originally posted to www.carnsight.com 

When you think of online comments, chances are you picture a keyboard warrior. They’re often found with a lot to say (they’re usually aggressive) and a lot to hide (they’re also usually anonymous). And as social media has developed, there’s been a pull back on commenting, oftentimes being linked to negativity and arguments over trivial topics. People may like and share the content, but commenting makes them one step ‘too involved’.  

And that’s where TikTok has changed the game. It’s re-defined the way people view the comment section – not as a battlefield or place for arguments, but as a place for coming together. It’s shaped trends, language and humour for (mostly) Gen Z and even younger generations like Alpha. 

Brands: treat your comment section like your own community. These are the people that show TikTok your content is engaging, leading the algorithm to do the rest in promoting your brand to new audiences.   

Why do you want comments?  

With TikTok, you can’t not join in. The audience is much more engaged, with Social insider reporting an average TikTok post received around 66 comments compared to Instagram’s average of 24 comments.  

Having high comment volumes indicates to the algorithm that people are more interested in the content, which will put it on the For You Page. More comments mean more visibility for your brand, which we all know is key in raising your profile.  

Why do people comment? 

A lot of the engaged comments can be explained through TikTok’s branding. It’s promoted and viewed as a more unfiltered, authentic type of personality. And the comments are an extension of the content. Silly videos attract silly people, all commenting silly language.  

“I’m going to miss you when I scroll” is a classic TikTok comment, allowing random strangers to connect over funny, enjoyable content.  

“Do you do weddings? Like, as the groom?” is the current pick-up line you’ll seen under videos of those extra-beautiful people.   

“You didn’t hold my hand” will be found under a life advice video, showing when content is perhaps on the harsher, more tough-love side.  

Either way, this becomes recognised as ‘TikTok language’, an inside joke you only recognise from hours spent in the comment section. By reading the comments alongside watching the content, people are more encouraged to participate in these unfiltered discussions, leading to whole communities developing under a single video.  

How to nurture your comment section

TikTok’s comment section has evolved how we look at content. It’s an added space for entertainment, so give your audience something to talk about! Most brands reply to their consumers’ comments on TikTok more than other platform, and having that back and forth is essential for building trust and personal relationships. Keep it authentic – ask your audience for feedback, or give them the floor to share their own experiences. And reciprocity goes a long way – if you engage with other brand’s videos, they will most likely engage with yours.  

Of course, not every comment is a positive. Users will tell you when they love the content, but they’ll also tell you when they hate it. And like with any other platform, there is hate speech and misinformation. As a brand, it’s your responsibility to keep your comment section a safe space – actively monitor your account, hide harmful comments, and make sure your community guidelines are visible.  

Need more advice? Have a look at our social media strategy tips.  

About Carnsight Communications

At Carnsight Communications we create strategies and campaigns to showcase our clients’ brilliant work through PR, content and social media. We help them get noticed by the right audience, at the right time. We specialise in creative agency PR.