Digiday analyses the Buzzfeed Creators Score.
- BuzzFeed focuses on artificial intelligence and creator network for growth in 2023
- Faces competition for ad dollars in influencer and social media campaigns
- BuzzFeed Creator Score: proprietary campaign measuring tool for creator-made content
- Scores on a 0-100 scale, based on audience engagement metrics
- First version of Creator Score didn’t link to creators
- Collaboration with creators helps improve content, shares performance data with them
- Creator Score assists creators in understanding their audience on different platforms
- Low scores don’t lead to demonetization but factor into future deals and brand pairings
- Creator Score is not the only measure of campaign success, but an additive tool
- Media buyers are divided on the value of Creator Score, depends on the exclusivity of BuzzFeed’s creator network
Bottom line: creators that engage with audiences have better prospects.