Why the Future of Brand Conversations Is Happening in the Comments Section

Everyone’s talking in the comments. Are you?

This week, Ladbible and KFC launched a fresh content campaign with a podcast called “Living in the Comments,” diving into what people are really saying online. And honestly, it’s a genius move.

Because that’s where the real culture lives online. The comments aren’t the messy underbelly of social anymore. They’re the modern town square and the group chat — the unfiltered, hilarious, occasionally unhinged focus group we all scroll through when we should be doing something else.

‍

From Broadcast to Banter

For years, brands have treated social like a megaphone. Write and shoot something clever, post it, cross your fingers, and hope for engagement.

But people aren’t sitting quietly anymore. They’re in the replies, remixing others’ content, roasting each other and creating endless memes and reels from one post.

Smart brands have noticed. They’re doing more than just creating content; they’re creating conversations.

The KFC x Ladbible collaboration gets it. Instead of talking at audiences, it listens, builds from what’s already happening and embraces the glorious chaos that makes social media, well, social.

‍

The Rise of the Comment Economy

Comments are fast becoming the most valuable (and volatile) real estate on social. They’re where opinions are made, jokes are born, and brands get humanised (or humbled!).

It’s a space where customers gather, bond and build a sense of belonging with a brand. When a brand nurtures that space, it shifts followers into a community that feels connected.

Think of it as earned intimacy — the space where people tell you what they really think (unfiltered, witty, sometimes savage), and that honesty is invaluable for brand insight.

I believe it’s where we’ll see the next wave of social marketing happening.

Expect to see more brands:

• Mining conversations for authentic content ideas.
• Spotlighting community voices instead of polishing corporate ones.
• Creating formats that react to the public mood in real time.

‍

How Brands Can Get in on the Comment Action

The comment section is where audiences co-create. But if you’re going to join in, do it right.

1. Listen Before You Leap

Every platform has its own rhythm. TikTok is chaos with charm; LinkedIn is polite chaos with credentials. Spend time in the comments before adding yours.

The brands that nail this (think Ryanair, Duolingo, and Greggs) don’t just monitor comments for sentiment — they study them for personality.

They know when to be self-aware, when to poke fun at themselves, and when to say nothing at all.

Think of the comments section like a live community pulse check. By treating comments as a real-time feedback loop, brands can tailor content based on what the community actually wants — not what they think they want.

2. Spotlight Your Community

Some of the best brand moments start in the comments. Screenshotted fan interactions, witty exchanges, and even critical takes can become part of the story.

Imagine your next campaign opening with:

“Someone said we’d never pull this off…”

Followed by a flood of real comments. That’s social proof turned into storytelling.

3. Build Formats Around Conversation

Podcasts like “In the Comments Section” are proof that comments are content.

Brands could:

• Host a weekly “Comment Roundup” that reacts to what’s trending.
• Turn top fan comments into short-form video content.
• Use AI tools to spot rising themes before they hit the mainstream — because they usually start in the comments.

4. Let Your Social Team Be the Main Characters

The biggest mistake is treating the social team like a customer service department. They’re the face of your brand. Give them permission to have a personality.

When a social media manager replies like a real human, people engage. When a reply makes them laugh, they screenshot it. Suddenly, your comment becomes the content.

5. Reward the Participation

If you want people to keep commenting, give them a reason. Ask for opinions. Feature the funniest takes. Let them shape your brand’s inside jokes.

Because when people feel part of something, they’ll defend you like it’s personal.

‍

The Bottom Line

Comment culture isn’t new — but it feels like brands are finally catching up.

The conversation doesn’t just live in your posts anymore; it lives under them.

The brands that thrive will be the ones brave enough to stop polishing their message and start engaging with their audience — because the comments section is where the real connections are made.

‍

💬 Want your brand to be part of the conversation?

Our social and influencer experts know how to turn comments into communities — and audiences into advocates.

Let’s get people talking.

Click here for our social media services or drop us a line - let’s talk!