Digital measurement firm Group RFZ has announced a new service in Content Lens, a tool designed to analyze the performance of individual influencer content pieces within marketing campaigns. It isolates the impact of specific creators and posts, giving marketers visibility into content effectiveness and consumer response.

Content Lens targets what Group RFZ identifies as a measurement gap in influencer marketing, where brands have struggled to evaluate consumer perception of individual content assets.

“We developed Content Lens to answer the burning questions that traditional metrics and sentiment analysis can’t,” Jonathan Futa, co-founder of Group RFZ, said in a press release. “Too often, brands get stuck making content decisions based on engagement numbers that fail to tell them the full story.”

How Content Lens Works

The solution exposes target audiences to content and collects quantitative and qualitative feedback through surveys. Content Lens breaks down how creative elements such as tone, messaging, and visual style influence consumer response. It can function as a standalone tool or integrate with Group RFZ’s brand lift studies.

Features include side-by-side content comparisons, custom audience targeting, and scalable testing options starting with as few as two assets. The tool provides reports on content performance, highlighting what worked and why.

The launch comes amid B2B influencer marketing growth, with TopRank Marketing’s recent research showing nearly two-thirds of marketers report having mature influencer programs. Measurement remains a persistent challenge, with 47% of marketers citing difficulties in measuring and reporting results.