People Trust People More than Brands (Part 2)

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

People Trust People 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.

Props content promoted though the author achieved an 8.38% CTR (compared to a 0.31% for an ad, 27x better.) When we promoted the same content through the brand's handle, rather than the author's handle, the CTR was about half.

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
About
Joseph Perello

Joe is the founder and CEO of Props. Previously, he was the first CMO of the City of New York in the Bloomberg Administration, and was recognized by Harvard Business School as the most innovative initiative of any city. Joe founded and bootstrapped an award-winning digital ad agency. He was VP for the New York Yankees, working directly for the late George M. Steinbrenner III, and helped the team break attendance and revenue records. He was an executive with David Bowie’s internet start-up UltraStar and started his career as a direct marketer with credit card pioneer MBNA America. He’s on the board of New York Cruise Lines and Princeton Academy. Joe earned his undergraduate degree in History and Journalism from the the University of Delaware.

All roads lead to you

Drive high-quality traffic to your site (and nowhere else).

More Stories

Continue Reading

PwC Selects Props for AdTech Scale Program

Continue Reading

Our Best Year Yet

Continue Reading

Substance. Style. Grace.