Nearly half of US adults prefer commenting as a social media feature; 54.2% of Gen Zers engage through comments.
45% of 13-39-year-olds ask about product details in comments; 75% of 18-24-year-olds find social media post recommendations in comments.
Brands now strategize commenting on popular videos for broader audience reach, requiring understanding of online culture and brand voice alignment.
Comments on videos can boost a brand's reach; an example was Microsoft's comment on Emily Zugay's video receiving 70,000 likes and 100 replies.
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