Scroll behavior on Facebook is fast, skeptical, and mobile-first.
Before users click, they scan signals. One of the strongest signals lives below the ad creative: the comment thread.
When an ad launches without an author comment, it doesn’t look neutral.
It looks incomplete.
Not broken. Not wrong. Just unfinished.
And in performance marketing, unfinished means lower trust, slower decisions, and fewer clicks.
On mobile, comments are part of the ad unit
Meta’s own UX patterns encourage users to open comments early. On many ad formats, the “Comments” entry point is as visible as the headline or CTA.
For users, this creates an implicit expectation: “If this brand is serious, it will show up in its own comment thread.”
An empty thread forces the user to do more work:
- Is this offer legit?
- Is there a link?
- Is anyone engaging?
- Is the brand present at all?
Every unanswered question increases friction. On mobile, friction kills intent.
The first comment compresses trust, clarity, and direction
High-performing ads often use a single author comment to do three jobs at once:
- Confirm legitimacy (this is the brand speaking)
- Clarify the next step (what happens after the click)
- Reduce ambiguity (what this offer is, and what it isn’t)
This is not about answering questions. It’s about removing doubt before it forms.
When there is no author comment, users scan other comments instead. That’s risky. You lose control of the narrative and depend on randomness.
Silence looks like neglect at scale
At small volumes, missing a comment is invisible.
At hundreds of ads per day, patterns emerge.
Repeated silence across many ads sends a subconscious signal: “This brand launches ads faster than it maintains them.”
For experienced users and media buyers, this matters. Perceived operational discipline affects trust, especially in categories where scams and low-quality offers are common.
Consistency beats creativity in comment threads
In ads, creativity belongs in the creative.
In comments, consistency wins.
Users are not looking for clever copy under ads. They want alignment:
- Same promise as the landing page
- Same market and language
- Same tone every time
An inconsistent or missing author presence feels chaotic. A predictable one feels professional.