Brands can no longer rely solely on the feed or Stories to attract users’ attention. According to EMarketers, they are popping up where people spend time, where running a typical ad is not an option, such as a post’s comments area or group chats.
Many users consider comments as crucial as posts when reading through social media. According to a YouGov survey conducted in March 2023, nearly half of US consumers (49%) stated commenting is one of the elements they would most like to see on their ideal social networking site.
According to EMarketer’s July 2023 US Gen Z Social Media poll, more than half (54.2%) of Gen Zers liked or commented on content via social media.
According to a YPulse poll conducted in February 2024, nearly half (45%) of 13 to 39-year-olds have questioned an influencer or normal person where a product in their video came from via a comment. And 75% of those aged 18 to 24 thought the comments section on social media posts provided the greatest recommendations.
Ariel Ben Solomon is the Growth and Strategy manager at Ecomhunt. He is the host of the Ecomhunt Podcast. Can be followed on Twitter at @ArielBenSolomon
