Why Comment Sections Are a Goldmine for Brands

In today’s discovery-first social landscape, where TikTok, Reddit and YouTube function more like search engines with social aspects, the real influence isn’t just in the video or image you post anymore, but also in the conversation that unfolds beneath it.

Comment sections often get dismissed as cluttered chit-chat. But for challenger brands, they’re actually one of the most underrated growth engines in social marketing and can be a place to spark real engagement and shape perception.

Find out below how brands can actively show up in these spaces and turn comment sections into drivers of engagement and future strategy. 

1. Treat the Comment Section as a Stage

On our recent Connected Thinking episode, Toni Ehrnreich, Head of Marketing at BOL Foods, shares one of BOL’s viral moments, a TikTok that shows someone messily dunking a sandwich into BOL soup, inviting viewers to share their “dirty food secrets.” The video earned nearly 100k organic views and over 5.5k comments.

This is the power of a well-crafted invitation. BOL integrated its product in a way that felt natural and familiar. By asking for “dirty food secrets,” BOL prompted audiences to share authentic stories, fostering genuine conversation and participation beyond simple brand promotion.

Prompting conversation turns observers into contributors, and more comments signal relevance to algorithms. The result? Greater reach, longevity and deeper connections  between your brand and audiences. 

2. Have Fun with It 

The campaign’s success highlights that brands have room to experiment with humour and fun. Comic content tends to be more expressive and humour is the most powerful creative enhancer of receptivity, helping brands stand out while creating memorable connections. Take Snickers for example. 

Their famous ‘You’re not you when you’re hungry’ has long been a part of their platform and feeds into their social comment strategy. By using reactive humour in their replies and playing along with user jokes, they created commentary that was on brand and consistent with the wider campaign narrative. 

‍3. Take Creative Risks

It’s not always easy to balance getting attention and staying true to your brand, but platforms like TikTok reward brands that get creative and spark conversations. For up-and-coming brands in busy markets, taking risks and encouraging comments can really help boost their profile and engagement.

As TikTok’s Return on Influence report highlights, “Creators bring a sense of authenticity and approachability to their content, which audiences find to be informative, believable, likable, approachable, and entertaining,” reinforcing why real conversations and community engagement matter on the platform. The comment section is a space to test ideas, respond with personality, and turn audience reactions into content.

For challenger brands, this is where differentiation happens. Replying in-brand, asking questions, spotlighting customers, and embracing dialogue builds momentum and trust.

4. Negative Comments Are High-Leverage Moments

Negative comments are inevitable when a brand enters the public eye. While challenging, they often drive significant traction, especially among audiences observing how a brand responds. The key is ensuring that every response feels aligned with the brand's voice and maintains consumer trust. If your brand comes under scrutiny, it’s especially important to maintain your brand voice and make the interaction feel human.  This approach makes your brand feel more approachable and relatable to audiences who appreciate authenticity and accountability. 

5. Use Brand Voice as a Real-Time Identity

Responding to comments is a subtle way for your brand to connect. It lets you show who you are and what you stand for in real time. More and more, people expect this back-and-forth, 83% expect brands to reply to social comments within 24 hours and many millennials want a response within the hour. It’s safe to say that audiences want quick, two-way conversations. In recent years, Oatly have identified their brand voice through the comment section on their social platforms. By interacting with customers in a way that feels human and comical, they created a strong community and organic engagement rates. 

Comment sections are not just a byproduct of social media. They can be opportunities for challenger brands to drive authentic engagement whilst also strengthening their unique voice, and building a genuine community. By embracing creativity brands can transform these spaces into engines of growth and connection that set them apart in a crowded digital landscape. 

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