In more detail
Comments are the highest-effort form of public engagement because they take more thought than a like or a share. That makes them valuable in two ways. As a ranking signal, comments tell most platform algorithms that a post sparked a real reaction, so posts with active comment threads often get pushed to more people. As a feedback channel, comments tell you what your audience actually thinks, what they are confused about, and what they want next. Replying to comments also extends a post's life and builds relationships, which is why many strategies treat the comment section as a conversation to manage, not a metric to count.
Example
A skincare brand posts a tutorial and gets 40 comments, half of them asking which product to use for oily skin. The brand replies to each one with a recommendation. Those replies add 40 more comments to the thread, the post keeps showing up in feeds, and the questions reveal a content gap the brand fills with its next post.
FAQ
