August United vs Goldfish

Why brands look at these two influencer marketing agencies

Brands often end up comparing August United and Goldfish when they want a partner to run influencer campaigns but are unsure which style of agency will fit them best.

Both focus on creator-led storytelling, but they differ in culture, scale, and how hands-on they are with talent and content.

Most marketers are searching for clarity on three things: what these agencies actually do, who they are best for, and how working with each one would feel day to day.

What “influencer agency services” really means

The primary phrase here is “influencer agency services,” which captures what most brands actually want: not software, but a team that plans and runs campaigns with creators from start to finish.

In practice, that means strategy, creator sourcing, content approvals, coordination, reporting, and often long-term ambassador programs.

Both agencies you’re considering live in this full-service space, not as self-serve platforms you log into, but as creative partners that plug into your marketing team.

What each agency is known for

To keep things simple, think of one as leaning more into big brand storytelling and structured programs, and the other leaning into nimble, culture-aware creator work that feels closer to internet trends.

Neither is a one-size-fits-all answer, which is why you’ll see different brands gravitate to each based on industry, budget, and risk tolerance.

What August United tends to be recognized for

August United is usually associated with larger, more established brands that want organized creator programs, clear messaging, and guardrails that protect brand voice.

They emphasize long-term partnerships with creators, polished campaigns, and aligning influencer work with broader marketing calendars and channels.

What Goldfish tends to be recognized for

Goldfish is often linked with a scrappier, socially native feel, leaning into short-form content, fast experimentation, and creators who understand current trends deeply.

They can appeal to brands that want to look more modern, move quickly, and feel less like traditional advertising.

Inside August United

Services they typically deliver

While exact offerings can change over time, most full-service influencer agencies in this lane cover a similar set of services.

• Influencer strategy tied to brand goals and calendar
• Creator research, vetting, and outreach
• Contracting, negotiation, and usage rights
• Campaign management and content approvals
• Reporting and learnings after each wave
• Long-term ambassador or advocacy programs

August United is likely to favor structured planning and well-documented processes, which can be reassuring if you have internal stakeholders to keep aligned.

Approach to campaigns and storytelling

Their approach usually starts with understanding your brand story, then translating that into briefs creators can actually use without feeling scripted.

Think less about one-off sponsored posts and more about themed campaigns designed to run across multiple creators and channels over time.

They tend to focus on integrating influencer content with other efforts, like paid social, email, or in-store promotions where relevant.

How they work with creators

Agencies in this category often maintain a network of trusted creators they return to, plus ongoing scouting for new talent as needs evolve.

Expect an emphasis on professionalism, brand-safety checks, and clear expectations on deliverables, timelines, and approvals.

For you, that means fewer surprises and a higher likelihood that creators deliver on time and on brand.

Typical client fit

Based on their positioning and style, brands that may feel at home with August United tend to have one or more of these traits.

• Mid-market or enterprise scale, often with larger internal teams
• Regulated or sensitive categories needing more oversight
• Preference for brand-safe, polished content over edgy trends
• Need to show clear structure to executives and legal teams

If you appreciate detailed decks, scheduled check-ins, and a well-documented plan before going live, this style of agency is usually a strong match.

Inside Goldfish

Services they typically deliver

Goldfish also sits firmly in the services world, not as a software platform. You’re paying for people who handle day-to-day execution.

• Influencer strategy centered on social channels
• Creator sourcing with an eye for trend-savvy talent
• Content planning around formats like Reels or Shorts
• Campaign management and coordination
• Performance tracking and optimization

The emphasis tends to be on creative that feels native to social feeds, where creator personality and humor are central.

Approach to social-first campaigns

This type of agency often leans toward experimentation, testing different formats, hooks, and creator styles quickly.

Instead of building one big moment, they may favor multiple smaller waves, doubling down on what performs well.

That can be powerful if your brand can handle a bit more risk in return for potentially higher cultural relevance.

How they work with creators

Goldfish is likely to give creators more freedom within broad brand guardrails, encouraging them to lean into what their audience already loves.

The tone across content often feels less scripted, more conversational, and sometimes playful or irreverent.

This can be especially effective for brands in lifestyle, fashion, beauty, gaming, or youth-focused categories.

Typical client fit

Brands usually drawn to this kind of agency share some of these characteristics.

• Consumer-facing companies wanting culture-driven content
• Comfort with testing, learning, and adjusting quickly
• Interest in short-form video and emerging creators
• Desire to look and sound more like their customers

If you want your campaigns to feel close to the way people already talk on TikTok or Instagram, this vibe may feel more natural.

How the two agencies differ

You can think of the difference between August United vs Goldfish as less about right or wrong and more about style, risk level, and the kind of support you want.

Both help you find and manage creators. The real distinction is in tone, structure, and where they place creative bets.

Approach and tone

One side leans into structured, brand-led storytelling, while the other tends to champion creator-led ideas that reflect what is happening online right now.

Neither approach is automatically better; it depends on whether your brand is more comfortable with polished messaging or looser, trend-driven content.

Scale and process

Larger, more process-driven agencies may bring more layers of quality control, documentation, and stakeholder management.

Nimbler teams may move faster, with fewer layers of review, giving you quicker turnarounds, though sometimes with less formality.

Client experience day to day

If you want regular status meetings, detailed recaps, and comprehensive reports, you’ll likely prefer the more structured agency environment.

If you value quick tests, direct creator feedback, and rapid pivots, you may enjoy working with a more agile, socially native team.

Pricing approach and how engagements work

Neither of these agencies typically sells off-the-shelf packages in the way software companies do.

Instead, pricing is usually custom to your needs, based on campaign scope, influencer tiers, and how involved the agency team will be.

Common pricing elements

• Overall campaign budget, including creator fees and production
• Agency management fees or retainers
• Concepting and creative work, such as briefs and angles
• Reporting and measurement support
• Optional extras like paid amplification or whitelisting

Expect to speak with each agency to receive a tailored quote after sharing your goals, timeline, and rough budget range.

Engagement styles

Many brands start with a project-based campaign to test the relationship, then move to a retainer if the collaboration goes well.

Others commit to ongoing ambassador or advocacy programs from the beginning, especially if they already know influencer marketing is a core channel.

The more complex your needs, the more value you tend to get from a longer-term engagement rather than one-off tests.

Strengths and limitations to keep in mind

Every agency has trade-offs. Understanding them now helps you avoid frustration later and pick the partner that matches where your brand is today.

Strengths you can usually expect

• August United style partners: strong structure, brand-safe content, and reliable delivery across many creators.
• Goldfish style partners: highly social-native, trend-aware work that can feel very current and engaging.
• Both: relief from day-to-day creator wrangling so your team can focus on other channels.

A common concern brands have is whether an agency will really understand their brand voice or just push generic influencer content.

Limitations and potential friction points

• Structured agencies may feel slow or conservative if you want to chase every new trend.
• Looser, trend-first teams can worry more traditional stakeholders who fear off-brand content.
• Both can be a significant investment, especially if you are used to small tests or gifting-only programs.

The key is aligning expectations up front: how much freedom creators get, how approvals work, and what “success” looks like for you.

Who each agency is best suited for

When a structured influencer partner makes sense

You are usually better off with a more formal, brand-led agency if your situation looks like this.

• You operate in a regulated or reputation-sensitive industry.
• You need thorough approvals from legal or compliance teams.
• You want multi-channel campaigns aligning with TV, email, or retail.
• You have executives demanding clear plans and detailed results.

When a trend-savvy social agency makes sense

On the other hand, a more agile, creator-first partner may be the best choice if these fit you.

• Your audience lives on TikTok, Instagram, or YouTube Shorts.
• You want campaigns to feel like organic content, not ads.
• You can move quickly, approve ideas fast, and tolerate some risk.
• You care more about cultural relevance than polished polish.

Questions to ask yourself before choosing

• How much control do we truly need over messaging and visuals?
• Can our internal process handle rapid creative testing?
• Are we prepared for influencer marketing to become a core channel?
• What budget can we realistically commit for at least six to twelve months?

Your honest answers to these questions often reveal which style of influencer agency services will serve you best.

When a platform alternative might make more sense

Sometimes, neither agency model is ideal. If you have a hands-on team that wants control over outreach and relationships, a platform can be a better fit.

Tools like Flinque focus on influencer discovery, outreach, and campaign tracking, but without the full-service retainer.

Why some brands choose a platform like Flinque

• You want to own creator relationships directly in-house.
• Your team is comfortable running briefs, approvals, and payments.
• You want lower ongoing fees than a full-service agency.
• You prefer experimenting with many smaller tests before scaling.

This route demands more internal effort, but it can give you greater control, transparency, and flexibility over time.

FAQs

Should I start with an agency or a platform for influencer marketing?

If you lack internal time or expertise, start with an agency. If you have a motivated team ready to learn and manage creators, a platform can be more cost-effective and flexible long term.

How long does it take to launch an influencer campaign with an agency?

Most brands should plan several weeks for scoping, creator selection, contracting, and content production. Faster is possible, but rushed timelines usually limit choice and creativity.

Can I work with my own list of influencers through these agencies?

Many agencies are open to using your existing creator relationships alongside new partners they bring in, as long as roles, responsibilities, and expectations are clear from the start.

How do agencies measure success in influencer campaigns?

Common metrics include reach, views, engagement, traffic, and conversions, plus softer outcomes like sentiment and content quality. The right mix depends on your goals and tracking setup.

Do I need a big budget to work with an influencer agency?

You don’t need a global budget, but you should be ready for custom quotes that reflect creator fees and management costs. Meaningful results typically require more than small gifting-only tests.

Conclusion: choosing the right partner

Picking between these two influencer-focused agencies comes down to your comfort with structure, speed, and creative risk.

If you value polished, brand-led storytelling and clear processes, a more structured partner will likely feel safer and more reliable for your team.

If you want to lean into social trends, test quickly, and let creators have more control, a nimble, culture-aware team may give you stronger results.

And if you prefer keeping everything in-house, exploring a platform like Flinque could let you run influencer marketing without long-term agency retainers.

Start by clarifying goals, budget, and how involved you want to be. Once those are clear, the right path usually becomes obvious.

Disclaimer

All information on this page is collected from publicly available sources, third party search engines, AI powered tools and general online research. We do not claim ownership of any external data and accuracy may vary. This content is for informational purposes only.