Group RFZ, a pioneer in influencer marketing measurement, has launched Content Lens, an innovative solution designed to reveal exactly how each piece of influencer content performs within a campaign. By isolating the impact of individual creators and posts, Content Lens provides marketers and agencies with a clearer understanding of what resonates and why — empowering teams to optimize content strategies and drive more effective campaigns.
Addressing a Critical Measurement Gap
Historically, brands have struggled to evaluate consumer sentiment and the effectiveness of specific influencer content assets within campaigns. Content Lens bridges this gap by not only tracking performance metrics but also surveying real consumers to understand the underlying reasons behind those results.
Jonathan Futa, co-founder of Group RFZ, explained,
“Traditional engagement metrics don’t tell the full story. Content Lens dives deeper, revealing not just what’s performing, but why — enabling marketers to ditch guesswork and refine content with confidence.”
How Content Lens Works
The solution exposes target audiences to influencer content and collects both quantitative and qualitative feedback through a concise survey. It can be used standalone or integrated with Group RFZ’s brand lift studies, delivering a comprehensive view of performance — from individual content pieces to overall campaign success.
Content Lens examines how creative elements like tone, messaging, and visual style influence consumer feelings and brand perception, offering marketers granular insights to inform future creative briefs.
Features and Benefits
- Deeper Insights: Moves beyond surface metrics like likes and shares to explore how each content piece shapes brand perception and emotion.
- Quantitative & Qualitative Feedback: Uses a four-question survey blending closed- and open-ended responses for rich consumer sentiment analysis.
- Side-by-Side Comparisons: Allows testing of different creators, formats, messaging, and styles to identify top performers.
- Custom Audience Targeting: Supports built-in and customizable demographic and industry targeting.
- Flexible Testing: Scales from testing two content assets to multiple types as needed.
- Clear, Actionable Reports: Provides concise insights outlining what worked, what didn’t, and why.
