House of Marketers vs IMA

Why brands compare these influencer agencies

When brands look at House of Marketers vs IMA, they usually want to understand which partner will actually move the needle on sales, not just deliver pretty content.

Both are influencer agencies, but they feel very different in style, focus, and how they work with you day to day.

You might be choosing between them for a global product launch, a focused TikTok push, or always-on creator activity in key regions.

The goal is simple: find a partner that understands your brand, your buyers, and the platforms that matter most right now.

That is where a clear look at a global influencer agency choice really helps.

What these agencies are known for

House of Marketers is widely associated with TikTok and short form video campaigns, especially for fast growing consumer brands and apps.

They lean into performance, mobile growth, and content that feels native to TikTok, Instagram Reels, and similar channels.

IMA, based in Amsterdam, is often seen as an early pioneer in influencer work, especially on Instagram and lifestyle content.

They are known for polished creative, long term partnerships, and global campaigns for fashion, beauty, travel, and premium consumer brands.

Both run influencer strategy, creator sourcing, campaign management, and reporting, but their sweet spots are not identical.

House of Marketers overview

House of Marketers is a specialist influencer agency that rose with TikTok’s growth, working heavily with mobile apps, consumer tech, and youth focused brands.

They emphasize performance driven campaigns, where content is built around installs, sign ups, and sales rather than only awareness.

Services and campaign style

This agency usually supports brands across the full campaign lifecycle, from planning to optimization.

Typical services include:

• Influencer strategy for TikTok, Instagram Reels, and YouTube Shorts
• Creator discovery and vetting based on audience, content, and past results
• Creative briefing, concept development, and trend based content ideas
• Campaign management, approvals, and coordination with creators
• Paid amplification using creator content as ads
• Performance tracking around installs, clicks, and revenue where possible

Their approach tends to favor agile testing, using multiple creative angles and creators, then leaning into the combinations that perform best.

Creator relationships and style of content

House of Marketers typically works with creators who are comfortable with fast moving trends and casual, authentic video.

Content often feels like what users naturally see on TikTok or Reels, rather than polished commercials.

This can work very well for brands that want to blend into the feed and spark UGC rather than heavily produced storytelling.

Typical client fit

Common client types include mobile apps, gaming, direct to consumer brands, and products with younger audiences.

They can fit both funded startups wanting fast growth and larger companies testing TikTok at scale.

Brands that already spend heavily on performance marketing often appreciate their focus on measurable outcomes.

IMA overview

IMA (Influencer Marketing Agency) is a long standing player in the space, working with global brands across lifestyle categories.

They are regularly associated with high quality creative, global reach, and tight coordination across channels.

Services and campaign style

IMA tends to cover broad influencer needs, from one off launches to long term brand ambassador programs.

Their services usually include:

• Influencer strategy across Instagram, YouTube, TikTok, and sometimes blogs
• Creator casting and contract negotiation
• Creative concepts and content calendars for launches or always on activity
• Campaign management and logistics, including events or trips
• Content rights management and reuse planning
• Reporting around reach, engagement, and brand impact

Campaigns are often built to feel aspirational and on brand, with strong art direction and clear storytelling.

Creator relationships and style of content

IMA works with a wide range of creators, with strong roots in lifestyle, fashion, beauty, and travel influencers.

Content delivered through them often looks polished, curated, and aligned with a brand’s visual identity.

This style is well suited to premium products and experiences where aesthetics matter.

Typical client fit

IMA tends to appeal to global consumer brands that view influencer activity as part of broader brand building.

Examples of suitable sectors include fashion, beauty, luxury, retail, automotive, and tourism boards.

They can support both large multinationals and mid sized brands wanting big brand presence.

How their approach feels different

Even though both are influencer agencies, the day to day experience and focus can feel different when you work with them.

Platform focus and creative tone

House of Marketers tends to lean hard into short form video and performance focused creativity, especially TikTok.

Their content style is trend aware, playful, and designed to feel native to fast moving feeds.

IMA, in contrast, is often anchored in Instagram and cross channel storytelling, with more emphasis on curated visuals.

They may also use YouTube and multi city experiences to shape a richer narrative for your brand.

Performance versus brand emphasis

House of Marketers commonly frames success in terms of measurable actions, such as downloads, sign ups, and purchases.

They typically work closely with growth teams, tying creator content into paid acquisition funnels.

IMA certainly tracks metrics, but the focus often includes brand perception, long term relationships, and global consistency.

Their work can blend influencer content with PR, events, and broader brand campaigns.

Scale, processes, and global reach

Both agencies operate internationally, but their core networks and processes differ.

House of Marketers tends to work with a wide pool of short form creators, optimized for quick briefs and fast turnaround.

IMA’s projects may involve multi market coordination, travel experiences, or long term ambassador deals across regions.

This can influence how long campaigns take to plan and how complex approvals feel inside your team.

Pricing and how engagement works

Neither agency sells fixed software plans, so you will not find simple subscription tiers with set prices.

Instead, they usually price based on your goals, campaign scope, and the creators you want to involve.

How agencies usually charge

Costs often include three main pieces:

• Influencer fees for their content and usage rights
• Agency fees for strategy, management, and reporting
• Paid media budgets if you want to boost posts or run creator ads

House of Marketers may structure fees around specific campaign packages, test sprints, or ongoing retainers for performance programs.

IMA often works with larger multi month scopes, where retainers and project fees cover complex planning and global coordination.

Factors that raise or lower cost

Your final budget will depend on influencer size, number of markets, length of partnership, content formats, and rights you need.

Using bigger creators, global ambassadors, or extensive whitelisting rights will naturally increase cost.

Shorter, test focused TikTok campaigns can sometimes be structured more lightly, especially with smaller creators.

What to ask about during scoping

To avoid surprises, ask each agency:

• How they separate creator fees from agency fees
• Whether reporting, creative development, and paid media are included
• How changes in scope affect pricing mid campaign
• What cost ranges they usually see for brands like yours

Strengths and limitations

Every agency has trade offs. Understanding them up front helps you decide with open eyes.

House of Marketers strengths

• Deep focus on short form video and TikTok trends
• Performance mindset suited to growth and user acquisition goals
• Experience with app launches and direct response style creative
• Fast paced testing culture that fits rapid marketing cycles

House of Marketers limitations

• Best suited to brands ready to lean into native, sometimes edgy content
• May feel too performance driven for brands focused purely on image
• Heavily TikTok centric approach might feel narrow for some sectors

A common concern is whether creator content will truly reflect your brand values while still feeling native to the platform.

IMA strengths

• Long track record with global lifestyle and premium brands
• Strong eye for aesthetic storytelling and brand alignment
• Comfort handling complex, multi market programs and events
• Ability to create long term ambassador style relationships

IMA limitations

• Processes and campaigns can feel heavier for smaller, scrappy teams
• May lean more toward brand building than hard performance outcomes
• Polished style might not suit brands wanting raw, meme driven content

Who each agency fits best

The right partner depends on your stage, category, and how you define success.

When House of Marketers is a strong fit

• Mobile apps aiming for installs and in app revenue through creators
• Consumer brands targeting Gen Z and young millennials on TikTok
• Growth teams wanting to plug influencer output into paid acquisition
• Startups and scaleups needing quick experiments and learning cycles

When IMA is a strong fit

• Global brands seeking consistent storytelling across markets
• Fashion, beauty, travel, and lifestyle companies prioritizing visuals
• Teams planning long term ambassador programs, events, or trips
• Marketers who want influencer work closely tied to brand campaigns

Questions to ask yourself before choosing

• Is my main goal sales growth now, or long term brand strength?
• Which platforms matter most for my audience today, not last year?
• How involved do I want to be in creator selection and content reviews?
• Do I prefer agile tests or fewer, bigger campaigns?

When a platform may make more sense

Not every brand needs a full service agency. Some want control, flexibility, and lower fixed fees.

In those cases, a platform based option like Flinque may feel more suitable.

How platforms differ from agencies

Platforms typically give you tools for influencer discovery, outreach, campaign tracking, and content approvals.

You or your team run the strategy and relationships, instead of handing that work to an agency.

This can reduce long term retainers but requires more time and expertise on your side.

When to consider Flinque or similar platforms

• You have an in house social or growth team ready to manage creators
• You want to build a repeatable influencer engine rather than one off campaigns
• Your budget is limited, but you are willing to learn and iterate
• You prefer direct visibility into creator communication and performance

Blending agencies and platforms

Some brands use both. An agency can run key launches, while a platform supports ongoing smaller efforts.

This hybrid approach can work when you want the strategic lift of an agency but still build internal skills over time.

FAQs

How do I choose between these influencer agencies?

Start with your main goal, budget, and key platforms. Shortlist the partner whose strengths match your objectives, then ask each for a tailored plan and clear examples of similar brands they have helped.

Can small brands work with these agencies?

It depends on your budget and scope. Some agencies prefer larger, multi market campaigns, while others are open to smaller tests. Be upfront about your range so they can confirm if there is a realistic fit.

Which agency is better for TikTok?

House of Marketers is strongly associated with TikTok and short form video performance. IMA also uses TikTok, but often within broader, multi channel storytelling. Your choice should follow how central TikTok is to your plan.

Do these agencies guarantee sales results?

No reputable agency can promise specific sales numbers. They can share case studies, expected benchmarks, and testing plans, but results depend on your product, offer, creative, and market conditions.

Should I use a platform instead of an agency?

Use a platform if you want control, have internal capacity, and prefer lower fixed fees. Choose an agency if you need strategy, relationships, and execution handled by specialists with deep creator experience.

Conclusion

Choosing between these influencer partners comes down to how you work, what you sell, and how you define success.

If your focus is short form performance and rapid experimentation, a TikTok heavy, growth minded agency often makes sense.

If you want polished, multi market storytelling and ambassador style relationships, a more brand focused partner can be powerful.

Weigh your desired level of involvement, timeline, and risk tolerance, then speak openly with each option about budget and expectations.

The best choice is the one that fits your current stage while leaving room for how your influencer needs will grow next year.

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.