. A booked consultation doesn't mean a held one: some people don't show up.
- Setor handles traffic, it doesn't create it. Someone has to write first before a consultation can be booked.
Data read from the Setor dashboard on Nov 1, 2026.
Frequently asked questions
Yes. Setor AI is an AI appointment setter that replies to DMs on Instagram and Messenger and books appointments. On the account in this case study Setor booked 91 consultations in 30 days from Instagram conversations. It runs the conversation from the first message to a slot in the calendar, and the educator goes through the routine.
No. Setor doesn't diagnose, assess the skin or choose cosmetics or supplements. It asks about the problem, the routine and the goal, then invites her to a call with the educator.
Connect your 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 20 of 91 consultations were booked between 6 pm and 8 am, and 15 at the weekend. Setor replies at any hour.
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 Nov 1, 2026. A booked consultation is a conversation marked as booked in the dashboard (Instagram). The best 30 days are the best 30 consecutive days in the account's history, here February and March 2026. The pre-Setor figures cover Instagram: the 90 days before Feb 8, 2026.