If there’s a video going viral on TikTok, it’s likely you’ll find a brand in the comment section. Over the past few years, we’ve seen an uptick in outbound brand commenting. What started as a more ad hoc initiative, has turned into a full blown strategy. Companies like Oatly and C4 Energy have hired employees who spend a good portion of their time commenting on viral videos. Chandler Oriente is a Community Specialist at C4 Energy—he told me his comments on viral videos have accumulated over 1M comment likes in under six months. Oatly is also prioritizing commenting. Paula Perez, Social Engagement & Community Growth Specialist at Oatly, said “we really stepped up our outbound comment game this year, especially by showing up in places where we weren't tagged but it ~just made sense~ for us to contribute.” At C4 Energy they think about this commenting strategy as an awareness play. They told me that they treat comments as top-of-funnel marketing to bring new audiences into their channels. Paula's key to success when commenting from Oatly? Making sure you're adding to the conversation. She tells me, "Jumping into the comments section as a brand is like showing up to someone’s house for the first time, sometimes even uninvited. You’re coming into their space, where they have their own rules and preferences already set in place...You should try to figure out what makes them most comfortable and always give back in some way, not make things all about you. It’s much harder to go wrong when you come from a place of empathy, connection, and adding value."
Understanding the social rules of a comment section is so key. Otherwise, you could very easily come across like this!
Brittney Aston
4mo
I’ll say it over and over again - I LIVE for the brand comments on TikTok’s.
LinkedGlenn
4mo
Rachel, do you think this could be a viable strategy on LinkedIn too? Maybe LinkedGlenn will look into this to grow attendance at future events. https://www.linkedglenn.com/event-details/linkedglenn-aus-luncheon-w-jennifer-williams-presented-by-tca-drone-scan
Paula Perez
4mo
After reading this post, I realized I HAVE noticed a large uptick in brand comments on socials lately -- and I think it's a great strategy. A lot of Tiktok/Insta reel users (myself included) will scroll through comments during or after the video. The comment section brings an added layer of insight, and sometimes an extension of the humor, into the content it's related to. Duolingo and SlimJim were two of the first companies I saw doing this well -- because they'd mastered the humor of their audiences, and quite honestly, are super witty and quick.
Kelly Obbie
4mo
Adding to the conversation is key! It's important for your brand to not come across as "cringy" on social media. I see a lot of companies commenting on TikToks that have nothing to do with their product. I personally think this is usually a mistake because it comes off as "How do you do, fellow kids?" Nine times out of ten, brands should be interacting with content that's at least somewhat related to their product.
Melani De Guzman
4mo
For an agency I do remote Pt work for, all I do is outbound commenting to drive a specific strategy to new heights. I can attest that it makes social more FUN! And the brand comes off personable and genuine.
Great post! Brands commenting on social media accounts not related to their business can be a double-edged sword. On one hand, it shows that the brand is active and engaging with the online community. On the other hand, if done improperly, it can come across as spammy or inauthentic. It's important for brands to carefully choose the accounts they engage with and ensure their comments are relevant and add value to the conversation. By doing so, brands can expand their reach, build new connections, and showcase their versatility. The examples you shared truly portrait the way it should be done!
Oli Cimet
4mo
Engaging directly with audiences where they congregate is a smart move. It shows brands are listening and want to be part of authentic conversations, not just push one-way messaging. The key, as Paula notes, is adding value by empathizing with the existing community dynamics and contributing in a meaningful way. When done right, this outbound commenting strategy can organically expand brand awareness and affinity. Rachel Karten
Social Intelligence Lead @Haleon | 🥁The Drum Future 50 💡Brand Innovators 40u40 📊DataIQ 100 🔎ESOMAR Insight250 | 2023 Adweek Executive Mentee
4moI think it’s so impressive that some of these comments are getting as many likes as the actually post. There are so many lurkers, and that’s captured in comment likes.