Influencer marketing platform Traacker has revealed two new measurement tools that will help brands understand the market value of influencers.

The company's new Influencer Marketing Benchmark (IMB) will assist marketers in quantifying the impact of an influencer's content on companies.

According to Traackr, the IMB can analyse influencer performance in a particular area - such as food, fashion, gaming or lifestyle. It'll measure the impact of content in each sector and give marketers insight into what works, and what doesn't.

Traackr also unveiled its Brand Vitality Score (VIT) which it claims as a patent-pending metric created to measure the overall impact of influencer marketing on a brand. The tool will effectively create a new 'gold standard' based on which companies utilise influencers effectively. 

"Influencer marketing has reached an inflection point for many brands and management is now demanding more sophisticated measurement of the impact of influencer marketing on business results," said Traackr CEO Pierre-Loic Assayag.

“Marketers have struggled to meet these expectations because they lacked the right technology. Traackr's IMB and Brand Vitality Score answer this challenge by providing a meaningful and transparent framework to measure the impact of influencers on brands and elevates influencer marketing to the level of other core marketing practices.”