The Power of Comments

How to take advantage of this opportunity in the new social media age

Author

Javier García
June 30, 2025 • Estimated Reading Time: 6 minutes

In partnership with

Introduction

Welcome to another exciting week!

Table of Contents

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Best Ad of the Week

Guinness – Surfer

Released in March 1999, this cinematic ad features a group of surfers battling giant waves that transform into charging white horses—a powerful metaphor for patience, intensity, and reward. Directed by Jonathan Glazer, it stands as an iconic piece of creative storytelling without a single shot of Guinness until the final moment.

Key marketing lessons

  • Emotion through metaphor: Using the struggle to ride a wave symbolizes the satisfaction of waiting for the perfect pint—evoking feelings more than facts.

  • Delay gratification: Withholding the product almost the entire time builds anticipation, reinforcing the ad’s emotional impact.

  • Cinematic craftsmanship: Striking black-and-white visuals, dramatic pacing, a stirring voiceover and song by Leftfield ("Phat Planet") made it as much film as advertisement.

  • Reward craft, not haste: The tagline “Good things come to those who wait” aligns directly with both audience values and the brand essence.

“Surfer” didn’t just advertise a drink—it redefined Guinness as a reward for patience and grit, showing how powerful metaphorical storytelling can elevate a brand.

Guinness – Surfer

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Weekly Tip

Clarity Over Cleverness

Trying to sound smart often gets in the way of being understood. In marketing, clarity always wins.

• Use simple, direct language—avoid jargon
• Make your main message obvious at a glance
• Test headlines: if a stranger can’t explain it back, it’s not clear enough

People don’t engage with what they don’t understand. Say less, but say it better.

Weekly Challenge

Comment 30 Strategy

Grow your visibility by engaging outside your own profile:

• Each day, leave thoughtful comments on 5 posts from creators or brands in your niche
• Focus on adding value or asking smart questions—not just reacting
• Mix large accounts with smaller ones to balance reach and engagement
• Track any profile visits, DMs, or new followers that come in as a result

By the end of the week, you’ll have 30 meaningful interactions and likely a few new connections.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.

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