Hey, let me start by busting a myth right away: followers don’t pay the bills conversations do. As someone who’s been grinding on Instagram for years, I can tell you firsthand that followers are often treated like trophies when they should really be treated like casual acquaintances. They’re there, but it’s the ones who actually talk back the ones who comment that move the needle.
The Comment Section Is Where the Magic Happens
Ever notice how a post with 20,000 likes but no comments feels… empty? Almost like a ghost town with polished storefronts. Now, compare that to a post with just 800 likes but hundreds of genuine, flowing conversations in the comments. That’s where the real engagement lives. And here’s why marketers should care:
- Algorithms eat comments for breakfast: Instagram, TikTok, and even YouTube’s algorithms prioritize content that sparks discussion. A single thoughtful comment can weigh more in the algorithm’s eyes than a hundred passive likes.
- Community > audience: Comments build community. They create the vibe that your brand is worth talking about. Followers might lurk, but commenters engage, debate, laugh, and sometimes even defend your brand. That’s loyalty gold right there.
- Conversions hide in the replies: I’ve landed collaborations, affiliate deals, and even clients directly from the comments section. It’s where curiosity turns into action, way more than someone passively tapping “Follow” and ghosting.
Likes are Cheap, Comments are Currency
Let’s be honest: likes are easy. People double-tap like they’re swiping on Tinder fast, thoughtless, habitual. Comments, though? Comments require a human to pause, think, and type. That’s the intent. In the marketing world, intent is everything.
Marketers should be tracking comment threads, not just follower spikes. A micro-influencer with 10,000 followers and a thriving comment section can outperform a macro influencer with 200k followers but crickets below their posts. I’ve seen it happen in campaigns where my “small but mighty” audience smashed the engagement metrics compared to big-name creators with disengaged followings.
But What If You’re Starting from Zero?
Now, here’s the tricky part: if you’re a brand or creator just starting out, that comment section can be the loneliest place on earth. Early momentum matters, and that’s where tools like Martulo’s comment services become more valuable than most people realize.
Instead of obsessing over vanity metrics like follower counts, many marketers and influencers I know are quietly using targeted comment strategies to seed engagement early. Platforms like Martulo’s comment services (yeah, this is your friendly tip from someone deep in the game) can help give your content the spark it needs to ignite authentic conversation. It’s like setting the tone so others feel invited to jump in.
A Real-World Example
I’ll give you a quick personal win. Previous year, I made a partnership with a small eco-friendly skincare brand. They had a modest following but struggled with engagement. Their feed looked decent, but posts barely got a comment or two, which hurt their conversions. We shifted focus: instead of buying more followers, we invested in kick starting comment engagement, a mix of organic strategies and leveraging comment-boosting tools like Martulo.
Result? Their next product launch post had 70+ genuine comments, and people naturally followed the momentum. Sales jumped by 30% that month. Why? Because real conversation drives real trust and trust drives action.
Takeaway for Marketers
If you’re still chasing vanity metrics in 2025, you’re already behind. The smartest brands and creators are nurturing conversations, not just collecting spectators. Comments build trust signals, drive algorithmic boosts, and convert passive viewers into active fans.
So next time you review your social metrics, don’t just ask, “How many followers did we gain?” Ask instead:
“Who’s talking, and what are they saying?”
And if you need a little help getting those conversations started, there are platforms (wink wink, like Martulo’s comment services) that can help set the table so your audience feels like sticking around for dinner.
