Comment below CTA: "let me know below" went with 39% fewer views
A comment below CTA asks viewers to reply in the comments. In Postdom's study of 1,272 TikToks and Instagram Reels, videos that ended with a soft invite such as "let me know below" went with 39% fewer views than the same account's typical video. The sample over-represents each account's best and worst videos, so read this as directional; a random-sample re-test is due on 7 November 2026.
In a Postdom study of 1,272 TikToks and Instagram Reels collected 2 October 2026, videos that ended with "let me know below" went with 39% fewer views than the same account's typical video (0.61x; 374 videos from 136 accounts). Directional: the sample over-represents each account's best and worst videos.
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Definition. A comment below CTA is a line asking viewers to reply in the comments; views against the account's typical video are each video's views divided by the median of all eligible videos on its account.
Last updated . First published as its own page, from the 1,272-video study's data, marked directional.
Re-test due: 7 November 2026, on a random sample, the Short-Form Benchmarks sample. Data lead: Ana Ibáñez Lario. Data licensed CC BY 4.0.
0.61x views (39% fewer) for videos that ended with a soft invite such as "let me know below", against the same account's typical video. 95% range 0.46x to 0.82x; 374 videos from 136 accounts.
It was the most common ending in the study: 374 of 1,272 videos.
On TikTok alone it went with 0.63x (320 videos); on Instagram Reels 0.55x (54 videos from a 20-account Instagram sample, so directional).
Saves and shares per view barely moved: 0.96x and 0.96x on TikTok.
A check that does not depend on the sampling design: soft invites ended 24% of accounts' three best videos and 35% of their three worst.
Other endings: a summary or recap went with 1.52x (250 videos), and a hard sell with 0.94x, which is not clear of 1.00x.
Asking for a comment keyword in the caption, a different kind of comment CTA, showed no clear effect: 0.97x (145 videos, range 0.61x to 1.51x).
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Download the data
Endings and comment CTAs (CSV) comment-cta-endings.csv. The six ending and caption-CTA rows of the 1,272-video study's summary: videos, accounts, effect on views, 95% range, TikTok and Reels splits, saves and shares, and share of top-3 and bottom-3 videos.
Aggregate figures only. The files name no accounts. Licensed under CC BY 4.0: free to reuse, including commercially, with credit to Postdom and a link to this page. Licence: Creative Commons Attribution 4.0 International. Every file is listed in the research data library.
Method and full data tables
Full results: endings and comment CTAs
Each row compares an account's videos that have the feature with the same account's videos that don't, using only accounts that have both.
Ends with a soft invite ("let me know below")
374
136
0.61x
0.46x to 0.82x
Yes
0.63x (320)
0.55x (54)
24%
35%
Ends with a summary or recap
250
104
1.52x
1.04x to 2.22x
Yes
1.59x (217)
1.16x (33)
25%
16%
Ends with a hard sell (link, buy, book, DM)
258
111
0.94x
0.67x to 1.37x
No
0.90x (220)
1.33x (38)
21%
21%
Ends by asking for a follow
47
34
2.11x
0.85x to 5.90x
No
2.26x (42)
1.15x (5)
6%
4%
Caption asks viewers to comment a keyword
145
73
0.97x
0.61x to 1.51x
No
1.01x (123)
0.85x (22)
13%
13%
Caption ends with a question
23
19
0.17x
0.09x to 0.36x
Yes
0.16x (21)
0.43x (2)
1%
3%
Method
Data. The same public videos as What makes a video go viral: 1,120 TikToks from 140 accounts and 152 Instagram Reels from 20 accounts, collected on 2 October 2026 through a third-party data API. The accounts are businesses, brands and niche creators that post their own footage with in-app text.
Sampling. From each account we analysed the three best videos, the three worst and the videos at the one-third and two-thirds ranks by views: eight per account. This over-represents the extremes and makes every multiplier larger than it would be across all videos. See the shared methodology.
Labels. AI models labelled each video's ending from its transcript and on-screen text without seeing its views. Labels were not hand-checked video by video.
Statistics. For each feature we compared the average log view-ratio of videos with and without it, within accounts that had both, and report it as a multiplier. The 95% ranges come from 2,000 bootstrap resamples of accounts.
Went with, not caused. This is observational. A video that ends with "let me know below" may differ in other ways, such as a weaker idea or a softer hook.
Re-test plan
What: the same ending label, measured on a random sample instead of an oversampled one.
Sample: the Short-Form Benchmarks random sample now being collected: a fixed frame of business accounts per business kind, with each account's most recent posts rather than its best and worst.
When: target date 7 November 2026.
What we publish: the re-test result on this page and in the research changelog, whether the effect holds, shrinks or disappears.
Each account's three best and three worst videos were deliberately sampled, which inflates every multiplier. Trust the direction more than the size until the random-sample re-test.
This is a correlation. The data shows that the ending went with fewer views, not that it caused them.
The accounts were screened for one style (own footage, in-app text), so this describes that population, not all of TikTok or Instagram.
Instagram results come from 20 accounts and are directional.
59 features were tested in the source study, so a few clear results could be chance.
How to cite
Postdom. (2026, October 10). Comment below CTA: "let me know below" went with 39% fewer views. https://postdom.com/research/comment-below-cta
This page is updated in place as new data arrives, and the link stays the same. Cite the date of the version you used.
Data lead and press contact: Ana Ibáñez Lario, at dean@postdom.com. See the press page for custom cuts and embargoes.
Changelog
: First published as its own page, from the 1,272-video study's data, marked directional.
