About Props

Props stands apart from other marketing platforms by focusing on results that matter.

• Curate creators for their talent, credibility and expertise - not their followers. Props selects creators for their talent, credibility, and expertise—not their follower count. Rather than relying on influencers with large but disengaged audiences, Props curates subject-matter experts who bring real knowledge and authenticity to their content. Whether it’s a financial analyst explaining smart investing, a chef demonstrating professional techniques, or a travel journalist sharing destination insights, these creators offer depth, trust, and genuine value—making their content far more impactful than traditional influencer promotions.
• Publish content directly on brands websites: One of the biggest advantages is its owned media model. Unlike traditional influencer campaigns that live on social media platforms, Props publishes creator content directly on brand-owned websites. This strategy ensures that engagement happens where it matters most, helping brands capture first-party data and maintain full control over the customer journey.
• Promote content with paid media using the creators' handles: Another defining feature is how Props amplifies content. Rather than relying on organic reach, Props promotes content through creators' social media handles using a paid media strategy. This makes the content appear more authentic while ensuring it reaches the right audience at scale.
• Produce creator content for every level of the funnel; Just as importantly, stories are only the beginning. Unlike traditional content marketing that stops at awareness, Props ensures creator content drives action at every stage of the funnel. At the top, non-branded stories build trust and attract new audiences. In the middle, product-focused content nurtures interest. At the bottom, creator endorsements and direct-response ads turn engagement into conversions
• ‍Protect brand safety and reward creator integrity: Props also brings advanced AI-driven brand safety into the equation. Its proprietary tool, Ollie, continuously monitors creator content to ensure brand alignment, regulatory compliance, and risk mitigation. This added layer of security makes Props a trusted partner for highly regulated industries such as financial services and healthcare.

By integrating storytelling into the full marketing funnel, Props ensures that audiences don’t just engage with content—they move from awareness to action.

Props follows a structured, data-driven process to maximize the impact of every campaign.

First, expert creators develop authentic content that aligns with a brand’s objectives. Props does not use generic influencers but instead selects subject-matter experts who can tell real, compelling stories. Each creator pitches ideas, and clients approve concepts before content is produced and published. But the content isn’t just for engagement—it becomes the ad itself. Every image, video, headline, and story created by the expert serves a dual purpose: it’s both the campaign content and the ad creative used to promote it.

Once the content is live, Props uses paid media to amplify its reach. Stories are promoted through the creators’ social media handles, enhancing credibility and engagement. Instead of traditional ads, where the goal is to push a sales message, Props promotes the story—an engaging, editorial-style piece that lives on the brand’s website. This means every click leads directly to a trust-building, high-value experience rather than a generic landing page.

From there, Props retargets audiences with high-performing content, guiding them further down the funnel toward conversion. This high-performing content is strategically designed for the bottom of the funnel and includes branded product stories—creator-driven narratives that showcase how a product or service fits into real-life scenarios—as well as creator endorsements, where trusted experts and influencers personally vouch for the brand. These assets are optimized for conversion, reinforcing trust and providing clear, compelling reasons for audiences to take action.

Throughout the process, real-time analytics track performance, ensuring that campaigns continuously optimize for efficiency, engagement, and measurable business results. By leveraging creator content at every stage of the funnel, Props delivers not just awareness, but a seamless journey from first impression to final conversion.

Props relies on a 7-day click-only attribution model because it owns the customer journey—driving traffic directly to the brand’s website rather than relying on social platforms or third-party sites.

Unlike view-based attribution models, which often over-credit conversions to passive ad exposure, Props measures only high-intent actions: real landing pages. Since all engagement happens on the brand’s site, Props can track real user behavior—whether they consume content, explore products, or convert—eliminating misleading data from "view-through" conversions.

This approach ensures clean, CFO-approved metrics that align with how brands track performance internally using tools like Google Analytics or Adobe Analytics. By focusing on landing pages, Props delivers transparent, verifiable results that marketers can trust.

Brands partner with Props because it offers a smarter, more effective way to reach high-intent audiences.

By combining authentic storytelling with precision-targeted paid media, Props consistently outperforms traditional marketing strategies. The platform is built for scalability, meaning that as campaigns grow, they become more cost-efficient.

The addition of AI-powered brand safety ensures that brands can trust the creators representing them, while real-time reporting gives marketing teams full transparency into performance metrics.Props is not just another creator marketing platform.

It is a performance engine designed to turn storytelling into measurable business results.

Regulated industries—including banking, insurance, and financial services—face strict advertising restrictions that make customer acquisition costly and complex. Traditional digital marketing often runs into compliance hurdles, limiting targeting capabilities and increasing costs. Props provides a proven, compliant solution that helps financial institutions attract new customers, lower acquisition costs, and drive conversions while staying within regulatory guidelines.

Instead of compliance-heavy promotions, Props creators craft non-branded, story-driven content that naturally aligns with financial products, fostering trust and engagement. Unlike traditional campaigns, all creator-driven content is hosted directly on the financial institution’s website, ensuring customer engagement happens in a first-party data environment—boosting conversion rates and retargeting effectiveness. Additionally, Props leverages creator social media handles to bypass restrictions on "Special Ad Categories" while benefiting from the authenticity and credibility that creators bring to their audiences.

Props’ proprietary AI tool, Ollie, ensures all content remains compliant, brand-safe, and aligned with industry regulations by proactively identifying risks like financial disclosures and advertising restrictions. This unique approach has delivered measurable business outcomes for banks, insurers, and financial services firms—lowering CPL, increasing conversions, and engaging high-intent prospects. By combining authentic storytelling, performance-driven paid media, and AI-powered compliance, Props enables regulated financial brands to connect with the right customers—without running into advertising roadblocks.

Brands looking to move beyond ineffective influencer marketing and traditional ads can partner with Props to achieve real business growth. By integrating expert-driven content with paid media strategies, Props ensures that every campaign is optimized for engagement, trust, and conversion.To learn more about how Props can transform your marketing approach,click here to book a demo.

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