With creators like Kara Stevens and Lisa Curtis sharing authentic stories about finances in family life or what they learned when starting their own business, they were able to drastically improve the lead quality for Facet.

Kara Stevens’ story, “Money Was Taboo in My Household, But It Won’t Be for My Kids,” highlights how she changed the narrative around discussing finances for her family. Growing up, her parents never let her into their world of finances and how they cover costs for their everyday lives. Now having children of her own, Kara realized that she wants her children to be financially literate and able to understand this side of things from a young age. Her narrative resonated with Facet’s target audience of new parents who also were seeking advice on how to grow their family’s finances and have more open conversations about this topic.

Lisa Curtis appealed to the other audience of fresh entrepreneurs, as she founded her own company, Kuli Kuli, which sustainably sources moringa from African women and other small farmers around the world. Her Props episode, “From a Founder: 10 Lessons I Learned When Starting My Business,” provided insight into her journey of evolving Kuli Kuli and how it led her to being featured on Forbes’ 30 Under 30 and Inc. Magazine’s Top 100 Female Founders lists.

From Props’ full-funnel content approach and the quality of our creators and their stories, Facet saw that 88.7% of leads came from new individuals, and their CPL decreased by 29%, proving that people trust people more than they trust brands.