Why the Comments Section Is Becoming Social Media’s Hottest Real Estate
Readers are turning to replies
Nadine Jarrard, a branding consultant, noticed that her LinkedIn comments attracted more attention than her posts after six years of publishing there. That experience reflects a wider shift on platforms including TikTok, Instagram, YouTube, and LinkedIn, where companies want more interaction and time spent.
A January Morning Consult survey found that 77% of US adults who use social media at least weekly actively look for and read comments. Open Influence chief client officer Maggie Reznikoff said comments can shape trends and carry influence comparable to the content itself. Later CEO Scott Sutton described them as a notable pop culture trend.
LinkedIn is promoting discussion
LinkedIn reported an 18% year-over-year rise in time spent reading comments. Members who commented on posts received 2.5 times as many profile views as members who did not, the company said.
The platform has reduced the reach of automated comments and is testing ways to place comments directly in feeds. It also lets users pin comments to steer discussions. Career creator Colin Rocker said he follows people discussing subjects such as careers and AI so he can join relevant conversations.
Creators are changing tactics
Digital strategist Zack Starikov said comments have recently seemed to produce more impressions than videos. He now tries to support opinions with reasoning or data, and said he sees people visit his profile and business.
Yoni Frenkel, who advises tech executives and investors on content, urged people to sound genuine rather than over-polish replies. Rocker said participating in conversations across LinkedIn has become part of his approach, alongside posting.
Brands seek a natural voice
Yahoo has used comments to connect with creators, leading to a sponsorship with leafeveryday, described as “the OG leaf cruncher.” The company has also joked about itself in other comment sections. Some brands ask creator partners to comment on one another’s posts during campaigns, but scripted or pressured participation can backfire. Duolingo and Wendy’s are among brands known for adopting a cheeky online voice, while Sutton said companies will need to join conversations without seeming embarrassing or self-serving.
Sutton said Instagram and TikTok offer brands detailed views of cultural changes and consumer trends. Reznikoff suggested comments may become a way to assess creator performance, and said strong commenters could eventually receive rewards.
Key points
- A Morning Consult survey found 77% of weekly social media users seek out comments.
- LinkedIn reported an 18% annual increase in time spent reading comments.
- LinkedIn members who comment receive 2.5 times as many profile views, the company said.
- Brands are testing comment-based campaigns, but forced replies can backfire.