TikTok comments are like “gold” for brands.

TikTok comments are like “gold” for brands. While the default option can be to opt out of social media comments altogether, young people aren’t shying away from the opportunity to interact with brands on the app, and the feature is helping brands learn from them. Bite, Happy V, and Sani are three brands who have gained valuable insights from their TikTok comments: Bite discovered a culture of loyal fans who were clearing up confusion about the brand’s eco-friendly packaging, women’s health brand Happy V uses comments to directly respond to users’ health-related questions and concerns, and Sani—a South-Asian-inspired fashion line—launched an inclusive size campaign after discovering on social media that customers weren’t happy with their size offerings. Tubi also launched a campaign in June bringing back fan-favorite ‘90s and 2000s shows after discovering comments from users talking about how Tubi was “unfamiliar” or unheard of, with fans clapping back saying the streaming service was the “new Netflix.” While every brand has their reason for disabling comments on social media, as one industry expert notes, “it’s the ‘constructive’ comments that often spur innovation.” (Adweek)