By replying to comments on social media, you’re showing your followers (and customers) that you care, that you’re responsive, and that their feedback matters. All of this helps you build connections and can help you stand apart from other businesses who aren’t as responsive. Also, when followers know they can expect a reply from you, they’re more likely to comment on other posts, tag you in Stories, and share your brand with non-followers. All of this increases overall social media engagement and serves as word-of-mouth marketing.