Qoruz introduces Creator Brand Fit Index to improve influencer-brand alignment

New Delhi: Influencer marketing platform Qoruz has launched the Creator Brand Fit (CBF) Index, a framework designed to help brands assess influencer compatibility based on specific campaign needs, moving beyond traditional metrics such as engagement rates and follower counts.

As influencer marketing becomes a more integrated part of brand strategy, marketers are increasingly questioning the effectiveness of standardised evaluation methods. The CBF Index seeks to address this shift by offering a context-aware assessment that considers campaign goals, audience profiles, and brand tone.

“Every brand defines a ‘good creator’ differently,” said Aditya Gurwara, Co-Founder and Head of Brand Alliances at Qoruz. “For a platform like Myntra, a good creator might be someone with a strong Tier 1 presence and trend-savvy appeal. For Meesho, it can be someone who connects deeply with Tier 3 audiences, often in regional languages. Their audience, tone, and influence behave very differently. One universal score for choosing creators simply can’t reflect that.”

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. This tailored scoring model is intended to support brands in reducing mismatches and improving accountability in creator selection.

“Marketing teams don’t have the luxury of time when planning fast-moving campaigns,” said Praanesh Bhuvaneswar, Co-Founder and CEO of Qoruz. “The CBF Index helps them move away from guesswork and manual vetting by offering a single, unified view of creator compatibility. What’s critical is that the same creator doesn’t get the same score everywhere, their score shifts based on the brand’s target audience, campaign goals, and category fit. It’s not just about past performance, it’s about contextual relevance. That’s where influencer marketing is headed.”

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.