Should You Turn Comments Off on Reddit Ads? (79% Do)
Yes, in our view you should turn comments on for Reddit ads, as long as someone can reply quickly and honestly. In our analysis of 5,824 ads, 79% had comments turned off. That's the default, so most advertisers never change it. But open comments give you free feedback, build trust and turn your ad from a monologue into a conversation. Keep them off only if nobody can reply.
Why do 79% of Reddit ads have comments off?
Because comments are off by default. Before 2023, Reddit ad comments were open by default, and many advertisers hated how users reacted. Around mid-2023, Reddit switched the default to off. In our data, 79% of ads have comments off, and 61% of gaming ads do. Many newer Redditors have never seen an ad with open comments, let alone a brand that answers.
What happens when you turn comments on?
Curiosity: people come for the drama, and then meet a brand that helps, engages and jokes back. One Redditor wrote under one of our ads: "The ad brought me to the comments, the open comment section brought me to the website."
Free feedback: questions, objections and ideas show up under your ad. That's market research you didn't pay for.
Trust: there will always be someone who hates on a brand, but many people want to ask genuine questions. Fixing industry misconceptions in public is some of the best advertising you can do.
When should you keep comments off?
Nobody on your team can reply quickly. A closed comment section is a monologue, but an ignored one looks worse.
You can't stand behind your product. If your business practices go against what a community values, comments will say so. That's a deeper issue, and hiding from it only delays it.
You're unwilling to reply like a human. Corporate language gets called out and doesn't get respected.
How do you turn comments on?
Comments are off by default, so tick "Allow comments" on every ad when you create it. Notifications arrive in your profile inbox, like any normal post. You can also moderate comments on your ads.
How should you handle the comments?
Reply within hours, in a human voice.
Answer the real question with facts, specs or links.
Own your mistakes.
Never reply from fake accounts. It can break advertising laws in the EU and USA, and Reddit's rules.
Reddit ads comments: FAQ
Should you turn comments off on Reddit ads?
In our view, no, as long as someone can reply quickly and honestly. Open comments give you feedback and build trust.
Are Reddit ad comments off by default?
Yes, since around mid-2023. Tick Allow comments on each ad to turn them on.
How many Reddit ads have comments off?
In our analysis of 5,824 ads, 79%. Among gaming ads, 61%.
Where do Reddit ad comment notifications go?
To your profile inbox, like any normal post.
Can you moderate comments on your Reddit ads?
Yes, you can moderate the comments on your ads.
Get the full playbook
This post comes from my free eBook, How Reddit Ads Actually Works. It also covers targeting, creative, comments and measurement. Get it free, by email.
Want comments on without the extra work? 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.
Keep reading
Undecided Agency is a Reddit ads agency for DTC, gaming and app brands. Want a plan for your product? Get a Reddit Ads Game Plan.
Comments