It’s time we said it out loud: Posting is just the beginning. The real action happens in the comments.
Social media has evolved, but a lot of brands haven’t. They’re still stuck treating social like a publishing platform when it’s now something much closer to a conversation platform.
Your content? It’s not the final product anymore.
It’s the invitation.
The magic, the real connection, the real culture-shaping, the real business impact, it happens after you post, in the comment section.
Comments are the new content
And yet… only 7% of brands consistently respond to comments.
The rest? Silent. Invisible. Slowly fading into irrelevance.
Here’s the (painful) truth:
- 73% of users will buy from a competitor if you ignore their comment
- Responding to purchase-intent comments drives 11% conversion
- Active engagement lowers CPA by 26%.
Being present in the comments isn’t just about looking good, it’s good for business.
Social Isn’t a Monologue Anymore. It’s a Dialogue
People don’t follow brands to be ignored. They don’t comment hoping to get ghosted. They show up because they want to be seen, heard, and acknowledged. When brands answer back, with authenticity, speed, and care, it builds something far deeper than engagement: it builds trust and credibility.
As Laurent François brilliantly put it, commenting is an art. It’s a deliberate act of care. Every reply is a brushstroke on the bigger canvas of your brand reputation.
Smart Brands Don’t Just Wait for Comments, They Create Conversations
Today’s smartest brands aren’t just responding, they’re initiating. They jump into trending topics. They join the conversations their audiences are already having.
They don’t “broadcast,” they participate. Because in a world where everyone’s fighting for attention, participation is the new currency.
And make no mistake: the brands that know how to move the comments will be the ones who move culture.
Your Comment Section = Your Culture Lab
Think of your comment section as more than customer service. It’s a culture lab, a focus group, a loyalty engine, and a credibility builder all rolled into one. If you’re not showing up there, you’re not really showing up at all.
Plus, vomments build trust: “Comments aren’t just feedback, they’re public conversations that shape buying decisions.” – Digital Trust Barometer
Every unanswered comment is a missed opportunity. Every response is a chance to build credibility, loyalty, and love.
Also Read | Brands Need to Rethink Engagement Beyond the Feed
If your entire social strategy stops when you hit “publish,” you’re not building a community. You’re just filling the feed.
Great brands don’t just post. They participate.
Rplz™ by TANGO, because commenting is content. A creator-powered approach to strategic commenting fuels visibility, reach, and relevance where it matters most: in the conversations that shape culture. Want to see how we can help your brand not just post, but participate? Learn more here.