Apples to Apples
WHY WE NEED A CONSISTENT FRAMEWORK FOR THE B2B CREATOR ECONOMY
The creator economy’s rapid expansion has led to confusion about the products and services powering its growth.
“Nearly every (86%) US brand will sponsor creator content on social media. Their spending on those sponsorships will surpass $10 billion in 2025 — one year earlier than we previously predicted.”
With a constant stream of new companies promising solutions for brands, agencies, and creators, assessing capabilities, business models, and impact has become increasingly complex.
A New Apples to Apples Framework
To clarify, we created a categorized list, not as a ranking but as a practical tool to help brands, agencies, and investors navigate an evolving industry.
This effort isn’t about gatekeeping but establishing a shared language.
Until now, the industry has lacked a consistent framework for distinguishing between companies, making it difficult for brands to evaluate partners and for investors to assess opportunities.
By introducing a consistent framework, we aim to provide a foundation that can evolve through ongoing discussion and refinement.
The Challenge: Different Goals, Inconsistent Definitions
One thing became clear as we built this list: no single definition of a creator economy company exists.
Some platforms focus on discovery, while others concentrate on campaign execution, measurement, or payment processing. Many operate across multiple areas but use inconsistent terminology, making direct comparisons difficult.
A Solid Foundation for B2B Growth
For example, platforms that connect brands with creators may call themselves influencer marketing solutions, talent marketplaces, or community engagement tools despite offering overlapping services.
The same ambiguity applies to measurement: some platforms provide raw data, others deliver in-depth reporting, and some use predictive intelligence to optimize future campaigns.
The distinction between reporting and predictive analytics is critical. Reporting tells you what happened; predictive intelligence guides what to do next.
In a shifting digital landscape, platforms that offer insights stand apart. However, companies blur the lines between services without standardized terminology, making it harder for businesses to make informed choices.
How We Structured the List
We categorized companies based on their core functions to create a consistent framework. While no system is perfect, our approach highlights four key pillars of the creator economy tech stack:
Discovery & Targeting
A wide range of tools now exist to help brands identify the right creators, and for creators to connect with the right opportunities. These include influencer databases, talent marketplaces, and audience analytics platforms that power more targeted partnerships
Publishing & Management
These platforms help brands distribute content, manage campaigns, and automate workflows. They include scheduling tools and paid amplification solutions
Measurement, Reporting, & Optimization
Companies that provide analytics, insights, and recommendations. Some focus on raw data collection, while others offer structured reports or predictive intelligence.
Owned vs. Rented data
Beyond these core pillars, we also identified companies that leverage proprietary data and technology rather than those relying on aggregated or third-party data.
Companies with proprietary capabilities, whether in targeting, measurement, or optimization, offer a distinct competitive edge, and we’ve highlighted these players to help further differentiate the landscape.
The B2B Ecosystem: Driving Growth and Scale
Without a shared framework, the creator economy will remain disorganized, making growth harder for brands, investors, and creators.
Brands struggle to assess which platforms align with their needs.
Investors hesitate to back emerging companies due to unclear business models.
Agencies and platforms find it challenging to navigate and maximize the available tools.
Moreover, the industry is at an inflection point. With increasing scrutiny around pay transparency, heightened competition, and shifting brand strategies, a precise understanding of who does what is more essential than ever.
What Comes Next?
This classification is a starting point, not a final verdict.
We welcome feedback, debate, and additions to refine and improve our framework.
If you believe a company is miscategorized or a key player is missing, please send an email to info@getbettermeasurement.com.
Until now, evaluating creator economy companies has often felt like comparing apples to oranges. With this initiative, we’re creating a framework for meaningful, apples-to-apples comparisons.
Let’s build a more innovative and transparent industry — together.