​Facebook releases new comment section, targeting higher engagement

By

Kate Dingwall

Published
Mar 22, 2017

Facebook has unveiled a new comment feature that will allow brands to better communicate with customers.

 The new messenger-style comments section was rolled out to select North American users Monday morning. If users react positively, the feature will be rolled out to all users soon thereafter. 

Rather than the traditional rectangular comment boxes, the new interface features comment 'bubbles' on posts, similar to the bubbles that appear on Facebook’s Messenger app. The 'like' and 'reply' buttons are underneath each bubble.

This is a move by Facebook to improve user engagement,  as a Facebook representative said in a release, “We are always working to make Facebook a more visual and engaging place to have conversations”. Facebook’s research has found that if the threads look more conversational, users are more likely to engage with other users and brands. Over one billion messages are sent between consumers and businesses on Facebook’s Messenger platform every month.

Facebook’s updates are an effort to capitalize off Gen Z’s tendencies as digital natives. One-third of Generation Z looks to social media for purchase decision-making. A further 70% of Gen Z consumers would be interested in purchasing  products right off social networks.