15 Apr 2026 · 5 min read
The comment section is the brand
Audiences read the replies before the post. If your replies are a template, so are you.
Watch someone scroll. They read the caption, then the top three comments, then decide what the post meant. The brand's reply is in that top three more often than the brand's post is.
A templated reply ('Thanks for reaching out! DM us') is worse than no reply. It tells the reader there is nobody home.
The accounts that are growing fastest in our portfolio have one thing in common: a named person answers, in their own words, within an hour, seven days a week. It is the most expensive line in the budget and the one with the clearest return.