New Research Reveals Risks for Influencers Disabling Comments

As influencer marketing continues to grow, now valued at $21.1 billion, new research highlights a potential risk that could impact the success of influencer campaigns: the decision to disable social media comments.

More and more platforms have been offering the option to disable or heavily limit comments on specific posts, or account-wide. However, across seven studies, the research found that influencers who disable comments are perceived as less sincere, likable, and persuasive by their audience. This perception directly impacts consumer engagement, with participants less willing to explore endorsed brands or utilize promo codes when comments are turned off.

Moreover, the studies found that disabling comments can be more damaging than leaving negative feedback visible. However, the research also identified that the issue critical nuance: when influencers transparently communicate their reasons for disabling comments, particularly during personal hardships or mental health breaks, this negativity is severely reduced.

For brands partnering with influencers, this research highlights the importance of carefully managing the influencer’s engagement strategy. However, it could also apply to regular users with a decently large follower base, especially if those followers come from a community that they’re part.

Disabling comments, especially for posts about major issues or subjective topics, can directly influence the likability of the account and potentially cause unexpected tension in wider social circles.