In social media marketing, likes are often the go-to metric for measuring engagement. But here’s the reality: social media comments are 10x more powerful than a like.
Think about it. A like is passive. A comment? That’s active participation. It means someone took time out of their day to respond, share their thoughts, or ask a question.
And that’s where real conversations—and real customer experiences—begin.
At B Squared Media, our motto is “Think Conversation, Not Campaign.” That’s because the magic of social media isn’t in broadcasting messages, it’s in sparking meaningful interactions.
And when it comes to customer experience (CX), social media comments are where brands win or lose trust.
Why Social Media Comments Matter for CX
Think comments are just noise? Think again.
Every comment — yes, even the salty ones — is a digital breadcrumb leading you straight to what your customers really think and feel. It’s unfiltered feedback, in real time, from the people who actually use your product or service.
Comments are the front lines of customer experience.
- They’re where confusion shows up first.
- Where delight becomes shareable.
- And where complaints either spiral… or get solved.
Ignore them, and you’re missing gold. Listen and engage? That’s how you turn social into your secret CX weapon.
Comments also …
Signal High Engagement
A like is a tap. A comment is an action.
When customers comment on your posts (or even better—your ads), they’re engaging in a deeper way.
As you can see, it can be fun to ask your audience questions. You can even do so while staying on brand!
Whether they’re asking a question, sharing an opinion, or even complaining, they’re starting a dialogue—not just reacting.
And this is exactly what you need for more comments. MORE CONVERSATIONAL CONTENT!
Create Two-Way Conversations
Ever notice how the best brands on social media don’t just respond to comments, they turn them into conversations?
Engaging in the comment section makes your brand feel human. It’s social media’s version of “How can I help you today?”
Beauty brands have this down pat! Look to nearly any of them to emulate when it comes to creating two-way conversations and sparking social media comments with your content.
Provide Real-Time Feedback
Customer sentiment lives in the comments. Are they excited? Confused? Frustrated?
Are you leaving them hanging when they do?!
Cannondale is! At least on LinkedIn. Look at all of these beautiful comments — filled with UGC, positive reviews, and customer curiosity.
Your comment section is a goldmine of customer insights—if you’re paying attention.
Brands that actively engage with comments can improve their content, messaging, and overall CX strategy.
Expand Your Reach
More comments = more visibility.
Literally, the social media algorithms are built this way. AND the platforms even try to tell us this …
… with organic content …
… and with paid social ads …
In fact, most social media algorithms prioritize content with high engagement. And comments weigh more than likes.
The more you interact, the more your content gets seen. It’s a compounding effect.
Show Customers You Care
Want to build customer loyalty? Answer them in the comments!
When brands ignore questions, complaints, or even praise, it signals they don’t value their audience.
Please don’t do that to your audience!
A simple reply can be the difference between a lifelong fan and a lost customer.
Turning Social Media Comments Into CX Opportunities
Let’s be honest: most brands treat comments like clutter.
But smart brands? They see comments for what they really are — CX GOLD.
Every emoji, complaint, compliment, and “LOL this” is a chance to connect, convert, and care in a way that makes customers feel seen (and stick around).
If you’re not using social media comments to drive real customer experience wins, you’re leaving loyalty — and revenue — on the table.
Here’s how to flip the script and turn your replies into relationship-builders.
1) Be Responsive: If someone took the time to comment, take the time to respond. Aim for real-time or near real-time replies … especially on customer service-related questions!
2) Ask Questions: Want more engagement? End your posts with a question. People love to share opinions when invited.
3) Handle Complaints Publicly (Then Take It Private): If a customer has an issue, acknowledge it publicly, then move to DMs or email for resolution. This shows transparency and builds trust.
4) Monitor Sentiment: Don’t just track how many comments you get—track what people are saying. Are they confused? Excited? Complaining? These insights can shape everything from product updates to marketing strategy.
5) Encourage UGC (User-Generated Content): People love when brands recognize them. Feature user comments, testimonials, or even fun responses to show you value your audience.
Final Thought: Talk Back!
Social media isn’t a megaphone; it’s a conversation. And when customer experience is the biggest brand differentiator, how you engage in the comments matters more than how many likes you get.
So the next time you post, don’t just watch the likes roll in. Jump into the comments, start a conversation, and create experiences that keep customers coming back.
Ready to elevate your brand’s social CX? Let’s talk. (Preferably in the comments. 😉)
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