B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
65%
65% -- share saying comments are funnier than creators or brands for social platform users (2026)
According to research from OK Cool, 65% of people say comments are funnier than the creators or brands themselves.
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Lighthouse Research Team
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Source verified
Evidence graded
Value
65%
Unit
Percentage
Data Vintage
2026
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
OK Cool
Primary
Tier C
https://weknowvideo.com.au/2026/03/stop-chasing-reach-start-joining-the-conversation/ ↗
Source Article
Stop Chasing Reach. Start Joining The Conversation. - We Know Video
The comments section. That’s where it’s all happening right now.
While most brands are still obsessing over feeds and reach, culture has already moved somewhere else; to the replies, the stitches, the quote posts, the off-the-cuff moments that can’t be scheduled in a calendar. That’s where audiences…
Original Research
OK Cool
· Original study ↗
Methodology
Research from OK Cool as cited by secondary source
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
social platform users: 65% share saying comments are funnier than creators or brands. Source: OK Cool (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/comments-funnier-than-creators
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<blockquote cite="https://lighthousedata.io/data/comments-funnier-than-creators" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>65%</strong> -- share saying comments are funnier than creators or brands for social platform users<br><small>Source: OK Cool (2026) · <a href="https://lighthousedata.io/data/comments-funnier-than-creators" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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