Influencer Marketing Factory vs Obviously

Why brands weigh different influencer agencies

Choosing an influencer partner is harder than it looks. You are trusting another team with your brand voice, budget, and relationships with creators. That is why many marketers look closely at Influencer Marketing Factory and Obviously before signing a deal.

Both companies focus on full service influencer campaigns, but they do not work the same way or suit the same type of client. You are likely looking for clarity on services, day to day support, and the kind of results each tends to deliver.

In this overview I will walk through what each agency is known for, how they run campaigns, who they usually serve best, and where there may be trade offs.

What these agencies are known for

The primary keyword for this topic is influencer marketing agencies. Both organizations fall clearly into that category, but each has built a different reputation over time.

Influencer Marketing Factory is widely associated with social first campaigns on platforms like TikTok, Instagram, and YouTube. They often highlight their work with consumer brands that want culturally relevant, short form content.

Obviously is better known for handling large scale programs with many creators at once. Enterprise brands and global companies often turn to them for multi market campaigns or long term influencer programs.

At a high level, you can think of one as leaning into culture and creative and the other as leaning into scale and process. That is an oversimplification, but it helps frame the rest of the discussion.

Influencer Marketing Factory in plain language

Influencer Marketing Factory is a full service agency focused on matching brands with creators, shaping content ideas, and managing campaigns from start to finish. They emphasize strategy, creator sourcing, content production guidance, and performance tracking.

Core services you can expect

While offerings may evolve, brands typically see a mix of these services:

• Influencer discovery and vetting across TikTok, Instagram, YouTube, and more
• Creative concepting and campaign planning tailored to each social platform
• Contracting, usage rights, and creator communication
• Content review to keep posts on brand and compliant
• Paid media support for boosting top performing influencer content
• Reporting on reach, engagement, and conversions

For many clients this feels like an outsourced influencer team that plugs directly into their wider marketing efforts and internal stakeholders.

How they tend to run campaigns

Campaigns usually start with a discovery and planning phase. The agency learns about your brand, customers, and market, then suggests platforms, creator types, and content angles that fit your goals.

They then source creators using a mix of tools, existing relationships, and manual research. You can expect proposals with creator lists, performance metrics, and example content before you approve final choices.

Once creators are locked in, the team coordinates briefs, content timelines, review rounds, and posting schedules. Many brands appreciate having a single point of contact instead of emailing dozens of creators directly.

Creator relationships and brand fit

Influencer Marketing Factory maintains ongoing relationships with a wide range of creators, but still positions itself as platform agnostic. They usually look first for brand fit, audience quality, and storytelling ability, rather than just follower count.

Typical clients include consumer brands in beauty, fashion, lifestyle, tech, apps, and entertainment that want to lean into short form video, trends, and culture. Startups looking for growth and mid sized brands testing new markets can be a strong fit.

Larger brands also work with them, but their sweet spot often sits with marketers who want a flexible, social native partner rather than a rigid, traditional agency structure.

Obviously in plain language

Obviously is also a full service influencer marketing agency, but with a strong emphasis on handling complex, multi creator and multi country campaigns at scale. They highlight their experience with household name brands and long term programs.

Services they typically provide

Obviously usually offers a similar core set of influencer services, with added focus on scale and logistics:

• Influencer discovery and recruitment across many markets and languages
• Managing ambassador programs and recurring collaborations
• Shipping and tracking large volumes of product to creators
• Handling legal terms, disclosures, and brand safety checks
• Content review, feedback, and approval pipelines
• Detailed performance reporting for multiple regions or product lines

This structure is appealing to global brands that must coordinate many stakeholders, local teams, and large budgets.

Campaign style and execution

Obviously often builds frameworks that can be reused and scaled, rather than one off stunts. You may see them design a playbook for a category, then run it across countries with different creators and local tweaks.

They are comfortable with volume, whether that means many micro influencers, many posts per campaign, or always on influencer activity throughout the year. Their processes are built to keep this manageable for your internal team.

For marketers, this can feel like gaining a dedicated influencer operations team that knows how to keep everything moving smoothly across regions and quarters.

Creator relationships and typical clients

Obviously has built a large network of creators over time and tends to maintain structured relationships with them. That can help speed up recruitment, especially when you need dozens or hundreds of influencers who meet specific criteria.

They commonly work with global consumer brands, large ecommerce companies, tech giants, and established players in fashion, beauty, and lifestyle. These companies often have defined brand guidelines and must coordinate with legal, compliance, and regional marketing teams.

Smaller brands can still work with them, but their strengths really show when there is complexity and scale involved, not just a single test campaign.

How the two agencies differ in practice

On the surface both are influencer marketing agencies that manage creators and campaigns. The real differences show up in how they prioritize creative, scale, and collaboration with your team.

Focus on culture versus focus on scale

Influencer Marketing Factory often emphasizes being close to social culture and trends. Marketers who want fresh ideas, nimble testing, and strong storytelling on video platforms may feel especially at home there.

Obviously leans more into scale and structure. When you are coordinating dozens of markets or thousands of posts a year, having proven workflows and logistics becomes more important than chasing every new meme.

Campaign style and flexibility

The Factory tends to work well for brands that want to experiment, try new formats, and adjust quickly based on early results. They often design creative led concepts specifically for each platform.

Obviously shines when you already know the broad direction and now need a reliable system to roll it out across many creators, regions, or product categories, with clear documentation and oversight.

Client experience and communication

Your day to day experience will depend on the specific team assigned, but there are some general patterns. The Factory may feel slightly more boutique and hands on, with more focus on creative back and forth.

Obviously may feel more like working with a large, structured partner where project management and process are front and center. This can be reassuring for enterprise brands that need regular updates, clear reporting, and predictable workflows.

Neither approach is right or wrong. It comes down to how your internal team likes to work, how much guidance you need, and how much volume you plan to run.

Pricing approach and how work is scoped

Both companies typically use custom pricing rather than public, fixed packages. Costs depend on the size and length of your campaign, creator fees, and the amount of strategy and management support required.

Common pricing elements with these agencies

• Campaign strategy and planning fees, often as part of an overall management rate
• Creator fees, which vary by platform, audience size, and deliverables
• Agency management costs for sourcing, communication, and reporting
• Additional spend for paid boosting, whitelisting, or content usage rights
• For longer programs, monthly retainers covering ongoing management

Influencer Marketing Factory may be more flexible with smaller starting budgets focused on testing concepts and platforms. Obviously often works with larger budgets and longer time frames, especially for global brands.

Either way, expect to receive a custom quote after sharing information about your goals, target countries, preferred platforms, and approximate timeline.

Strengths and limitations

Every influencer partner has strengths and trade offs. Understanding these upfront can help you decide whether either agency truly matches what your brand needs right now.

Where Influencer Marketing Factory stands out

• Strong focus on short form, social native content and trends
• Good fit for brands leaning into TikTok, Instagram Reels, and YouTube Shorts
• Creative driven approach that can unlock new storytelling angles
• Often well suited to growth minded startups and mid sized brands

A common concern is whether a creative first agency can also deliver consistent, trackable performance metrics that satisfy internal stakeholders.

On the limitation side, brands planning huge, multi country programs may feel the need to confirm that the team and processes can scale to their level of complexity.

Where Obviously shines

• Built to manage high volumes of creators and content
• Experience with global brands and cross market coordination
• Structured processes for approvals, product shipping, and compliance
• Ability to run always on influencer programs, not only one offs

The trade off can be that very small brands or early stage startups may feel less like a core focus when compared to enterprise accounts.

Some marketers also wonder whether a very process driven partner will push creative boundaries enough or if campaigns may feel more standardized across markets.

Who each agency is best for

Your stage, budget, and goals play a huge role in choosing the right fit. Here is a practical way to think about who tends to get the most value from each agency.

Best fit for Influencer Marketing Factory

• Consumer brands wanting to bet heavily on TikTok or Instagram Reels
• Startups and mid sized companies testing influencer marketing for growth
• Marketers who value creative ideas, cultural relevance, and speed
• Brands launching products where storytelling and trends matter more than strict templates
• Teams that prefer close creative collaboration with an external partner

Best fit for Obviously

• Large brands planning multi country or multi language campaigns
• Marketing teams needing hundreds of creators, not just a handful
• Companies seeking structured ambassador or affiliate programs at scale
• Organizations with strict brand, legal, or compliance rules
• Internal teams that need predictable reporting and detailed documentation

If you do not clearly fit one pattern or the other, it can still help to speak with both. The way they respond to your brief will tell you a lot about cultural fit and working style.

When a platform alternative makes more sense

Full service agencies are not the only route. Some brands prefer a platform based approach, where their internal team manages campaigns directly using software instead of a large external retainer.

Tools like Flinque, for example, give brands a way to search for creators, manage outreach, track content, and report on results inside one system. You keep more control in house while still getting structure.

This approach can make sense when you have:

• An internal marketer who wants to stay close to creators and content
• Budget constraints that make full agency fees hard to justify
• Ongoing, lower volume campaigns rather than huge launch pushes
• A need for transparency into every creator relationship and message

Agencies are still valuable, especially for creative strategy and complex logistics. But if you prefer building influencer skills inside your own team, a platform can be a practical alternative or complement.

FAQs

How do I choose between these two agencies?

Start with your goals, budget, and internal capacity. If you need creative, culture driven campaigns with flexible budgets, the Factory may align well. If you need scale, global reach, and strict processes, Obviously is often a better fit.

Can small brands work with either agency?

Yes, but the experience will differ. Influencer Marketing Factory may feel naturally aligned with growing brands and first time influencer campaigns. Obviously tends to be most efficient for brands with larger budgets and long term influencer plans.

Do these agencies only handle social content?

Influencer work is mostly social, but content often extends to websites, ads, and email. Both agencies can help negotiate usage rights so you can repurpose creator content across your wider marketing channels when agreements allow.

How long does it take to see results from influencer campaigns?

Many brands see early signals within weeks of launch, but stronger outcomes build over multiple campaigns. Allow time for testing creators, creative angles, and platforms, then lean into what works rather than expecting a one off miracle.

Should I use a platform like Flinque or hire an agency?

If you want to stay hands on, learn influencer marketing, and manage costs, a platform can be ideal. If you lack time, need complex logistics handled, or want outside creative leadership, a full service agency is usually the better choice.

Conclusion: choosing the right partner

Your best influencer partner depends less on their sales deck and more on your brand’s stage, resources, and risk tolerance. Think carefully about how much help you need, how fast you want to move, and how complex your plans are.

Influencer Marketing Factory tends to suit brands that want culture first creativity, nimble testing, and hands on collaboration across social platforms. It feels like plugging a social native team into your brand without building that team internally.

Obviously is often a better match for larger companies running high volume or global programs that demand strict processes, detailed reporting, and the ability to handle many creators at once without chaos.

If you prefer to own everything in house and keep costs flexible, exploring a platform like Flinque can also be smart. That route trades some done for you support for control, transparency, and skill building inside your team.

Before deciding, define what success looks like, what you can realistically manage internally, and how much creative risk you are comfortable with. Then speak openly with each partner about these points and choose the one whose answers feel aligned, specific, and honest.

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.