Browsing comments leads to link clicks
Not sure if anyone else running Meta ads has noticed this lately, but on IG Reels placements, clicking comments now often sends people straight to the advertiser’s website.
As someone running a pretty large ecommerce brand, I honestly think this is a terrible change.
We used to invest heavily into comment management and DMs because comments acted as social proof. People would read through them before buying, joke around, ask questions, validate the product, etc. Even the recurring “complaint/joke” comments about our niche were useful because they created engagement and familiarity.
Now it feels like Meta is treating comment clicks as landing page intent.
The problem is a huge percentage of people clicking comments were never buyers to begin with. They just wanted to read or participate in the discussion. Forcing those users onto a website feels like it completely muddies conversion signals.
Our CPCs are technically 20% lower than earlier this year, but performance quality feels worse overall. Curious if anyone else is seeing the same thing.
I almost want to credit 100% of our issues since March up to now on this one fucking change 😭😭😭