House of Marketers vs HelloSociety

Why brands look at different influencer partners

When budgets move from traditional ads into creators, many brands start weighing specialist influencer agencies side by side. They want to know who really understands their audience, who can deliver reliable results, and how hands-on the agency will be day to day.

That’s usually why marketers line up House of Marketers and HelloSociety. Both help brands work with creators, but they grew up in slightly different corners of the digital world and bring different strengths to the table.

You might be asking yourself how to choose between two established partners, or whether you even need a full service agency at all. This page walks through the key differences so you can match services to your goals, timelines, and internal resources.

What each influencer agency is known for

The primary lens here is influencer marketing services. Both companies connect brands with social media creators and manage campaigns, but they lean into different strengths and histories.

One emerged with a strong TikTok performance angle and paid amplification mindset. The other built a reputation on curated creator communities and brand storytelling across platforms like Pinterest, Instagram, and beyond.

Understanding those roots helps you see why their processes, talent pools, and campaign styles feel different in practice.

Inside House of Marketers

House of Marketers is widely associated with short form video, especially TikTok. The team focuses on matching brands with creators who can speak the language of each platform while still hitting performance targets like installs, signups, or sales.

Core services and what they cover

Services typically span from strategy to execution. While details can shift over time, many brands use them for end to end campaign management rather than one off consulting.

• Influencer sourcing and vetting for TikTok and other social channels
• Creative concepts tailored to short form video and trends
• Campaign planning around launches, product pushes, or seasonal moments
• Paid media support, including whitelisting and boosting creator content
• Performance tracking and reporting tied to growth goals

This tends to appeal to growth teams, app marketers, and brands that treat creators as a direct response channel as much as a branding play.

How they usually run campaigns

Most work starts with a clear brief. That might include target audience, geography, must have messages, and business goals such as app installs or revenue.

The agency then proposes concepts, timelines, and creator types. Once aligned, they handle outreach, negotiations, creative direction, approvals, posting schedules, and performance monitoring.

Because of their paid media background, they often blend organic creator posts with paid amplification. That means taking high performing content and running it as ads from the creator’s handle or the brand account.

Creator relationships and talent pool

House of Marketers is known for deep relationships in TikTok’s creator ecosystem, including both large and mid sized voices. They also tap into Instagram, YouTube Shorts, and sometimes other channels based on the brief.

Instead of just pulling names from a database, they often lean on curated lists of creators who have already delivered for similar campaigns. This can shorten testing cycles and help avoid mismatched collaborations.

Typical client fit

The agency often attracts brands that want measurable growth from influencer budgets. Examples might include:

• Mobile apps pushing installs or reactivations
• Direct to consumer brands tracking revenue and new customers
• Entertainment launches needing fast reach and buzz
• Established brands experimenting with TikTok but wanting guidance

Teams that like fast testing, clear reporting, and strong performance focus tend to be a natural fit.

Inside HelloSociety

HelloSociety, which has operated under the New York Times umbrella, is often associated with curated creator communities and content that leans into storytelling and brand building. Their history includes strong ties to Pinterest and visually rich campaigns.

Core services and style of work

This agency typically emphasizes a mix of creative development, influencer partnerships, and distribution across multiple platforms. A lot of the value sits in taste, curation, and understanding what feels native to each channel.

• Creator matchmaking with a focus on brand and aesthetic fit
• Content concepting and production oversight
• Multi platform campaigns across Pinterest, Instagram, TikTok, and others
• Managed posting calendars and creative guidelines
• Reporting on reach, engagement, and wider brand impact

The work often blends influencer marketing with broader content strategy, especially for brands that care deeply about look, feel, and storytelling.

How campaigns usually unfold

Brands typically come in with a launch, seasonal push, or ongoing need for content. HelloSociety shapes the story, identifies creators whose style matches that story, then manages production and rollout.

Because of their roots in curated networks, there is usually strong emphasis on brand safety, visual quality, and long term creator relationships rather than one off posts.

Measurement can include engagement and reach, but many campaigns emphasize softer outcomes like brand sentiment, saves, or high intent traffic, depending on the brief.

Creator network and curation

The agency is known for cultivated pools of creators who fit certain categories, such as home decor, fashion, food, or lifestyle. Many are strong photographers, stylists, or storytellers as well as social personalities.

This curated approach can work well for brands that want consistent quality and alignment with specific visual or cultural niches, rather than chasing only the biggest followings or latest trend.

Typical client fit

HelloSociety often works with larger brands and marketers who see creators as an extension of their content and brand voice. Common fits include:

• Retailers and ecommerce brands focused on inspiration and discovery
• Home, lifestyle, and CPG brands wanting evergreen visual content
• Publishers and media brands amplifying stories and features
• Marketers who prioritize brand equity alongside performance

If you value editorial quality and aesthetic control, this kind of partner can feel more aligned than a purely performance driven shop.

How the two agencies really differ

At a high level, both agencies connect brands with creators and manage influencer campaigns. The biggest differences show up in platform focus, mindset, and what success looks like for typical clients.

House of Marketers leans toward performance marketing, especially on TikTok and short form video. HelloSociety leans toward curated creator collaborations and storytelling across multiple visually led platforms.

That means your experience as a client can feel quite different, even if the deliverables sound similar on paper.

Approach to strategy and success metrics

Performance first teams often push for outcomes like installs, signups, or sales, even when using influencers for top of funnel awareness. Their planning centers on testing, learning, and scaling winners quickly.

Curated, storytelling led teams may focus more on reach within defined niches, content quality, and brand lift. They still care about traffic and sales, but not at the expense of how the brand is presented and remembered.

Neither approach is “better.” The right one depends on your internal pressure for immediate returns versus long term brand building.

Scale and campaign tempo

Campaigns optimized for performance often move fast. You might run multiple waves of creators, iterate quickly, and reallocate budget to top performing posts or partners.

Curated campaigns can be more deliberate. They may involve deeper collaboration with fewer creators, richer storytelling, and longer production timelines, especially when content quality is paramount.

If you thrive on rapid testing, a performance leaning team may feel more natural. If you prefer carefully crafted stories, the curated route can be more comfortable.

Client experience and communication style

Growth focused influencer teams tend to talk in numbers, dashboards, and tests. You can expect frequent performance updates, optimizations, and tactical adjustments.

Storytelling focused teams often spend more time on mood boards, creative reviews, and alignment with brand voice. Reporting still matters, but there is more conversation about context and how content fits into the bigger picture.

Think about your internal team: are they more performance marketers or brand builders? You’ll want an agency that speaks their language.

Pricing approach and how work is structured

Influencer agencies typically avoid rigid packages with fixed pricing. Instead, they build proposals based on your needs, channels, and the level of support you want. That holds true for both of these partners.

How agencies usually charge

Costs often include a mix of creator fees, agency management, and sometimes production or paid media. You’ll usually see a custom quote that covers:

• Number and type of creators involved
• Platforms and regions targeted
• Duration and complexity of the campaign
• Whether you need strategy only or full management
• Any extra content production or paid amplification

Some brands work on a project basis around specific launches, while others sign ongoing retainers for continuous support and always on creator activity.

Influence of performance focus on pricing

Performance oriented influencer work may fold into your wider growth budget. You might treat creator fees as part of your acquisition cost and allocate extra for boosting winning content as ads.

This can lead to flexible budgets that scale up if results justify more spend. The agency fee then covers strategy, coordination, optimization, and reporting rather than just introductions.

Curated creative work and value

Curated, storytelling heavy campaigns can sometimes feel more like content production plus media. You’re paying for taste, curation, and creative direction as much as for raw impressions.

Budgets will still be driven by creator rates and scope, but there is often strong emphasis on usage rights, evergreen content value, and cross channel repurposing.

In both models, transparent scoping up front is key so you’re not surprised by added costs for rounds of edits, extra posts, or additional platforms.

Strengths and limitations to keep in mind

Every influencer partner has a sweet spot and areas where they’re less ideal. Thinking honestly about those tradeoffs can save you from mismatched expectations later.

Where House of Marketers tends to shine

• Deep comfort with TikTok and short form video culture
• Performance mindset for brands that need measurable growth
• Blend of creator content with paid amplification strategies
• Ability to test, learn, and scale winners quickly

This combination can be powerful if you’re ready to treat creator content as a core performance channel rather than just a brand experiment.

Where House of Marketers may feel limited

• May feel too performance heavy if you’re brand first
• Short form focus might not match brands that rely on long form storytelling
• Fast paced testing style can overwhelm small, slower moving teams

Some marketers worry that a pure performance lens can underplay long term storytelling and brand equity.

Where HelloSociety often stands out

• Strong curation of creators with refined visual styles
• Experience with Pinterest and visually driven platforms
• Emphasis on brand fit, storytelling, and editorial quality
• Useful for brands that need on brand content at scale

This can be especially valuable if your internal creative team is small or stretched and you want to extend your visual identity through creators.

Where HelloSociety might not be ideal

• May feel slower or more deliberate than fast testing teams
• Emphasis on curation can mean fewer creators than open marketplace models
• Not always tailored to brands chasing aggressive acquisition targets

If you’re under pressure to hit hard numbers immediately, you’ll want to be explicit about those expectations during early talks.

Who each agency is best suited for

Matching your needs to the right partner is more important than which name is bigger. Use the following as a starting point when mapping your options.

When House of Marketers may be a strong choice

• You see TikTok and short form video as core channels for your audience.
• Your team is comfortable being judged on installs, signups, or sales.
• You want a partner who can move quickly and run multiple tests.
• You’re open to combining organic creator posts with paid amplification.

This path suits growth driven brands that want a clear link between influencer spend and business outcomes.

When HelloSociety may be a better fit

• Your brand lives or aspires to live strongly on visual platforms.
• You care deeply about aesthetic consistency and editorial quality.
• You want curated, long term creator relationships, not just one offs.
• Your leadership values brand building alongside performance metrics.

This option can suit larger or established brands that want creators woven into broader storytelling and content ecosystems.

When a platform alternative may make more sense

Not every brand needs a full service agency. Some have in house social or creator managers who want more control and fewer retainers, but still need better tools and structure.

In those cases, a platform based option like Flinque can be worth exploring. Rather than acting as an agency, it gives you software to discover creators, manage outreach, track campaigns, and centralize reporting.

You still handle the strategy and relationships yourself, but with more organization and data than spreadsheets alone. This model can be useful if:

• You have time and internal talent to manage creators directly.
• You want to build long term relationships without agency markups.
• Your budget is limited, but you still want structured campaigns.
• You prefer learning by doing rather than outsourcing everything.

The tradeoff is that you won’t get the same strategic hand holding as with a done for you partner. You’ll need someone internally who truly owns influencer marketing.

FAQs

How should I start evaluating influencer agencies?

Begin by listing your priorities: performance versus brand building, preferred platforms, budget range, and internal capacity. Then speak to each agency about real past campaigns similar to yours, not just generic case studies or capabilities decks.

Can I work with multiple influencer partners at once?

Yes, many brands split responsibilities. You might use one agency for TikTok performance campaigns and another for more curated, multi platform storytelling. Just clarify roles to avoid overlap, confusion, or creators getting mixed messages.

What should I ask about creator selection?

Ask how they vet creators, what data they use, how they handle fake followers, and how much input you get in final picks. Also ask for examples of when they turned down a creator who looked good on paper but wasn’t a true fit.

How long before I see results from influencer work?

Timeline depends on goals. Performance campaigns can show early signals within weeks, especially on fast moving platforms. Brand and storytelling efforts may take months to show clear impact on awareness, perception, and long term sales.

Do I keep the content creators make for my brand?

Usage rights are negotiable. Some deals cover only organic posts on the creator’s channels. Others let you repurpose content in ads, on your site, or in email. Clarify rights, duration, and any extra fees before signing agreements.

Finding the right partner for your brand

Choosing between different influencer marketing partners isn’t about who looks better on paper. It’s about who fits your goals, culture, and appetite for speed versus craft.

If you’re chasing growth on short form platforms and want measurable performance, a performance leaning team like House of Marketers may align well. If you’re building a visually rich brand and want curated creator storytelling, a partner like HelloSociety can be compelling.

Take time to speak with each, share honest business goals, and ask for tailored recommendations rather than generic pitches. If you have strong in house talent and prefer control, a platform route such as Flinque might give you the structure you need without long term retainers.

Ultimately, the best choice is the one that matches your budget, timeline, risk tolerance, and how involved you want to be in the creator process day to day.

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.