Creator marketing platform CreatorIQ has launched a new performance measurement system, positioning the tools as a solution to what the company identifies as the industry’s most significant growth obstacle.

The “Share Of” Metrics Suite and Industry Benchmarks Calculator represent the first standardized benchmarking tools specific to creator marketing, according to CreatorIQ CEO Chris Harrington.

“Without standardized measurement, brands can’t fully harness creator marketing’s power,” Harrington said in a press release.

Budget as Primary Concern

CreatorIQ reports that measurement challenges have surpassed budget constraints as the primary barrier to expansion in creator marketing for the first time in five years. This shift comes as 94% of brands surveyed by the company indicate that creator content delivers stronger results than traditional advertising.

The new suite measures performance through four metrics:

• Share of Voice: Volume of creator content
• Share of Exposure: Estimated impressions
• Share of Engagement: Audience interactions
• Share of Influence: Earned media value

Open-Access Calculator

Alongside the metrics suite, CreatorIQ introduced a free web-based calculator that allows brands to benchmark performance against competitors. The tool offers comparisons across 27 industries, 17 regions, five social platforms, and four creator-follower tiers.

The company’s benchmarks derive from data spanning more than two million social accounts and 20,000 brands. The metrics suite will integrate into CreatorIQ’s dashboard in June, and later this year, the company plans to expand coverage from 13 to more than 50 countries.

Bhavin Desai, CreatorIQ’s Chief Product Officer, described the industry as previously lacking “measurement standards needed to match its impact,” positioning the new tools as addressing this deficiency.