Instagram comment section: The new attention space for brands

Saksham Jadon, Founder and CEO, Youngun, writes that comments allow brands to speak in a casual, human way, building personality along the way

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BuzzInContent Bureau
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New Delhi: The way people interact on social media has shifted. Where we once had national-level conversations on X (formerly Twitter), we’re now seeing more micro-trends on Instagram. At the heart of this shift are video trends, hundreds of which pop up daily, making Instagram’s comment section a prime spot for brands to capture attention.

As these trends evolve faster, brands are realising the comment section’s potential to engage audiences—even more than the original post sometimes. Whether it’s a funny response, a relatable quip, or a timely comment, brands that know how to speak the audience’s language are cutting through the noise and making an impression.

Think about how a witty comment can boost visibility. Brands that “get it” are quick to jump into these discussions. A clever comment can often go more viral than the post itself, bringing attention and relevance in a way that likes or shares alone can’t match. The CRED example, where Imran Khan’s comment on a brand post caught fire across platforms, shows how impactful a comment can be. Marketers know the comment section isn’t just an afterthought anymore—it’s a part of the content’s life, and they’re watching it closely.

With features like pinned comments on Instagram, brands have even more ways to make a mark. When a creator pins a brand’s comment, it’s like a “seal of approval,” giving the comment premium visibility and a bit of prestige. It puts the brand front and centre in the conversation, drawing attention beyond the original post’s interactions.

Brands with a relatable, young tone—like AJIO—have made their presence known just by consistently showing up in the comments. Users expect to see them there, creating a fun, informal connection that traditional advertising might struggle to achieve. Comments allow brands to speak in a casual, human way, building personality along the way.

And these micro-communities thrive, especially on Instagram. Whether it’s fashion fans, meme lovers, or trend followers, brands can use the comment section to tap into these groups on a more personal level. Comments also act as instant feedback; brands that engage can quickly adapt and keep the conversation going. It’s not effortless, but that’s what builds loyalty over time.

Instagram’s algorithm rewards engagement, and comments are a big part of that. Spark the right conversation, and a post’s visibility can soar. Viral comments draw in more interactions, suddenly spreading the brand beyond its usual audience, increasing traffic to its profile, and deepening engagement.

Brands continue to seek new ways to engage with their audience and the comment section has emerged as an untapped goldmine. The right comment, at the right time, can be a game-changer, and further amplify a brand’s personality in a way that feels organic, genuine and above all - human!

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