Imagine posting a carefully crafted TikTok video and finding its comments section transformed from a collection of likes and emojis into a dynamic space buzzing with interaction, creativity, and potential customers. This scenario isn't fantasy—it's the new marketing strategy brands are implementing on TikTok. Beyond viral short videos, TikTok's comment sections hold immense marketing potential, where witty and thought-provoking comments can garner unexpected attention, creating perfect opportunities for brands to connect with users and enhance visibility.
1. Riding the Viral Wave: Strategic Visibility in Trending Content
Commenting on viral TikTok videos offers brands a straightforward method to boost exposure. However, securing a top comment position is crucial for standing out. Only highly-liked comments truly capture user attention and generate substantial engagement.
McDonald's demonstrated this strategy effectively when responding to a viral TikTok about an "eerie" Ronald McDonald statue in Arizona. Their simple comment—"what was that"—landed the top spot in the comments section of a video that amassed over 8.8 million views by June 2022. The brand's humorous yet authentic response perfectly captured audience curiosity and sparked connection. The key lies in crafting comments that relate to the video's theme while sparking user interest, avoiding overt brand promotion.
2. Engagement as King: Igniting Conversations Through CTAs
Visibility alone isn't enough—brands must actively encourage user participation. Many achieve this by incorporating clear calls-to-action (CTAs) in videos or captions that prompt discussion in comments. Common tactics include prompting users to tag friends or answer questions using emojis.
Milk Makeup excels at this approach. In one TikTok, they asked viewers: "If you opened your bathroom cabinet to a bunch of Milk products, what would you do? Answer with just one emoji." This simple, fun interaction lowered participation barriers while stimulating expression. The brand further enhanced engagement by replying to select comments, fostering positive community dynamics.
Pinned comments serve as another effective engagement tool. Brands use these to highlight CTAs, address FAQs, promote special offers, or provide additional video details. Positioned at the comments section top, pinned comments ensure maximum visibility and interaction potential.
3. Unexpected Collaborations: Partnering With Unique Creators
TikTok's success stems largely from its creative community. While many brands collaborate with creators through sponsored content, overuse risks alienating audiences. Research indicates 81% of consumers would unfollow creators posting sponsored content multiple times weekly.
Brands should explore alternative collaboration methods through comments and TikTok LIVE. Partnering with unconventional creators often yields surprising results. Emily Zugay exemplifies this approach—her 2021 series redesigning major brand logos with deadpan delivery gained massive traction. Some brands even adopted her "designs" as their TikTok profile pictures, turning self-deprecation into audience affection.
4. From Comments to Reality: Bringing User Ideas to Life
Nothing builds stronger connections than materializing user suggestions. Old Navy mastered this when high schooler Samuel Beasely's TikTok about "the best Old Navy commercial" sparked 1,300+ user comments with advertising ideas. The brand incorporated these suggestions into an actual commercial, creating content that reflected genuine audience participation.
This co-creation strategy enhances user belonging while strengthening brand authenticity. Success requires keen insight, swift execution, and genuine respect for user contributions.
5. Mining UGC Gold: Discovering and Sharing Relevant Content
TikTok's comments section serves as a rich repository of user-generated content (UGC). Brands can proactively search for UGC related to their products and, with creator permission, repost it to their official accounts.
ESPN effectively employed this strategy by sharing a video showcasing positive sportsmanship between teens. The content aligned perfectly with the brand's values while generating enthusiastic audience response. UGC strengthens brand authenticity and resonates more deeply with users, encouraging further participation and sharing.
6. Precision Engagement: Duets, Stitches, and Micro-Creators
While engaging with viral content and major creators matters, interacting with smaller creators through TikTok's Duets and Stitch features presents valuable opportunities. For example, Nars' thoughtful response to creator @dakkatsu's foundation review in a Stitch video generated high engagement and sparked broader discussion.
This targeted approach builds influence within niche communities while expanding reach through creators' follower networks. Success requires authentic communication and relationship-building with smaller creators.
7. The Feedback Channel: Leveraging Comments for Customer Insights
TikTok users freely express genuine opinions in comments, providing brands with invaluable Voice of Customer (VoC) data. Analyzing these comments helps brands understand user perceptions about products, services, and campaigns.
Fashion brand Sani exemplifies this practice. When comments revealed demand for larger sizes, they immediately developed new products and recruited models directly through TikTok. Regular comment interactions addressing specific requests, like adding sleeves to garments, strengthened customer trust and loyalty.
8. Navigating Criticism: Balancing Crisis Management and Long-Term Value
While positive feedback is desirable, negative comments are inevitable. Some brands disable comments entirely to avoid PR crises, but this risks alienating users who perceive such actions as dismissive or insecure.
Comment restrictions reduce engagement and forfeit valuable communication opportunities. Brands should address criticism thoughtfully—analyzing root causes and responding appropriately. For valid concerns, constructive responses and improvements build goodwill. For malicious attacks, measured action preserves brand integrity while maintaining open dialogue with genuine customers.