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?

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, Facebook, TikTok, X, and YouTube.

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Metrics Glossary

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CONTENT PERFORMANCE
Comments
The total number of comments and replies received on a piece of content.
Likes
The total number of likes received on a piece of content. Hidden Instagram likes are estimated.
Video Views
The estimated total number of times a piece of content was viewed for more than 1 second.
Shares
The total number of times a piece of content was shared.
REACH
Engagement Rate
The percentage of a creator's total followers who engaged with their content through likes, comments, or shares.
Engagements
The total number of positive user interactions—including likes, comments, shares, and clicks—that a brand-related piece of content received in a given time period.
Impressions
The total estimated number of times the content was viewed for at least 1 millisecond. A single viewer may be counted multiple times.
EARNED MEDIA VALUE
EMV
CreatorIQ's proprietary metric measuring digital earned media performance. EMV tracks social media buzz for brands using CreatorIQ's creator panels.
Potency (EMV per Creator)
The average EMV per creator, calculated by dividing a brand's total EMV by its creator count for a given quarter.
Sponsored EMV
EMV generated by content containing sponsorship indicators (e.g., "spon," "sponsored," "ad").
Sponsored EMV Percentage
The percentage of a brand's total EMV generated from posts containing sponsorship language.
Creator Activity
Creator Count
The total number of creators who posted about a brand in a given time period.
Follower Count
The total number of followers across all creators who posted about a given brand.
Frequency (Posts per Creator)
The average number of mentions per creator, calculated by dividing a brand's total posts by its creator count.
Post Count
The total number of creator posts mentioning a brand in a given time period.
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See how CreatorIQ has helped companies like ION, L'Occitane en Provence, and DiGiorno crack the code for creator marketing measurement.