Product recommendations matter to Gen Z—especially when they come from regular people in the comment section. Young adults especially use the comment section to ask where items are from or look for more recs. So, brands should be paying attention to comment threads—they’re a goldmine for insights and organic engagement. Gen Z is actively seeking out product recs on social media. And more often than not, they want those recommendations to come from regular people, not just influencers or brands.
What is one of the richest (and most underused) sources of insight for social product recommendations? And the answer is: A brand’s own comment section.
Trusted Influencers
YPulse’s Influencer Anonymous trend report shows 81percent of 13-17-year-olds and 73 percent of 18-24-year-olds agree, “A recommendation from a regular person is more authentic than an ad from a brand.” Part of the appeal is that these unsponsored recommendations feel more genuine, less polished, and often way more entertaining than traditional ads. But online word of mouth recs aren’t just happening in regular people’s videos; every comment section is a hub for even more anonymous influencers—ones that Gen Z trusts. What is even more interesting is that for this gen, product placement has reached a whole new(unintentional) level. On top of these young users asking about the products being promoted in the comment section—they’re inquiring about
anything in the background, from a cozy couch in a GRWM to a water bottle in a gym selfie. So, brands should understand that everything in the frame is potential product placement. That’s why in YPulse’s Influencers Anonymous trend survey, we ask 13-39-year-olds if they’ve ever commented to ask an influencer or regular person on social media where a product in their content is from. YPulse data shows many Gen Z teens (13-17-year-olds) and young adults (18-24-year-olds) are engaging with the comment section this way to shop smarter.
Origin Stories
Gen Z are asking about products in the comments—and it doesn’t have to be the star of the video. Asking, “Where did you get that?” or “Link?” in the comment section has become a mainstay of the purchasing process for Gen Z. YPulse’s Influencers Anonymous trend data shows 47 percent of 13-17-year olds and 50 percent of 18-24-year-olds have commented on a social media post to find out where a product in the content is from. And even if they aren’t asking themselves, they may be looking at comments from someone who already has. To many, the comment section is the best part of a post, one where the conversation continues and flourishes. YPulse data shows 70 percent of 13-17-year-olds and 75 percent of 18-24-olds agree, “The comments section on social media posts have the best recommendations.” It’s basically a crowdsourced review forum in real time—one that brands would be smart to pay close attention to. This digital dialogue can give brands a rapid read on how young consumers really feel about the product, its dupes, competitors, and how they feel about the brand itself.
Product Recs Drive Engagement
Young adults are most likely to run to the comment section for the best recs. Compared to teens, and adult Gen Z and millennials, YPulse’s Influencers Anonymous trend report shows young adults (18-24) are the most likely to seek product recommendations in the comments (50 percent of 18-24-year-olds vs. 47 percent of 13-17-year-olds and 42 percent of 25-39-year-olds). For this demo, comments drive social media, as they keep often users engaged way beyond the original video. With more spending power than teens and often more social media engagement than millennials, young adults are naturally turning to the comment section to ask where something is from or to check if a product is actually worth it. Young adults are also more likely to trust these random recommendations as they’re skeptical over brand sponsored recs—YPulse data shows 71 percent of 18-24-year-olds tend to skip posts with #ads in them (vs. 60 percent of teens and 64 percent of young adults). Unlike brands or sponsored influencers sharing what they think is the best product, anonymous commenters are sharing what they like with no financial gain, so they’re earning trust easily.
What Does This Mean for Brands?
Brands should move beyond only partnering with celebs and influencers with millions of followers and start spotlighting real customers who genuinely love your products. That kind of authenticity resonates more with Gen Z, who craves transparency and is quick to sniff out anything that feels overly curated or transactional. One of the richest (and most underused) sources of insight? A brand’s own comment section. This is where some of the best word of mouth interactions happen—where fans compare your product to competitors, ask for details, and make honest recommendations to others. That’s where “dupes” go viral, product opinions get debated, and brand perception is shaped in real time. If your brand isn’t already mining your comments for insight, you’re missing out on some of the best, most direct brand research out there.
Curious what else is hiding in Gen Z’s comment sections? Book a YPulse demo and see the data for yourself. https://www.ypulse.com/demo/
