Kaitlyn Smith - 04/17/2025
Find out how the comment section evolved into one of the most strategic areas for brands and creators to boost brand awareness, encourage user engagement and establish cultural relevancy.
If you’ve spent any time scrolling through your TikTok feed, the Dunkin social media page, or the explore page on Instagram, you’ve most likely noticed that it’s not just the viral videos and posts that are getting all the attention, it’s what’s happening in their comment sections.
The comment section is no longer just a place to drop emojis or quick reactions, it’s become the perfect spot for quick-witted one liners from brands and creators. It’s evolved into one of the most strategic areas for brands and creators to boost brand awareness, encourage user engagement and establish cultural relevancy.
A well-timed, smartly written comment can rack up hundreds of thousands of likes, introducing the brand to a whole new audience.
It’s Reactive, It’s Witty and It’s Working.
Comments are simple interactions that are becoming a key part of modern-day social media marketing. By engaging directly with consumers in personalized, clever ways that add value to conversations and resonate with your audience, it creates deeper connections and community.
A recent Instagram post made by Sour Patch Kids shows the perfect example of hundreds of brands chiming in on the joke, receiving thousands of engagements themselves.
Another great example comes from Tide Rescue. Tide Rescue chimed in on a viral video from a user who re-discovered an invisible ink bottle from their childhood and decided to have fun with it by squirting it all over her clothing. The video itself has 1.5 million likes, but when you open the comments, you see Tide Rescue right at the top with a clever comment that’s earned almost half a million engagements on its own.
Things to Consider
- Brand Voice & Tone
- Audience Relevance
- Authenticity & Intent
Before jumping into the comment section of a viral post, brands need to ask themselves if it aligns with who they are. A healthcare provider or law firm suddenly trying to sound like a Gen Z meme account can confuse its audience and damage trust. Additionally, before engaging with a viral video, consider your audience and if they will see it or care, otherwise, it may come off as inauthentic and cringey.
Ready to Show Up Smart in the Comments?
While we recognize that this marketing strategy is not a fit for every brand, we are seeing more and more that brands are looking to move on from being only spectators on social media, confined to their own pages. To truly stand out, grow and build loyalty, brands need to connect – and that starts with a strong community engagement strategy.
Want help creating an engagement strategy that fits your brand tone and goals? Let’s chat! Contact Katy Smith, 3EPR social media manager at ksmith@3epr.com.
Want to learn more about navigating viral trends and memes on social media? Take a read through my previous blog for more insight!