Why Prop Drops Are Overrated, And What Brands Really Want From Creators

Posted: June 27, 2025

Let’s cut to the chase: top agencies love to hype up prop drops for content creators like it’s the holy grail of influencer success. Props, swag, and all the flashy setups sounds cool, right? But here’s the tea: brands these days want way more than just a fancy backdrop or a bunch of random stuff cluttering your frame.

Gen Z isn’t buying it.

The real goal? To capture Gen Z’s attention, and if you didn’t know, Gen Z hates ads that feel fake or salesy. They’re all about content that relates to their real lives. That means authentic environments, not staged product placements or over-the-top visuals.

So, what does that look like?

Clean your space, but don’t over-polish it. Brands want creators to keep it natural, not pristine. That little bit of “mess” makes it feel lived-in and real.

Focus on storytelling, not sales pitches. Content should entertain and connect, not shove products down viewers’ throats.

Less props, more personality. Props can be fun, but only if they add something meaningful. Otherwise, they distract from what really matters: you and your story.

Polished doesn’t mean perfect. Influencers with studios create slick, entertaining ads but those aren’t sterile commercials. They’re crafted to feel authentic and fun, without losing that realness.

At the end of the day, brands want relatable content that speaks directly to Gen Z’s desire for honesty and entertainment. So next time an agency tells you to drop a bunch of props? Think twice. Cleanse your space, be yourself, and tell your story your way.

Because that’s what truly grabs attention nowadays.