The new, unspoken rules
But how should brands enter the chat? In the flippant world of social media, something off-hand can resonate. “I think Gen Z is particularly drawn to brands that can participate, react, and be playful. It mimics the tone of a group chat. It’s fast and formal and culturally fluent,” Kesta says. “They’re naturally more flexible on how they communicate in an informal, playful tone.”
“The comments section is one of our favorite places to be,” says Amy Bi, VP of brand at Deciem (owner of The Ordinary). “We bring our playful — and sometimes chaotic — tone to the conversation, keeping everything authentic to who we are and what we stand for. Our strategy is simple: comment frequently, fuel the banter, and be as funny as possible.” Recently, the “nobody here knows I’m the X admin” trend, which sees brands post videos shot by their social media director in the crowd of a major event, has driven a new era of the Instagram manager not only being the voice of the brand, but also a personality in their own right, building and breaking a fourth wall for comedic effect.
For luxury brands, though, this irreverent approach isn’t so cut and dry. “Luxury fashion feels more complex. Their value is tied to mystique and a certain level of distance. Stepping into a gossipy discourse can be quite jarring,” says Kesta. As explored recently by Tank Magazine, a rise in “aggressive visibility” and “forced familiarity” is leading to brands entering “the friend zone” at the expense of the desire and aspiration that’s formed by a sense of separation. Repeatedly appearing in comments sections can lead to overexposure that dents exclusivity.
It also requires a reactivity that fashion houses can’t always afford. “Fashion has historically been a media business more so than a social one. The muscle memory is editorial, with their magazine covers, campaign imagery, and runways, which are great broadcast formats. You set it up, and it’s done,” says Le. Too much curation or approval, and the moment may be gone. “The comments section is the total opposite, because it’s a conversation, and conversations require you to be a person. So you could say it’s more social than media.”
It’s why eponymous creative directors like Marc Jacobs and Simon Porte Jacquemus have found success commenting via their personal Instagram accounts. Other brands are finding ways to engage with the comments without actually chiming in. In 2024, TikTok creator @DrKayla_MD posted a viral video stating that, if it got 50,000 likes and a comment from Prada, her husband would buy her the brand’s Re-Edition Saffiano Leather bag. The likes of Burt’s Bees, Pizza Hut, Ziploc (and a fake Prada account) showed support. In the end, her husband bought her the bag anyway. Interestingly, though, Prada did not comment, but it eventually came through and sent her a raffia shoulder bag, demonstrating that it’s both online and in the know, without engaging directly in the comments.
