How to Build a Winning Comment Strategy for Social Media
Here's one piece of your social media strategy that you probably forgot about, and hint, it's actually prime real estate on Instagram these days.
No, we aren't talking about Reels, highlights, or your bio — even though we are geeks about making these perfectly strategized, too.
It's actually your comment strategy.
Don't believe us? We have the results to prove it...
Now, we aren't just talking about commenting on others' posts; we are talking about comments on your own posts, too. Both outbound and inbound engagement are beyond important when it comes to social media management. That's exactly what we are going to be educating on today.
What's in this blog:
Why Comments Matter On Instagram
What Makes a Great Comment
Why You Need to Be In Your Own Comments Section
How To Be Consistent With Engagement
Why Comments Matter On Instagram:
Yes, every single piece of your Instagram should be strategized from the on-brand graphic to the SEO-focused caption; that is what gets people hooked and starts the conversation. But the comments are where the real connection and conversation happen.
This is where you are going to start generating leads, making business BFFs, and finding your loyal audience. Outbound comments can generate buzz, create brand recognition, and help you expand your audience. Inbound comments can help you create connections, increase engagement, and start conversations that lead to conversions. And, we aren't just talking about any comments. We are talking about strategized comments.
What Makes a Great Comment
It's Your Brand Voice
This is where the importance of having a brand voice comes in; your brand shouldn't sound like how you answer your emails, it should sound like your brand persona. Is the brand witty? Educational? Fun? Flirty? Think about what your brand really looks like and show up as that. Let's take Wendy's, for example; they show up in their comments section as "Wendy." She's witty and sassy, so that's exactly how their team is channeling that persona in the comments sections.
It's Different
Listen, we are all guilty of the occasional "Love this!" or "Amen to that," comment. However, what's going to come out of that besides checking off the box of engagement for the day? It has to be adding something to the conversation. Ask yourself: If this were a real-life conversation, how would I respond? Think outside the box and have fun with it!
It’s Intentional
A great comment has a purpose! Maybe it’s to build a relationship, make someone laugh, or show support in a meaningful way. The best comments are strategic, but not forced. They feel natural and authentic, but they’re also aligned with those brand goals. And, especially when it comes to outbound comments, you'll want to ensure that you are creating comments that stand out in comments sections, whether you're against 1 other comment or 20,000.
Why You Need to Be In Your Own Comments Section
No, we aren't talking about commenting on your own post to boost your own engagement. We mean, commenting to start and keep the conversation going. Goodbye are the days of CTAs at the bottom of captions, instead we want to meet our audience in the comments section and get the conversation flowing there.
Think of it this way: your caption sets the tone, but the comments section is where you actually get to mingle with your audience. Start the convo with a question, share a hot take, or even drop a behind-the-scenes anecdote. Not only does this boost engagement, but it also shows your followers you’re approachable, invested, and actually want to hear from them.
How To Be Consistent With Engagement
Commenting is one thing, but making this a habit is how you'll actually gain traction. Because we all know nothing happens overnight, it's all about consistency.
Create a daily task for yourself to engage with your audience, inbound and outbound, to ensure that you are implementing this in your routine. Having a social media strategy isn't possible without engagement, so be sure that you are taking the time to do this! Inside that daily task, create a quick checklist you can run through to check off all the boxes.
Read Next: Social Media Engagement Guide + Checklist
If you're following this advice and still not seeing the results and traction you are dreaming of, let's chat. We can stir up conversations and get your social up to par in the community category faster than you can play 18 holes.
