Kit Whistler and J.R Switchgrass, two of the first Props content creators

People Trust People 2X More than Brands (Part 2)

Recently, I made the case that people trust people more than they trust brands.

We put this to the test by comparing Props content promoted through a person against the same Props content promoted through a brand. Everything else remained constant. We measured click-through-rate (CTR), the rate at which people clicked on the promotion to read more of the content.

Audiences click on content promoted by a person almost 2X more than the same content promoted by a brand.

Props content promoted though the author achieved an 8.38% CTR compared to a 4.62% CTR for the same content promoted through the brand. The results are even more astounding when you compare them to non-Props content and to ads:

Furthermore, women and younger people responded more favorably to content promoted by the author versus a brand. According to our test:

Women are more skeptical of brands than men:
  • Cost per click (CPC) among women was 21% more efficient for content promoted by the author
  • But CPC among men was only 10% more efficient for content promoted by the author
Younger people are more skeptical of brands than older people:
  • CPC among people 35-44 was 33% more efficient from content promoted by the author
  • CPC among people 45-54 was 35% more efficient from content promoted by the author
  • However, CPC among people 54 and older was only 12% more efficient from content promoted by the author​

The takeaway? If you want to unlock new and younger audiences to your website, you'd better be in the legitimate content business and avoid ads and ads disguised as content.

I hope this helps you make better decisions. If you'd like to know how Props accomplishes all of this, please e-mail me at joseph@props.us. I look forward to hearing from you.

Click here to download the report

Joseph Perello is the founder and chief executive officer of Props. Previously, he was the first CMO of the City of New York, appointed by Mayor Mike Bloomberg; Vice President of the New York Yankees; and founder of a digital agency in NYC. He serves on the boards of New York Cruise Lines, owner of the 75-year old Circle Line; and Princeton Academy of the Sacred Heart, a school for young men in Princeton, New Jersey.

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