I have an interesting relationship with praise. From an early age, I found joy in productivity, and ultimately this resulted in encouraging remarks from teachers, family members, and other authority figures about my work ethic—about my talent. As I look back on some of those moments now, I'm struck by the fact that while I can't recall the exact reasons or accomplishments that elicited these comments in the first place, how I felt continues to be unforgettable. External validation ultimately clouded over what I had tangibly created or done, and what remained instead, was the motivation to replicate that euphoric feeling given to me by someone else.
As a young adult, the digital landscape further propelled my overachieving tendencies, which allowed me to dive headfirst into entrepreneurship at the tender age of twenty. For a while, I operated under the premise that talent was synonymous with output. Even when creating with care, quantity and scale were the cultural markers that indicated success, and even more frighteningly, self-worth. Thanks to the advent of the internet, talent became eclipsed by something more formulaic. And creating in an age predicated on pace—and arbitrary performance—began to change our values system on a profound level. These ideas aren't unique to my experiences but are part of a broader generational framework that makes cultivating talent more of an act than an art. We all yearn to be accepted, but as a digital creator, I've been thinking about what happens when this collective acceptance comes at the cost of individual authenticity.
“For a while, I operated under the premise that talent was synonymous with output."
It's easy to become engrossed in the virtual comings and goings of our peers and idols, who have tapped into a form of voyeurism to appeal to those looking to access portraits of modern "achievement." But now that we are collectively experiencing a period of isolation, it begs the question: What happens when the indulgences that shaped these highly-curated narratives have suddenly been taken away? What do creators have left?
Time. (And it's up to us to spend it wisely.)
The curtain is closing on the social media showboating that has forced so many creators to be left waiting in the wings. As audiences become more connected, the demand for intrinsic passion over social posts will set a new (and necessary) stage for the global creator community. In this time of uncertainty, the silver lining is that we've been given the time to take back the reigns and redefine the standards of creativity.
These days, I find myself posting less and creating more beyond the confines of a screen. The act of putting pen to (physical) paper or making a mood board has allowed me to come back to my body. I feel my hands tire as I push pins into the dense wall of my cork bulletin board. My breath quickens as I rush to scribble down an inspiring thought on a blank page. The time that I've spent making and refining has replaced the time I used to spend posting and waiting to be acknowledged by others.
What I have learned in this period of reflection is that no amount of outside affirmation can amount to the untapped possibility that is present within us individually. Because talent isn't ours for the taking—it's been inside each of us all along. We just have to find the creative courage to harness it to its fullest and purest potential.
Three Ways to Take Back Talent As we all work to recalibrate our definition of talent, here are a few things for creators to think about when taking back and owning their areas of expertise.
Prioritize the Process: In the context of digital creation, process can often get lost as we try to keep up with a rapidly changing landscape. If we prioritize finding and sustaining a creative process, this can lead to a systemic change in how content created and storytelling is approached both personally and professionally. And in turn, this will provide creators with more opportunities to leverage their talents across the board.
Champion Quality Versus Quantity: Slowing down through the lens of storytelling and content is something I explore in my own work. If we genuinely want to champion talent, the pace at which we expect creators to produce must change in a more sustainable and thoughtful direction. Setting realistic expectations for output will provide more time and resources for creators to truly tap into their talents and make more thoughtful work.
Create an Appetite for Different Narratives: While it is essential to consider cultural trends, it is also up to creators to set or challenge them. Creators have the unique opportunity to use their skillsets to inspire other ways of looking at traditional narratives that currently dominate their industry. Spearheading new conversations will ultimately enable creators to explore their talents in unexpected ways.
For regional banks, advertising is fraught with some of the most stringent rules in marketing. Laws such as the Truth in Lending Act (TILA) and Equal Credit Opportunity Act (ECOA) require specific disclosures in promotions for loans, credit cards, and other financial products. Adding to these legal mandates, platforms like Facebook and Google impose “Special Ad Categories” for financial services, restricting the use of advanced targeting tools like lookalike audiences or detailed demographic segmentation.
The impact is clear: compliance-heavy messaging disrupts engagement, creativity is stifled, and marketing costs rise as cost-per-click (CPC) and cost-per-lead (CPL) escalate. For many regional banks, this combination of constraints makes reaching their ideal customers a frustrating and costly endeavor.
Props offers a transformative way for regional banks to overcome these challenges through a unique combination of creator-driven storytelling, strategic paid media promotion, and robust compliance solutions. Instead of promoting financial products directly, Props shifts the focus to authentic, lifestyle-oriented stories that resonate with audiences and inspire them.
These stories are published on the bank’s website (or a special landing page) and, critically, promoted through the creators’ social media handles. Publishing lifestyle content through creators’ handles bypasses the restrictions of “Special Ad Categories,” drives more engagement and click-throughs, and unlocks advanced targeting options. This allows banks to connect with high-intent audiences more effectively while reducing costs.
For example, rather than running a traditional ad for a home equity line of credit (HELOC), Props might collaborate with a creator to share a story about how homeowners can fund renovations—building trust and engagement without triggering compliance-heavy disclosures.
One of Props’ greatest advantages lies in its ability to sidestep disclosure requirements by avoiding direct product claims. Instead of advertisements laden with legal disclaimers, Props content centers on engaging narratives that educate and inspire. These stories provide value to audiences without overwhelming them, creating a cleaner, more effective path to engagement.
A creator might share how they used home equity to remodel their kitchen, illustrating a real-life application of financial tools while staying free from the burdens of compliance-heavy messaging. This approach not only eliminates the need for complex disclosures but also keeps content relatable and audience-focused, fostering trust and credibility.
Audiences are more likely to trust people over brands, and Props ensures this trust by selecting creators based on their expertise and storytelling ability, not their follower count. Creators are chosen for their ability to craft genuine, relatable narratives that resonate with specific audience segments.
Whether it’s a business owner sharing entrepreneurial insights or a parent discussing family finances, Props focuses on the quality of the story rather than the creator’s popularity. By publishing these stories directly on the client’s website, Props ensures that the bank owns the engagement and benefits from first-party data collection. Paid media promotion guarantees that these stories reach the most relevant audience with precision and scale.
Brand safety is paramount for financial institutions. Strict regulatory standards and a heightened need to maintain trust often prevent banks from collaborating with creators. Recognizing these challenges, Props developed Ollie—a proprietary AI-driven brand safety tool that ensures campaigns remain compliant, transparent, and aligned with institutional values.
Ollie reviews years of creator content history, continuously monitors posts in real-time, and flags potential risks using advanced AI. Its capabilities include detecting if a financial offer is being made or if financial advice is being given—two critical triggers that can complicate compliance for creators in regulated industries. By categorizing flagged content as low, medium, or high risk, Ollie empowers banks to avoid pitfalls while enabling creators to craft compelling yet compliant narratives.
This innovative approach ensures banks can confidently embrace creator storytelling, knowing that campaigns will uphold their values and meet regulatory standards. By bridging the gap between brand safety and creative freedom, Ollie empowers financial advertisers to connect authentically with audiences while navigating one of the most regulated industries in marketing.
Props has consistently delivered impressive results for its financial clients across consumer banking, mortgage lending, credit cards, secure cards, life insurance, auto insurance, and wealth management. Props takes responsibility for delivering actual, measurable business outcomes—a key reason for its rapid growth.
For regional bank CMOs, Props offers an unparalleled opportunity to navigate advertising regulations while driving measurable results. By avoiding restrictive ad categories and using creator-led storytelling, Props enables access to advanced audience targeting tools that improve reach and engagement.
Its compliance-friendly strategies reduce advertising costs and create cleaner, more effective campaigns. With Ollie’s oversight, banks can run creative campaigns confidently, knowing that regulatory standards are being met. Props’ focus on authenticity builds trust with audiences, while its full-funnel strategy ensures seamless progression from awareness to conversion.
By leveraging paid media through creators’ handles, Props ensures that each story achieves both the reach and relevance needed to deliver measurable results. For CMOs seeking to transform their marketing strategy and connect authentically with their audience, Props offers a proven path to sustainable growth and success.