NewGen vs LTK

Why brands look at different influencer agencies

Brands often compare influencer marketing agencies when they want real growth, not vanity metrics. You’re usually trying to understand who can actually drive sales, manage creators smoothly, and protect your brand while doing it.

On one side, there are newer, nimble teams like NewGen. On the other, more established players like LTK, originally known for creator-driven shopping and social commerce. Both can run influencer campaigns, but they tend to shine in different areas.

Before you choose, you probably want clarity on fit: who understands your niche, who can work with your budget, and who will feel like a true partner instead of just a vendor.

Table of Contents

• What each agency is known for
• Inside NewGen’s agency style
• Inside LTK’s agency style
• How the two agencies really differ
• Pricing approach and engagement style
• Strengths and limitations on both sides
• Who each agency is best for
• When a platform like Flinque makes more sense
• FAQs
• Conclusion: choosing the right fit
• Disclaimer

What each agency is known for

The primary phrase many marketers search around here is influencer agency selection. That’s really what you’re doing: choosing the partner that fits your goals, stage, and budget.

Both agencies sit in influencer marketing, but the way they’re positioned in the market isn’t identical.

What NewGen tends to be known for

NewGen is usually seen as a growth-focused influencer partner. The name alone signals “next generation,” and that’s generally how they’re positioned: modern, social-first, and closely tied to creators who move culture.

They typically lean into platforms like TikTok, Instagram Reels, and creators who can spark short-form attention. The draw for brands is often speed, trend fluency, and hands-on campaign delivery.

What LTK tends to be known for

LTK, originally RewardStyle and LIKEtoKNOW.it, built its name by helping creators earn from shoppable content. Over time, it expanded to support brands with influencer strategy and managed campaigns.

It’s widely associated with fashion, beauty, lifestyle, and retail. Many brands think of LTK when they want creator content that directly drives trackable shopping behavior.

Inside NewGen’s agency style

NewGen usually operates like a focused, campaign-driven influencer shop. Their value comes from knowing what’s trending now and matching brands with creators who feel native to those spaces.

Services NewGen commonly offers

Service menus vary, but a typical setup from a team like this often includes full campaign planning and creator sourcing. You brief them on goals, and they handle the moving parts.

• Influencer discovery and vetting across key social platforms
• Campaign strategy mapped to launches, seasons, or always-on needs
• Brief creation, messaging, and content direction
• Contracting, negotiation, and creator management
• Content approvals and brand safety checks
• Reporting on reach, engagement, and conversions

Some teams also support whitelisting, paid amplification, and repurposing creator content for ads or email.

How NewGen typically runs campaigns

A newer, social-native agency usually favors fast iteration. Instead of a single big launch, you might see waves of content, testing different creators and hooks, then boosting what works.

Campaigns often lean into short-form video, challenges, trends, and creator storytelling that doesn’t feel like a polished TV ad. The idea is to blend in with what people already watch.

Creator relationships and talent style

NewGen-style teams often prioritize rising and mid-tier creators over just mega celebrities. These partnerships can feel more authentic, and many brands see stronger engagement and better cost efficiency there.

Because the agency is usually close to emerging talent, they may tap into creators before they explode, which can be a real advantage for trend-conscious brands.

Typical NewGen client fit

Brands that lean toward NewGen are often:

• Consumer brands targeting Gen Z and younger millennials
• Ecommerce and DTC companies needing measurable growth
• Apps, SaaS, or digital-first products wanting user acquisition
• Challenger brands looking to punch above their weight

These clients usually value speed, experimentation, and content that feels culturally on time more than traditional polish.

Inside LTK’s agency style

LTK is known more for creator-led shopping than purely one-off influencer stunts. Its core strength lies in long-built relationships with lifestyle, fashion, and beauty creators who are used to driving purchases.

Services LTK commonly offers brands

Beyond its creator marketplace roots, LTK provides brand-facing services that look like a managed influencer program.

• Strategy around creator content that moves shoppers to buy
• Curation of creators with strong purchase influence
• Campaign management tied to key retail moments and drops
• Support with trackable links, shopping experiences, and content usage
• Reporting focused on clicks, sales, and attributed revenue

This is especially attractive for brands that live in style, decor, and beauty, where inspiration and shopping are tightly linked.

How LTK typically runs campaigns

Programs often center on shoppable content across Instagram, blogs, and other social platforms. Creators are encouraged to share outfit ideas, routines, and product roundups that feel natural to their audience.

Instead of just one burst, many partnerships are ongoing, with creators weaving your products into their daily content over time.

Creator relationships and network depth

LTK’s history gives it a broad network of creators already trained in using affiliate links and shoppable content formats. That means they understand how to both inspire and convert.

Many of these creators sit in mid and top tiers, with highly engaged communities that regularly buy based on their recommendations.

Typical LTK client fit

Brands that lean toward an LTK-style partner are often:

• Fashion and apparel companies
• Beauty and skincare brands
• Home decor and lifestyle retailers
• Brands with clear product catalogs and SKUs

These clients usually care deeply about measurable sales, seasonal pushes, and tying creator content to everyday shopping moments.

How the two agencies really differ

On the surface, both manage creators and run campaigns. Underneath, the feel and focus of the experience can be quite different.

Focus: culture waves versus shopping journeys

A newer, trend-led team like NewGen often optimizes for buzz, attention, and engagement that builds brand demand. LTK tends to center on shopping behavior and purchase intent, especially in lifestyle categories.

Think of it as “cultural relevance” on one side and “shoppable inspiration” on the other.

Channels and content style

NewGen-type agencies usually skew toward TikTok, Reels, YouTube Shorts, and any place where short-form video rules. Content often feels raw, quick, and native to the feed.

LTK-linked activations often involve Instagram, blogs, and static or video posts that highlight outfits, hauls, and product breakdowns with links to buy.

Scale and structure of programs

Nimble teams may favor curated talent pools and tight feedback loops, helping you pivot mid-campaign. Larger networks like LTK have breadth, with many creators across dozens of niches.

That breadth can be powerful, but it can also feel more structured, which some brands love and others find less flexible.

Client experience and communication style

You may notice more informal, rapid communication in smaller or newer agencies. Weekly touchpoints, fast changes, and creative back-and-forth are common.

In larger operations, you’re more likely to have defined processes, regular reporting cycles, and structured planning, which can feel reassuring for big marketing teams.

Pricing approach and engagement style

Influencer agencies rarely publish flat price lists, because every campaign is different. Still, there are common patterns you can expect when talking about money.

How agencies usually price influencer work

Most influencer partners charge based on a few main building blocks.

• Creator fees for content and usage rights
• Agency management fees or retainers
• Production or content editing, if needed
• Paid media or amplification budgets
• Strategy and reporting time

Instead of fixed plans, you typically get a custom quote based on your goals, deliverables, and timeline.

Engagement styles you might encounter

With a NewGen-style team, you might see project-based campaigns for launches or seasonal moments, plus the option of longer retainers for ongoing work.

LTK and similar partners often support recurring programs tied to retail seasons, product drops, and evergreen affiliate-style promotion.

What influences your final cost

Your budget will move up or down depending on:

• Number of creators and their reach level
• Content volume and format types
• How long and where you want to reuse the content
• Markets and languages involved
• How much strategy, reporting, and testing you expect

Always ask for clarity on what’s included in management versus what’s purely creator spend.

Strengths and limitations on both sides

Every agency model brings tradeoffs. Understanding them up front saves you from surprises later.

Where a NewGen-style partner tends to shine

• Fast, culture-aware creative that feels organic on TikTok and Reels
• Access to up-and-coming creators and fresh voices
• Flexibility to test, learn, and pivot quickly mid-campaign
• Closer alignment with performance marketing thinking in many cases

A common concern is whether newer teams can handle complex, multi-market programs without dropping details.

Where LTK-style programs stand out

• Deep roots in shoppable content and social commerce
• Strong track record in fashion, beauty, and lifestyle sales
• Broad creator network with proven purchase influence
• Structures that help big teams track impact over time

Many brands quietly wonder if they’ll stand out enough in a large creator ecosystem or feel like just another account.

Shared limitations to keep in mind

• Influencer results can be unpredictable, even with strong planning
• High-profile creators may be expensive and booked far in advance
• Content approvals can slow things down if your team is too hands-on
• Attribution is never perfect, especially across multiple channels

Any agency should be honest about what they can and cannot control.

Who each agency is best for

Thinking in terms of “best fit” rather than “better or worse” usually leads to smarter choices.

When a NewGen-style agency is a strong fit

• You’re a newer or challenger brand wanting fast visibility.
• Your audience lives on TikTok, Instagram Reels, or YouTube Shorts.
• You’re open to testing many creators and creative angles.
• You care about awareness, social proof, and performance together.
• You prefer a nimble partner that can move quickly with trends.

When an LTK-style partner is a strong fit

• You sell fashion, beauty, home, or lifestyle products.
• Your goal is driving trackable sales and repeat shopping.
• You want creators with proven buying influence.
• You have seasonal launches and retail moments to support.
• You’re comfortable in a structured program environment.

Questions to ask yourself before choosing

• Is my main goal awareness, sales, or both?
• Do I want a big network or a sharp, curated group of creators?
• How much internal time can my team give to campaigns?
• Am I ready for long-term creator relationships, not just one-offs?

Your honest answers will point you toward the right style of agency.

When a platform like Flinque makes more sense

Not every brand needs a full-service agency. Some prefer to keep control in-house and use a platform to run creator work themselves.

What Flinque offers as a platform

Flinque is built as a platform-based alternative, letting brands discover, manage, and track creators directly. Instead of an agency managing everything, your team uses the software to run campaigns.

This can fit teams that already have a marketer or small growth squad willing to own influencer efforts day to day.

When a platform-first approach is smarter

• You want to avoid ongoing agency retainers.
• Your team is comfortable handling briefs, outreach, and approvals.
• You prefer to build direct relationships with creators.
• You want more visibility into performance at a granular level.

In these cases, a platform like Flinque can feel more like an in-house toolkit than an external partner calling the shots.

FAQs

How do I know which influencer agency style is right for my brand?

Start with your main goal: awareness or sales. Then look at your audience’s main platforms and your internal capacity. Match those answers to the agency’s strengths, and ask for relevant case studies before deciding.

Can I work with both a trend-focused agency and LTK at the same time?

Yes, many brands blend partners. One can focus on short-form buzz, while LTK-style programs drive shoppable content. Just be clear on roles, territories, and content rights to avoid overlap and confusion.

How long should I commit to influencer campaigns?

Expect at least three to six months to see patterns, then build longer partnerships with top performers. One-off bursts can help launches, but consistent creator relationships usually drive better trust and results.

What should I look for in influencer campaign reports?

Beyond reach and likes, focus on saves, shares, click-through, and sales where possible. Ask to see which creators overperformed, what content angles worked best, and how insights will shape the next wave.

Do I need a big budget to see results with influencers?

You don’t need celebrity budgets, but you do need realistic expectations. Micro and mid-tier creators can be powerful. The key is matching budget to your goals and selecting the right mix of creators and content volume.

Conclusion: choosing the right fit for your brand

Choosing between different influencer partners isn’t about finding a universal winner. It’s about aligning with your goals, audience, and working style.

If you want fast-moving, culture-led content and you’re ready to experiment, a NewGen-type partner may be ideal. If your focus is shoppable content and lifestyle sales, an LTK-style setup likely suits you better.

For teams that prefer full control and lower ongoing fees, a platform like Flinque can replace or complement agency support.

Clarify your objectives, budget, and how involved you want to be day to day. Then speak with each option, ask for relevant examples, and choose the one that feels like a long-term partner, not just a vendor.

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.