A comment can now do the work of a step-and-repeat. It signals proximity, allegiance, timing, and just enough tension to keep people refreshing.
Why it is everywhere right now
The feed is crowded, but comments still feel like a live room. That makes them perfect for low-cost, high-visibility narrative moves.
The reply button is a publicity department with better lighting.
What comes next
Pinned comments will get more strategic, silence will get louder, and someone will build a whole rollout from three emojis.
