Brands Pivot to Comment Section Engagement to Combat Declining Organic Social Media Reach

Story Summary

As organic reach on platforms like Instagram plummeted from 15% in 2020 to 3% in 2025, brands are increasingly using comments sections to bypass algorithms and capture attention. With 52% of Gen Z consumers now using comments to research products, companies like Subway and Milk Makeup are prioritizing direct, conversational engagement over traditional broadcast marketing to build brand equity and.