There’s a social media strategy so simple it almost feels like cheating. And no, it’s not some mysterious algorithm hack or complicated 24-step process. It’s this: reply to your comments.
“But what if nobody’s commenting on my posts?” Fair question. But the principle works both ways: commenting on other people’s posts can be just as powerful for building your presence.
Replying to comments can boost engagement by anywhere between 5% and 42%, depending on which platform you’re using, according to Buffer’s analysis of nearly 2 million posts across six major platforms.
The Research Behind the Numbers
Buffer’s data scientist Julian Winternheimer analysed over 220,000 accounts across Threads, LinkedIn, Instagram, Facebook, X, and Bluesky. Instead of comparing different accounts (which would skew towards larger followings), he used fixed-effects regression models.
Translation? Each account was compared to itself over time. When the same account replies to comments, what happens to engagement compared to when it doesn’t?
The answer is consistent across platforms: engagement increases. Sometimes modestly, sometimes dramatically.
Before diving into the specifics, here are the important caveats:
– Perfect cause and effect can’t be proven. High-performing posts might naturally attract more replies.
– Sample sizes vary, particularly for newer platforms like Bluesky.
– This is directional evidence showing strong patterns, not absolute guarantees.
The Platform-by-Platform Breakdown
Here’s what the data shows when brands and creators engage with their audience:
Threads: Built for Conversation (42% Boost)
Threads delivered the highest impact with a 42% engagement increase when creators replied to comments. Across 128,000 posts analysed, about two-thirds of profiles showed positive effects.
This makes sense given the platform’s design. Threads gives replies the same visual weight as original posts – the platform is fundamentally built for dialogue, not monologue.
Head of Instagram Adam Mosseri has been clear about this: if you want to grow on Threads, reply more than you post. The collective value of all your replies roughly equals the collective value of all your posts. That’s platform design working as intended.
This applies to commenting on other people’s posts too. If your own posts aren’t getting traction yet, thoughtful comments elsewhere can build your visibility and start conversations that eventually lead back to your content.
LinkedIn: Professional Engagement Matters (30% Boost)
LinkedIn showed a 30% lift in engagement for posts with replied comments. Julian analysed 72,000 posts across nearly 25,000 accounts, and roughly 83% of profiles saw positive results when they engaged back.
There’s an added benefit here – LinkedIn now provides impression metrics for comments. A thoughtful comment on someone else’s high-performing post can generate nearly as many impressions as your own top posts. One opportunity becomes 24.
This is particularly useful if you’re still building your audience. Strategic commenting can be your entry point. Booom.
Instagram: Visual Platform, Real Conversations (21% Boost)
Instagram posts where creators replied to comments saw about 21% higher engagement. This pattern held across more than 700,000 posts and nearly 68,000 profiles.
Around 63% of profiles showed positive effects. The pattern is clear: when brands engage back in their comments, posts perform better relative to their own baseline.
Facebook: Steady and Significant (9% Boost)
Facebook showed a 9% increase in reactions for posts with replied comments. While this might seem modest compared to other platforms, we’re talking about over a million posts analysed. At that scale, even single-digit lifts are significant.
About 54% of Facebook Pages performed better when they replied. Facebook’s engagement patterns are broader and more mature than newer platforms, so this lift carries weight.
X (Twitter): The Subtler Impact (8% Boost)
X showed an 8% engagement lift when creators replied to comments. This effect is marginally significant, primarily because the sample size was smaller. Out of 30,000 X posts from 16,000 accounts, only about 2,100 had replies to comments.
Still, about 51% of accounts showed positive effects. Worth noting: X has multiple account tiers (Free, Basic, Premium, Premium+), and Premium subscribers get around 10% more reach. But this 8% lift represents the true effect of replying, independent of account type.
Bluesky: Early Days, Clear Pattern (5% Boost)
Bluesky is still building its user base. Out of 73,000 posts, only around 5,000 had replied comments. Even in this smaller dataset, there’s a 5% engagement lift.
The effect is smaller than other platforms (likely due to the newer, niche audience), but the pattern holds. Posts with replies sit slightly above each account’s usual engagement level.
Why This Isn’t About Gaming the Algorithm
Here’s what makes this research valuable – it’s not about manipulation or clever tricks. It’s about fundamental human behaviour. The consistency across very different platforms suggests this isn’t about any particular algorithm. When brands show up and engage, audiences respond. They return. They participate more.
“If you want engagement, do engagement” might be the simplest social media advice going – and it’s backed by nearly 2 million posts’ worth of evidence.
Starting From Zero? Here’s Your Game Plan
If your posts aren’t getting comments yet, flip the script. Start engaging with others in your niche:
– Leave thoughtful comments on posts in your industry
– Answer questions in your area of expertise
– Join conversations that align with your brand values
– Build relationships before you need them
The engagement you give often comes back multiplied. Think of it as planting 24 seeds across different conversations – some will grow into connections, some into visibility, and some into the comments you’re after on your own content.
The Practical Reality
Creating content across multiple platforms is time-consuming enough without adding comment management to the mix. As audiences grow, so does the volume of comments. But keep going because the evidence is consistent. Replying to comments is strongly linked to higher engagement. It’s not complicated. It’s not a 24-layer strategy. It’s straightforward business sense.
Brands don’t need to reply to every comment within seconds. They don’t need to write lengthy responses. But showing up, acknowledging the community, and having genuine conversations? That’s what moves metrics.
Social media platforms reward genuine interaction because they want users to stick around and find value. The algorithm isn’t a mystical barrier – it’s designed to surface content that generates meaningful engagement.
The Bottom Line
Stop treating social media as a broadcasting channel. It’s a conversation platform. Whether you’re replying to comments on your own posts or strategically engaging with others to build your presence, the principle remains the same: conversation drives growth.
Start where you are. Use what you have. Engage authentically. The rest will follow. The most effective social media strategies often turn out to be the simplest ones. This is one of them.
