Product Reviews vs. Brand Stories: What Gets Picked Up

Product Reviews vs. Brand Stories: What Gets Picked Up

In 2025, editorial real estate is tighter than ever. Whether you’re pitching a beauty product, a home gadget, or a wellness supplement, understanding the difference between a “product review” and a “brand story” is essential for media success. The two serve different purposes—and they’re pitched, written, and received differently.

So which one should you lead with? Here’s how to tell—and how to pitch accordingly.

1. Product Reviews Serve Utility

Editors consider reviews when:

• The item solves a specific, high-interest problem
• It fits into an established category roundup (“Best Air Purifiers 2025”)
• There’s a timely hook—like seasonality or trend relevance

In review pitches, clarity is king: price point, product benefits, comparison proof, and a link to shop.

2. Brand Stories Deliver Emotion + Differentiation

Brand features happen when there’s:

• An origin story with cultural relevance or underdog grit
• Founder personality that sparks curiosity or connection
• A broader theme: sustainability, wellness, disruption, identity

These pitches read like human-interest intros—with a brand baked in.

3. Reviews Win in Shopping Desks—Stories Win in Feature Pitches

If you’re pitching a commerce editor or affiliate writer, lead with review data and performance stats. If you’re pitching a features editor or Sunday section, lead with narrative arcs and mission-driven angles.

One is about product. The other is about purpose.

4. Use Reviews as the Hook, Stories as the Substance

Smart campaigns combine both:

• Land product in a top 10 list, then offer a deeper story for follow-up
• Tease the innovation behind the product in the review—then pitch the journey behind the innovation

The key is sequencing: reviews get the eyeballs; stories build the brand.

5. Know When a Product Isn’t Enough

Some products—especially in crowded categories—aren’t distinct enough to break into review roundups. That’s when the founder story, supply chain, or brand mission can offer the needed edge.

When the product isn’t the story, make sure the brand is.

6. Both Require the Same Foundation: Trust

Whether you’re landing a 5-star review or a founder profile, the core elements are the same:

• High-quality assets and product shots
• Clear, jargon-free copy
• Transparency around claims and testing

Earn trust, and you’ll earn placement—no matter the format.

Final Thought

Reviews sell. Stories stick. The smartest brands don’t choose one over the other—they build campaigns that move between both seamlessly. Know your audience. Pick your moment. And tailor the pitch to the path.