Redditor Highlights: How to Turn Real Reddit Posts Into Ads (2026)
Updated: Oct 13
Redditor Highlights is a Reddit ad feature that adds real, positive Reddit posts about your brand and a short AI summary to your image or video ads. It became available to all advertisers in June 2026. The catch: you can't choose the posts, and it only works if Redditors already talk about your brand positively.
What are Redditor Highlights?
When you turn on Redditor Highlights, Reddit adds a carousel of real posts that mention your brand or product to your ad, plus an AI-written summary of about 120 characters on what Redditors like. Usernames aren't shown in the ad itself.
Who can use Redditor Highlights?
Brands and products with high positive sentiment on Reddit
At least 3 eligible public posts in English from brand-safe communities
Image and video ads in awareness, traffic, sales or app promotion campaigns
Feed placement only
If fewer than 3 posts are available, Reddit removes the feature from the ad. Full rules are on Reddit's Redditor Highlights help page.
Can you choose which posts appear?
No. Reddit's AI picks the posts and writes the summary, and advertisers can't choose or edit either one. That's what makes it believable, and why brands with no real Reddit reputation can't use it.
Do Redditor Highlights improve results?
Reddit reports an average 10.7% click-through rate lift on awareness campaigns. Treat that as Reddit's own number, and test it against the same ad without highlights.
How do you become eligible for Redditor Highlights?
You need Redditors to say good things about you, in public. The honest way to get there: a product people like, an official brand account that answers questions openly, and ads with comments on and fast, helpful replies. Never fake it with hidden accounts.
How are Redditor Highlights different from a normal Reddit ad?
A normal ad is you talking about your product. Redditor Highlights adds Redditors talking about it, right inside the ad. That changes four things:
Who makes the claim: in a normal ad, you do. With Highlights, real Reddit posts do.
Control: you write every word of a normal ad. You can't choose or edit the posts or the AI summary.
Who can use it: any advertiser can run a normal ad. Highlights needs at least 3 eligible positive posts about your brand.
Where it shows: normal image and video ads can run in the feed and in conversations. Highlights show in the feed only.
That's why it works as proof. People trust other Redditors more than they trust a brand, which is also why we keep comments on in our own ads. More on that in Should you turn comments off on Reddit ads?.
How do you check what Redditors say about you before turning it on?
You can't pick the posts, so look at what Reddit could pick before you switch it on:
Search Reddit for your brand and product names, and read the top threads from the last year.
Note what people praise and what they complain about.
If the complaints are louder than the praise, fix the product or the support issue first.
Answer open questions from an official brand account, in public.
Turn Highlights on only when you'd be happy for a stranger to read those threads next to your ad.
If you find negative threads, our guide on how to handle negative comments on Reddit ads shows how to reply without making it worse. The profile setup is in how to set up a Reddit brand profile.
How should you test Redditor Highlights?
Test it like any other change: one variable at a time, in the same ad group.
Duplicate an ad you already run, and turn Highlights on in the copy only.
Keep the image, headline, targeting and budget the same.
Give both ads at least 4 days before you judge them. In our experience, Reddit ads judged after 1 to 3 days give the wrong answer.
Compare conversions and cost per result, not only click-through rate. A higher click rate doesn't always mean more customers.
Reddit's 10.7% click-through lift is an average across awareness campaigns. Your own test is the number that counts.
What can go wrong with Redditor Highlights?
The AI summary can focus on something you don't want to lead with, and you can't edit it.
Reddit removes the feature from the ad if fewer than 3 eligible posts are available, so it may not run on every ad.
It only works in the feed, so you still need normal ads for conversation placements.
It can't fix a weak offer. If the landing page doesn't convert, more clicks won't help.
Redditor Highlights: FAQ
How do I turn on Redditor Highlights?
Toggle it on during campaign creation in Reddit Ads Manager, if your brand is eligible.
Which placements show Redditor Highlights?
Feed placement only.
Can I edit the AI summary?
No. Reddit writes it, and advertisers can't change it.
Do usernames show in Redditor Highlights?
No. The posts appear in the ad without the usernames of the people who wrote them.
Is Redditor Highlights worth testing?
If your brand already has positive posts on Reddit, yes. Test it against the same ad without highlights and judge it on conversions, not only clicks.
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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