Research suggests that celebrities and influencers are less persuasive and likeable when they turn off comments on social media

Researchers from the University of Alabama and Vanderbilt University Marketing Journal A study investigating the negative effects that occur when celebrities and influencers disable comments on social media.

The study is titled “No Comments (From You): Understanding the Interpersonal and Professional Consequences of Disabling Social Media Comments” and was written by Michelle Daniels and Freeman Wu.

Celebrities and influencers such as Addison Rae, Hailey Bieber, Justin Timberlake, and even Oprah have responded to negative sentiment by disabling access to social media comments on various occasions. Is this a misguided decision?

The answer is yes, according to a new study, which found that influencers who disable social media comments are perceived as less persuasive and less likeable than those who don't, even if the comments they see are mostly negative.

In today's digital age, celebrities and influencers are more than just famous people — they often act as a bridge between brands and consumers by incorporating their personal stories into content for sponsored brands.

Despite their popularity, influencers receive a lot of criticism and often disable social media comments as a first line of defense against negative feedback, however this action can negatively impact how consumers judge the influencer and how they respond to their promoted content.

Online influencers are able to interact with their followers in a more intimate and casual way, making them appear genuine and approachable.

These positive reviews are often the result of how influencers engage with their viewers and followers – speaking to them directly in their posts and treating them as friends rather than consumers. While these actions can dramatically increase consumer engagement, this level of intimacy also comes with a cost.

As consumers become accustomed to influencers' accessibility, they may feel more courageous to share critical feedback. A constant stream of feedback from followers can be overwhelming for influencers and can negatively impact their mental health. As a result, many influencers have chosen to turn off their comments section at various times to avoid unwanted feedback. This study reveals the negative impact of this seemingly well-intentioned behavior.

The cost of defection

Daniels explains: “We find that when influencers disable comments, they are perceived as less receptive to consumer feedback, or what we call 'voice of the consumer'. As a result, they are perceived as less honest, which ultimately leads to negative interpersonal and professional repercussions. In other words, disabling comments can undermine a key asset for influencers: their receptiveness to consumer feedback and their ability to connect and engage with their followers.”

In fact, turning off comments is more costly to an influencer's reputation than leaving them on, even if the comments displayed are mostly negative in nature, such as those flooding an apology post. This effect occurs because influencers who keep comments on appear interested in listening to the public and learning from their actions, whereas influencers who turn comments off demonstrate disregard for the opinions of others.

In certain circumstances, consumers will understand an influencer's decision to disable comments. For example, if an influencer is perceived to be taking appropriate steps to protect themselves during a time of emotional turmoil or distress (such as grief or mental health issues), the backlash against disabling comments will be less.

“But it's important to note that it's up to the consumer, not the influencer, to decide what is a reasonable form of self-protection,” Wu says. Thus, consumers may sympathize with an influencer's decision to disable comments if their beloved pet recently died, but not with an influencer who disables comments to avoid negative feedback after apologizing for a mistake.

Lessons for influencers and brands

These findings highlight the importance of understanding the delicate balance between establishing personal boundaries and managing audience expectations. While it is necessary for influencers to look after their own mental health, how they communicate this desire and manage their social media interactions plays a key role in shaping their relationships with their audiences.

Global spending on influencer marketing campaigns is expected to reach $34.1 billion in 2023 and exceed $47.8 billion by the end of 2027. As such, even seemingly innocuous online activity can have significant professional implications on an influencer’s brand partnerships.

Disabling social media comments can make influencers less persuasive, highlighting the importance of ensuring communication between brands and influencers to optimize strategic partnerships.

This research encourages careful consideration of how to best manage online interactions and highlights the need to clearly communicate legitimate reasons for disabling comments to avoid sending the wrong message to your audience.