Promoted posts, placed at the top of the targeted page and with a light blue background, have the same look and feel as regular, organic Reddit posts.
So like any Reddit post, a Reddit ad has a comments thread. Users who see a promoted post can leave comments and questions, and advertisers are encouraged to engage with these comments. Like any Reddit comment thread, you can reply, upvote and downvote comments, and gift Reddit gold to users within your ad comments thread.
Unlike organic Reddit posts, promoted posts give advertisers the option to disable their comments thread. Although this is an option, we highly recommend keeping the ad comments enabled for two reasons:
- The nature of the Reddit community is curious, opinionated, and vocal. Redditors like having their voices heard and enjoy discussing content. As a whole, Reddit isn’t just about posting and sharing content but also about discussing that content.
- The most successful Reddit ads don’t just have a great headline title. They also have an interactive comments thread. By encouraging conversation in your comments thread, your brand is building a relationship with the Reddit community. As more users see the number of comments increase on your ad, their curiosity will be piqued. This can lead to even more engagement.
To make the most out of your comments thread:
- answer questions
- remember the human
- provide information
- respond appropriately to negative comments
- think outside the box
This may seem like a no-brainer, but more often than not there are missed opportunities to provide more information about your brand or product on Reddit. By simply ignoring questions in the comments thread of a Reddit ad, you’re not fully taking advantage of your promoted post. Use the comments thread as a space to answer questions. You will be giving Reddit users more information about how great your brand or product is, information that you know as the expert on your brand. You, as an advertiser, know the value of your brand, and by answering these questions you’re able to share this information with anyone who sees the ad. When responding to questions in the ad comments thread, don't be afraid to be self-promotional. That is what this space is for! You can also add hyperlinks to your comments to add more information. People come to Reddit to discover and discuss the most interesting content related to their interests — this approach extends to the ad comments thread as well!
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.
The more effort you put into your comments, the more you will get out the Reddit community. Make your answers informative, with details that people would want to know about your brand and product. Details and stories about the product or brand are great conversations starters to keep Reddit users engaged and give the conversation momentum. This is your chance to expand on what separates your brand from others, and why people should care.
On any website with user-generated content, trolls will appear. The truth about the internet is that negative comments are unavoidable. 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 chops to connect with the person. This can also be a way to defend your brand and prove its value.
Below is an example of Haworth, Inc. approaching a critical comment respectfully & intelligently, while also providing more information about why Haworth chairs are worthwhile.
Think outside the box
The comments thread by nature is a comment-and-response format. It's essentially a space for you to communicate with a large group of people at once, and for them to engage directly with you in return. You can get creative with this. Here are a few ads that have been creative with their use of an ad's comments thread.
Kindwave used a text ad to build buzz on their product, and receive feedback in the comments thread. In the text ad, they wanted to give every single comment the gift of one month of Reddit gold (Reddit's premium membership program). See the ad here.
Nissan took note of Reddit's inclination for creating interesting content and ideas, and used a Reddit ad to crowdsource ideas. Their ad asked the community: "If you could have one thing from Amazon, what would it be?" Thousands of Reddit users left comments sharing their ideas for the ideal Amazon gift. The Nissan team used the comments thread like an /r/AskReddit thread: They asked a question, and the Reddit community answered. Nissan community managers also hopped into the thread to respond to comments. See the ad here.
The team behind the tv series American Dad made their ad interactive by using the ad space to host a contest for Reddit users. They asked the Reddit community for their personal most awkward family photo. Reddit users voted the best ones to the top, and the best comment won a portrait of the family photo in the cartoon style of the television show. See the ad here.