Feels like comment sections are becoming the real content

One thing I don’t see talked about enough in influencer marketing is how comment sections are becoming part of the entertainment now.

Some videos honestly aren’t even that funny until you open the comments and see people turning the content into memes, inside jokes, or completely roasting the situation.

We’ve noticed that the posts with the strongest comment culture usually end up getting pushed harder, too, because people stay engaged way longer.

Feels like creators who unintentionally leave room for audience participation often outperform creators trying too hard to control every part of the content.

Curious what everyone thinks causes this more:
Videos being intentionally open-ended, relatable content, or audiences just wanting to feel involved in the joke now?