How do you combine the power of creator marketing with performance-driven results? Joseph Perello, CEO of Props, shares how his platform helps brands create content that’s not only authentic but also measurable and effective. From emphasizing credibility to redefining how success is tracked in the creator economy, Joe -- who's also worked with such high-level clients as David Bowie, AAA, and the New York Yankees -- offers insights into making influencer partnerships truly impactful.

Full Episode Details

Joseph joins host Hannah Tooker on this episode of Social Pros to explore how the creator economy is redefining influencer marketing and what brands need to do to adapt. Joe breaks down the key differences between creators and traditional influencers, highlighting the pitfalls of the outdated “follower fallacy” and the importance of pairing creator content with paid media to drive measurable results. He also shares how Props is helping brands and creators build trust at scale using AI-powered tools that ensure creator authenticity, compliance, and brand safety.

Joe also reflects on the evolution of viral marketing, the reality of sustaining attention online, and why consistent, data-driven content is more valuable than chasing fleeting hits. Plus, he offers practical advice for aspiring social pros on blending analytical insight with creative instinct to craft effective campaigns. And in a memorable moment, Joe shares his dream video call pick and the heartfelt story behind it. All that and more on an all-new episode of Social Pros!

In This Episode:

• 1:41 - Joe's career so far and how Props works
• 6:33 - How Props uses storytelling as its marketing foundation
• 12:00 - Thinking about creators differently than influencers and how Props measures success
• 14:17 - Client success stories, from AAA to College Ave
• 18:04 -  The biggest pitfalls in influencer marketing
• 20:58 -  Where Joes sees creator-driven marketing heading next
• 25:43 - Joe’s advice for aspiring social pros

Resources:

• Connect with Joseph on LinkedIn
• Visit the Props website

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