Let’s be honest: a “like” is a nice little dopamine hit. But if you’re trying to win the game of visibility and connection in 2025? Likes are the participation trophy of social algorithms.
What really moves the needle? Comments. Conversations. Actual engagement.
In fact, Threads, LinkedIn, and X (formerly Twitter) all weigh comments at nearly 10X the value of a simple like when it comes to feed ranking.
Yes, you read that right: ten times!
Social algorithms love when people are talking — not just passively scrolling.
So if you’re still prioritizing content that’s fishing for quick likes over true dialogue, you’re not just leaving engagement on the table — you’re leaving reach, relevance, and revenue behind too.
Let’s unpack why conversation-first strategies are outperforming traditional social tactics (and exactly how you can get in on the action).
Social Algorithms 101: Why Conversations Rule the Feed
Social algorithms are designed with one goal: Keep people on the platform as long as possible.
Every decision an algorithm makes — what post shows up in your feed, what ad follows your comment, which video autoplays next — all comes down to this.
Comments check all the boxes for the algorithm gods:
- They increase session time.
- They trigger notifications (pulling users back into the platform).
- They signal active interest, not passive consumption.
- They encourage more engagement from other users (a ripple effect).
A like is easy. Thoughtless, even.
But a comment? That means someone took the time to react, respond, and participate.
And that’s algorithmic gold.
Multiple platforms — including Facebook and LinkedIn — have confirmed that comments carry significantly more weight than likes in their social algorithms, because they spark meaningful interactions that keep users engaged longer.
In fact, Facebook’s algorithm update has been explicitly designed to prioritize “meaningful social interactions,” where conversations and comments rank higher than passive signals like likes or reactions (Wired).
LinkedIn follows the same playbook, favoring thoughtful comments and shares as stronger engagement signals over likes alone (Aztek Web).
Bottom line? Comments keep the algorithm’s engagement loop alive and your content visible.
Commenting Isn’t Just Reaction — It’s Strategy
Here’s the part most brands miss: It’s not just about getting comments on your posts.
Commenting on other people’s posts is an equally powerful way to work with social algorithms.
When you engage thoughtfully on relevant posts — whether they’re from industry leaders, customers, or potential partners — you’re:
- Increasing your own visibility (many feeds surface comments from people you follow).
- Showcasing your brand’s voice in public, meaningful ways.
- Inviting reciprocation (hello, comment-back culture).
This is especially true on LinkedIn, where comment visibility is nearly as powerful as posting original content.
Ever notice how one good comment can pull you into dozens of fresh conversations? That’s not an accident — that’s social algorithms doing their thing.
Pro tip: Train your team to spend at least 15–30 minutes a day “comment prospecting.” It’s the new networking, and it works.
Quality Over Quantity (But Let’s Be Honest, Quantity Helps Too)
Let’s be real: not all comments are created equal.
Social algorithms are smart. They can spot the difference between a lazy “Cool.” and a comment that actually adds to the convo. And guess what? So can your audience.
Here’s how to stack quality and quantity — without sounding like a bot.
Ask open-ended questions in your captions.
Don’t just drop content and hope for the best.
Prompt your people to share their take, tell a story, or spill their hot take. Give them an easy “in.”
Reply to every. single. comment.
Yes, really. Even the “Nice one!” deserves a reply.
Keeping the thread alive boosts visibility and shows you’re actually paying attention.
Bonus: it builds community.
Seed the comments yourself.
Don’t wait for the party to start — be the host!
Have your team, partners, or internal champions drop the first few comments to get the ball rolling. Early momentum makes the algorithm sit up and take notice.
Pro tip: The first 30–60 minutes after you post? Crucial. Platforms reward early activity, so make sure you’re showing up when it counts. Fast engagement = faster reach.
Social Algorithms Love “Comment Loops”
Here’s a quick behind-the-scenes of how this plays out:
- You post content.
- Someone comments.
- You reply to their comment, tagging them back in.
- They come back to respond again.
- Algorithms notice the active thread and push it to more feeds.
- More people see it, comment, and the cycle continues.
[Source]
For example, I tagged a few people in this post knowing they’d respond (they did). They’re responses meant this post showed up in many other people’s feed and then they responded, etc., etc.
Conversely, when I don’t tag people and don’t aim for conversation (rare!), my analytics aren’t nearly as good:
[Source: This was more of a soft sell post!]
This is why engagement velocity is a big deal. The faster your post earns meaningful comments, the more likely it is to be surfaced to a wider audience.
Think of it like a little social bonfire: the first spark gets the flames going, but you have to keep adding logs to keep it burning bright. 🔥
From Conversation to Conversion: Where CX Magic Happens
By the way, this isn’t just about reach. This is about revenue.
When someone comments on your post, they’re giving you a window of opportunity:
- They could be signaling interest or intent (here’s how to know the difference).
- Maybe they’re opening a door to a two-way conversation.
- They’re definitely telling you what matters to them when they’re complaining or leaving a review.
This is where social care teams can absolutely shine.
Imagine: your CX team is trained to spot buying signals and use thoughtful replies to guide the commenter deeper into the customer journey.
This is real … this is happening! If you’re not answering these signals quickly, you’re competitors will do it for you.
[Please don’t let your competitors do it for you!]
Even better? Every smart reply you leave publicly becomes part of your social proof. Future customers see it and think:
- “Wow, they’re responsive.”
- “They really listen to their audience.”
- “This is a brand that actually cares.”
And that? That’s priceless.
Pro Tips to Hack the Social Media Algorithms (Without Feeling Spammy)
Let’s wrap with a few no-fail moves you can start today:
- Use comment prompts in every post. Questions, calls for opinions, or even “double-tap or drop a comment if you agree” work wonders.
- Reply fast and often. Speed matters for algorithmic lift, especially in the first hour.
- Train your team to “comment like a pro.” Thoughtful, value-adding comments on other posts extend your reach exponentially.
- Encourage your audience to tag friends. Every tag brings fresh eyes and new potential comments to the conversation.
- Watch your competitors. See who’s sparking great conversation and join in (with value!).
Because at the end of the scroll, it’s not the post with the most likes that wins — it’s the one that got people talking.
Start the conversation. Stoke the comments. And let the algorithm do the heavy lifting.
Final Takeaway: Comments Are Currency
While your competitors are busy counting likes like they count jelly beans at the company picnic, you’ll be out here stacking conversation capital — the kind that fuels social algorithms, drives visibility, and builds real brand loyalty.
This isn’t about gaming the algorithm. It’s about creating genuine moments of connection. That’s what the algorithms are built to reward.
Conversation is the strategy.
Comments are the currency.
Connection is where the magic happens.
Oh — and if you’re ready to take your social listening game to the next level?
Don’t miss our free Social Listening Workbook, co-created with Sprout Social. It’s packed with actionable templates to help you spot opportunities hiding in your comments (yes, really) and turn them into conversions.
[👉 Grab your copy here!]
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