Content may be king, but the real power play happens in the comment section. 

That’s right—Comments as Creative is the secret weapon brands need to boost their reach and relevance in today’s fast-paced digital world. It’s not just about what you post but how you engage. As a Senior Platforms Strategist on the VaynerMedia Partnerships team, I see firsthand how leveraging comments can transform a brand’s presence. I’m here to show you why it’s a game-changer—and, more importantly, how your brand can tap into this strategy to amplify your impact.

Your Untapped Marketing Goldmine: The Comments Section

In today’s scroll-heavy world, getting noticed can feel like chasing the wind. But the comment section is a secret treasure trove for organic engagement. This is where you can organically get seen, make connections, and even go viral—without paying for ad space. 

Here’s why it matters:

• Organic Engagement: Entering the comments of a video that is relevant to your brand’s target audience allows you to naturally join the conversation without feeling pushy.
• Increased Visibility: A killer comment can rise to the top and get more engagement than the post itself. Think of it as free digital real estate for your brand.

Show Off Your Personality: This is where your brand can get creative, show its voice, and resonate with consumers on a human level.

Step 1 – Find the RIGHT Post

The first step to success? Be strategic about where you comment. Ask yourself: Would my audience be interested in this content? If the answer is yes, you’re in the right place. You want to engage with content that speaks directly to your target demographic.

For example, Cetaphil Canada hopped on a trend that was relevant to women ages 20-40 by commenting, “Why do we never get tagged in these 😭”. Their input was relevant and engaging, boosting their visibility in the perfect audience space.

Step 2 – Read the Room & Match the Vibe

Not every comment section is the right one. Take a moment to scan the mood before jumping in. Is it light and funny? Informative? Maybe a little heated? Your comment should align with the conversation and feel natural—not forced.

Midol perfectly captured the tone of this video of an ex-husband dropping off a care package (containing Midol) at his ex’s front door while saying ‘judging by your attitude you may need this’, blending humor and relevance with their comment.

Step 3 – Contribute with Value to Your Brand

Once you’ve chosen your playground and gotten a feel for the vibe, it’s time to craft a comment that stands out. Whether it’s a witty one-liner, a helpful tip, or a thought-provoking observation, your comment should offer something valuable to the conversation.

Look at how U by Kotex nailed it with their comment, “Petition to make all caps and gowns pink? Congrats, girly! 💖”. They didn’t just join the conversation—they added something new that resonated with the audience, making it a hit.

Each vYve journey is designed for deep, transformative growth in your business and personal life.

OWN the Comment Section

Comments are no longer just an afterthought—they’re a key part of your brand’s digital strategy. The right comment, on the right post, with the right vibe, can elevate your brand and connect you with your audience in meaningful ways.

It’s time to stop scrolling past the comment section and start owning it. Your next big brand moment could be just one comment away.