The ROl of Authenticity with Joseph Perello, CEO of Props

The ROl of Authenticity with Joseph Perello, CEO of Props

Author: Convince & Convert May 16, 2025 Duration: 31:01
Social Pros Podcast
BusinessMarketing

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 Joe breaks down the key differences between creators and traditional influencers, highlighting the pitfalls of the outdated "follower fallacy" and the importance of pairing creator content with paid media to drive measurable results.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:

 

Visit SocialPros.com for more insights from your favorite social media marketers.


For years, Social Pros Podcast has served as an essential meeting point for those who do the real work in digital marketing. Created by Convince & Convert, this isn't a theoretical discussion; it's a deep dive into the practical realities of managing social media within larger business ecosystems. The conversations here consistently explore how platforms intersect with brand strategy, content creation, public relations, and paid media, moving beyond hype to examine measurable impact. You'll hear directly from the people behind the profiles at major organizations like Google, Reddit, Uber, and Oracle, gaining insight into their successes and the challenges they navigate daily. The longevity of this podcast is a testament to its value, offering a accumulated wealth of knowledge from hundreds of candid interviews and expert commentaries. Each episode functions like a focused case study, breaking down the "how" and "why" behind decisions that drive genuine business results. If you're looking to understand the evolving role of social media beyond the latest trend, this series provides a grounded, insider perspective that has educated a generation of marketing professionals. Tune in to hear the actual pros discuss the work that rarely makes it into a polished tweet or case study.
Author: Language: English Episodes: 100

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