Every viral video in your category comes with free market research attached: its comment section. Viewers tell you — in their own words — what they want, what confused them, what they'd buy, and what to make next. Most brands never read past the top three comments.
The four comment types worth tracking
- Intent comments — “where can I get this”, “what app is this”, “need”. These signal a format that converts.
- Question comments — repeated questions are your next video topics, pre-validated by an audience.
- Objection comments — “does it work on X?”, “is it worth the price?” Answer objections in content and you remove purchase friction.
- Story comments — viewers sharing their own experience give you the exact language and angles your audience uses.
A 20-minute weekly routine
Pick the five best-performing videos in your category this week (yours or competitors'). Read the top 50 comments on each. Log every intent, question, and objection comment in a doc. By Friday you'll have a list of hooks and topics your audience literally asked for.
This is also why Postspace weights comments so heavily in its virality scoring: a format with high comment intent is structurally more valuable to a brand than one with passive views. Each format in the app includes a breakdown of the comment themes and intent signals behind it.
Turn comments into briefs
A good brief answers three questions: what hook to open with, what the viewer needs to feel by the midpoint, and what action to close with. Comment mining gives you all three — the hook is the question everyone asks, the feeling is the story everyone tells, and the close is the intent everyone expresses.