Meta is rolling out a new feature that allows brands and advertisers to disable comments on posts and ads across Facebook and Instagram.
This update, currently available to select businesses, aims to provide advertisers with greater control over audience engagement and minimize unwanted or negative interactions.
With this “turn off comments” feature, Meta is empowering businesses to take charge of how their ads are received. While social media platforms thrive on interaction, many brands have expressed concern over the potential for negative feedback, especially during sensitive campaigns.
The Meta comment control feature addresses these concerns, offering advertisers the flexibility to opt out of public commentary on their ads.
Meta’s decision to introduce this tool comes after years of feedback from advertisers seeking more control over their social media presence.
As eMarketer points out, brands have been grappling with balancing engagement with the risk of negative sentiment harming their image. By allowing businesses to turn off comments, Meta is addressing this need for flexibility.
Limiting comments could be especially beneficial for industries dealing with sensitive topics or launching controversial campaigns. Similar moves have been seen in other platforms, like Twitter’s selective comment feature, where brands can control who responds, setting a precedent for how social media companies are adjusting to advertisers’ demands for safer spaces.