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.
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:
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.