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Planable is the best client-facing social media tool we've ever used and we've used a lot.
You can't add links to your Instagram post captions (sorry, sales team). However, if you want to invite your Instagram followers to your other resources to increase traffic to your website, promote products and services, and enhance user engagement, all you need to...
Dec 4, 2025
Haven’t you heard the latest rumor yet? Nearly all social media marketers chatter these days that commenting will outshine posting as a growth strategy. But actually, this is not someone’s fantasy or baseless gossip spread across the digital space. As we approach a really dynamic market, comments are already reshaping social media management and setting new rules for it.
So, if you have ever poured your heart and mind into the most creative posts and then sadly watched them deflate faster than bubble gum, but never tried to win your audience with social media comments, this article is for you.
We’re welcoming comment, a stunning performer on the SMM arena that can outplay your greatest posts. Think of saved time (hours, if not days!) in the first place. That’s why I’ve prepared an entire guide with many examples to help you set up a strategic comment workflow.
Typing a single social media post can sometimes feel like writing a short novel. Not to mention preparing visuals for it. It drains your SMM time and effort (unless you use AI tools post generators, of course).
But dropping a comment?
This can be just one killer:
And with that, you become more visible, raising your brand awareness among new audiences. The way RushOrderTees did, along with many other successful brands.
Not the number of posts, but the sum of comments under each post, is one of the fundamental factors in social media engagement rates.
Indeed, comments are natural boosters of user engagement on social media. They actually trigger chain reactions of re-watching videos, responding to other commenters, or even hitting the “Follow” button.
This means that when you invite people to comment on your posts, you can simultaneously engage your existing follower base and nurture potential followers.
Among other things, social media algorithms also measure post engagement and decide whether to rank it higher and give it a push up (or not) based on the number of:
Their algorithmic formula is simple: the more comments, the higher the engagement rate, the better the post visibility.
Close the loop by mapping which affiliate traffic mix comes from your most active comment threads so you can scale the conversations that actually convert.
By leaving an authentic comment, your brand appears as a real personality with feelings, values, beliefs, attitudes, and so on. It’s not a brand logo with a posting schedule anymore.
Depending on the context, you can adapt your tone (formal or informal) and emotion to the situation:
Or even a bit rough and sarcastic in replies, just like every single Ryanair comment ever. Here is an example:
This way, you can transform your brand voice from impersonal to personal (humanized), all thanks to your heartfelt comments outperforming posts in SMM.
Nowadays, not even the follower circle but rather the commenting circle will define trust and relationship-building. Once you start actively participating in the conversation, you become a part of the mini-community, feeling and carrying on its unique vibe.
Social media posts can’t give you and your audience that community feel. Only comments can.
When you comment regularly, this will help you build a loyal social media community, even in its micro-form. Plus, great comments often start their own threads, as mini-conversations fostering friendly relationships.
Do you remember that old saying about the early bird and the worm? That’s exactly what’s going on here. The early commenter catches both the algorithmic worm and human attention.
Actually, most social media experts agree that the first 60 minutes decide your content’s performance. So, this is your golden hour to comment. Otherwise: You snooze, you lose.
Here’s how to be among those wise early birds with a successful commenting strategy for SMM:
For example, look at Zillow, a real estate company, answering Red Bull’s question and responding to users further on Threads.
Be more persuasive when calling to action and inviting others to jump into your comments section. Use irresistible CTAs and let comments soar under your social media posts.
Consider CTA examples like these:
To be more specific, Terri Savelle Foy got over 1.1K comments on this Facebook reel gathered with the call to action: “Comment ‘book,’ and I’ll DM you a list of my top-recommended personal growth books.”
Pro tip: If you partner with content creators for influencer marketing, crank it up a notch in the same manner. Ask influencers to add similar CTAs to their posts as well to boost user engagement.
Social media comments become your secret weapon. They place your brand name right in front of your competitors’ (and naturally, yours!) target audience.
But before jumping into their comment sections, gear up with social media competitor analysis tools to understand the key points. What type of content are your competitors posting? Where and when exactly should you swoop in with your comment (clever, thoughtful, or even a bit mocking in a friendly way)?
When Duolingo shared the Instagram reel to address the AI controversy around the brand, guess whose witty reply was the most liked and commented on? The comment by Duolingo’s competitor, Lingoda: “Call us old-fashioned, but we prefer our lessons to be taught by humans.”
Tagging social media users you reply to (or refer to) is like a polite digital tap on the shoulder. It builds a stronger human-to-human connection with each tagged user.
In fact, a tiny @ followed by the profile name (or nickname) grows personal trust through the power of inclusion, too. People love being noticed and included in something. So, why not include them in your comments and show you notice and value them?
Hashtags aren’t dead, they’re just going through a rebrand. Grab this little-known growth hack for your social media comment strategy before your competitors do.
Let’s compare the following posts. One uses hashtags for local SEO on Instagram in the caption, which requires a scroll to read it fully.
The other leaves them as the first comment under the post. The Instagram caption is more easily readable, not overloaded with hashtags.
Using video replies in your comment strategy drives engagement and growth, especially on TikTok.
Let’s review the following case of @DebtDad turning a single TikTok video reply into even more comments. Here’s how. He asked users to share their US states and credit card debt amounts to suggest the best debt relief program for each based on these demographic factors.
Pretending negative sentiment doesn’t exist is similar to ignoring a fire alarm and hoping it will just stop. It won’t. Even worse, it can turn into a PR catastrophe, burning your reputation to the ground.
Pro tip: Use Planable’s engagement features, where you can group comments by sentiment: negative, questions, positive.
Social comments filtered by sentiment in Planable
Respond quickly with empathy and understanding. If you’re stuck, try the platform’s built-in AI reply tool.
A clear example comes from Union Bank of Nigeria, who responded empathetically to a negative comment on X/Twitter the very same day.
The comment section under your ads is where your brand can actually sound human. A sharp reply there can do more than the ad itself. By doing so, you can transform your social media ads from salessy to social. Sometimes, the right response can convert leads into customers much better than the ad copy itself.
For example, in the comment thread below, Planable turned a follower’s curiosity into an opportunity for meaningful engagement. Instead of a canned response, they replied with thoughtful, informative guidance, completed with a useful resource link.
This kind of authentic, value-driven interaction can outperform the original ad in terms of impact.
Along with scheduling a post via Planable, you can likewise schedule your first comment on Facebook, Instagram, or LinkedIn. The post can be filled with proper hashtags (remember about hashtagging in comments?), just like here.
First comment scheduled in Planable
Alternatively, pick your writing style (humorous, inspirational, empathetic, etc.), length, and give additional instructions by using the general reply generator to tweak it to your authentic brand communication style.
A comment is the new social media content, and brands have to readjust their strategies with this in mind.
It’s super-simple once you try Planable!
Moreover, you can synchronize your plans and ideas and collaborate on your social media comments (and posts!) like a dream team. As a result, you have zero missed comments (especially negative ones) and zero overlooked opportunities for growth.
The key takeaway: The future of SMM is about who comments the smartest rather than who publishes the most or the best content.
A passionate marketing strategist with a love for nature and a zest for life. Since 2021, she’s been crafting SEO strategies with an authentic, human-first approach, combining data, creativity, and storytelling to drive impactful results.
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