LTK vs Obviously

Why brands weigh up different influencer agencies

Brands often reach a point where paid social ads plateau and word of mouth becomes more valuable. That is usually when influencer campaigns move from experiments to a serious budget line.

At that stage, choosing the right agency partner can feel risky. You are trusting someone else with your brand voice, budget, and relationships with creators who shape public opinion about you.

Names like LTK (formerly LIKEtoKNOW.it and rewardStyle) and Obviously Agency tend to show up on the same shortlist. They are both well known, but the way they work and the clients they suit can be quite different.

You might be wondering whether you need a heavy focus on shopping and sales, or if you want broader reach, content, and creative ideas across more channels. You might also be torn between a large, established name and a more nimble partner.

What these influencer agencies are known for

The primary keyword for this page is influencer brand partnerships. Both agencies help brands show up through creators instead of traditional ads, but they carved out different reputations.

LTK is best known for its deep roots in fashion, beauty, lifestyle, and shopping content. It grew out of an affiliate-style ecosystem where creators share shoppable posts and earn fees from sales.

That means many marketers see LTK as closely tied to commerce, conversions, and content that drives people to buy. It also tends to attract creators who already understand affiliate links and product-focused storytelling.

Obviously, by contrast, is often seen as a full-service influencer partner across many categories. Think tech, consumer packaged goods, retail, beauty, and even B2B or niche spaces.

It is known for handling everything from creator casting and briefs to content production, logistics, and reporting. The vibe is less about one shopping ecosystem and more about custom builds for each brand.

Inside LTK and how it works with brands

LTK operates at the crossroads of creators, shoppers, and brands. Its roots go back to helping influencers turn their social posts into shoppable content with trackable links and commissions.

Core services brands usually see from LTK

While exact offerings may change, brands typically look to LTK for a mix of campaign help and access to its creator and shopper community.

• Access to a large network of lifestyle, fashion, beauty, and home creators
• Campaign strategy focused on shoppable content and measurable sales
• Creator selection and management within its ecosystem
• Support with content formats across Instagram, TikTok, blogs, and the LTK app
• Performance tracking tied closely to click-throughs and purchases

Because LTK has its own app and shopping environment, campaigns can often show up there as well as on social platforms. That adds another layer of exposure to engaged shoppers.

How LTK usually runs campaigns

Campaigns often start by defining the sales or awareness goal, then matching it to the right types of creators. The focus tends to be on content that shows products in everyday use.

A typical flow might include creator shortlists, approval, product seeding, content creation, and live posts across agreed channels. The LTK team helps keep things organized and on track.

Reporting commonly leans toward performance data that matters to e-commerce and retail teams. For example, clicks, attributed sales, top performing creators, and content that moved people to buy.

Creator relationships and ecosystem

LTK’s creator network skews heavily toward lifestyle categories where visuals and styling are central. Many creators treat it as a meaningful part of their income, so they know how to present products well.

Because there is a long history of affiliate-style earnings, creators in this space may be especially focused on content that converts. That can benefit brands with clear product offerings and strong visuals.

However, it can also mean the environment is more commerce-centric, which may or may not be what you want if your goal is thought leadership or complex storytelling.

Typical client fit for LTK

LTK tends to resonate with marketers whose main focus is selling products online or driving store traffic. The strongest fits usually look like this:

• Fashion, beauty, and lifestyle e-commerce brands
• Retailers with many SKUs and regular launches
• Home decor, parenting, and wellness brands with visual products
• Direct-to-consumer founders focused on measurable revenue

It can also work for larger brands wanting a clear link between influencer content and tracked sales. Those with good creative assets and clear offers will likely see the best results.

Inside Obviously Agency and how it works with brands

Obviously Agency is widely seen as a full-service influencer partner that supports brands across strategy, operations, and creative. It tends to work across many verticals.

Core services brands usually see from Obviously

The agency’s pitch is often centered on end-to-end management, taking the workload off internal teams while still aligning closely with brand goals.

• Influencer strategy across platforms like TikTok, Instagram, YouTube, and more
• Creator discovery, vetting, and contracting based on brand needs
• Campaign management, timelines, and approvals
• Content production support and creative direction
• Reporting and insights with an emphasis on reach and engagement

Although Obviously has its own processes and tech to keep work organized, it is still primarily a service-based partner rather than a software product you log into and manage yourself.

How Obviously usually runs campaigns

Campaigns often open with a strategy phase where the team looks at your objectives, audience, and past learnings. From there, they build a creative angle and decide which platforms fit best.

The agency then sources creators, manages outreach, handles contracts, and coordinates content. Your team typically approves creators and key pieces of content before anything goes live.

Reporting may include reach, impressions, engagement, and conversions, depending on what you track. Storytelling impact and brand lift can also be part of the discussion for larger campaigns.

Creator relationships and categories

Obviously tends to work across many types of creators, from nano influencers to large personalities. That mix can include lifestyle names, gamers, tech reviewers, parents, and more.

Because the agency is not tied to one shopper app or affiliate network, it can be more flexible about where and how content shows up. That can be useful for complex launches or global rollouts.

Brands that value editorial-style storytelling or multi-channel content may find this broader creator approach more natural than a purely shoppable focus.

Typical client fit for Obviously

Obviously is often a match for marketing teams looking for a large, full-service partner that can integrate with broader brand and media plans.

• Global brands needing multi-market influencer support
• Consumer packaged goods, tech, and lifestyle companies
• Brands launching new products or entering new markets
• Teams wanting heavy support on logistics and creative

It can also be suitable for mid-sized companies that want sophistication without building a whole in-house influencer team.

Key differences in style and focus

On paper, both agencies run influencer campaigns. In practice, the experience and outcomes can feel very different depending on what you need.

Commerce-heavy versus broad storytelling

LTK grew from a shopping-first mindset, so much of its value lies in shoppable content and direct sales impact. If your main metric is revenue, that alignment can be powerful.

Obviously leans more toward full-funnel campaigns. That means brand awareness, storytelling, and community-building often sit alongside conversion goals, especially for bigger launches.

Owned ecosystem versus open network

LTK’s strength is its own ecosystem: the app, the shopping environment, and the creator network built around it. This adds a distribution channel that competitors may not match in the same way.

Obviously does not anchor everything in one app or marketplace. Instead, it works across whichever platforms matter most to your audience, from TikTok trends to YouTube deep dives.

Type of collaboration with your team

With LTK, collaboration is often oriented around the shopping journey and optimizing what drives sales. You may spend more time refining product angles, bundles, and seasonal pushes.

With Obviously, your conversations might center more on campaign themes, creator archetypes, and how influencer work ties into your other marketing efforts, such as TV or paid social.

Pricing approach and how work is structured

Neither agency publishes simple, fixed plans for all brands. Pricing usually depends on your scope, market, and goals, and is often discussed through custom quotes.

Common pricing elements you may encounter

• Overall campaign budget, including creator fees and agency services
• Retainer models for ongoing management across the year
• Project-based pricing for seasonal pushes or product launches
• Additional costs for content usage rights, whitelisting, or paid amplification
• Possible extra work for strategy, research, or creative production

It is normal for brands to underestimate how much creator fees and production can add up, especially when they want high volume or top-tier names.

How LTK often structures work

LTK engagements frequently revolve around driving shoppable results. That means budgets are aligned with expected reach, content volume, and sales targets.

Some brands may work with LTK on ongoing programs, while others focus on key seasons like holidays or major launches. The balance between platform opportunities and standard influencer content will also affect cost.

How Obviously often structures work

Obviously tends to structure engagements around broader campaign needs, such as a brand refresh, new market entry, or always-on influencer presence.

Costs may reflect both the day-to-day management effort and the creative development required. Large campaigns involving multiple countries or many creators will naturally be more expensive.

Strengths and limitations to keep in mind

Every agency comes with trade-offs. Understanding those trade-offs early can help you avoid mismatched expectations and wasted budget.

Where LTK tends to shine

• Strong track record with fashion, beauty, and lifestyle brands
• Deep experience with shoppable content and commerce-focused campaigns
• Access to creators who already understand how to sell through content
• Clear alignment between influencer work and product discovery

A common concern is whether a commerce-heavy approach might feel too salesy for certain audiences or brand positions.

Possible limitations with LTK

• Best suited to brands with clear products, not abstract services
• May feel less tailored if you want niche influencers outside lifestyle
• Heavier tilt toward affiliates and sales may not match all branding goals

Brands needing deep thought leadership or B2B storytelling might find the environment less natural than more editorial-style options.

Where Obviously tends to shine

• Flexibility across categories, from beauty to tech to CPG
• Ability to handle complex, multi-channel campaigns
• End-to-end support that takes pressure off internal teams
• Potential for more tailored, creative-first storytelling

This can be especially helpful for large companies where many teams must align around one launch or long-term strategy.

Possible limitations with Obviously

• Broad focus may feel less specialized in pure shopping ecosystems
• Large full-service engagements can be costly for smaller brands
• Processes and approvals may feel heavier than with boutique shops

Smaller teams seeking quick tests or influencer seeding might feel that a large agency structure is more than they need at early stages.

Who each agency is best for

Thinking in terms of fit, rather than which agency is “better,” will usually lead to a smarter decision for your brand.

When LTK is likely a strong choice

• You sell physical products, especially in fashion, beauty, or home.
• Your main goal is to increase tracked sales through influencer content.
• You want access to creators who already excel at shoppable posts.
• Your team values data on clicks, conversions, and top-selling content.
• You are comfortable with a commerce-focused approach to storytelling.

When Obviously is likely a strong choice

• You need a partner for large, multi-platform influencer campaigns.
• Your goals include awareness, engagement, and long-term brand love.
• You operate across multiple markets or product lines.
• Your team wants robust support on logistics, contracts, and creative.
• You value flexibility to work with many types of creators.

When a platform like Flinque can make more sense

Not every brand is ready for full-service agency retainers. Some teams prefer to keep strategy in-house but need better tools to handle the heavy lifting.

This is where a platform-based option such as Flinque can be useful. Instead of hiring an agency, you use software to find creators, run campaigns, and track performance yourself.

A platform can be a better fit if you want:

• To test influencer marketing with smaller budgets before scaling
• Hands-on control over creator selection and relationships
• Faster experimentation without long procurement cycles
• To build internal knowledge rather than outsource everything

The trade-off is that your team must invest more time into learning the channel, setting strategy, and managing day-to-day details.

FAQs

Is one of these agencies better for small brands?

Smaller brands often feel pricing and minimums more sharply with large agencies. That does not mean you cannot work with them, but you may need a focused scope or consider platforms and boutique partners first.

Do these agencies only work with fashion and beauty brands?

No. LTK is strongly associated with fashion, beauty, and lifestyle, while Obviously works across many categories. However, both can support a range of consumer segments depending on your goals and budget.

Can I run influencer campaigns without any agency?

Yes. Many brands start by manually finding creators on social platforms, then later move to tools or agencies as complexity grows. The trade-off is time, expertise, and consistency versus cash outlay.

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

Timelines vary, but you can often see early signals within weeks of a campaign going live. Lasting impact, such as brand lift or community growth, tends to build over several months of consistent activity.

Should I prioritize sales or awareness with influencer marketing?

Ideally, you design campaigns that support both. Early-stage brands may lean harder into sales, while established names often balance direct revenue with long-term brand building and loyalty.

Conclusion

Choosing between these influencer partners begins with a simple question: what matters most right now, sales or broader brand impact?

If your world revolves around shoppable content, tracked sales, and lifestyle creators, LTK’s commerce-focused roots may be a natural extension of your goals.

If you want a wider creative canvas, multi-platform storytelling, and full-service support across many markets and verticals, a partner like Obviously can be a better match.

Your budget and appetite for involvement also matter. Larger retainers can be justified if you need deep strategic guidance and execution. If you prefer to keep more control in-house, a platform route such as Flinque or smaller partners may feel more sustainable.

The best choice is the one that fits your business stage, internal resources, and the kind of relationships you want with creators. Start from your goals, not from the logo on the agency deck.

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.