When custom comments look fake, it's almost always the writing, not the accounts. Generic praise, identical structures, and hashtags no real person would use give it away faster than anything. Here's how to write a set that holds up.
Three formulas that do work
1. The Objection Buster — e-commerce and products
Voice the hesitations a real buyer has, so your brand account can answer them in the thread where every future visitor will see it:
- "Does this run true to size or should I go up one?"
- "How long is delivery to the UK usually?"
- "Is the material stiff or does it soften after a wash?"
2. The Immediate Win — coaching, courses, SaaS
Show a specific result rather than vague praise:
- "Used tip #2 yesterday and booked two calls off it 🔥"
- "This 90-second breakdown was clearer than the course I paid for last month"
3. Creative Curiosity — creators and videographers
Ask about technique; it invites more real replies:
- "That cut at 0:14 — are you doing that in Premiere or CapCut?"
- "What lens is this? The compression looks unreal"
Swipe table by niche
| Niche | What real commenters say | Example |
|---|---|---|
| Fashion / DTC | Fit, fabric, styling | "The drape on this is so good. Does it come in black?" |
| Fitness / coaching | Form, programming, results | "Best cue for hip drive I've heard, trying this today" |
| Local business | Location, hours, booking | "Is the weekend patio first-come or can you book?" |
| Lifestyle creator | Aesthetic, mood, place | "Where is this? The light is incredible" |
Never submit twenty comments with the same shape. Mix one-word reactions ("Obsessed"), short enthusiasm ("this colourway is unreal"), and full-sentence questions. Different lengths, different punctuation, different emoji — or no emoji. Uniformity is the tell.
A worked example: 15 lines for a skincare serum post
- Wait this is the one everyone's been posting about right
- Does it sting if you have sensitive skin? 👀
- Been using mine for 3 weeks, texture difference is real
- Is this fragrance free?
- ok the before/after in your stories sold me
- How many drops per use
- Does it pill under sunscreen
- finally a serum that doesn't smell like nothing OR too much
- Restocking when?? sold out last time
- Can you layer this with retinol or is that too much
- the packaging 😭 so clean
- Is it safe while pregnant
- 2 months in. would repurchase.
- Shipping to Canada available?
- does a little go a long way or am I burning through it
Notice the mix: three or four are pure reactions, most are questions a real buyer asks, lengths vary, only two use emoji, and none of them say "great product." The brand account replies to the questions — and now the comment section answers objections for every visitor who lands there later.
Dos and don'ts
| Do | Don't |
|---|---|
| Reference something specific in the image or video | Write "amazing post" ten times |
| Vary length from one word to a full sentence | Use the identical emoji on every line |
| Ask questions a customer would actually ask | @-mention your own account repeatedly |
| Leave some lines with no emoji at all | Stuff in hashtags no commenter would use |
| Let a few be slightly negative-leaning ("does it pill?") | Make all fifteen glowing |
How many to write yourself
Write the 10–20 that carry meaning — the objection-handlers and the specific questions — and let auto-written comments fill the rest of the order. A section that's 100% scripted is harder to keep varied than one that's a scripted core plus natural filler.
FAQ
Q How many custom comments should I write?
Enough to cover the questions and points you want raised — usually 10–20. Auto-written comments can make up the rest of the quantity.
Q Can I reuse a comment list on another post?
Better not to verbatim — the same lines appearing word-for-word across posts is a content signature. Rework them.
Q Should comments mention my brand name?
One or two naturally ("been a [brand] customer for a year") is fine. Every comment naming the brand is not how real people comment.
Q Do emojis help or hurt?
Used sparingly and varied, they read as normal. The same emoji on every line, or a five-emoji string on every line, is a tell.