I think the main reason is that most review websites look too polished these days. Whenever I read reviews and every product has 5 start rating, it immediately makes me doubtful.
On Reddit you will usually find both sides. Someone will tell you why a product is great, while another person will explain the exact issue they faced after using it for a few months. That balance makes it feel more trustworthy.
I do the same thing now. Before buying anything, I often add reddit to my search query. Not because reddit is always right, but because real users tend to share experiences that review sites sometimes miss.
For marketers, I think the shift is simple. Instead of trying to control the conversation, focus on creating a product or service that people genuinely recommend. Reddit users are very good at spotting marketing, but they are also very willing to recommend something when they have a good experience with it.
