You paid for the video, it runs on somebody else's account, and that is where your product gets judged. Decide who answers before publishing.
Decide who answers before publication
Five points to settle before the video is online.
Who watches the comments, on the creator's side and on the brand's side.
For how long: the first hour, then the first forty-eight hours.
What the creator answers on their own, and what they pass on.
Which account answers what: the creator for their experience, the brand for official information.
And through which channel the brand alerts the creator to a comment needing handling, in practice a direct message rather than an email.
One useful consequence: that conversation takes ten minutes before publication and avoids several days of drifting afterwards.
The answer changes with the type
Six types of comment, six treatments.
The practical question: immediate answer with a link, dealt with above.
The argued criticism: answered once, briefly, without lengthy justification, with an invitation to write privately if the case is individual.
Unfair or false criticism: a single factual correction, sourced, then no return to it.
The insult: no public answer, hidden if the tool allows, reported if necessary.
Enthusiasm: a brief thank you, which costs a second and improves the thread's visibility.
And the question revealing a real product problem: it leaves the comments and enters the campaign report.
What not to ask the creator
Deleting criticism
A cleaned comment section is noticed, and the public immediately concludes the rest is arranged. Asking for an unfavourable review to be deleted destroys exactly the credibility you paid for.
Fighting on your behalf
A creator who defends a brand insistently loses their audience's trust, and the brand loses the spokesperson at the same time. Their legitimacy comes from their freedom to say what they think.
Hiding that it was paid
Identifying a commercial collaboration is an obligation, not an option, and the applicable arrangements are checked with the competent authority. Beyond the rule, a missing mention discovered in the comments turns a good campaign into an incident.
What you do with each type of comment
| The comment | What it reveals | The response |
|---|---|---|
| A question about the product | A missing piece of information | Answer it, then add it to the next video |
| A doubt about the price | A missing value argument | Answer publicly, once |
| A substantive criticism | Real product feedback | Thank, pass it internally |
What is never done
Deleting an honest criticism. It reappears elsewhere, in a harder tone, and the deletion is noticed more than the comment was.
What you harvest from the comments
The exact wording of objections. It is the best source for writing the next hook, because those are buyers' words and not the brand's.
The Portuguese part
Five particularities observed in the Portuguese market.
The public comments in European Portuguese and immediately notices an answer written in Brazilian Portuguese.
Questions about price and delivery costs arrive earlier than in other markets, often among the first comments.
Communities are smaller and more interconnected: an unpleasant exchange travels fast between creators.
Direct address works well from creators, less so from an institutional brand account.
And an answer in English under a video in Portuguese is read as a foreign brand not really interested in the market.
One last marker: the comment section is the only part of the campaign you do not control and that everybody reads. Treating it as customer service, with a person, a schedule and two or three prepared answers, costs less than one extra video and returns more.
