A study conducted by researchers from the University of Alabama and Vanderbilt University, soon to be published in the Journal of Marketing, explores the adverse effects that celebrities and influencers experience when they turn off social media comments. This study is encapsulated in their forthcoming paper, “No Comments (From You): Understanding the Interpersonal and Professional Consequences of Disabling Social Media Comments,” by Michelle Daniels and Freeman Wu.

Public figures such as Addison Rae, Hailey Bieber, Justin Timberlake, and even Oprah often disable comment sections in response to negative feedback, which raises the question of whether such a move is counterproductive. The research suggests that it is. Findings indicate that influencers who turn off their comment sections are generally seen as less persuasive and less likeable than their peers who keep these sections open, regardless of the negativity of the comments they might receive.

In the digital era, celebrities and influencers are crucial in transcending their status as mere public figures. They often act as conduits between brands and consumers, weaving personal narratives into sponsored content. Despite their widespread appeal, these influencers frequently face criticism, prompting many to shut off their comment sections as a defensive strategy against harsh feedback. This action, however, tends to negatively impact how consumers perceive them and respond to the content they promote.

The interaction between influencers and their followers is typically personal and informal, fostering perceptions of sincerity and approachability. These positive perceptions stem primarily from how influencers engage with their audience—directly addressing them in posts and treating them more as friends than consumers. This approach can significantly boost consumer engagement but also brings its own set of challenges.

As followers get used to influencers’ accessibility, they may feel more empowered to voice critical feedback. However, the overwhelming nature of continuous feedback can adversely affect influencers’ mental health, prompting many to occasionally shut down their comment sections to shield themselves from negative comments. This research underscores the unintended negative consequences of such well-meaning actions.

Michelle Daniels highlights that disabling comments makes consumers perceive that the influencer is less open to feedback, which she calls the “consumer voice.” This perception makes influencers appear less sincere, resulting in personal and professional repercussions. By turning off comments, influencers may undermine a crucial asset—their receptiveness to consumer feedback and ability to engage effectively with their audience.

Interestingly, the study notes that influencers who leave their comment sections open, even amidst predominantly negative feedback, are perceived as more willing to engage with the public and learn from their experiences. Conversely, those who turn off comments may be viewed as dismissive of others’ opinions.

There are circumstances under which consumers might understand an influencer’s decision to turn off comments, such as during personal distress or emotional turmoil. However, the consumers ultimately decide what constitutes a reasonable measure of self-protection. For example, disabling comments might be more acceptable to the public if an influencer is grieving over the death of a pet, as opposed to shutting down feedback following an apology for a misstep.

The findings from this study underscore the importance of influencers and brands understanding the delicate balance between setting personal boundaries and managing audience expectations. As the global expenditure on influencer marketing campaigns is projected to increase significantly, even seemingly minor decisions like disabling comments can have substantial professional implications. Influencers need to be strategic about their online interactions and transparent in communicating the reasons for their decisions to maintain and enhance relationships with their audience. This study advocates carefully considering how online interactions are managed and the importance of clear communication to avoid sending the wrong signals to viewers.

More information: Michelle E. Daniels et al, No Comments (from You): Understanding the Interpersonal and Professional Consequences of Disabling Social Media Comments, Journal of Marketing. DOI: 10.1177/00222429241252842

Journal information: Journal of Marketing Provided by American Marketing Association