Your ROI’s secret killer? Your comment section.
There’s an untapped growth lever hiding in your comments section. It could be the key to saved hours, lower CAC, and higher revenue.
Brands using Arwen see a 4–5x return on every $/£ spent, based solely on what we do for your comments.
Two reasons:
1. Delayed comment responses are direct revenue falling through the cracks.
Customers expect fast replies, but small teams who manually reply to comments are slow. 82% of consumers expect responses within 10 minutes, and yet a Harvard Business Review study found that only 37% of businesses responded in the hour. The average lead time response? 47 hours.
We tend to think not responding damages engagement, but not much else. That’s not true. Not responding, especially to comments on ads, means throwing away one of the easiest paths to a sale. And even a delayed response causes a direct loss of revenue.
Fast responding businesses, according to research by Vendasta and Ricochet360, can win up to 78% of sales.
The effectiveness of responding to a lead decays quickly, though: lead responses become 21x less effective after thirty minutes.
And if you don’t respond at all, Website Builder has found that 30% of shoppers will go straight to a competitor.
The fact that brands rarely meet this 10 minute response window makes sense: for small teams who are already stretched thin, it’s not always possible to respond to a lead directly. And even when your team is prompt, handling each comment takes between 45-90 seconds. Relevant information has to be located, responses formatted in the right tone of voice. All that to say: human comment handling is slow and expensive.
How Arwen Engage fixes this:
We built Arwen Engage so brands can always capture demand when it’s there. Arwen Engage is a fully customizable platform that automatically finds the important comments—buyer intent, fan love or key questions—and provides instant, on-brand replies for you to post. It allows you to determine what matters to you, and is trained straight off of your brand guidelines. That means all comments match your tone of voice and provide factually accurate information. And, with guardrails in place and a human in the loop, it’s a secure system that will never post without your team’s OK.
Arwen Engage customers see:
a +391% conversion rate when buyer intent is answered within 1 minute.
an average 94% cut in time spent on moderation and engagement. That’s a huge increase in productivity that allows your team to move from menial tasks to big-picture questions.
2. Toxicity and spam are actively sinking your ROI.
There’s a second piece to the puzzle. For the first time ever, bots now make up over half of social media traffic (51%: Imperva 2025). For social teams, paid and organic, that’s a comment section death sentence. Even worse are the toxic and hateful comments often left under ads, which single-handedly sink your conversion rate.
Research shows that 67% of users disengage from social media content when they feel unsafe, meaning that every toxic comment left public costs you $0.30 on a paid ad and $0.08 on an organic post.
Spam bots similarly hurt your brand trust, as well as damage your ranking and visibility. Arwen estimates that the cost of each spam comment left unmoderated is $0.01. A relatively small number, but for large brands, that adds up quickly.
How Arwen Moderate fixes your comment health:
Arwen Moderate eliminates this problem automatically. You set rules for your comments, and Arwen Moderate automatically classifies every comment left across your paid and organic socials according to this criteria. The comments that break your rules are automatically hidden from sight; and border cases are flagged for manual decisions if necessary. That means a 24/7 real-time custom moderation service, and a comment section that’s always healthy.
Arwen Moderate customers see a:
+21.3% boost in engagement when spam and toxicity are removed.
+43–56% click-through-rate (CTR) on ads with positive comments.
Your next steps
If you’re ready to skyrocket your ROI just by taking control of your comments section, it’s time to take the next step. Don’t believe us? Hear it directly from Hinge, an Arwen client, who reduced their CAC by 19% within the first month of using Arwen. “Arwen has solved a massive problem we've had with our Paid Ad comments, which we've had for years." (Elke Luria, Marketing Manager NA, Hinge)