Finding Ideas in Your Comments
Siftsy helps brand marketing teams understand what their audiences actually want—straight from the comments. This guide shows how to use Siftsy to measure content performance, surface audience feedback, and find your next big idea in the conversations that are already happening around your brand.
Why comments matter for brands
Your audience is already telling you what they think in the comments—publicly, voluntarily, in their own words. Brands like Ouai, Glossier, and Liquid I.V. have all used comment insights to shape messaging, develop products, and validate roadmaps. Siftsy makes it easy to find and act on those signals at scale.
Measure content performance
Start by analyzing your brand's own posts to see how audiences actually respond—not just likes and shares, but the substance of what they're saying.
Steps:
Upload your recent posts (Instagram, TikTok, YouTube) into a campaign organized by content type or channel
Create an analysis to see overall sentiment, relevance, and engagement patterns
Check the Siftsy Score to understand how positively your audience receives different content types
Explore the comments to surface specific reactions, questions, and recurring themes
What to look for:
High relevance scores (comments are about your content or brand, not generic), positive sentiment trends, and themes in the Breakdown section that reveal what resonated. Watch for questions or requests that appear across multiple posts—those patterns often point to audience needs.
Find audience feedback and ideas
Comment sections are pre-approved market research. Use Siftsy to surface product ideas, messaging insights, and competitive signals your audience is already volunteering.
Steps:
Use filters like Feedback, Support Towards Brand, and Criticism Towards Brand to narrow to actionable comments
Search the comments for specific keywords your team cares about (product names, feature requests, competitor mentions)
Check the Breakdown section for auto-clustered themes—audience-requested features and recurring pain points often surface here
Export comments or copy standout quotes to share with product, creative, or strategy teams
What to look for:
Repeated requests for specific products, features, or changes. Language your audience uses to describe your brand (this often becomes your best marketing copy). Competitive mentions that reveal how your audience positions you relative to alternatives. Strong emotional reactions—both positive and negative—that indicate what truly matters to your audience.
Track campaigns in real time
Monitor campaign performance as it unfolds. Upload sponsored and owned content together to see how different formats perform and what's driving conversation.
Steps:
Create a campaign for your launch or always-on initiative
Upload all related posts—brand-owned, influencer, UGC, paid—together in one place
Resync posts regularly to pull in new comments as conversations develop
Use the Conversion shortcut to identify comments showing purchase intent or consideration
Create groups within your campaign to compare performance across content types or channels
What to look for:
Whether audiences are engaging with your message or just the creative. Compare sponsored vs. organic posts to see if paid content drives the same sentiment and themes. Watch for emerging issues or unexpected reactions that might need a response.
Watch competitors and category trends
Siftsy works on public posts from any account—use it to analyze competitor content and category conversations the same way you analyze your own.
Steps:
Create a separate campaign for competitor or category analysis
Upload competitor posts from the same platforms you're tracking for your own brand
Explore breakdowns to see what themes and topics drive engagement for competitors
Compare sentiment and relevance patterns to benchmark your performance
What to look for:
What audiences praise about competitors (and what they complain about). Gaps between competitor content and audience expectations. Emerging trends or language in the category that could inform your messaging.
Share insights with stakeholders
Brand teams need to communicate what they find. Export analyses for stakeholders or pull specific quotes and themes into presentations.
Steps:
Export your analysis as a PDF or Word document for stakeholder review
Copy standout comments directly from Siftsy to paste into slides or briefs
Use the Summary and Breakdown sections to surface key themes without reading every comment
What to look for:
Themes that appear consistently across time periods or content types—those are defensible insights. Comments in your audience's own words carry more weight than summarized takeaways when presenting to stakeholders.