Why brands can’t stop acting like reply guys and jumping into viral comment threads on social media

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 “re