Abstract: Promoting a candidate content item included in a plurality of content items is disclosed. A plurality of user reputation scores is received. For the candidate content item in the plurality of candidate content items, a content reputation score is determined based at least in part on a portion of the received user reputation scores. A determination of whether to promote the candidate content item is made based at least in part on the content reputation score and a dynamically adjusted threshold. The candidate content item is promoted if it is determined that the candidate content item should be promoted.