How to Handle Negative Comments on Reddit Ads
Updated: Oct 13
Negative comments on Reddit ads are normal, and they're one of your biggest opportunities. Keep comments on, reply fast and like a human, answer real criticism honestly, call out false claims, and don't waste energy on trolls. A brand that talks back turns a monologue into a conversation, and the people reading the thread notice.
Should you turn Reddit ad comments on or off?
Before 2023, Reddit ads had open comments by default, and Redditors used them to roast advertisers. Around mid-2023, Reddit switched the default to comments off, and most advertisers happily left it that way. In our data, 79% of Reddit ads now have comments turned off.
That's a missed opportunity. Many people under your ad want to ask genuine questions, and if your industry is full of misconceptions, answering them in public is one of the best things your advertising can do. A closed comment section is a monologue. An open one is a dialogue.
When do comments help your Reddit ads?
People come to an ad with open comments expecting drama. When they find a brand that actually helps, engages and even jokes back, that curiosity turns into clicks. One Redditor summed it up under one of our ads: "The ad brought me to the comments, the open comment section brought me to the website."
A comment section with hundreds of comments where the brand engages creates product curiosity no ad can create on its own.
When do comments hurt?
Only in two ways: your ego or your business.
Your ego: people will say mean things on the internet. Stay civil, follow the rules and answer questions with grace. You'll earn more respect for standing up for yourself than for staying silent.
Your business: if your product or practices genuinely go against what the community values, comments will expose it. That's not Reddit's fault. It's an issue you'd want to know about anyway.
How do you reply to comments like a human?
Forget corporate communication. People are tired of it. Reply like it's your own profile:
Answer the actual question with facts, specs or links
If you made a mistake, apologize and own it. Don't bury it
If someone posts a copypasta or a wall of AI text, make a joke about it
Call out false claims calmly, with proof
Never pretend to be a regular user. Always reply as the brand
Companies that try to please everyone end up pleasing no one.
How do you handle criticism on Reddit ads?
Remember that you likely have far more fans than the comments suggest: unhappy people are much more likely to speak up than happy ones.
We sort criticism into two piles, with what's called the Bless and Block method:
Baseless criticism: thank them politely and move on, or block if it's abuse.
Criticism with a point: ask whether you can improve the product to fix it. One brand we work with has updated its products and added accessories several times based on Reddit comments. Reddit is a goldmine of ideas.
How do you handle trolls on Reddit ads?
Troll back, when the troll is harmless and just joking around.
Ask for proof, when someone makes false claims. Most delete their comment or backtrack.
Be polite and factual, and let the facts unmask the claim.
Ignore, when nothing you say will help.
Threats of lawsuits or PR smears usually go nowhere if you've done nothing wrong. Often, regular users will even defend you.
Real example: what happens when you keep replying
One client's ads kept getting generic spam comments. We started replying, playing along and publicly correcting every false claim about the product. The first months were painful. After about 12 months of consistent replies, the spam stopped, because people knew the brand would answer back. More importantly, the core audience of each community was now on the brand's side.
What should you never do with Reddit ad comments?
Delete fair criticism
Reply with copy-pasted marketing text
Use fake accounts to defend your brand. It can break advertising laws in the EU and USA, and Reddit's rules
Get defensive or argue in circles
Handling negative comments on Reddit ads: FAQ
Should I delete negative comments on my Reddit ads?
Not fair ones. Reply instead. Remove only spam, abuse or rule-breaking comments.
How fast should I reply?
Within a day or two. The first replies set the tone for everyone who reads the thread later.
Can negative comments help my Reddit ads?
Yes. A calm, honest or funny reply to criticism builds more trust than an ad with no comments at all, and it creates curiosity that brings people to your website.
Are Reddit ad comments off by default?
Yes, since around mid-2023. You can turn them on per ad.
Get the full playbook
This post comes from the comments chapter of my free eBook, How Reddit Ads Actually Works. It covers targeting, creative, campaign setup and measurement too. Get it free, by email.
Don't have time to answer every comment? Comment replies are part of our Done-For-You Reddit ads management.
About the author
Written by Dāvis Lejnieks, CEO of Undecided Agency and a Redditor for 15+ years. He plans and runs Reddit ad campaigns for DTC, gaming and app brands, and shares what the data shows here.
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Undecided Agency is a Reddit ads agency for DTC, gaming and app brands, and replying to ad comments is part of our service.
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