Getting Accurate Data on Creators Is About to Get Tougher

As the creator economy matures, more reliable metrics should emerge for marketers.

But, marketers say, it’s still a challenge to make informed decisions when picking creators to work with. Data about whether a creator’s audience syncs with a brand’s customers, or whether the creator receives sufficient interactions on their posts, is hard to come by.

Further muddying this landscape, creator discovery and management firm Grin is removing third-party data on its scores of TikTok and YouTube creators by Feb.