Qoruz launches Brand Fit Index to help brands find the right influencers

As influencer marketing becomes an increasingly core part of brand strategy, marketers are pushing back against one-size-fits-all metrics traditionally used to evaluate creators. Recognising this shift, influencer marketing and intelligence platform Qoruz has launched the Creator Brand Fit (CBF) Index, a framework that enables brands to assess influencer compatibility based on campaign context, audience nuances, and brand tone, rather than broad engagement benchmarks alone.

Historically, creators were often rated using common scores based on follower count, engagement rate, or past campaign performance. While useful for surface-level evaluation, these metrics fall short when it comes to identifying the right creator for a brand’s unique narrative, values, and target audience.

“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 accounts for this complexity. It allows marketers to assess creators using over 20 distinct parameters, including audience location, gender mix, age distribution, brand safety signals, category consistency, and tone of voice, all in one consolidated view. The result is a campaign-specific score that reflects how well a creator aligns with a brand’s communication and audience strategy. This context-aware approach is especially relevant for brands and agencies facing increased pressure to ensure brand safety, reduce mismatches, and defend influencer budgets with the same rigor as media spends.

“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 draws from Qoruz’s database of over 4 million creators, using AI to evaluate each creator against campaign-specific inputs such as industry, audience insights, tone, and geography. The same creator may receive different CBF scores across different brands, depending on how well their content and audience align with each brief. 

With increasing scrutiny around influencer-brand partnerships, and a growing demand from marketers for accountability not just in results but also in the choice of creators, frameworks like the CBF Index reflect the evolving nature of influence as a marketing channel.