Manage an Ad with Comments On
Enabling comments can be a great way to share more about your brand, product, or service than the ad alone, but we totally get that it might feel a little vulnerable. However, it has helped some advertisers get better results while connecting with redditors on a deeper level.
You can manage comments in your post at any time by navigating to your ad's post:
Managing ads requires administrator access. If you don't have the right permissions, ask one of your business account's administrators to change your role.
Comments are disabled for every new ad unless you check the box next to Allow comments on Reddit post, located at the bottom of the New Post editor:
- Go to the dashboard.
- Open the Ads tab.
Make sure you're logged in to Reddit Ads under the primary username and not accessing from a secondary account that you've been invited to contribute to.
- Find your ad and open More Options > View Post > Open URL.
Moderate the conversation
You can manage the conversation in several ways:
- Toggle comments: Want to let redditors chime in or stop more comments from being added to your post? Open the mod tools for your post and select Unlock comments or Lock comments, respectively.
- Join the conversation: Add a comment or reply to a thread to engage with your audience.
- Guide the discussion
- Approve a comment: See a response that was accidentally deleted? Approve it to add it back to the conversation.
- Delete a comment: If a comment is detracting from the thread but isn't spammy, you can remove it.
- Distinguish your comment: You can pin one of your comments to the top of your ad's comment thread for increased visibility.
- Lock a comment: You can lock a comment in a thread so it doesn't get more responses while leaving other replies open for input. This is recommended if the response is contributing to the conversation.
- Mark as spam: If it looks and smells like spam, it could be spam. Mark a comment as spam to remove it and filter for future comments similar to it.
Stay engaged with notifications
When a redditor leaves a comment on your ad and you have comment activity notifications enabled, you'll receive a notification on Reddit.
We recommend downloading the Reddit (iOS or Android) app to stay up-to-speed on recent comment activity. With the app, you can sign in to your personal or ads account and get notified when something happens in either one (not just the account that you are currently signed in to).
Learn how to opt in or out of notifications.
Best practices
The Reddit community is curious, opinionated, and vocal. We like having our voices heard and enjoy discussing content. Here are some tips for keeping up with the conversation your ads spark.
Answer questions
This may seem like a no-brainer, but comments and questions are opportunities to provide more information about your brand or product on Reddit. If you ignore them, you're missing out on a chance to do big things with your promoted post. You know the value of your brand like nobody else, so when you answer user questions, you get to share valuable information with everyone who sees your ad. Oh, and don't be afraid to be self-promotional—that is what this space is for. You can also add hyperlinks to your comments to provide more information.
See how Breeze_pm answered questions and differentiated their product.
Remember the human
"Remember the human" is one of Reddit's core values. Use this as a rule of thumb for interacting with the Reddit community in your ad's comments thread. Keep the buzzwords at a minimum, and instead talk to users with the same tone and language you'd use to talk to a friend. Being friendly, casual, and approachable makes the comments thread a more interesting conversation between a brand and Reddit users. If someone leaves a nice comment, feel free to respond to say thanks. If someone leaves a critical comment, see the "Negative Comments" section below to read how to handle negative comments.
Check out how itsjohncs, creator of Shmeppy, engaged in thoughtful conversation around product features and encouraged new users to share on the product's forum.
Provide helpful information
The more effort you put into your comments, the more the Reddit community will give back. Make your answers informative, with details that people would want to know about your brand or product. Details and stories about the product or brand are great conversation starters. This is your chance to expand on what separates your brand from others, and why people should care.
Look at how the creators of Node Farm shared a comprehensive look at the game's update roadmap.
Negative comments
On any website with user-generated content, trolls will be trolling. It's an unavoidable bummer. If you receive completely unmerited negative comments, don't feel obligated to respond. Don't feed the troll. Some people get a rise out of annoying people, and if you see a comment like that, you're better off ignoring it than giving it attention. Other Reddit users will also see these as trolls and will downvote these comments.
It's possible that you could receive critical comments that point out legitimate concerns. This should not be cause for alarm. Part of Reddit's power as a platform comes from back-and-forth dialogue between people who disagree with each other. If you get a challenging comment, take it as an opportunity to express your perspective as the brand. Acknowledge the comment, and put on your customer service hat to connect with the person. This can also be a way to defend your brand and prove its value.
Here’s how Oats Overnight addressed accusations head-on.
Think outside the box
The comments thread by nature is a comment-and-response format: a space for you to communicate with a large group of people at once, and for them to engage with you. You can get creative with this.
Here’s how SiriusXM prompted redditors to share stories with a chance to be broadcast on SiriusXM’s Scream Radio.
