In a post yesterday, a reader commented about the “unwritten understanding” magazines might have once had with advertisers and tool brands. It would be reasonable to make the same assumptions about tool reviewers, influencers, and other modern content creators.
ToolGuyd has been around for over 16 years. I’ve been working with product samples for most of this time. I’ve had affiliate links from the start. We have ad deals and sponsorship arrangements.
This has become my livelihood.
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Here are the rules:
1) Be fair.
That’s it.
My relationship with Bosch goes back around 16 years, Dewalt and Milwaukee both over 15 years, and Makita around 14 years. None of them have been drama-free. At this time, I/ToolGuyd are in good standing with each brand, at least to my knowledge.
All of these brands have buttons that I have learned to avoid pushing too much, but that’s more about not causing undue headaches for the folks I already create enough headaches for.
Complete and utter honesty is not going to upset any brand relationship. Well, not too much. Hopefully.
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If a brand supplies a product and it’s bad, you talk to the brand. Sometimes they provide a comment, other times a replacement. Or maybe the problem is user error. What you don’t do is trash the product in clickbait content without first giving the brand a chance to address it.
Sometimes defects happen.
There was one occasion where a ratchet was skipping teeth, and the manufacturer implemented an additional quality control check to the production line.
Another time an air tool was leaking and the culprit was too much threadlocker applied to its air fitting during factory assembly.
Also, don’t physically destroy tool samples for sensational content.
It all comes down to being fair.
Thinking back, there was this one time that a brand contact – not for any of the tool brands you’d be able to easily guess – told me they could link to my reviews on social media, that this will get me clicks, and the clicks will boost affiliate revenue. This created an incentive to create positive reviews and I avoided them for a while before eventually pretending the conversation never happened.
Are there incentives to be positive? Absolutely, but for the most part the pressures are internal rather than external. There should not be any inappropriate influences on content. If you sense a pattern of obsequiousness, that’s usually on the reviewer or content creator.
I initially unpacked way too much into a single post before deciding it’ll be better to simplify the discussion.
If you want to hear more about the tool reviewer side of things, let me know. Perhaps it’s not talked about often enough.
JeffD
I’ve been following TG for many, many years and even submitted a review or two.
TG is one of the few sites that provides the reader with straight information. No BS, it’s either good or bad. Sensationalism isn’t what a true tool guy or gal wants.
Your integrity and fairness is above reproach and most welcome in the clickbait arena.
Peter
Well said and I’ll second that.
Stuart
Thanks, I appreciate it! And yes! https://14cyiuhvcgv.com/author/jeffd/%3C/a%3E%3C/p%3E
That was… wow, 15 years ago.
Thomas
Your reviews have long been popular outside the US. I’m French, and I’ve been reading your reviews daily for 10 years. Thank you very much for your excellent work.
Stuart
Thank you, I appreciate it!
mark w
Very well said & I know it’s one reason I don’t really go elsewhere much for similar content.
Stuart I’d love to hear more about the tool reviewer side of things. Really been enjoying your introspective/”under the hood” posts recently
James
I took have been following toolguyd for a number of years. Although I am not a professional, merely a DIYer and weekend warrior, I have appreciated the honesty and factual reviews rather than sensational but purely emotional “reviews” seen elsewhere.
Keep it up and thanks.
PJB
This website is part of my daily ritual to find information that I consider one of my favorite hobbies…. tools. I appreciate the leads on deals, the thoughtful commentary on the content and one of the few places on the web that is not “over the top” with drama…. Thank you for curating a great place for dialogue on tools.
Jim
I completely agree with the above three posts.
Don’t change a thing!
I’m glad your approach is working for you because it sure seems to be working for the majority of us.
Stuart
Thank you, I appreciate it!
Some adaptation tends to be necessary, but I am firmly stuck in the way I like to do things.
Frankly, things are a bit weird now. I got set in my ways back when magazines and similar were the main content-generating bodies, and they were role models. Now, most don’t vet of fact-check – no, Kevlar shears are not made from Kevlar – they hype up incentivized deals with artificial claims, and it seems ridiculous to feel like I’m among few professionals in the room.
s
some of that is the drain-circling effect of your* social media habits. it always results in some really weird or negative feedback loops.
(*global ‘your,’ being used to identify any reader of this post, not any specific person)
for example, a buddy linked me to a facebook video. i accidentally scrolled while watching it, and after seeing 3 workout video previews in one bump of the scroll wheel, i got curious and started scrolling further.
my entire ‘suggested content’ is some variation of workout videos.
i’ve never searched, sought out, or been interested in workout videos. the only thing i really use facebook for is marketplace since the pseudo-death of craigslist. but somewhere, somehow, facebook has decided what’s what i want to see.
it’s also fun to open a private tab, and open up youtube. if that was my only interaction with the media, i’d be convinced that the entire thing was an ‘influencer’ platform only.
i understand your frustration with media, but be wary of your feedback loops on the web. it can make everything wrong seem far more real than it is.
Stuart
National news organizations and magazines are putting out garbage. If household name publications are putting out garbage, it really lowers the bar for everyone else.
The algorithms also go by demographics. Look at certain tool content? You’re likely an adult male. They’ll send you stuff tailored towards adult males.
I see maybe 20-40% stuff tailored towards my interests and 60-80% random stuff seemingly because I’m an adult male.
My wife gets fed different content than me, but there’s overlap where we’ll be fed a bunch of the same headlines and content.
If you want to talk about a feedback loop, ToolGuyd has “sensational” ads blocked in the Google ad setting. An ad poked through the review filter. I had to click it to trace and block the specific URL.
BIG MISTAKE.
I was being fed sensational ads for the next month. No matter how many I deleted, countless more took their place.
So many of those ads were either clickbait or aimed at less internet-savvy seniors. Hearing aids for cheap! Orthopedic shoes for cheap! It was just terrible.
I finally got tired of spending time every day blocking ads and finally found a way to block entire networks that seemed to specialize in these ads.
Just one click and the remarketing targeted me with such relentless aggression.
A huge online publication is recommending the Dewalt oscillating multi-tool for $95 right now. “Save 54%” they say. You can get a full kit for $99 right now.
If huge publications threw content standards to the wind, what can we really expect from individuals.
Then there’s also engagement bait, rage bait, attention traps…
Oh yeah, and AI nonsense.
mark w
You’ve nailed exactly why so many of us are so loyal to this platform over the years in those last paragraphs Stuart!
Boras
I always come here and do a search when I need to buy a new tool. Some things I’ve bought based on reading here: air compressor, pressure washer, tool storage, which model of power tool… Some of the other readers also provide very good information too… Thank you!
Steven Phillips
Thanks again for your standards, theirs why you have the best content.
Robert
The Old Guard say what makes baseball great is its unwritten rules.
JoeM
Rule 2: Tempt JoeM with insanely cool or mindblowing writing implements, and tools he never knew he needed in his life until that moment.
Stuart
Knowing that I introduced you to some EDC and stationery gear: I converted a bunch of family members over to Tom Bihn bags. You should take a look. =) I posted about their small bags here – https://14cyiuhvcgv.com/tom-bihn-grab-bag/%3C/a%3E .
JoeM
Those ARE tempting… However, I beat you to it, using MOLLE system pouches and full Tactical gear for carrying a wide range of things. I already have 3 different pouches I can convert specifically into Writing pouches, Data Storage and Mobile Device Support, or general Tool pouches. And since I have multiple designs, I don’t have to limit myself to only using the pouch for one purpose. I can just use another pouch. Plus, I can use the MOLLE system to attach them all to whatever belt or bag I’ve currently got on me for the day.
The only weird one is, at the recommendation of my friends… I have created a Leatherman Bandolier. Nearly all of my Leatherman tools, clipped to a belt for quick use, including a pouch for bits, adapters, and spare parts.
But I absolutely do love that suggestion! Had I not beat you to it with MOLLE pouches, I’d be sold! Another good temptation, Stewart! See how good you are at that?
Stuart
I’ll find another “must-have” or 5. Challenge accepted.
Charlie
Thanks. Read you every day.
AP
I’ve loved this site for years and I love what you’re doing! Keep up the great work and I appreciate everything you do!
scott taylor
About the only tool site I look at other than torques test channel
Stuart
Also watch https://www.youtube.com/@DoresoomReviews . Nate’s great.
fred
I think that I may have read tool blogs starting with one called Toolmonger that seemed to try for a balanced honest approach. For me Stuart and ToolGuyd were the rightful continuation and enhancement of that blog. His integrity, scientific approach and humility show in most everything he posts. While other sites are given to hype and sometimes know-it-all posturing – Toolguyd and its reader’s comments (facilitated by Stuart) are balanced, informative and often entertaining. His is the only site that I bother to read – and do so almost daily.
Stuart
I wrote for TM for a few months but they had quotas that I couldn’t meet once my grad school workload picked up. Benjamen wrote for them too. It was a fun experience (but terrible pay).
Frankly, it’s folks like yourself that make ToolGuyd such an enjoyable experience for me.
It’s a lot of work, but I still don’t really see it or treat this as “work.” Things really don’t feel too much different compared to years ago when this wasn’t my livelihood.
Katie
There’s one I’ve noticed recently and he will review several tools from a brand (all are well known brands) and will say “Which are great and which tools to avoid in that brand). Well, at first it seemed even handed until I noticed that in the “good” column were a bunch of expensive tools and in the “avoid” column were small and insignificant tools, often hand tools. After I began noticing this pattern, he lost a lot of credibility with me
Mr. C
There’s a time and place to destroy a tool — if you’re pushing the limits and seeing where the failure point is.
That one youtube reviewer, Project Farm, does that frequently. Though it’s totally not clickbait “hulk smash tool for likes and follows!”, but “we did all the other testing first, and now let’s see if the manufacturer’s claims hold up in the Court of Oil.”
Stuart
Yes. But not sensational content. “Let’s attach these two drills together, power them on, and see which one smashes on the concrete first.” That’ll get you booted off most sample lists. It’s very different than say testing a ratchet or wrench to failure using ANSI test standards.
Samples are limited and come out of marketing budgets. Brands tend to be extremely hands-off about how tools are tested and showcased, but there are reasonable boundaries you don’t cross.
There’s some leeway, but there has to be purpose to the destruction.
mark w
Should be noted project farm only buys retail available items from his own budget as well. Not really a marketing relationship
Stuart
Given his typical focus and content style, he doesn’t need marketing relationships.
Plus, I’m sure he can afford it. How much Amazon commission and YouTube advertising do you think several million views per video are worth? It’s going to be a lot.
Jared
Project farm’s failure testing is sometimes useful, sometimes not. He often presupposes it stands-in for long-term durability testing – use your own judgement on a case-by-case basis to decide if that’s reasonable.
Just for example, on some tools he will push them on a hydraulic press until something breaks, then show you the damage – does that matter if the tools broke way beyond what you can achieve by hand? What if one tool broke only by applying far more force than another and the damage looks worse as a result?
Or what if it’s cutting pliers and he shows you the damage from cutting a drill bit? Nobody “passes” the test in the sense that it’s done by hand without damage to the cutters. Does that equate to how long they will cut things they’re supposed to? Maybe, maybe not.
Not saying PF videos are bad, just suggesting you consider what he’s showing you carefully instead of only looking at the results (despite the apparent attempt at scientific rigor).
MM
Agreed. PF’s testing quality varies greatly. Some of the tests are great, some are meh, a few are sloppy enough to actually be misleading. But most are decent enough, and the real key–like you said–is to consider what is being shown rather than what is being said.
Frankly, this works even for those channels that give overly positive reviews–watch what they’re *doing* rather than listening to what they say. One Youtube channel I watch focuses on automotive work. Last year they were sponsored by Milwaukee and had a video showing off the unboxing of all the new cordless tools & a wall of packout that Milwaukee gave them. The next several videos just happened to feature M18 and M12 tools prominently. But once the honeymoon was over? That was more telling, as they went right back to using pneumatic and other brands of power tools, many of them corded. On the other hand one can spot Knipex pliers being used in nearly every video even though they’ve never once mentioned the company by name.
Stuart
With a lot of YouTuber testing, I feel there’s reasonable confident in qualitative claims, such as “Brand A is more powerful than Brand B in such and such example application.”
But with respect to quantitative claims, such as “Brand A ratchet fails at xy ft-lbs,” everything falls apart upon closer scrutiny. The test apparatus are often misused, conditions aren’t appropriate, and there aren’t enough controls to ensure an adequate guarantee of fairness.
As for how influencers have rotating sponsors or brand partnerships, you shouldn’t make assumptions beyond what is explicitly said.
Sky
I check this website daily. I wish you were more focused on quality tools than the average Home Depot finds. Something like new Nepros X-frame ratchet, all European brand new releases, Veto Pro Pack bags, New Fluke tools, etc. The “is Lowes junk box better than Home Depot junk box?” doesn’t satisfy my personal desires in the tool market. Just sharing on this thread, as it may be more relevant than venting on another post.
Stuart
I can do that, thanks for voicing your interest!
Premium tools can be more challenging. I haven’t talked to Veto in years, and their bags are not something I have long-term use for. Fluke sent me info on a recent product and I really disliked the design and declined to ask for a sample. Who designs an iPhone accessory (thermal imaging module) that CANNOT be used on the last 2 generation iPhones (USB-C) without an adapter?
I spend a good part of ToolGuyd’s sample budget exploring the entire spectrum of hand tools. Nepros-X is decent, but very inaccessible. I ordered mine via Amazon Japan (now OOS), and it’s pricier via few channels.
I’m way behind on those things simply because there tends to be less interest and lower impact. Unless someone speaks up with a request, I can only go by what I perceive to be majority interests. A lot of the other things get put on the backburner.
There’s a lot more along the lines, it’ll just take me a bit to get to them.
LGonToolGuy'd
Sky, it would also be interesting to look at how big the “enthusiast tool guy” market is compared to the “average joe walking into Home Depot” market.
I know when I worked deeply in the bicycling market, race bikes and the newest latest carbon doodad made the most media clicks, but local stores sold $300-800 bicycles in droves as their bread and butter to keep the lights on and be able to take an income.
A W
I really enjoy your blog Stuart.
As I was reading about internal vs external pressures, I immediately began thinking about an area of my profession where I perform assessments. I think that’s what makes Toolguyd such a fun corner of the Internet, is that I see you as a professional, and I know the author is genuine, the content is thoughtfully constructed, and the comment section is responsibly moderated.
Thanks for what you do!
Jonathan OAF
I’m a much newer reader (and fan!) of your work. It’s gotten annoying to read other sites in my news feed telling about the “sale” on a tool, when it’s clear it’s just an average price. I hate “tool comparison” articles telling me about some reviews posted on Amazon or HD etc and not a single original thought given.
Toolguyd helped me branch out to other cordless tools systems, a tablesaw purchase, and actually save money on other purchases.
Thanks Stuart for all you do.
mark w
Welcome. This is a great place haha. It’s “old Internet”l, like forums at their peak, in the best way. Wait until the holiday season if you weren’t here for it last year. It’s like the Tool guyd Superbowl lol
Kurt
I just picked up the Ryobi door lock installation tool at Home Depot today based entirely on your recommendation. You have earned my trust over the years.
Joel
I bookmarked Toolguyd after the very first post I stumbled upon because your principles came through clearly.
I’ve not once been disappointed in however many years it’s been now.
We old folks were certain that the Internet would be full of sites like this, and it’s been…….well, it hasn’t turned out that way.
Thank you.
Daniel
I love the content you provide on this site and I check in here daily.
These behind the scenes types of post are great! Definitely would like more.
Mopar
I don’t take ANY reviews with a grain of salt anymore. Even your reviews come from a POV that is probably different than mine. But I trust yours to be your honest opinion, and I can make my decisions based on that. There are only a few tool reviewers I can say that about, which is why when I am researching a purchase, ToolGuyd is always my first stop. Keep doing what you are doing!
LGonToolGuy'd
Stuart,
I trust your work and thank you for all the efforts you put out. You’ve spent enough time with this that it is your child.
For the sites and publications I write for, I have a rule that if I get a wonk product, I give the brand one chance to replace/repair/fix the product before review goes out as anyone can make a lemon. The replacement is noted in at least a single sentence and how the customer service was in doing that.
Being at hiking / outdoors / shooting sports trade shows six times a year, I’ve become good friends with a lot of the brands’ leaders/reps and while that may influence what items I get to review, it never plays into changing my objectivity.
Ex: Dinner with Brand XYZ every February at Great American Outdoor Show, they try to pay for my meal. I decline, ask them to pay tip for all of us instead. I never take more than cup of coffee’s worth of gifts from a brand, and any swag/stickers/etc I get from brands are silent auctioned off to subscribers at the end of the year by them donating money to a selection of charities we agree on.
2024, our team got $650 with of stickers and swag and the money went to groups helping with Helene storms blah.
Stuart
Thank you, I appreciate it!
With some trade shows (e.g. STAFDA), you need partner assistance because STAFDA won’t supply media passes to digital publications, and for most the costs of travel and accommodations are extremely high and difficult to justify without support. But it gets super sketchy. A lot of influencers are paid for exposure, often by multiple companies, and don’t disclose it. Brands then promote the “reviews”.
I wrote to a Diablo contact a few years ago:
Diablo wouldn’t put the answer in writing; they called me and said it’s their influencers’ responsibility to disclose paid-for content.
Sometimes I wish I didn’t know what happens behind the curtain.
As for events, I turn down any that involve excessive “wining and dining.”
With Milwaukee, they cram an incomparable amount of actual tool insights and exposure into every event. Even every meal delivers value because of who is available to talk to, and what they’re often willing to talk about. There’s really no downtime.
When a major tool brand event a few years ago, it was 80% influencer experience and 20% tools. I was extremely disappointed. Dewalt’s events used to be well-balanced, but they don’t do media events anymore.
A few years ago, I was invited to an event by a tool brand:
I declined.
LGonToolGuy'd
“Sometimes I wish I didn’t know what happens behind the curtain”
Amen.
Another thing we laugh about is people calling writers/video makers with our companies shills because content is embargoed until XYZ time, then everyone dumps their stuff.
The reviews of products that a marketing company sends out to four or five writers and you start seeing reviews with photos of the guy with it two days after UPS drops off your (¿and their?) product. The equipment has no signs of use or wear, but the full writeup is made with photos all at one location in the woods etc….
Ugh
Sorry for ranting lol.