The Efficiency Advantage
Data shows that integrating Props into a media mix improves—rather than competes with—existing paid social campaigns. A 2024 study tracking a Props client’s Meta campaigns found:

• When Props actively spent on paid media, the client's CPA declined.
• When Props paused spending, even as the client maintained its own budget, CPA surged by 104%.
• When Props resumed, CPA dropped by 62%, demonstrating a measurable impact on efficiency.

This effect is structural, not incidental. Props expands and enriches a brand’s retargeting pool, ensuring more engaged, high-intent users enter the conversion funnel. Traditional ads compete for fleeting attention, while Props fosters organic engagement that primes audiences for conversion.

Check out the detailed report and charts.

Authenticity as an Asset
Consumers trust people more than brands. Traditional advertising, no matter how polished, faces skepticism. Props circumvents this by promoting content through expert creators’ handles. Unlike conventional influencer marketing, which rents an audience, Props builds deep connections with consumers. This trust leads to response rates 5–10 times higher than traditional ads.

The First-Party Data Advantage
Props ensures that traffic lands on the client’s website—not social platforms—capturing first-party data. This gives brands a significant edge in an era where privacy regulations and platform restrictions are eroding tracking capabilities. Owning engagement data enables brands to build retargeting audiences, reducing reliance on unstable social media algorithms.

Creator-Powered Paid Media
Props does not just create content; it amplifies it with paid media, but under the creator’s handle rather than the brand’s corporate account. Consumers engage more with native-looking content, resulting in higher engagement, lower CPC, and stronger conversions.

AI-Driven Brand Safety and Compliance
For regulated industries, Props’ proprietary AI tool, Ollie, ensures brand safety and compliance. By continuously monitoring creators' content, Ollie protects against regulatory risks, making Props an ideal solution for finance, insurance, and healthcare brands.

The Full-Funnel Strategy
Unlike most paid social campaigns that focus on bottom-funnel conversion ads, Props deploys content at every stage:

• Top Funnel: Non-branded storytelling builds trust and audience engagement.
• Mid Funnel: Product-focused narratives strengthen consideration.
• Bottom Funnel: Creator endorsements drive direct conversions.

This full-funnel approach lowers acquisition costs over time by nurturing prospects rather than bombarding them with conversion ads.

A Smarter Way to Scale Paid Social
As digital ad costs rise and targeting restrictions tighten, traditional paid media strategies face diminishing returns. Props offers a scalable way to improve efficiency and engagement without increasing spend. Brands that integrate Props into their paid strategy gain lower acquisition costs, higher engagement, and greater data ownership. The question is no longer why brands should invest in Props—but how much longer they can afford not to.