This is a snapshot of one of many categories we analyze in our first-ever Comment Insights Report.
Not all comment volume is created equal. In 2024, a clear pattern emerged: comment volume surged in the summer with Pride month in June, multiple high-profile sports events, and big cultural moments. Understanding the rhythms of comment seasonality will help you develop the exact strategy you need to manage community health, keep your brand safe, and participate when it matters most.
Here’s the breakdown of 2024 summer comments and what you can do with it to run a smarter strategy this year.
The Summer Surge: High Volume, High Risk
Summer 2024 was a perfect storm for social media engagement. Between the Summer Olympics, NBA Finals, the Euros, and long-overdue vacations, people had time and opinions to spare. According to our comment data, TikTok and Instagram alone generated 10.5 million comments in June, making up nearly ⅓ of summer’s comment volume.
33.27M comments from June-August (over 25% of annual volume)
5.26M hidden comments largely due to sports, travel, and heated online debates leading up to U.S. election season
Facebook accounted for 55.8% of all hidden comments (if you think this platform is sleeping, think again)
70.4% of summer moderation happened off-hours (rude…right when you’re ready to take your vacation)
Boss-level move: Plan your moderation strategy like you plan your campaigns. Rely on technology that will be on 24/7 and that uses a combination of keyphrases and business rules, generative AI, and human review so you can scale your summer moderation and still take your own time off. Partner closely with your community team, especially around sports, travel, and seasonal campaigns.
5 Questions to Pressure-Test Your Summer Moderation Strategy
Is my moderation strategy built for real-time volume spikes? Summer drives higher comment volume across sports, travel, and cultural moments. If your strategy (or technology) is reactive, you could be leaving yourself at risk.
Do we have coverage for weekends, holidays, and off-hours? Engagement doesn’t stop at 5 p.m. and neither do spam and abuse. Make sure your team or tech is ready for the summer surge.
Are our filters and automation tuned for seasonal risk? Generic filters miss context. You need customized rules that reflect your brand voice and proactively block known summer threats like travel scams, sports-betting links, and heated discourse.
Can we escalate sensitive or brand-threatening comments immediately? One viral comment can undo weeks of work. Have a clear path for human review and escalation, especially during high-visibility moments.
Are we measuring the ROI of moderation during campaign season? Summer campaigns drive spend but unmoderated comments will tank performance. Make your moderation strategy a part of your campaign strategy. If you move forward without it, you could see performance suffer.
The brands that win in 2025 will be the ones that treat moderation as an audience activation strategy, not an afterthought or commodity.
There’s more where this came from. Get the full Comment Insights Report below 👇.
AI has made creating content easier than ever, but attention has never been harder to earn. In this conversation with Slate’s Head of Marketing, Christina Le, we explore why community, not content volume, i
s becoming the true competitive advantage, why 94% of customer questions go unanswered, and how the smartest brands are using AI to spend more time being human.
Today’s shoppers don’t stop at the post, they scroll the comments for product questions, honest reviews, and reassurance before buying. Discover how comment sections have become a critical part of the customer journey and why brands that engage thoughtfully earn more trust and conversions.
How to Prepare Your Social Media Team for Summer Comment Spikes
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This is a snapshot of one of many categories we analyze in our first-ever Comment Insights Report.
Not all comment volume is created equal. In 2024, a clear pattern emerged: comment volume surged in the summer with Pride month in June, multiple high-profile sports events, and big cultural moments. Understanding the rhythms of comment seasonality will help you develop the exact strategy you need to manage community health, keep your brand safe, and participate when it matters most.
Here’s the breakdown of 2024 summer comments and what you can do with it to run a smarter strategy this year.
The Summer Surge: High Volume, High Risk
Summer 2024 was a perfect storm for social media engagement. Between the Summer Olympics, NBA Finals, the Euros, and long-overdue vacations, people had time and opinions to spare. According to our comment data, TikTok and Instagram alone generated 10.5 million comments in June, making up nearly ⅓ of summer’s comment volume.
Boss-level move: Plan your moderation strategy like you plan your campaigns. Rely on technology that will be on 24/7 and that uses a combination of keyphrases and business rules, generative AI, and human review so you can scale your summer moderation and still take your own time off. Partner closely with your community team, especially around sports, travel, and seasonal campaigns.
5 Questions to Pressure-Test Your Summer Moderation Strategy
Summer drives higher comment volume across sports, travel, and cultural moments. If your strategy (or technology) is reactive, you could be leaving yourself at risk.
Engagement doesn’t stop at 5 p.m. and neither do spam and abuse. Make sure your team or tech is ready for the summer surge.
Generic filters miss context. You need customized rules that reflect your brand voice and proactively block known summer threats like travel scams, sports-betting links, and heated discourse.
One viral comment can undo weeks of work. Have a clear path for human review and escalation, especially during high-visibility moments.
Summer campaigns drive spend but unmoderated comments will tank performance. Make your moderation strategy a part of your campaign strategy. If you move forward without it, you could see performance suffer.
The brands that win in 2025 will be the ones that treat moderation as an audience activation strategy, not an afterthought or commodity.
There’s more where this came from. Get the full Comment Insights Report below 👇.
Get the 2025 Comment Insights Report
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