Influencer marketing platform Qoruz has launched the Creator Brand Fit (CBF) Index, a framework designed to assess influencer compatibility based on specific campaign requirements, rather than traditional metrics such as engagement rates and follower counts, per BuzzInContent.

The CBF Index evaluates creators using more than 20 parameters, including audience geography, gender distribution, age demographics, brand safety indicators, category alignment, and tone of voice. The resulting score reflects how well a creator fits within a particular brand’s communication strategy and campaign objectives.

“Every brand defines a ‘good creator’ differently,” said Aditya Gurwara, co-founder and Head of Brand Alliances at Qoruz, in a statement. “One universal score for choosing creators simply can’t reflect that.”

The index is powered by Qoruz’s database of over 4 million creators and uses artificial intelligence to match creators against campaign-specific inputs. A creator’s score varies depending on the requirements of each campaign, reflecting factors such as industry, target audience, tone, and location.

“The CBF Index helps marketing teams move away from guesswork and manual vetting by offering a single, unified view of creator compatibility,” Praanesh Bhuvaneswar, co-founder and CEO of Qoruz, said in a statement.

India’s Growing Creator Economy

This launch comes amid the exponential growth of India’s creator economy. Research from Qoruz shows the number of influencers in India has expanded from 962,000 in 2020 to 4.06 million in 2024, a 322% increase.

Fashion remains the dominant category with 470,000 influencers, followed by Arts and Entertainment and Gaming. Niche categories are also gaining momentum, with Infotainment growing 126% and Finance expanding 91% between 2020 and 2022.

According to Bhuvaneswar, “This isn’t just about numbers; it is about how creators are transforming the way we communicate, shape trends, and connect with audiences.”