How to get customers from TikTok comments

6 min read · Updated October 19, 2026

Most brands treat TikTok as a place to post. The buying conversation often happens somewhere else: in the comments under other people's videos. Someone watches a latte-art clip and asks "what beans are those?" Someone watches a freelancer's desk setup and asks "which invoicing app is that?" The brand that answers is the one that gets the click.

Why comments carry buying intent

A viewer who opens the comments is already past the scroll. They are looking for proof, opinions and answers. A TikTok beauty executive quoted by Glossy said that, in beauty, 77% of people who show interest in a product after seeing creator content go on to search for it, and that what they find in the comments can reinforce or discourage the purchase (Glossy, via Global Dating Insights, 2026).

Young shoppers also say they trust ordinary people over brands. In YPulse's survey data, 81% of 13 to 17 year olds and 73% of 18 to 24 year olds agree that a recommendation from a regular person is more authentic than an ad from a brand (YPulse, 2026). A comment that sounds like a person is the format that matches that trust.

What a good brand comment looks like

• It answers something. Reply to a question, a complaint or a "where do I get this" instead of announcing yourself.
• It is specific to the video. Mention something in the clip or in the thread, so it cannot be pasted under any video.
• It names the brand once, lightly. "Notely keeps track of meetings, that is the app in this video" works. A slogan, a link and an offer does not.
• It is short. One or two sentences, in the language of the video.

Where to look

Search your niche, sort by recent, and open videos with real questions in the thread. Videos with a few thousand views and active threads are often better than viral ones: the thread is readable and your comment stays near the top for longer.

How many people will see it?

TikTok does not publish how many people see a given comment, so any number is an estimate. Average views per post depend on account size: about 3,200 views for accounts of 10,000 to 50,000 followers and about 34,900 for 100,000 to 1 million (Socialinsider, 2 million videos, 2025). Only a share of viewers open the comments, and only a share of those reach your comment, so the audience for one comment is a small fraction of the video's views.

Doing it at scale

Finding the right videos, reading the thread and writing a fitting reply takes time, which is why brands hand it to a service. That is what TopComment does: pre-warmed accounts find videos in your niche, read the thread and post a reply that mentions your brand, with every comment listed so you can see it. See the packages.

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