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Creator Marketing 

Industry Benchmarks

Gauge the performance of your creator marketing program with the industry’s most comprehensive standards

With CreatorIQ’s Global Benchmarking Calculator, you can benchmark your brand against your broader industry and region, helping you craft informed KPIs for your creator program. Drawing data from over 1M creators and 20k brands, our calculator returns averages across 15 key performance metrics specifically tailored to your preferred inputs.

Use these averages to answer:

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How do these benchmarks differ across regions and social media platforms?
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How does your creator marketing program compare to industry benchmarks?
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How can I set data-backed KPIs for my creator marketing program?
The calculator is currently being updated—check back soon for complete data.

Select your inputs

Industry
Region
Follower Tier
Social Platform

Industry Benchmarks*

*CreatorIQ's Global Benchmarking Calculator reflects 2024 data from over 1M social media accounts, including the world's most influential creators, brands, media outlets, and other cultural tastemakers. Posts from these accounts are drawn from Instagram, Meta, TikTok, X, and YouTube.

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Metrics Glossary

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CONTENT PERFORMANCE
Comments
The number of comments that a piece of content received on the social media platform  to which it was posted.
Likes
The total number of likes that content generated according to specific parameters received.
Video Views
The total number of times that content generated according to specific parameters was viewed.
Shares
The total number of times that content generated according to specific parameters was shared.
REACH
Engagement Rate
The percentage of a creator’s total followers who engaged with (liked, commented, shared) a piece of content from that creator.
Engagements
The total number of likes, comments, shares, clicks, views, and other forms of active  user response that content about a brand received within a given time period.
Impressions
Impressions represent the potential visibility of content about a brand to all the followers of its broader creator community. The same viewer can be counted multiple times.
EARNED MEDIA VALUE
EMV
Earned Media Value (EMV) is CreatorIQ’s proprietary metric for measuring the  performance of digital earned media. EMV is best understood as a relative metric that  tracks social media buzz for brands based on CreatorIQ’s panels of creators.
Potency (EMV per Creator)
Average EMV per creator is determined by dividing a brand's total EMV by its creator count for a given quarter.
Sponsored EMV
EMV generated by a piece of content bearing language that specifically denotes sponsorship (i.e. ‘spon,’ ‘sponsored,’ ‘ad,’ etc.).
Sponsored EMV Percentage
The share of a brand’s total EMV stemming from posts that bear language denoting sponsorship.
Creator Activity
Creator Count
The total number of creators who posted about a brand in a given quarter.
Follower Count
The total number of followers associated with the creators who posted about a given brand.
Frequency (Posts per Creator)
Average mentions per creator is calculated by dividing a brand's post count by its creator count.
Post Count
The total number of creator posts that mentioned a brand in a given quarter.

You have your numbers—here’s what to do next

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Compare

See how your brand’s metrics compare to the averages of your chosen region and industry.

If you already have your performance metrics, this comparison is easy. If not, you can work with CreatorIQ to derive your metrics and conduct a detailed analysis.

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Brand Leaderboards

Check out our monthly and annual leaderboards to learn which brands are  excelling, and why.

View leaderboards →

Explore

Even if you have metrics for your specific inputs, it’s worth playing around with the calculator a bit more to see:

  • How different global markets compare—especially if you work at an enterprise brand with various international divisions.
  • How working with different creator tiers, and on different social platforms, impacts performance across engagements, EMV, and other key metrics.
  • How different industries stack up across these metrics—after all, creator marketing isn’t one size fits all.
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Competitive Benchmarking Capabilities

See how CreatorIQ's competitive benchmarking capabilities can help your brand determine exactly where it stands.

Learn more →

Improve

Ultimately, the calculator is a tool for setting informed, achievable KPIs. With the industry’s most sophisticated data in the palm of your hands, you can return to your management team confident in the benchmarks your brand needs to hit to beat the competition.

And for all the strategy and insights you’ll need to reach those KPIs, CreatorIQ is here for you.

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Global Benchmarking Blog Series

Discover actionable steps you can take to improve in these metrics, and learn more about CreatorIQ’s measurement methodology and philosophy.

Learn more →

Check out our customer case studies

See how CreatorIQ has helped companies like ION, L'Occitane en Provence, and DiGiorno crack the code for creator marketing measurement.

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Customer Story

How L’Occitane en Provence and GateMaker Community Grew Annual EMV by 900%+

Read More →
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Customer Story

How DiGiorno Pizza Unlocked TikTok Campaign Measurement With CreatorIQ’s Analytics

Read More →
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Customer Story

How ION Empowers its Clients With Real-Time Insights Through CreatorIQ’s Data Integration

Read More →