At a time when social media engagement is decreasing, creating a post that attract genuine comments is becoming increasingly hard and also increasingly desirable. As of Rival IQ’s 2024 Social Media Industry Benchmark Report, the overall rate of engagement across the leading platforms of Instagram, Facebook, and X (previously Twitter) has dropped below 1%.
For marketers and experts alike, this represents a call to action to transcend posting and move towards engagement that feels intimate, authentic, and respectful.
So, what is it that causes a post to create comments in the current online era? Here are some tactics that are effective and some reasons why they are effective.
1. Make It About the Audience, Not the Author
Humans do not engage with content unless they feel heard and relatable. Posts that are about the reader’s experience and not about the author’s accomplishments perform better.
Use direct terms such as “you” and “your” to create emotional intimacy.
Ask specific, personal questions. Instead of asking, “What do you think?” ask, “What’s something you learned the hard way about leadership?”
Make the reader feel as though the post is speaking with them and not at them.
2. Use Contrast to Invite Perspective
When there are many perspectives, especially when one of the opinions is seen as slightly controversial, this will create responses from people. People are more likely to start commenting, whether they agree, disagree or ask questions.
Posting two opposing ideas will help in this matter.
Example:
- “Is remote work dissolving collaboration or allowing teams to thrive?”
“Is splurging on skincare worth it, or do drugstore products do the job?”
“Outfit repeating: smart and sustainable or just lazy styling?”
Make a clear stand, but open the floor for the reader to disagree or agree with you.
3. Don’t Simply Post, Be There
We’re talking about staying present and active after you hit the “Post” button. A lot of people treat posting like checking off a task: you write a caption, upload the photo, post it and move on.
But the real engagement doesn’t happen in the post itself. It happens in the comments. And the comment section won’t come alive unless you’re part of the conversation.
Why is being active so important? Social media algorithms reward interaction. For example, LinkedIn, Instagram, and Facebook boost content that gets engagement in the first hour.
Not only that, replying will make people feel heard and seen and interact more. When people see that you’re replying, they’re more likely to join in because they know you’re actually there.
Then, your posts start to feel like a community space, not just another piece of content.
4. Be Relatable, Even Vulnerable
Very polished, edited posts tend to get scrolled over. Authenticity, particularly when coupled with a personal anecdote, invites empathy and engagement.
Discuss actual struggles, setbacks, or surprising moments. This will make people notice and be curious to know what actually happens.
You can also try to highlight the lesson or reflection rather than the event itself. An outcome of the event makes it more insightful and more exciting to know.
Example: “Took a break from social media for two weeks and realized how addicted I was to validation. Has anyone else ever tried unplugging?”
5. Close with an Organic Call-to-Comment
A post can be insightful, funny, or vulnerable, but if it ends abruptly or passively, people might just scroll past without saying anything.
Use natural questions like
- “What would you have done?”
- “Has this ever happened to you?”
Avoid very general calls to action. They sound like they come across as insincere.
6. Turn Comments into Content Ideas
Comments are not only engagement. They’re also providing insights into what kind of content you can create.
Look back at previous posts to find repeated words, problems, or emotional undertones. Use them to inform your next subject.
In the end, a work that provokes comment is not so much about gimmickry or style. It’s about listening, learning, and writing as a human, one who cares, is present, and is willing to be vulnerable.
When people feel heard, they react. And that’s where conversations and communities begin.
Want to create social media post that work for your brand and attract comments?
We can help. Click here to book our social media marketing service!
