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Comment Deep Dive

A Comment Deep Dive is a one-time comment analysis of your channel and your competitors’, covering at least three months of comments.

Create content your audience is already asking for. Months of comments across your channel and your competitors’ reveal what sparks a reaction, what people want more of and the questions they keep asking.

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What it answers

01What is my audience actually interested in?

02Which questions come up again and again, and does anyone answer them?

03What gets people talking, and what leaves them silent?

04What does my audience ask for that nobody in my market is making?

What it looks like

From a real Comment Deep Dive on skincare. The client is made up; every comment and number is real.

The needs map: eleven audience needs plotted by their share of all asks against how often brands answer them, from “talk to me” at the top to “send me PR” on the far right, with the common-and-ignored corner marked as the gap. — **The needs map:** every ask placed by how often it comes up and how often a brand replies to it. The product questions sit in the middle, answered about a third of the time.

The page on Bubble: audience comments read, comments per 1,000 views, share of questions, comments answered and PR asks, its needs by share of asks, and what to take and leave. — **One page per competitor:** what its audience asks for, how often it answers, what to take or leave.

The most frequent questions with no content equivalent: five questions asked across the whole market, such as “Is this OK for a 10- to 16-year-old?” and “Where can I get it outside the US?”, with how often each is asked and answered. — **The gap:** questions the whole market gets, with no standing answer from anyone.

Eleven needs, sized: a treemap of what audiences ask for, led by “send me PR” at 40 %, then “where can I get it” and “talk to me” at 13 % each. — **Eleven needs, sized:** every ask sorted by what the person wants, from where to buy it to how to use it.

Who answers: a bar chart of the share of audience comments each of the 32 accounts replies to, from Bubble at 81 % down to four brands at 0 %. — **Who answers:** the share of audience comments each of the 32 accounts replies to.

Bought reach is silent: median comments per 1,000 views by a post’s views, falling from 4.20 to 0.03 across all posts and staying above 1 for organic posts. — **Bought reach is silent:** comments per 1,000 views, for all posts and for organic posts only.

The analysis is based on publicly accessible data and was prepared independently, without the involvement, approval or endorsement of the accounts featured.

What you receive

A full report on your audience, with the answers on the first page and the analysis behind them.

A map of what your audience wants: what it asks for, reacts to and keeps coming back to, with first directions for what to make.

Your own questions, answered alongside the standard analysis.

A walkthrough call, where we go through the findings with you or your team.

Scope

At least three months of comments, more if your market needs it. How many channels and how many of your own questions are agreed on the call.

Inside the report

What a comment section is made of: 100 squares showing 29 % asks, 32 % praise and purchase intent, 18 % reactions, 17 % single words or emoji and 4 % viral stories. — What a comment section is made of, before any of it is sorted.

Where every brand stands: one table for the whole field.

Ten learnings, one to five: five numbered learnings, each with the evidence and the pages it comes from. — Ten learnings, each pointing to the page behind it.

Eight formats your audience is asking for: eight cards, each naming a content format, what it covers and the need from the comments behind it. — Eight content formats the audience is asking for.

How it works

01
Kick-off
We start with a call about what you need to get out of this: your questions, your platforms, and which competitors’ comment sections belong in the analysis.
02
Analysis
We collect and analyse the comments. There’s nothing for you to do in this phase.
03
Report
We interpret the analysis and write the report.
04
Walkthrough
We go through the findings with you or your team, and answer what comes up.

Usually four to six weeks, depending on how much your audience comments. Need it sooner? Ask us on the call.

Data basis

Public comments under your posts and under those of the competitors we agree on at kick-off, analysed in aggregate. We look at patterns, never at individual commenters.

Our approach to data

Is this for you?

A good fit if

Your content gets views, but you’re not seeing enough engagement.

You’re running out of ideas that actually land.

You want to make what your audience asks for, not what you guess it wants.

We recommend other services if

You want to know which of your formats work: see Channel Deep Dive.

You want a fresh read on your comments every other week: see Comment Watch.

Pairs with

Before

Not sure yet? Let’s have a chat.

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