From chatter to change: Why comments are your most underrated focus group

We are in the era of two-way communications. No longer do brands get to dictate what they wish to communicate to consumers. Instead, marketers and brands must now learn to co-create with their communities and consumers to build products and content that matter to them. Leading marketers today are using real-time feedback from comments to innovate and relying on the comments section as "the new focus group".

A recent TikTok report, What’s Next?, revealed that 68% of users believe brands should monitor the comments section to better understand their audience. Abdul Sani, group chief marketing officer at RHB Bank agreed to this finding, saying that the comments section is where "the real magic happens". 

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"The comments section isn’t just a digital suggestion box. It’s the heartbeat of consumer sentiment. It’s where customers tell you exactly what they think, unfiltered and in real time. Ignore it, and you’re leaving invaluable insights (and potential business) on the table," Sani said. 

Every interaction, every response - or non-response - forms a perception of the brand, and consumers are observant of how a company handles feedback.

"Whether it’s with authenticity, empathy, or just a cold, corporate auto-reply. The way you manage these moments doesn’t just impact one customer; it sets the tone for how your brand is seen by many," he added.

Moreover, when it comes to customer experience, a well-handled response can turn a critic into a loyalist and a bystander into a believer. On the flipside, a poorly managed interaction can do the exact opposite. "That's why social media engagement isn't just about damage control or witty comebacks. It's about shaping trust, strengthening relationships and proving that our brand genuinely cares," explained Sani. 

However, not every comment is game-changing insight. Brands still must have the ability to distill conversations, identify the most pertinent insights and take action without losing sight of the bigger picture. 

"If you try to respond to everything without focus, you risk getting drowned in the noise. Worse, you might misread signals and take a direction that doesn’t serve your brand or your audience, leading to disengaged customers and misplaced efforts," Sani said.

A strong community isn’t built on reacting to every comment, but rather, it is built on listening, curating, and responding with impact. When done right, customers don’t just engage with the brand, they advocate for it. That's where the real power of social media lies. 

Sani explained that social media isn't just a conversation, but rather a stage to build communities and co-create solutions that have real impact on consumers' lives.

Building communities 

According to Sani, brands can't just engage with the comments, but rather involve consumers, adding that the brands that listen and act are the ones that turn audiences into loyal communities.

RHB Bank, for example, uses real stories to inspire its festive campaigns. This is often sparked by conversations the brand has with its audience: 

When customers see their own experiences reflected in a brand's storytelling, something powerful happens. They stop being spectators and start feeling part of something bigger.

When building communities, Sanchit Mendiratta, former managing director at Merkle Singapore and Happy Marketer, said "the recipe hasn't changed - it's about brands being authentic, transparent and true to their roots." 

"It's not easy to beat the wisdom of the crowd on social platforms. A little bit of creativity and a whole lot of honesty is what brands should focus on," Mendiratta said. This is often best managed in-house, as it shortens the turnaround between spotting an opportunity and responding meaningfully.

"Speed and humor help humanise brands, making them more relatable to customers and prospects. I’m sure we all remember brands engaging in friendly banter that turns into a rap battle - which we all love, don’t we?" said Mendiratta. 

Impact on sales

Believe it or not, the comments section does have an impact on sales. Mendiratta said that the comments section typically gives brands access to a high-intent audience and provides an opportunity to organically influence potential customers who are already in the market for that category. All while also staying top of mind.

Naming that brands such as Netflix, Taco Bell, KFC and Oreo have leveraged the comments section effectively for their own benefit, Mendiratta says he is "still waiting for brands in our region to participate in unchoreographed moments.".

Similarly, Sani said that social media is no longer just a branding tool. It is a full-fledged sales engine. "When someone asks, 'How do I sign up?' or 'Is this promo still available?', they’re not just making conversation; they’re holding up a sign that says, 'I’m ready to buy - convince me.' The smartest brands don’t just acknowledge these signals; they act on them," he added. 

Alvin Kok, managing director and co-founder at Actstitude, added that the comments section is “where real consumer feedback comes from,” likening it to a social forum where people are influenced by others' opinions before making a purchase. “If someone is truly interested in what you're selling, chances are they’ll read the comments to see what others are saying before taking action,” he added.

Managing reputation

As brands create alongside audiences, there are bound to be reputational mishaps. Especially when comments may not necessarily be the kindest. To that, Mendiratta says brand should always stay authentic, transparent and true to their roots. "It's not easy to beat the wisdom of the crown on social media platforms. A little bit of creativity and a whole lot of honesty is what brand should focus on," Mendiratta said. 

Meanwhile, Kok believes that there is no method to ensure reputational damage. This is especially since an open comment section is "free for all". 

"However, if you're running a campaign and expecting heavy user comments, be alert with your community management to ensure things do not go out of hand. Brands pretty much also prepared seeders these days to try to direct the conversation to something positive, try that," he said. 

Sani, on the other hand, suggests being empathetic. Calling social media the "Wild West of brand perception", Sani argues that the key to managing reputation is to manage comments with intelligence, speed and empathy, adding that:

Here’s the truth: People aren’t looking for perfection in brands. They’re looking for sincerity.

"Customers don’t expect every issue to be solved instantly, but they do expect brands to show that they care. When a brand genuinely acknowledges a problem, takes action, and keeps people updated on the progress, it shifts the narrative. A critic today can become a loyal customer tomorrow, if they see that their concerns lead to real change," explained Sani. 

Sani added that it’s okay for brands to show vulnerability and say, “We hear you, and we’re working on it.” What’s not okay, he said, is shutting down the conversation or brushing off genuine concerns.

"Social media isn't just a place where problems surface, it's where trust is built and the brands that embrace transparency, take feedback seriously and actually act on it are the brands that people stand by, even when things get tough," Sani said. 

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