Instagram’s comment culture: A double-edged sword for engagement and safety

Instagram, a social media platform originally designed for photo sharing, has evolved remarkably over the years into a dynamic space for interaction among users, influencers, celebrities, and brands. Known for its visual appeal and ease of use, Instagram has become a significant digital landscape for nearly 2 billion monthly users worldwide, fostering a cultural shift in how people engage with content and each other.

The comment section of Instagram, once a simple space for feedback, has transformed into a bustling arena of engagement. It has become routine for users to interact with content through comments, expressing affirmation or humour towards fellow commenters, and often seeking validation in a relatable comment when faced with content that feels awkward or “cringe.”

The shift in digital interaction began with platforms that encouraged discourse and debate, such as Twitter (now X). Users, brands, and influencers took to these platforms to engage in dialogues that ranged from friendly banter to sharp satire, as evidenced by memorable interactions like Samsung’s playful jibe at Apple. This culture of public commentary seamlessly transitioned to Instagram, especially with the decline of TikTok in certain regions, pushing short-form content lovers to seek alternatives.

The rise of Instagram Reels, mirroring TikTok’s short video format, bolstered this trend by offering users something to discuss, laugh at, or critique. The interactive culture was further fuelled by Instagram’s live features, allowing real-time engagement and feedback looping in the form of comments.

Interestingly, brands have leveraged this vibrant comment ecosystem to their advantage. Major players such as Swiggy, Zomato, Duolingo, and car manufacturers like Audi and BMW actively participate in commenting on viral content, using it as a tool to enhance brand visibility and relatability. Through witty remarks and strategic interactions, these brands aim to cultivate an approachable image, blending into consumer conversations in a more personal and immediate way.

Duolingo’s social media presence exemplifies this strategy, utilising its mascot, Duo the owl, to establish a quirky, likable persona that resonates with users. This brand engagement strategy has been successful, contributing to significant financial growth, with Duolingo’s market capitalisation soaring from $2.85 billion in 2022 to an impressive $12.27 billion by October 2024.

However, while the comment section has its advantages in fostering community and conversation, it also harbours challenges. The anonymity afforded by online platforms can lead to the spread of misinformation, unchecked by regulators, and serves as a breeding ground for negativity and trolling. Women, in particular, often bear the brunt of online harassment, facing derogatory comments and judgments that impact their willingness to participate openly in social media spaces.

For some, such as Muskan Agarwal, the fear of trolling and negative feedback is a deterrent from pursuing content creation or engaging fully with these platforms. The prevalence of trolling, characterised by unsolicited criticism or the use of slurs such as the ‘R’ comment commonly found in derogatory comments targeted at women in India, highlights ongoing issues about online safety and mental well-being.

While Instagram’s comment section culture continues to offer a unique way for users and brands to engage with one another, the platform’s lack of regulation over these digital dialogues poses significant challenges. As the landscape of social media continues to evolve, how to balance freedom of expression with protections against harm remains a pertinent issue for both users and platform developers.

Source: Noah Wire Services