Reddit advertising: new formats and “positive comments” under ads — how not to lose trust

In 2025, Reddit’s advertising ecosystem has evolved significantly. New ad formats now bridge paid placements with true community interaction. The platform’s latest innovation lets advertisers feature positive user comments beneath ads, helping merge brand messaging with authentic user voices. However, for brands to maintain goodwill and trust with Redditors, a careful approach is essential.

What’s new in formats

Reddit now supports a wide array of ad units: Image, Video, and Carousel Ads; Conversation Ads; Product Ads; Free-Form Ads; and full-page Takeovers. These options allow mixing formats — for example, running a carousel for awareness while enabling comment threads for community engagement.

“Positive comments” under ads: the feature

In mid-2025, Reddit introduced a feature named Conversation Summary Add-ons. This tool enables advertisers to embed a scrollable feed of real user comments (filtered to highlight positive sentiment) directly below an ad unit, along with a brief summary of what community discussions reveal. The data is powered by Reddit Community Intelligence, built from over 22 billion posts and comments.

The trust boundary

Reddit communities prize authenticity, transparency, and moderation by subreddit norms. The risk? If an advertisement appears too promotional, or if inserted comments feel artificial or purchased, the campaign may backfire. Reddit’s policy and brand-safety guidelines emphasize this.

How not to lose trust: 7 best practices

1. Keep comments open — and moderate thoughtfully. Let community conversations occur under your ad. Don’t delete dissenting voices indiscriminately; instead, build a moderation framework for respectful responses.
2. Be transparent about branding. Disclose your brand affiliation clearly. Redditors respond poorly to hidden or ambiguous promotion.
3. Avoid orchestrated praise. Mass posting of artificially positive comments or coordinated upvotes defeats the purpose of community trust. Focus on genuine user voices and real engagement.
4. Use the “positive comments” tool as a showcase, not a filter. The conversation-summary block can highlight favorable remarks — but your thread should remain open to all views so it feels organic, not staged.
5. Respect subreddit culture. Engage in the right way for each subreddit: follow rules, tailor your tone, align with community norms. A well-executed AMA or Q&A can add credibility more than a standard ad.
6. Track trust signals, not just clicks. Monitor upvotes, comment quality, shareable responses, and thread moderation flags. High engagement with genuine comments often signals success more reliably than CTR alone.
7. Prepare your team for public interaction. Set response-time goals, craft a friendly tone, and escalate complex questions to subject experts. Redditors expect authenticity, not corporate silence.

Quick campaign checklist

• Does the ad comply with Reddit’s rules and the specific subreddit’s norms?
• Are comment threads enabled and is the moderation policy defined?
• Is the “positive comments” add-on set up appropriately?
• Is there a plan for responding to criticism and handling escalation?

Final thoughts

Reddit’s new ad tools allow brands to integrate real user voices directly into their promotional content — but that opportunity comes with responsibility. Use these innovations not as a substitute for trust, but as a reinforcement of it. When you engage respectfully, openly, and transparently, Reddit becomes a potent channel for brand growth — not just eyeballs.