Source: All Content from Business Insider
As algorithmic feeds grow noisy and saturated, brands and creators are shifting resources toward comment threads where smaller audiences gather but engagement runs deeper. Comments function as an owned channel with higher-intent audiences. This mirrors how email newsletters reclaimed advertiser budgets from the social feed itself. Platforms have inadvertently recreated scarcity through algorithm oversaturation, forcing media companies to optimize for a new layer of the stack rather than the feed itself. The shift changes how influencers are valued—comments become a leading indicator of true audience connection over vanity metrics—and signals where platforms will eventually monetize next.