Understanding labels and sentiments in Buffer's engagement tool
⚠️ Engage is being replaced by Community on January 15, 2026.
The new Community experience brings expanded support for Threads, Bluesky, LinkedIn, Facebook pages, and Instagram professional accounts—making it easier to manage all your conversations in one place.
To switch, click the Go to Community button in the banner at the top of Engage. We recommend making the move early to get familiar with the new features!
Learn more about how Community works here: Engaging with Community comments in Buffer.
Small comment labels help you prioritize which Facebook and Instagram comments to engage with.
In this article:
Video walkthrough
In the video below, Katie, from our Customer Advocacy team, will walk you through how to understand labels and sentiments within our Engage tool.
The Question label
Simply put, any comment that has contains ‘?’ or ‘¿’ will be labeled with a question mark icon in Buffer. This helps you easily identify which comments need an answer from you.
The Order label
We identify and label common words that are often found in comments that discuss an order or shipment. These words include:
‘order’, ‘package’, ‘shipping’, ‘shipment’, ‘shipped’, ‘tracking’, ‘delivery’, ‘deliveries’, ‘delivered’, ‘orders’, ‘ordered’, ‘pay’, ‘payment’, ‘paid’, ‘buy’, ‘bought’, ‘parcel’, ‘packet’, ‘post’, ‘postage’, ‘box’, ‘dispatch’, ‘Fedex’, ‘UPS’, ‘purchase’, ‘purchased’, ‘transaction’, ‘sale’, ‘sold’, ‘courier’, ‘address’, ‘consignment’, ‘mail’, ‘mailing’, ‘returns’, ‘refund’, ‘discount’, 'reimbursement’, ‘didn’t arrive’, ‘customs’, ‘size’, ‘sizes’
At the moment, you may find comments with the "order" label applied because one of the words above is included in a person’s username. We intend to improve this in the future to exclude usernames.
The Negativity label
We use machine learning to determine whether a comment might have a “negative” sentiment. Our model looks for certain words or word patterns that suggest the commenter is angry or upset. These comments will be labeled with an exclamation mark within Buffer.
The Giveaway label
These posts are identified by a "gift" icon. If you’re running a giveaway, we’ve made it easy to dismiss all comments with one easy click! If your post contains any of the following words: ‘Giveaway’, ‘Contest’, ‘Concurso’ (Spanish), or ‘Sorteo’ (Spanish) and has between 20 and 2000 unanswered comments, you’ll see an option to Dismiss All comments in that post.