What Is Comment Marketing and How To Use It? Best Brand Marketing Strategy Examples

Key Summary:

• Comment marketing is one of the best brand marketing strategies for engaging with audiences and increasing brand visibility.
• Duolingo’s witty comment replies showcase how comment marketing can turn simple interactions into viral campaigns, boosting brand awareness.
• The Poppi vs. Olipop vending machine Super Bowl drama exemplifies how comment marketing plays a key role in crisis management and public relations.

A strong brand marketing strategy is essential for any business aiming to grow and thrive. However, with the fast-paced evolution of social media and digital content, traditional marketing methods are no longer sufficient. Brands need to adopt innovative and authentic ways to connect with their audiences, and comment marketing has emerged as a powerful tool. By engaging directly with consumers in meaningful ways, comment marketing fosters deeper connections and can even create viral moments from simple interactions. In this article, we’ll explore how comment marketing plays a pivotal role in modern brand marketing strategies, with examples like Duolingo’s viral replies and the Poppi vs. Olipop vending machine controversy.

What Is Comment Marketing?

Comment marketing is the strategic practice of using comments—whether on social media, blog posts, forums, or review sites—to engage your audience, increase brand visibility, and build stronger connections. But it’s more than just leaving generic replies; comment marketing involves crafting thoughtful, personalized responses that add value to conversations and resonate with your audience. When leveraged effectively, comment marketing can make your brand more visible, credible, and relatable, driving growth and engagement.

What are the Benefits of Comment Marketing? 

Comment marketing offers several significant benefits, including enhanced engagement, increased visibility, and improved SEO. By strategically crafting relevant comments—whether responding to posts or initiating organic conversations—brands can foster stronger connections with their audience and boost their online presence. Let’s break down each of these:

• Enhanced Engagement: Comment marketing creates an ongoing, interactive relationship with your audience. Instead of a one-sided conversation, brands are part of the discussion, which helps foster a sense of community.
• Increased Brand Visibility: A well-placed, meaningful comment can help your brand reach a broader audience—sometimes even outside your direct followers—by engaging with high-traffic discussions. This boosts overall brand marketing strategy and online presence.
• SEO Benefits: Comment marketing increases SEO by driving referral traffic and improving search engine rankings, especially when your comments spark further conversation and engagement on high-traffic, relevant posts.

What’s An Example of Good Comment Marketing?

Duolingo is an excellent example of how comment marketing can drive brand marketing strategy and increase brand awareness. The popular language-learning app has become known for its unhinged marketing strategy for success. Through their witty, personal responses and ability to turn simple interactions into viral moments, Duolingo has turned comment marketing into one of their most effective brand marketing strategies.

How Duolingo Uses Comment Marketing:

• Personalized Engagement: Duolingo’s social media team responds to comments in a personalized way, often using humor and language-themed jokes that match their brand’s playful personality. These personalized touches make their responses feel authentic, which helps build stronger connections with users.
• Community Building: By replying to users' comments, Duolingo fosters a sense of belonging and community. This engagement builds brand loyalty and increases the likelihood that users will share their positive experiences with others.
• Creating Viral Moments: Duolingo’s comment marketing strategy isn’t just about responding—it’s about creating viral moments. Their responses often spark widespread engagement, such as when a playful comment about "missing" lessons turned into a viral campaign.

Duolingo’s success with comment marketing proves that engaging in thoughtful, authentic conversations with your audience is a powerful way to enhance brand visibility and drive growth.

The Poppi vs. Olipop Vending Machine Super Bowl Drama: A Case Study in Brand Marketing Strategy and Crisis Management

While comment marketing is primarily a growth tool, it also plays an important role in crisis management. The Poppi vs. Olipop vending machine incident that occurred during the Super Bowl is a perfect example of how comment marketing can be used to manage brand reputation during a public relations crisis.

What’s the Poppi Vending Machine Controversy?

Poppi, a popular prebiotic soda brand, sent full-sized branded vending machines to influencers ahead of the Super Bowl. While some saw it as an innovative marketing stunt, backlash quickly followed. Many criticized the brand for lavish spending instead of investing back to their consumer or community initiatives.

Adding to the drama, competitor Olipop entered the conversation, commenting on any social media post referencing the campaign and emphasizing their more consumer-focused approach. Their comments went viral, positioning them as the relatable, customer-first brand.

You can learn more about the Poppi Vending Machine Controversy here.

How Olipop Leveraged Comment Marketing:

• Engaging in Relevant Conversations: By commenting on viral videos discussing Poppi’s campaign, Olipop inserted itself into the discussion without spending on a large marketing push.
• Reinforcing Brand Values: Olipop emphasized its dedication to gifting its products directly to customers rather than influencers, strengthening its brand loyalty.
• Generating Buzz: Their active participation made people take notice, fueling further discussion and ultimately benefiting their brand image.

The Takeaway from Olipop’s use of Comment Marketing:

Olipop used comment marketing to turn a competitor’s PR crisis into an opportunity for brand growth—without launching any additional ad campaign. 

What are the Best Practices for Effective Comment Marketing?

To make the most of comment marketing in your brand marketing strategy, here are some key best practices to follow:

1. Respond Promptly: The quicker you respond, the more likely your audience will feel valued and heard.
2. Stay Authentic: Your responses should reflect your brand’s tone and personality. Authenticity is key to building trust with your audience.
3. Add Value: Make sure your comments contribute something meaningful to the conversation—whether it’s helpful advice, relevant insights, or additional resources.
4. Engage Beyond Your Own Content: Don’t just engage with comments on your own posts. Join conversations on other relevant platforms, especially those where potential customers are discussing topics related to your brand.
5. Monitor Conversations: Keeping an eye on your brand’s mentions across social media and other platforms helps you stay on top of customer feedback and respond to concerns in real time.

Is Comment Marketing a good Brand Marketing strategy for 2025? 

Comment marketing is an invaluable part of any brand’s social media marketing strategy, whether used to build brand visibility, foster loyalty, or manage a crisis. Brands like Duolingo show how personalization and wit can turn comment marketing into a viral success, while the Poppi vs. Olipop vending machine drama demonstrates how timely, empathetic responses can help brands gain and retain customers. By implementing these best practices, brands can enhance their visibility, engage meaningfully with their audience, increase their SEO, and ultimately drive growth.

Frequently Asked Questions

What is a brand marketing strategy?

A brand marketing strategy is a long-term plan designed to establish and grow a brand’s identity, improve customer loyalty, and increase brand visibility.

Why is brand marketing important?

Brand marketing creates an emotional connection with customers, differentiates your brand in a competitive market, and influences consumer buying decisions.

What is comment marketing? 

Comment marketing involves using comments on social media, blogs, forums, and review sites to engage with your audience, increase visibility, and build stronger relationships.

How does comment marketing improve brand visibility?

By engaging in relevant conversations, comment marketing helps increase your brand’s exposure to new audiences, expanding your reach beyond your immediate followers.

How can Duolingo’s comment marketing strategy be applied to other brands?

Duolingo’s strategy of personalized, humorous engagement can be adopted by any brand looking to build a loyal community. Authentic engagement makes a brand more relatable and trusted, leading to stronger customer loyalty.

What are the risks of comment marketing?

The primary risk is coming across as inauthentic or overly promotional. It’s important that your comments add value and feel genuine to avoid turning potential customers away

What’s the best brand strategy in 2025 to go viral

In 2025, the best brand strategy to go viral will be staying authentic, building a strong community, and utilizing comment marketing to foster organic engagement. Another rising strategy is "typo marketing," where intentional mistakes are used to spark viral attention and create buzz.