As TikTok’s user base grew to 1.59 billion active users globally, the comments grew with it. The average TikTok post now receives around 66 comments, compared to just 24 on Instagram.
And the responses have taken on a life of their own.
Recent research found that TikTok comment sections have become active environments for culture and connection. Humor, shared references, and phrases that create instant inside jokes are bringing large numbers of people together.
The study found that these linguistic signals do two things at once: they pull insiders together, and they signal to outsiders that there is a whole culture they are missing.
In a recent survey, 91% of people said they spend time in the comments section of social platforms.
A third of them said they spend time commenting themselves, while 65% said comments sections are funnier than the creators themselves.
“Commentary is now a form of currency. Actually, it’s the main point of interest. We want to have commentary on the culture that we’re consuming, not just consume the culture prescribed to us,” says Annie House, head of strategy at OK Cool.
Even though comments can be bought in the form of bots, there are still some refreshingly unfiltered ones out there. People say exactly what they think whether that’s a joke, a callout, or something completely unhinged.
And somewhere in this chaos, inside jokes are born. A lot of times the comments only make sense if you’ve spent enough hours on the app.
For example, the classic “bro really said” comment showing up under any video where someone does or says something stupid.
Then there’s the capitalization chaos. For example, “moo DENG” — a pygmy hippo who went viral and became a TikTok obsession. People started dropping her name in random caps under completely unrelated videos, paired with a purple heart. It caught on as a way to express something that is too cute, too chaotic, or just too much to put into words.
One reason people scroll straight to the comments after watching a video is because they want to know if everyone else felt the same thing they just did.
Experts call this the false consensus effect. It is a deeply human tendency to assume that others share our beliefs and see them as normal. We watch something funny, unsettling, or bizarre, and almost instinctively, we look for confirmation. The comment section is where that confirmation lives.
In today’s hyperconnected world, this bias is more active than ever. Our reliance on social media as a primary source of information means we are constantly checking our perceptions against other people’s reactions.
It is less about being right and more about feeling less alone in what we just experienced.
Even brands and influencers now realize the power of comments.
The replies provide a snapshot into public opinion and trending topics.
By tapping into inside jokes, brands can easily show off their personality. Companies like Duolingo and Ryanair are already experts at this. They use clever replies to build huge followings and connect with younger audiences.
Liz Cole, chief social officer at agency VML, which handles social media for Audible, says the comments offer something traditional content often cannot: speed and low stakes.
“It allows us to test things in a very quick and lightweight way that doesn't require a whole big production every single time,” she said.
Audible’s approach is to occasionally drop the corporate mask — just enough to feel human. “There’s just enough personality to be able to imagine that there is a real person there understanding these titles, engaging with the lore, and taking part in the community,” Cole added.