At the Cannes Lions Festival in July 2026, Laura Nestler, Reddit’s executive vice president of community, delivered a clear message to brands: they should “act like a citizen, not like a billboard.” The remark was shared by Social Media Today and underscores Reddit’s push for deeper community involvement rather than superficial advertising. Nestler’s comment frames brand participation on Reddit as a matter of behaving like a regular member of the community, contributing value and respecting the platform’s culture.

For creators and marketers, the advice highlights a shift from promotional broadcasting to genuine interaction. On Reddit, where users value authenticity and self‑policing norms, overtly promotional content can be met with skepticism or backlash. By acting as citizens—joining discussions, answering questions, and sharing relevant insights—brands can build trust and foster long‑term relationships with niche audiences.

The guidance is particularly relevant for creators who collaborate with brands on sponsored posts or AMAs. Embracing a citizen mindset means aligning sponsored content with the interests of the subreddit, disclosing partnerships transparently, and prioritizing community benefit over immediate sales pitches. This approach can improve engagement metrics and reduce the risk of negative feedback.

Nestler’s statement at Cannes Lions reflects broader industry conversations about ethical marketing and platform‑specific strategies. As brands look to diversify their outreach beyond traditional social feeds, Reddit’s community‑first model offers a distinct avenue for meaningful connection.

Ultimately, the call to “act like a citizen, not like a billboard” serves as a reminder that sustainable brand presence on Reddit—and similar community‑driven platforms—depends on respect, participation, and adding real value to the conversations already taking place. Creators who internalize this principle can help bridge the gap between brand goals and community expectations.