Social media is integral to our daily lives—from waking moments checking a night’s worth of notifications to connecting with friends and family. Culture, media, and commerce are continually transmuted by the fluctuations of an ever-changing digital landscape. In the endless torrent of rapid-fire scrolling and clicking on social media, viewers’ attention is a newfound commodity. 

In the early aughts of social media, a few mega-influencers dominated the landscape. Brand partnerships, sponsored posts, paid placement, and awareness campaigns were still rudimentary, and businesses struggled to tap into audiences and drive consumers through the purchasing funnel. 

Now, the creator ecosystem has a life of its own and has proven invaluable to businesses looking to unlock new audiences and, ultimately, consumers. According to a recent study from Deloitte, high-ROI brands now invest 42% of their social media budgets into creator partnerships, which is nearly twice the amount of low-ROI companies. 

The creator economy has turned online commerce and advertising on its head, with 50% of consumers reporting that they are more likely to purchase a product accompanied by a creator’s recommendation. Three out of five consumers also say they are more likely to recommend a brand, buy a product, or explore it when a favored creator endorses it. 

And while Instagram and TikTok boom with a steady influx of new creators and influencers, the distinction between the two has become increasingly paramount. According to the traditional model, creators and influencers offer respective value propositions to marketers and businesses alike. 

For marketers, influencers are akin to versatile digital salespeople, offering product recommendations, affiliate links, and brand partnerships posted on their platforms. Brands and companies often look to influencers to shape their top-to-middle funnel consumer behavior and long-term awareness. 

Success as an influencer hinges on a robust personal brand and highly engaged audience, which influencers can leverage by charging brands to access that audience. Props estimates that the average influencer post or partnership drives engagement among only 10% of their following. While this personal yet parasocial connection has rocketed many influencers to stardom, the sheer volume of product recommendations has created consumer fatigue and frustration with constantly being “sold” every time they log on. 

Conversely, creators stand out for their unique approach to production and are heralded as an authentic alternative to traditional influencers. Rather than selling or promoting products, creators advertise their creative skills and build an audience based on interests and artistry. This authenticity translates to trust, and audience trust is a golden currency of the creator economy. With the invaluable skill set of creators, brands can unlock new audiences, community growth, and conversions. Frequently, creators appear as ideal candidates to shape the bottom-to-middle funnel. 

Rather than remain constricted to the traditional model of using influencers and creators to capture different facets of the funnel, Props revolutionized its model. Built on a foundation of journalism-quality creators, photographers, and filmmakers, Props leverages authentic storytelling at every funnel level. People respond to stories, trust stories, and trust creators more than brands or institutions, which is why authentic storytelling and compelling creators are at the forefront of all the content we produce. 

Our results prove that authentic creators, experts in their field and passionate about the connection they have with their audiences, are an indispensable asset, from non-branded stories that create a genuine connection with new audiences to branded endorsements that directly advocate for a product, service, or brand while interweaving the creator’s authentic experience. 

By working with creators who remain true to themselves and their stories, we can stay ahead of the fluctuations of the ever-changing digital landscape continually shaped by media and commerce. Props stays ahead of the curve and excels at every funnel level.