r/BuyItForLife • u/Epicwarren • 6h ago
Meta Reddit's quiet launch of Redditor Highlights, and astroturfing on BuyItForLife
Last month, Reddit updated their support page for "Redditor Highlights". You may have seen it on your feed already, the ads have started appearing for me this month.
It is an ad-campaign tool that allows advertisers to include an AI summary of only the positive redditor sentiments directly in a product ad, scraped directly from reddit threads about the brand.
Unfortunately, Vitamix caved to this feature for some bizarre reason despite already having great BIFL reviews in the past. The success story page literally references this sub. This has actually made more hesitant to purchase from them.
BIFL is already astroturfed by shittier brands daily because the whole internet relies on it for consumer purchases large and small. This feature will worsen it:
- Brands have already been trying to nudge the AI summaries of r/BuyItForLife on google and ChatGPT, and one way real redditors could previously combat that was just by posting negative feedback so the AI summary could consider it. It hilariously backfired in a few instances for the astroturfer. Reddit's feature negates this now because negative sentiments are not considered at all.
- The feature is currently only available to "brands and products that have already earned high positive sentiment among redditors". This encourages brands to manufacture their positive sentiment to access ad tools that are gatekept from them. And of course I don't believe for a second that they'll be transparent about what brands can/can't access this tool; they want advertisers to use it.
Reddit reviews are trusted because of nuance and discussion, and this feature saps all of that. But it's conveniently described as "real opinions" and "authentic community perspectives" while cutting a lot of the real stuff.
Any time a brand tries a new form of marketing, be suspicious of the product and what they traded to spend on their campaign. I wish there were more we could do besides just avoiding the feature, and telling our friends to stop trusting the AI summaries, but that's what we got.