How Brands Are Grappling With TikTok’s Comment Section

Brands may be worried about negative feedback, but disabling the feature might do more harm than good

Sisters Niki and Ritika Shamdasani founded Sani, an Indian and South-Asian inspired fashion line, in 2017. The brand’s TikTok, which has over 120,000 followers and 2.9 million likes across its videos, has attracted a strong community on the app. When consumers want to ask questions, offer feedback or let the founders know when something about their brand needs to change, they head to the comment section.