Move Over Content. Comment Is King.

A new approach to e-commerce is brewing in comment sections of Facebook ads, and online clothier Betabrand has a creative staff dedicated to keeping the conversations going and growing through in-thread advertisements and nonstop dialogue.

“My job is to create ads within ads within ads on Facebook,” says Betabrand Social Media Coordinator Emelia Hildreth. “I call it Adception."

Consumers often skip commercial content and head straight to the real story — in the comment threads. And when it comes to Betabrand Dress Pant Yoga Pants ads, those comments can number in the thousands.

“Every 30 seconds, a potential customer chimes in,” says Betabrand founder Chris Lindland. “And i we’re not standing by to strike up a conversation, how can a relationship ever start?”

It all starts with listening.

Commenters demanded Dress Pant Yoga Pants with pockets. Betabrand’s social-media team turned the discussion into a multimillion-dollar collection.

Consumers wanted to see models of all sizes, so Hildreth created an entirely new way to shop for their most popular product.

“Some of the most valuable consumer feedback never makes it off Facebook,” says Lindland “So if your brand isn’t deep in the discussion, you're missing out."

Turning trolls into LOLs.

Every week, Betabrand’s creative team unpacks the most common comments — compliments and flames alike — and produces GIFs and other witty replies that can turn haters into lovers.

“People are pleasantly surprised, if not shocked, by a brand that listens, learns, and tries to entertain,” says Hildreth. “It can turn an entire comment thread into a social sales pitch.”

It all adds up.

"A wise used car salesman once said that if you can get 'em to step on the lot, they're half-way sold. And if you can get 'em to talk, they're 99% of the way there," says Lindland. "Social media is designed to distract, but conversations command attention. And they lead to trackable revenue, valuable consumer insights, and the right way to introduce people to our brand."