InBeat Agency vs IMA

Why brands weigh up these two influencer partners

Brand owners and marketing teams often end up choosing between different influencer partners when they want to grow fast on social, but don’t have the in-house time or creator relationships to do it well.

Here, the focus is on how two influencer agencies actually work, who they serve best, and what that means for your budget, timeline, and involvement.

The primary theme is influencer marketing agencies, so everything below looks at services, campaign style, and client fit rather than software features.

What each agency is known for

Both agencies sit in the same broad space, helping brands work with social creators on platforms like TikTok, Instagram, YouTube, and beyond. The similarities end there, though, once you look at the way they run campaigns.

One is widely associated with performance-focused influencer programs, often built around short form content and measurable outcomes. The other is better known for global, brand-led collaborations and high profile creator partnerships.

So when brands search for “InBeat Agency vs IMA,” what they usually want to know is which partner suits their goals, internal resources, and growth stage.

InBeat Agency at a glance

InBeat is widely recognized for its focus on micro and nano creators and for emphasizing performance outcomes like returns on ad spend, content volume, and user generated content that can be repurposed in paid campaigns.

Rather than centering everything on a handful of big-name creators, this kind of agency often builds campaigns using many smaller voices who feel closer to everyday consumers.

Core services you can expect

Service offerings evolve, but agencies in this lane commonly help with end-to-end influencer execution. That usually includes:

• Creator discovery and vetting across TikTok, Instagram, and other platforms
• Campaign strategy centered on performance and testing
• Creator outreach, negotiations, and contracts
• Content briefs and creative guidance
• Tracking content, results, and learnings
• Scaling up successful creator relationships

Some also support brands with whitelisting and paid amplification, repurposing top creator content into ad assets for channels like Meta or TikTok Ads.

Approach to running campaigns

This kind of performance-first influencer partner tends to value iteration and testing. Instead of putting all your budget into one big splash, they often run many smaller collaborations and double down on what works.

Expect a lot of emphasis on short form vertical video, user generated style creative, and repeatable frameworks that can be scaled across dozens or hundreds of creators over time.

Campaigns may be less about a single headline moment and more about building a steady drumbeat of content, social proof, and creative variations for ad testing.

Creator relationships and network style

Because the focus is on micro and nano talent, the creator network often covers a large volume of smaller accounts across different niches and regions. These creators usually have tighter engagement with their audiences.

Relationships may be more transactional at first, but strong fits can turn into ongoing partnerships, ambassador programs, or always-on content deals.

Typical client fit

InBeat-style agencies often attract brands that care deeply about measurable outcomes and repeatable content production. That frequently includes:

• Direct-to-consumer brands looking to drive sales with UGC-style content
• Apps and subscription products focused on acquisition costs
• Ecommerce stores needing constant new ad creatives
• Growth-stage companies comfortable with testing and iteration

If you want tight performance feedback loops and are okay with creators who feel more like “real people” than celebrities, this type of partner can be a strong match.

IMA at a glance

IMA, the Influencer Marketing Agency founded in Amsterdam, is widely seen as a global player that works with larger brands, more structured brand stories, and often higher profile creators.

They are usually associated with full funnel campaigns that blend awareness, storytelling, and sometimes in-person experiences or events across multiple markets.

Core services you can expect

Agencies in this global campaign space typically offer a wide range of services beyond simple creator sourcing. That may include:

• Influencer strategy aligned with overall brand positioning
• Multichannel campaign planning, sometimes across countries
• Creator identification, casting, and management
• Creative concept development and production support
• Event-based influencer activations and travel experiences
• Reporting on reach, engagement, and brand impact

Campaigns may combine social content with real world experiences, larger production values, and long-term ambassador roles for hero creators.

Approach to running campaigns

Where performance driven influencer programs often prioritize testing, agencies like IMA frequently start with brand-first creative concepts that are translated into influencer executions.

There is usually a strong emphasis on consistent visual identity, storytelling, and aligning creators closely with brand values and aesthetics.

That can mean fewer creators per campaign but higher production value, deeper collaborations, and more integration with broader marketing launches or seasonal pushes.

Creator relationships and network style

IMA is known for working with a wide range of talent, from established content creators to digital celebrities. Relationships can be more curated, with a focus on brand fit and long-term potential.

These collaborations may involve travel, shoots, or events, plus carefully negotiated content deliverables across several channels over time.

Typical client fit

This style of influencer partner frequently works well for brands that see influencer work as a central part of their brand-building efforts, not only a performance lever. Typical fits include:

• Established consumer brands with global or regional footprints
• Fashion, beauty, and lifestyle companies focused on image
• Brands launching new products with integrated global campaigns
• Marketers who want close alignment with PR, events, and brand work

If you need a polished, globally coherent presence and want creators woven into your brand’s storytelling, this type of agency may feel more natural.

How the two agencies differ

Both partners help brands tap into creators, but they solve slightly different problems and use different playbooks. That’s why the choice tends to hinge on your goals, timelines, and risk tolerance.

Campaign style and creative focus

Performance-oriented agencies usually start with the numbers. They may prioritize testing hooks, formats, and calls to action, then use the best-performing content as the template for future collaborations.

IMA’s style leans toward big-picture creative concepts and narrative-driven collaborations. It often aims to leave a lasting brand impression rather than just chase short term metrics.

Your choice depends on whether you primarily want lower acquisition costs and content volume, or strong brand storytelling that feels premium and curated.

Scale and geographic reach

Both agencies can work across borders, but their typical scale can feel different. A performance partner may activate hundreds of smaller creators across markets to flood social feeds.

IMA often focuses on depth over volume, tailoring campaigns for specific regions with carefully selected creators rather than purely maximizing creator count.

Client experience and process

With a performance-first partner, you may see more experimentation, faster iteration, and a higher tolerance for content that feels raw or native to platforms like TikTok.

With a global brand-led partner, you are likely to experience more upfront planning, creative decks, and longer lead times to align everyone.

*A common worry is losing control of brand image if content looks too raw or off-brief.* On the other hand, overly polished content can sometimes underperform with younger audiences.

Pricing and engagement style

Both agencies usually work on custom pricing rather than public menus, so your costs depend heavily on scope, creator type, and geography. Still, the structure tends to follow a few patterns.

How performance-focused partners often charge

With agencies centered on testing and micro creators, budgets are commonly split between agency fees and creator payments. You might see:

• A strategy and management fee for campaign planning and execution
• Creator fees based on deliverables, usage rights, and timeline
• Optional costs for whitelisting or ad management

Brands often start with a pilot budget to validate performance, then expand into ongoing retainers or larger monthly spend once results are proven.

How brand-led global partners often charge

For global creative-led campaigns, quotes tend to factor in more moving parts, including concept development and production. Budgets might include:

• Strategic and creative development fees
• Project management and account servicing
• Creator fees, including buyouts, exclusivity, and travel
• Production costs for photo or video shoots

Engagements are often project-based or on retainer for brands that want a consistent partner across multiple launches and markets.

What drives cost up or down

Regardless of agency, your total spend is heavily influenced by:

• The number and type of creators you want to work with
• How long you need content usage rights
• Markets involved and complexity of logistics
• Depth of reporting and insights expected
• Whether you want one-off campaigns or ongoing programs

Since neither partner typically uses fixed SaaS-style tiers, it’s wise to approach them with a clear budget range and desired outcomes before asking for a proposal.

Strengths and limitations

No influencer agency is perfect for every brand. Each style of partner shines in certain situations and feels mismatched in others.

Where a performance-focused agency tends to shine

• Rapid testing of many creators and content angles
• Driving measurable outcomes like sales or signups
• Generating large volumes of creator-made content for ads
• Working with lean internal teams that need external execution

Limitations can surface if you need heavy coordination with PR teams, complex offline events, or very tight visual control across dozens of creators.

Where a global brand-focused agency tends to shine

• Building large, multi-country brand activations
• Securing and managing higher profile creators
• Designing polished, on-brand campaign concepts
• Integrating influencer work with other marketing channels

Potential drawbacks include longer timelines, higher minimum budgets, and less emphasis on constant micro-testing compared with performance-first shops.

Balancing brand control and authenticity

*Many marketers quietly worry about finding the right balance between control and authenticity in influencer content.* Over-scripting creators can make content feel like ads, but too much freedom can lead to off-brand messages.

When talking to either partner, ask how they handle creative briefs, approvals, and revisions, and what they have learned about the sweet spot for your industry.

Who each agency is best for

Instead of treating one partner as “better,” it’s more accurate to think in terms of fit. Your team size, growth stage, and goals should guide which route you take.

Brands that tend to fit better with performance-first partners

• Early to mid-stage DTC brands pushing paid social hard
• Apps and SaaS products focused on cost per acquisition
• Ecommerce brands needing ongoing fresh ad creatives
• Marketers comfortable with experimentation and fast iteration
• Teams that prefer scrappy, native-looking content over polished shoots

If your main question is “How can we turn creators into a reliable growth channel?” this path probably deserves a serious look.

Brands that tend to fit better with global brand-led agencies

• Established brands planning global or regional launches
• Luxury, fashion, and beauty labels with strong visual standards
• Companies that want headline influencer partnerships or ambassadors
• Marketing teams that value deep creative collaboration and decks
• Brands with existing PR and brand teams needing tight alignment

If you measure success more in brand lift, prestige, and long-term positioning, the global creative approach will likely feel closer to home.

When a platform like Flinque can make more sense

Not every brand wants or needs a full-service agency retainer. Some have strong in-house marketers and just need better tools to find creators and manage workflows.

That’s where a platform-based alternative such as Flinque can be a better fit, especially if you prefer keeping strategy and creator relationships owned internally.

Why some brands choose a platform instead

• You have internal staff who can run outreach and negotiations
• You want more direct, long-term relationships with creators
• You prefer software fees to open-ended agency retainers
• You’re testing influencer work at smaller budgets before scaling

In this setup, you use the platform for creator discovery, outreach, and campaign tracking, while your team handles creative direction and communication.

This route can be especially attractive for brands that expect to run influencer campaigns continually and want to build an internal competency, not only outsource.

FAQs

How do I decide between a performance-focused influencer agency and a brand-led one?

Start with your main goal. If you care most about measurable sales and content volume, lean performance-first. If you need polished storytelling and global alignment, a brand-led partner may fit better.

Can I work with both types of influencer partners at once?

Yes, some brands split roles. A global agency leads flagship campaigns, while a performance-focused partner manages always-on UGC and ad creatives. Just ensure responsibilities are clear to avoid overlap.

Do these agencies only work with big brands and budgets?

Not always, but minimum budgets vary. Performance-driven agencies sometimes have more flexible entry points, while global creative shops often expect higher spends for complex campaigns.

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

Timelines range from a few weeks for simple performance activations to several months for global, multi-market programs. Brief clarity, approval speed, and creator availability all affect timing.

What should I ask during my first call with an influencer agency?

Ask about their process, typical budgets, creator selection criteria, reporting, and how they’ve handled brands similar to yours. Request real examples and learn what they consider a successful outcome.

Conclusion: choosing the right fit for your brand

Your ideal influencer partner depends on what you want most from creators. If you want a constant flow of content and tight performance tracking, a performance-first agency is often the better choice.

If your priority is a polished brand presence, hero collaborations, and globally consistent storytelling, a creative-led partner like IMA will likely feel more aligned with your needs.

For teams with strong internal marketers and limited budgets, a platform such as Flinque can give you control without long-term retainers, though it demands more hands-on work.

Clarify your goals, budget, and desired level of involvement, then speak openly with each provider about expected outcomes and ways of working before you commit.

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.