Props FAQ

What is Props?

Props is a performance-based creator marketing platform that combines the authenticity of creator content with the precision of paid media to deliver real business results like leads, conversions, and new customers. Unlike traditional influencer marketing, Props focuses on measurable outcomes rather than just impressions or likes.

How is Props different from traditional influencer marketing?

Props stands out by:

• Selecting expert creators based on talent and credibility, not just follower counts.
• Publishing content directly on client websites to streamline the user journey.
• Using paid media to promote content, ensuring measurable business impact.

What industries does Props serve?

Props works across multiple industries. A common trait among Props clients is that they transacti online and they seek high-lifetime value clients including:

• Consumer Banking
• Fintech
• Travel, Tourism and Destinations
• E-commerce / DTC
• SaaS
• Membership Organizations
• Life Insurance
• Auto Insurance
• Student Lending
• Credit Cards
• Energy Utility

Content and Creators

‍Who are Props creators?

Props creators are expert writers, photographers, and filmmakers with subject matter expertise. They craft high-quality, authentic content that aligns with client goals and resonates with target audiences.

Does Props prioritize creators with large follower counts?

No. Unlike traditional influencer marketing, Props does not select creators based on their follower counts. Instead, Props focuses on expertise, credibility, and storytelling ability to ensure authentic and impactful content.

What criteria does Props use to select creators?

Props curates creators based on:

• Domain Expertise: Writers, photographers, and filmmakers with subject matter knowledge.
• Authenticity: Creators who share engaging, relatable, and trust-building stories.
• Storytelling Ability: Professionals who can craft compelling narratives aligned with brand goals.
• Brand Safety: Each creator is vetted using Ollie, Props’ proprietary AI-driven brand safety tool.

Why doesn’t Props prioritize large follower counts?

• Follower counts don’t guarantee engagement or conversions. Instead of paying for inflated numbers, Props ensures content is seen by high-intent audiences through precision-targeted paid media.
• Trust is built through expertise. A niche creator with deep industry knowledge is often more persuasive than a general influencer with millions of followers.
• Performance over popularity. Props optimizes campaigns for measurable business results—not vanity metrics like likes and impressions.

What types of content do Props creators produce?

Props creators develop content tailored to every stage of the marketing funnel:

• Top of Funnel: Non-branded, human-interest stories to build awareness and trust.
• Mid-Funnel: Product-focused narratives showcasing real-life applications.
• Bottom of Funnel: Creator endorsements and conversion-driven ads.

How does Props ensure content remains authentic?

Props maintains authenticity through several key practices:

• Expert-Driven Content: Creators are selected for their expertise, ensuring they produce high-quality, credible content.
• Creator-Led Storytelling: Creators pitch their own story ideas, allowing for genuine, relatable narratives.
• Editorial Integrity: Props ensures that creators retain final approval over their content, preventing excessive brand interference.
• Seamless Integration: Content is naturally woven into engaging stories rather than feeling like traditional ads.
• Trust-Driven Promotion: Stories are promoted through the creator’s social handles, leveraging their authentic voice and audience trust.

Where is the content published?

Content is published directly on the client’s website, ensuring traffic is driven to a location where it can generate the most value.

Why Does Props Host Content on the Brand’s Website?

Drives High-Intent Traffic to Your Brand

By publishing creator content directly on your website, Props ensures that audience engagement happens on your platform, not a third-party site. This approach eliminates distractions, keeping potential customers focused on your brand and offerings.

Increases First-Party Data Collection

Since all traffic is directed to your site, you own the audience data, allowing you to track visitor behavior, retarget effectively, and build deeper customer insights without relying on external platforms.

Boosts SEO & Organic Visibility

Hosting content on your site helps improve search engine rankings by increasing dwell time, reducing bounce rates, and building a content-rich environment that attracts organic traffic over time.

Strengthens Brand Trust & Authority

When content lives on your website, customers associate it directly with your brand, enhancing credibility and trust—especially when it’s endorsed by expert creators who add authenticity.

Optimizes the Conversion Path

Unlike traditional influencer marketing, where audiences engage on external platforms, Props' model keeps users within your ecosystem, making it easier to guide them through the consideration and purchase process.

Bottom Line

Props' owned-media strategy turns creator content into a high-performing marketing asset, driving qualified traffic, better data insights, and stronger conversions—all while keeping your brand in control. 🚀

Paid Media Promotion

How does Props ensure content reaches the right audience?

Props leverages paid media to distribute creator content, ensuring it reaches highly targeted audiences based on demographics, interests, and behaviors rather than relying on organic reach.By focusing on expertise and strategic amplification, Props delivers authentic, high-performing content that drives measurable business outcomes.

What role do creators’ social media handles play?

Creators grant Props access to their social media profiles for promotional purposes. Sponsored posts appear as native content from the creators, boosting credibility and engagement.

What platforms does Props use for paid media?

Props runs campaigns across various digital channels, including:

• Facebook
• Instagram
• Snapchat
• TikTok
• Pinterest
• LinkedIn
• Google Display Network / Programmatic
• YouTube, YouTube Shorts
• YouTube TV / Roku / CTV

How does Props paid media complements your efforts?

Props ensures its paid media complements rather than competes with your existing campaigns through strategic audience segmentation, exclusion lists, and precise targeting.

Avoiding Overlap with Your Campaigns

Props excludes audiences already reached by your campaigns, focusing on new, high-intent users instead of duplicating efforts. By driving fresh traffic, Props feeds retargeting pools that your team can leverage for lower-cost conversions.

Non-Branded Content & Smart Bidding

Props starts with awareness-stage content, avoiding direct competition with your conversion ads. Advanced bidding strategies ensure Props does not compete for placements, instead optimizing for the best cost-per-action.

Transparency & Collaboration

Props provides shared reporting dashboards and regular check-ins to align strategies with your team. By delivering incremental, high-quality traffic and ensuring optimal ad placements, Props maximizes efficiency without overlap.

Bottom Line

Props does not compete with your paid media—it amplifies and enhances it. By driving incremental, high-quality traffic, feeding more efficient retargeting pools, and ensuring optimal ad placements without overlap, Props delivers complementary performance-driven marketing that maximizes overall efficiency and ROI. 🚀

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Tracking and Results

How does Props measure success?

Props focuses on real business outcomes, such as:

• Lower cost per lead (CPL)
• Higher conversion rates
• Increased engagement and response rates

What attribution model does Props use?

Props primarily uses a 7-day click-only attribution model, meaning conversions are only counted when a user clicks on an ad and takes an action (e.g., signing up, purchasing, or engaging on the client’s website) within seven days.

Why does Props exclude view-through conversions?

Many platforms, like Facebook, report "view-through" conversions—where a user sees an ad but does not click—yet later converts. Props does not take credit for these because:

• It avoids inflated performance metrics. View-through conversions often overestimate an ad’s actual impact.
• It ensures clear, actionable insights. Click-based attribution ties conversions directly to ad engagement, making it easy to optimize campaigns.
• It aligns with CFO-friendly reporting. Many finance and leadership teams prefer click-based attribution because it provides clear ROI tracking and avoids ambiguous data.

How does the click-only model benefit clients?

• Greater transparency: Clients see exactly how ads drive traffic and conversions.
• Higher-quality insights: Campaigns are optimized based on actual user actions, not passive impressions.
• Better cost efficiency: Eliminating inflated metrics helps reduce wasted ad spend on users unlikely to convert.

Can Props use different attribution models?

Yes. Upon request, Props can apply a 7-day click + 1-day view attribution model to align with a client’s existing tracking methods. However, click-only attribution remains the default because it ensures reliable, high-intent conversions that truly reflect ad effectiveness.By using click-only attribution, Props delivers real, measurable business outcomes—not just inflated ad impressions.

How can I track my campaign performance?

Props provides a live dashboard where clients can track performance metrics in real time. Weekly check-ins during a pilot ensure progress aligns with business goals.

Pilot Program and Pricing

How do Props Pilots work?

A Props pilot is a structured 60-day program designed to demonstrate the platform’s effectiveness. Key elements include:

• Expert Creator Content: High-quality, authentic storytelling.
• Paid Media Promotion: Optimized for engagement and conversions.
• Tracking and Insights: Real-time analytics to measure impact.

What is the budget for a Props pilot?

The typical budget for a Props pilot is $150,000 - $300,000, with about 75% allocated to paid media and the rest for content production and fees. Post pilot, content and fees as a percentage of the total campaigns diminish, down to as low as 5-10%, depending on the total budget.

What happens after the pilot?

Clients can transition to long-term engagements with discounted rates on content and subscription costs. Props provides scalable solutions to support ongoing marketing efforts.

Brand Safety and Compliance

How does Props ensure brand safety?

Props uses Ollie, its proprietary AI-powered brand safety tool, to:

• Review historical creator content for brand alignment.
• Monitor creators’ ongoing activity to flag risks.
• Ensure compliance with industry-specific regulations.

How does Props navigate compliance for regulated industries like banking?

Props’ unique approach for regulated industries includes:

• Non-branded storytelling to build trust without compliance-heavy disclosures.
• Hosting content on the client’s website for first-party data control.
• Promoting via creator handles to bypass ad restrictions while enhancing credibility

What Do I Have to Do?

As a client, what is my role in a Props campaign?

Props is a full-service platform, meaning we handle everything from creator selection to content creation, paid media amplification, and performance tracking. However, to ensure success, clients play a key role in three main areas:

1. Provide Business Goals & Insights:
   • Share your objectives (e.g., lead generation, conversions, brand awareness).
   • Define your target audience and key messaging priorities.
   • Identify any compliance or industry-specific requirements.
2. Approve Creators & Content:
   • Review and approve creator selections recommended by Props.
   • Sign off on story concepts before production.
   • Provide feedback on drafts to ensure brand alignment.
3. Monitor Performance & Scale:
   • Access real-time results via the Props dashboard.
   • Participate in weekly check-ins to discuss optimizations.
   • Decide how to expand or adjust campaigns based on performance insights.

How much time do I need to invest?

• Minimal time commitment is required—Props handles 90% of the process.
• Expect to spend about 1-2 hours per week reviewing approvals and checking in on campaign performance.

Do I need to manage creators or social media?

• No. Props manages all creator communication, approvals, and paid media execution.
• You do not need to handle social media posting, as all promotions are done through creator handles via Props' platform.

What happens after the campaign?

• Props provides a detailed performance report with insights on leads, conversions, and engagement.
• Clients can decide whether to scale up, adjust strategies, or transition into a long-term engagement with discounted pricing on content and media.

Props makes it easy—just share your goals, approve content, and watch the results roll in! 🚀.

Getting Started

How do I get started with Props?

To explore how Props can drive business results for your brand:

1. Contact Us – Schedule a consultation with our team.
2. Discovery & Onboarding – Share your goals, audience insights, and campaign needs.
3. Pilot Launch – Test Props’ impact with a structured 60-day pilot.
4. Scale Up – Expand successful campaigns for long-term growth.

For more information, please click here to schedule a demo.