Optician’s shop · Moscow · October 2026
From a reel to a booked visit, in one system
Reels are cut from raw footage. The system answers comments on its own and steps in on DMs when the owner is busy. Everyone who writes in lands in the CRM, so the owner can see who to call
Client: Optika 99, an optician’s shop in Moscow. One location; the owner is an optometrist by training and the face of the shop on Instagram*
- 37 reels in a month
- 79,785 views on the best one
- 410 people in the CRM
- 95% of commenters answered
- 20 phone numbers to call
The brief
Before Footage, but no editor
Task Publish reels several times a week without an in-house editor
Before A reel took off, and 128 of 189 commenters were waiting for a reply
Task Answer everyone, in comments and DMs, day and night
Before Bookings and orders on paper
Task See who to call and book visits from a phone
Footage in, a first cut of the reel an hour later
Footage comes in through Telegram or a cloud drive link, and the system takes it from there: it cleans the voice, transcribes the speech, makes the cuts by sound and lands the music’s beat on the key moment. Out comes the reel, two alternative soundtracks, a music-free version for VK, a caption and two covers
- In a month
- 37 finished reels
- Per week
- 8–9 reels
- Per reel
- 2 covers to choose from
How the editing works
- From upload to first cut: 56 minutes to just over two hours, going by the file times of 9 shoots
- 37 reels: 28 from shoots, another 9 animated
- An AI editor checks every caption against Russian advertising law: no medical terms, no promises
- After rendering, the system checks loudness, the voice in both channels, and frames every 0.5 seconds
- No ending transition repeats: there are 35 so far
These are my bifocals
cut in the silence after the wordword clipped: “‑cals”
- voice
- hiss
- silence
An 80 ms silence inside a word isn’t a pause. We cut by sound and use the transcript only to check
The reel took off, and the comments didn’t drown
A reel about glasses for the owner’s mum got 79,785 views, 95% of them from non-followers. 219 came in on the next day alone. Every 5 minutes the system collects comments from all recent posts and replies in the thread, the way a person would: questions about price and booking first, a simple thank-you for praise
31% of commenters got a reply before the system95% of commenters had a reply by 30 October
Under the hood
- A reply to a comment used to take about 37 minutes, now about 6.5
- 45% of replies go out between 22:00 and 09:00
- Every reply is different: it overlaps less than half with any of the last 60
- The rules stopped 64 texts right before sending
- Since the pace was tuned, not a single warning from Instagram
Larisa D. 21:02 praise
Such a happy mum, I teared up
Optika 99 Thank you, that’s lovely to hear
awaiting replyin threadIrina S. 21:05 price
How much are glasses like these?
Optika 99 It depends on the lenses and frame. Message me and I’ll work it out for you
awaiting replyin threadGalina P. 21:09 code word
VARIFOCALS
Optika 99 Thanks! Drop me a message and I’ll tell you more
awaiting replyin thread
Price and booking questions first. A typical reply comes in about 6.5 minutes, at night too
Three minutes without a reply, and the bot steps in on DMs
The owner answers first. If he’s busy, after three minutes the bot picks up the conversation: it asks for a number so the owner can call back, or offers a free slot from the calendar. Questions about eyesight, prices and anything personal go to the owner
The bot doesn’t push: after a no, it says goodbye and stops writing
The bot covers pauses and nights; the rest of the time the owner replies himself
- Owner replied first
- 134 times, and the bot stayed quiet
- 22:00 to 09:00
- 43% of incoming DMs arrive
- Handed to the owner
- 24 questions
The bot’s rules
- Slots are checked twice: if someone took the time while the customer was thinking, the bot says so and offers another
- The address only comes with a booking: the bot asks what time suits, names the nearest slot, leaves the shop’s number and asks for the customer’s
- It never promises a call time: “after five” goes into the customer card
- It reads the message requests folder, where non-followers end up
- The AI gets only the text, with no names, usernames or phone numbers
the bot replied3:00
VARIFOCALS
Hello! Glad you liked the video. Visits are by appointment: tomorrow I have 12:00 and 14:00 free. Which suits you?
- 12:00
- 12:30
- 13:00
- 14:00
- 15:00
- 15:30
Who to call, right in Telegram
The shop’s Telegram bot has a mini app. Tasks shows who to reply to or call back, with a Call button. Bookings is a calendar in 30-minute slots, and any booking can be moved. Reels shows where each video stands. At 9:00 a summary arrives: who is booked and how many people are waiting for a reply or a call
Snap a paper order form, and the system turns it into a customer record and a PDF
- In three days
- 36 tasks closed in Telegram
- In the calendar
- 8 bookings instead of paper
- In the cards
- 20 phone numbers to call
How it works
- The Call button opens the number on the phone, no typing needed
- A caller is booked with “+ Booking”: name, phone, time
- Rescheduling takes a reason; after the visit, “came” or “didn’t come”
- From a photo of the form, the prescription is read correctly on 32–33 forms out of 33
- Everyone who writes in gets a card with the full history: comments, messages, bookings
Optika 99 · bot
Good morning! 2 bookings today: 12:30 and 15:00
3 people are waiting for a reply or a call
Your move 3
Irina S.from comments
“How much are glasses like these?”
Next: call after 17:00
Natalia B.from DMs
“Here’s my number, give me a call”
Next: call back and book
Elena M.from DMs
“I’ll send my prescription tonight”
Next: reply once it arrives
All clear
Optika 99, 29 September to 30 October 2026
- 37finished reels
- 79,785views on the best reel
- 1,845new followers from one reel
- 410people in the lead CRM
- 182comment replies sent by the system
- 95%of commenters got a reply
- 20phone numbers to call
- 4 daysfrom the first CRM line to the bot, calendar and order forms
Talk your process through with us
What we’ll build for you
What we built for an optician’s shop works for any business whose customers write in on social media
- If customers write in comments and DMs and messages go unanswered, we’ll put everyone into a CRM with the full conversation
- If nobody is there to answer at night or at weekends, a bot will cover the gaps without pushing
- If bookings live in a notebook, you’ll get a calendar with rescheduling and a morning summary in Telegram
- If you film a lot and nobody edits it, we’ll build a pipeline that turns raw footage into videos
Our other cases: LokoLeto, a festival for 1,680 participants and ALVI, a car rental company in Dubai
Customers write in and nobody answers? Let’s walk through your leads
Book a review call* Instagram is owned by Meta, which is designated an extremist organisation and banned in Russia