This story was first published by Digiday sibling Modern Retail.
In their quest to drive up social media engagement, brands are spending more time in the replies.
A prominent example came last year, when soda brand Olipop commented on the news of Poppi gifting influencers with vending machines as a Super Bowl campaign. Olipop replied under a post on the news claiming that PR boxes should go to “real customers,” which generated hundreds of likes.
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