Qoruz unveils influencer marketing performance measurement index

Qoruz, an influencer marketing platform, has launched ‘Brand Buzz Index’, a benchmark to help brands evaluate the effectiveness of their influencer marketing efforts.

The index uses a weighted model to assess a brand’s performance across social media platforms. It evaluates engagement quality by analysing how audiences interact with content through likes, comments, shares, views, and more.

It measures reach by considering follower growth and influencer reach, while its feature, competitive positioning provides insights into how a brand compares to others in its industry. A brand’s final score is presented through a leadership board every month, providing brands with an accessible and actionable way to benchmark their efforts.

Source: Qoruz

“Influencer marketing has seen unprecedented growth, with over INR 5,500 crores invested in 2024 alone. Yet, many brands continue to struggle with measuring the true impact of their campaigns. The existing metrics like earned media value (EMV) and share of voice (SOV) often fall short, providing only fragmented insights into success. The Brand Buzz Index bridges this gap with a score based on engagement quality, reach, competitive positioning, and more” said Aditya Gurwara, co-founder and head of brand alliance at Qoruz.

Brands encounter numerous obstacles in evaluating the success of influencer marketing campaigns. These challenges include accurately calculating return on investment (ROI), distinguishing genuine audience engagement from inauthentic activity, separating organic interactions from paid ones, managing diverse metrics across multiple social platforms, and ensuring an influencer’s image aligns with the brand’s identity. Together, these factors make it difficult to assess a campaign’s true impact. 

To address these complexities, marketers and agencies are adopting innovative approaches. They are using unique tracking codes to link website traffic, conversions, and other key actions directly to individual influencer collaborations. Recognising that relying on surface-level metrics like likes, shares, and comments can be misleading, they are shifting focus towards data-driven insights. This involves continually monitoring campaign performance, fine-tuning strategies based on analytics, and leveraging tools designed to enhance measurement accuracy and optimise results.  

The index aims to help brands assess whether their influencer marketing efforts are making an impact and providing them with brand differentiation in the marketplace.

"The Brand Buzz Index is designed to be a reality check to help brands understand where they stand in the crowded world of influencer marketing. With this index, we are giving brands a way to measure their success, spot opportunities for growth, and make smarter decisions to outpace their competitors. It’s about showing brands how to lead, not just participate," said Praanesh Bhuvaneshwar, CEO of Qoruz.