Agencies vs. Influencer Marketing Platforms: Which is Best for Your Brand?
Posted: Mon Jan 20, 2025 5:10 am
As we mentioned at the beginning of this blog, 61% of marketers admitted that they still struggle to find the right influencers for their social media campaigns that will connect them with more potential customers. However, the market has seen significant advancements in recent years, leading brands to find perfect solutions to facilitate collaborations with influencers . These solutions are represented by influencer marketing agencies and platforms. While both tools are very useful, there are clear differences that can help you determine which option is best for your company.
Pre-existing relationships vs. broad search:
The best influencer marketing agencies usually have a pre-existing database of creators they have worked with in the past or have created exclusivity agreements with. This can make the process of connecting businesses with the right influencers easier, but at the same time, the number of influencers can be limited as one agency alone cannot cover the entire market. Influencer marketing platforms usually have a larger database and provide an offering of millions of active creators from different niches, giving businesses more options to make an optimal selection of influencers.
Service costs: How much does an influencer agency charge?
In general, working with an agency can be more expensive, as they act as an intermediary between brands and influencers and must add costs for relationship management and practical services for the campaign. In contrast, platforms can be a more affordable option, especially for companies with more limited marketing budgets.
You might be interested in: Influencer marketing for small businesses and startups
Digital advertising campaign control
With agencies, you may have less control over the campaign, as cio & cto email address list they will always have a more direct link at all stages of development. Influencer marketing platforms are different, as they offer companies greater control, managing most aspects of the campaign themselves.
The added advantage is that, in many cases, the platforms offer ongoing advice, which ultimately makes the experience more personalized and easier to manage. Kolsquare's influencer marketing platform , for example, puts its expert advisors at your disposal to support you at every stage of the process, paying special attention to the objectives you hope to achieve. Our tool also allows you to select influencers, manage and measure the performance of your campaigns, and share them with your team of collaborators.
Scalability of campaigns with macro and micro influencers
Influencer marketing platforms often allow for greater scalability. Whether your strategy is focused on collaborating with influencers on Instagram, TikTok, or Facebook, through one platform you can manage multiple campaigns and collaborations with nano-influencers , macro, micro, and even mega influencers simultaneously, obtaining a higher return on investment . Agencies may have limitations in this regard, depending on their size and resource capacity.
Pre-existing relationships vs. broad search:
The best influencer marketing agencies usually have a pre-existing database of creators they have worked with in the past or have created exclusivity agreements with. This can make the process of connecting businesses with the right influencers easier, but at the same time, the number of influencers can be limited as one agency alone cannot cover the entire market. Influencer marketing platforms usually have a larger database and provide an offering of millions of active creators from different niches, giving businesses more options to make an optimal selection of influencers.
Service costs: How much does an influencer agency charge?
In general, working with an agency can be more expensive, as they act as an intermediary between brands and influencers and must add costs for relationship management and practical services for the campaign. In contrast, platforms can be a more affordable option, especially for companies with more limited marketing budgets.
You might be interested in: Influencer marketing for small businesses and startups
Digital advertising campaign control
With agencies, you may have less control over the campaign, as cio & cto email address list they will always have a more direct link at all stages of development. Influencer marketing platforms are different, as they offer companies greater control, managing most aspects of the campaign themselves.
The added advantage is that, in many cases, the platforms offer ongoing advice, which ultimately makes the experience more personalized and easier to manage. Kolsquare's influencer marketing platform , for example, puts its expert advisors at your disposal to support you at every stage of the process, paying special attention to the objectives you hope to achieve. Our tool also allows you to select influencers, manage and measure the performance of your campaigns, and share them with your team of collaborators.
Scalability of campaigns with macro and micro influencers
Influencer marketing platforms often allow for greater scalability. Whether your strategy is focused on collaborating with influencers on Instagram, TikTok, or Facebook, through one platform you can manage multiple campaigns and collaborations with nano-influencers , macro, micro, and even mega influencers simultaneously, obtaining a higher return on investment . Agencies may have limitations in this regard, depending on their size and resource capacity.