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.


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