Turning Social Media Comments Into High-Performing Content

Customer

Evolve Organic Beauty is a clean beauty brand with an active and engaged social media audience, particularly on Instagram, where customers frequently share feedback, questions, and product experiences in comments.

The Challenge

Instagram comments contained a goldmine of customer insight, from how people described product benefits to the language they used to explain why they loved certain products.

However, extracting this insight was manual, time-consuming, and incomplete. Valuable comments were often buried deep in threads, spread across posts, or missed entirely. As a result, social and marketing decisions relied on partial signals rather than the full voice of the customer.

Evolve needed a scalable way to analyze social comments at depth and turn them into actionable content ideas.

How Evolve Used Menza

Evolve used Menza to analyze Instagram comments at scale, pulling in large volumes of unstructured social data in one place.

Menza extracted recurring themes, standout phrases, and high-signal customer callouts that would have been extremely difficult to identify manually. These insights were fed directly into social content planning, helping the team ground creative decisions in real customer language.

Impact

• Surfaced high-value customer language that would not have been found manually
• Enabled faster, more authentic social content creation
• Reduced time spent scrolling through posts and comment threads
• Strengthened alignment between customer voice and brand messaging

Customer Quote

We would never have found the best comments manually. Menza pulled out things we didn’t even know to look for. — Beatrice Piazza, Head of Ecommerce