A brand we work with has 200 posts on Instagram. Each averages around 80 comments. That's 16,000 pieces of direct audience feedback sitting there, unread.
They know this. They feel guilty about it. But who has time to read 16,000 comments?
Your audience is literally telling you what they want
Follow-up questions are content ideas. People quoting your captions back at you are showing you which hooks work. Complaints about confusion tell you what to clarify next time.
If 50 people quote the same line, that's your angle for the next post. If 30 comments ask the same question, you left something out. If a take generated 90% of your negative comments, you've found a topic worth exploring deeper.
One comment saying "this was confusing" is noise. Fifty comments saying it is signal.
How to actually do this
Add any Instagram account to MOD and pull all your comments in.
Run sentiment analysis to categorize them by emotion and intent: questions, complaints, praise, purchase intent, suggestions. Look for clusters before reading individual comments. This is how you stop working blind.
Once you see the patterns, go deep on what matters. The outliers. The detailed feedback. The stories worth featuring.
Then close the loop. Take what you learned and put it into your next piece of content.
We built comment analysis into MOD because brands know there's gold in their comments, but don't have time to mine it manually. Try it free.
