CreatorIQ Launches Benchmarking Tools

Los Angeles-based CreatorIQ has launched a benchmarking suite for creator marketing performance, providing marketers with a purpose-built framework to measure impact, justify spend and drive business outcomes.

Creator marketing is the broader category of which influencer marketing forms a part - in addition to those looking to develop fan bases, sell their personality and influence followers' behavior, the universe of 'creators' includes those posting niche content and spreading their expertise online regardless of follower numbers or influence. CreatorIQ provides a platform and operating system for companies wanting to make the most of what it describes as 'the fastest-growing marketing channel', tapping more than a decade of data and machine learning expertise and partnerships with social media brands including Meta, TikTok, YouTube and Snapchat.

The firm says the launch reflects a change in the market with 'measurement - not budget - not the top barrier to growth.' The new Share Of Metrics Suite provides competitive benchmarks for four key marketing outcomes along the customer journey: Share of Voice (SOV) - defined as creator content volume; Share of Exposure (SOX) - defined as estimated impressions / visibility; Share of Engagement (SOE) - ie audience interactions; and Share of Influence (SOI), which is earned media value - business impact. The new tools draw on CreatorIQ's proprietary panel of top social media voices across more than 2 million social accounts, and a neutral dataset of more than 20,000 brands.

The metrics will be fully integrated into CreatorIQ's competitive benchmarking dashboard in June, with expanded filters by region, platform and creator tier rolling out later this year. Also later in 2025, coverage will expand from thirteen to more than 50 countries. The company has also launched the Creator Marketing Industry Benchmarks Calculator, an open-access, web-based tool allowing marketers to benchmark performance across 27 industries, 17 regions, 5 social platforms, and 4 follower tiers, and align their KPIs to standardized, outcome-driven metrics that are 'defensible and easy to act on'.

CEO Chris Harrington (pictured) says that without standardized measurement, brands 'can't fully harness the power of creator marketing', and adds: 'With Share Of, we're launching the first true benchmark for creator marketing, giving marketers the clarity, accountability, and competitive intelligence they need to drive results with confidence.' Chief Product Officer Bhavin Desai adds: 'For too long, creator marketing has lacked the measurement standards needed to match its impact. CreatorIQ was built from the ground up for this moment - to give marketers, strategists, and executives a system they can trust to benchmark performance, justify investment, and scale with confidence.'

Web site: www.creatoriq.com .