Why Do Brands Comment on Social Media?
Let’s be real, no one pops open Instagram or TikTok just to read comments. Regardless, we all end up there. You watch a video, it makes you feel something, and your finger instinctively beelines to the comment bubble. You want—no, need to know what other people are saying. To see the digital validation for your own reaction (I know you know what I’m talking about).
Now take that and flip it. If everyone ends up in the comments, what happens when your brand shows up first with something relatable, witty, and perfectly on-brand?
Two words: comment marketing magic (aka outbound commenting).
Comments Used to be an Afterthought. Now, they're Prime Real Estate.
Not too long ago, social teams treated comments like the attic: a place to check on now and then, but not worth much unless something broke. But now? Social has shifted. Top or most-liked comments on viral posts have become some of the most valuable real estate on the entire internet.
And it makes sense. A comment pinned to the top of a viral video doesn’t just exist—it lives there. It’s present while the view count skyrockets. It gets seen over and over again as the eyeballs pour in.
Imagine a 15-second video of someone chopping cake that unexpectedly hits 20 million views, like these three Instagram reels and thousands of other “cake or fake” videos do daily. If your comment is the first thing everyone sees? It’s not just a reply. It’s a billboard—a free one for that matter.
And one that brands are consistently missing.
Images of three different viral cake slicing videos. The top commit on each got at least 20K likes.
What Do You Actually Get from Being Early?
Visibility, first and foremost. But not the kind of “brand awareness” traditional marketers whisper about in vague boardrooms. We're talking about real, quantifiable attention:
- Impressions: Thousands—sometimes millions—of people will see your comment just by virtue of its position (it’s the best comment after all).
- Engagement: Top comments often get likes, replies, even screenshots reposted elsewhere. It’s the mother of all marketing ripple effects - especially if yours is the most-liked comment on a post.
- Profile visits: Ever clicked on a brand's profile after seeing a clever comment? Exactly. When your comment hits the right tone and energy, people don’t just laugh or like—they tap through.
- Followers: And if your profile delivers on what your comment promised? That’s where you earn high-quality, organic follows. The kind that actually care. The kind money can’t buy.
Let’s not forget the social proof angle. If a consumer sees your brand hanging out in the same comment section as their favorite creator—or even roasting them a bit—it builds unexpected relatability. You become part of the culture, not just someone advertising to it. Now that is real community management and building.
Examples of viral comments from companies like Jackbox Games, Wattpad, and Java House Coffee surrounding a TikTok user’s repost of a Walmart comment on her post with the caption, “POV: Your Fav Brand Comments on Your TikTok.”
But Wait, Is this Really Scalable?
Fair question. Most social teams are stretched thin as it is. You're juggling reels, scheduling tools, creator collabs, campaign briefs, DMs, and probably explaining why TikTok metrics don’t show up in the same dashboard as Instagram.
Adding "be first to comment on viral content" to your daily checklist? Yeah, sounds unmanageable.
But here's the twist: it's not about commenting on everything. It’s about commenting on the right things, fast.
And that’s where comment automation tools like Sociable AI (yes, shameless plug—this is our bread and butter) come in. Instead of manually combing through trending content, Sociable AI predicts what’s about to go viral in your niche with your audience and pulls it before it takes off. You get a heads-up, plus our AI comment generator will draft a bunch of viral comments that fit your brand tone that. All you have to do? Approve and post.
So instead of commenting late on something already saturated, you're in early, positioned at the top before the crowd shows up.
Not Just Big Brands. Not Just Jokes.
Here’s a common myth: only mega brands with cheeky personalities (shoutout to Duolingo, Wendy’s, or Ryanair) can get traction in comment sections. And yeah, they’re great at it. But they’re not the only ones (and they definitely do hit everything).
We’ve seen F&B startups, skincare lines, niche fashion labels, even B2B brands get crazy visibility just by commenting first to the right content. Sometimes it’s funny, sometimes helpful, sometimes just really human. A skincare brand casually hyping up a dewy makeup look? That’s not a hard sell. That’s resonance.
You don’t have to be wild or weird. You just have to show up at the right moment, in the right voice.
A quick TikTok comment from the beauty brand Saie on a travel post wishing the creator a safe flight got 28K views. The purple heart emoji is a nice branded touch.
“Okay, But Do People Really Click Through from Comments?”
Short answer? Yes. Long answer? YES, but not always in the way you expect.
Sometimes the comment itself does the heavy lifting: someone sees your handle, thinks “lol who are these people?” and taps through. Sometimes your tone hits just right and someone replies “omg I love your brand”—which gives you an opening to engage, maybe even start a conversation.
And sometimes, you’re not even trying to sell. You're just there. Visible. Relatable. Human. And that’s often what sticks.
Real Talk: Social Media isn’t Fair. But the Comment Section Levels the Playing Field.
Real talk. Social algorithms are notoriously unpredictable. You can craft the perfect reel, hit all the right beats, and it still flops. But when another creator’s post does hit, the comment section becomes a shortcut. You’re riding the momentum without having to produce the content yourself.
It’s like being in the right place at the right time—on purpose.
This tactic isn’t just a hack; it’s a shift in how social works. And for social media managers looking to actually grow visibility without burning out, it’s an incredibly underutilized strategy.
So... Where Do You Even Start?
Here’s the recipe if you're doing this manually (or before you're ready to scale with tools like Sociable AI):
- Follow the right creators in your niche. Think not just influencers, but meme pages, trend aggregators, and even spicy comment bait accounts.
- Turn on post notifications. It’s old school, but it works.
- Get there as early as you can. When you get a post notification from one of those creators, take the time to check it out. Look at the metrics. A lot of engagement in the first couple of minutes often means it will perform well. If you see that, try to comment in the first 30 minutes after the post goes live.
- Be human. Skip the overly polished, brand-safe tone. If it sounds like it was approved by five legal teams, it won’t work.
Final Thoughts: It’s Not about Going Viral. It’s about Being Seen Where it Matters.
If you're a social media manager or community manager, your job isn’t just to publish. It’s to position. To find the places where your audience is already looking, already reacting, already emotionally invested—and to make your brand part of that moment.
The comment section is no longer a forgotten sideshow. It’s the center stage. The trick is knowing when to jump in, how to sound, and what to say.
And if you can do that? You won’t just be part of the conversation. You’ll be the reason people scroll down in the first place.
You’re already scrolling comments for inspiration. Might as well make your brand someone your audience’s inspiration.
