NewGen vs Sway Group

Why brands look at two different influencer agencies

When you start searching for influencer support, it’s easy to land on two very different agencies and wonder which one fits your brand. That’s often what happens when marketers compare NewGen with Sway Group.

You’re usually not just asking “who is better?” You’re really asking who understands your audience, your goals, and your budget, and who will actually move the needle.

Table of Contents

• What each agency is known for
• Inside NewGen’s way of working
• Inside Sway Group’s way of working
• How the two agencies truly differ
• Pricing approach and ways of working
• Key strengths and common limitations
• Who each agency is best for
• When an influencer platform might make more sense
• FAQs
• Conclusion: choosing the right partner
• Disclaimer

What each agency is known for

The primary keyword for this page is influencer marketing agency choice, because that’s the decision you’re really making. You’re trying to choose a partner that can turn creator content into real results.

While details can shift over time, both agencies are generally known for full service campaign support rather than DIY software.

What NewGen is usually associated with

NewGen tends to be associated with modern, social first campaigns. Think short form video, trending sounds, and content that feels native on platforms like TikTok and Instagram Reels.

Brands that gravitate here often want fresh content, faster testing, and a team that feels plugged into current culture.

What Sway Group is usually associated with

Sway Group is often recognized for structured influencer programs and a strong focus on brand safety and reliability. Their roots are in blog and social creator campaigns, especially for consumer brands.

Many marketers turn to them when they need predictable delivery, polished reporting, and tight control over messaging.

Inside NewGen’s way of working

While exact offerings change, NewGen operates as a full service influencer marketing partner. That means they handle most campaign steps from creator outreach through reporting.

Services NewGen typically offers

You can usually expect support such as:

• Influencer discovery and vetting across major social platforms
• Campaign planning and creative concepts built around trends
• Contracting, briefing, and day to day creator management
• Content approvals and brand safety checks
• Performance tracking and recap reports

Some teams also support usage rights, whitelisting, and repurposing creator content in ads.

NewGen’s style of campaigns

Campaigns tied to this type of agency usually lean into what’s working right now on social. You’ll often see:

• Short, snackable videos rather than long scripts
• Creator led storytelling with light brand guardrails
• Quick testing of different hooks, angles, or formats
• Momentum driven timelines around cultural moments or seasons

This approach can feel fast and flexible, which works well if your brand voice is already casual and social native.

Creator relationships and community

NewGen style agencies often maintain a strong bench of creators who are comfortable experimenting. They may not all be household names, but they typically know how to make content that stops the scroll.

Expect a mix of mid sized and smaller creators, sometimes with a few bigger names, depending on your budget.

Typical brands that fit NewGen’s style

Brands that tend to fit well include:

• Consumer products targeting Gen Z and young millennials
• App based services, gaming, and entertainment
• Emerging DTC brands pushing for fast growth and awareness
• Marketing teams comfortable with experimental creative

If you’re looking for buttoned up, heavily scripted content, you may find this style a bit loose.

Inside Sway Group’s way of working

Sway Group also operates as a full service influencer marketing agency with a focus on reliable delivery and detailed campaign structure.

Services Sway Group typically offers

Based on publicly available information, you can expect services such as:

• Influencer sourcing with an emphasis on quality and brand safety
• Campaign planning aligned with wider marketing calendars
• Brief creation, contracts, and compliance management
• Content review to keep messaging on point
• Reporting with reach, engagement, and content examples

Some campaigns may also include long form content, cross channel promotion, and live activations where relevant.

Sway Group’s style of campaigns

Creator content from their programs often feels polished but still personal. You’ll see:

• Cleared talking points that cover product benefits
• A mix of social posts, stories, and sometimes blog content
• Detailed timelines and scheduled rollouts
• Careful coordination around disclosures and compliance

This can be reassuring for categories like family, food, health, and household products where trust and clarity really matter.

Creator relationships and focus areas

Sway Group has long ties with lifestyle, parenting, and everyday consumer creators. Many have deeply engaged audiences built over years, not just viral spikes.

That depth can help when you need thoughtful storytelling, recipes, routines, or family oriented content that still feels real.

Typical brands that fit Sway Group’s style

Brands that often find a strong fit include:

• CPG and household brands
• Food and beverage companies
• Family, parenting, and education focused products
• Health and wellness brands with strict messaging needs

If your brand is very edgy or heavily trend driven, this approach may feel a bit more structured than you’d like.

How the two agencies truly differ

On the surface, both teams deliver influencer marketing. The differences tend to show up in style, pace, and the feel of your day to day relationship.

Approach to creative and control

A NewGen style partner usually leans into creator freedom, within guidelines, to keep content feeling organic to each channel.

Sway Group tends to maintain closer control of talking points and approvals, which can be comforting in regulated or sensitive categories.

Scale and campaign structure

Some programs prioritize rapid content volume across many creators, especially for launches or short runs. Others emphasize fewer, deeper partnerships over time.

Expect more structured calendars and clearly defined milestones with Sway Group, and more experimental pacing with the younger, trend first approach.

Client experience and communication style

If you prefer highly organized communication, frequent status updates, and tight documentation, you may lean toward the more established structures.

If you want a nimble partner who moves quickly with social trends and is comfortable iterating mid campaign, the modern leaning model may feel more natural.

Pricing approach and ways of working

Neither of these influencer agencies operates like a low cost software subscription. You’re paying for strategy, relationships, and execution.

How brands are usually charged

Most influencer agencies use a mix of:

• Custom campaign budgets based on scope and deliverables
• Management fees for planning and execution
• Influencer payments, often passed through at cost
• Optional retainers for ongoing, year round programs

Exact pricing is usually shared only in private proposals once your goals and budget are clear.

What tends to drive cost up or down

Key cost drivers usually include:

• Number of creators and content pieces
• Audience size and fame level of talent
• Platforms used and content formats needed
• Usage rights, whitelisting, or paid amplification
• Speed of turnaround and level of customization

The more complex and controlled the program, the more planning and oversight are required, which affects management fees.

Engagement style: projects vs retainers

Both agencies can typically support one off projects, especially for launches or seasonal pushes. Larger brands often shift into retainers to secure resources and consistent support.

Retainers can make sense if you’re planning always on influencer activity, not just a few spikes per year.

Key strengths and common limitations

Every agency has trade offs. Knowing them ahead of time helps you set realistic expectations.

Strengths you might see from NewGen’s style

• Fast moving creative tied closely to current social culture
• Content that feels native to platforms like TikTok and Reels
• Comfort working with emerging, highly creative talent
• Good fit for brands wanting bolder, less scripted work

Some brands worry this style might feel too loose for older or more traditional audiences.

Limitations to keep in mind for NewGen’s style

• May not be ideal for heavily regulated categories
• Fast paced testing can feel uncomfortable to risk averse teams
• Trend heavy content can age quickly if not planned carefully

Strengths you might see from Sway Group’s style

• Clear structure, timelines, and expectations
• Strong experience with family, lifestyle, and CPG brands
• Thorough vetting and brand safety focus
• Polished reporting and detailed recaps

Some marketers quietly worry that highly controlled messaging can make influencer content feel more like ads than real opinions.

Limitations to keep in mind for Sway Group’s style

• More structure can mean longer lead times to launch
• Heavier approvals may slow creative experimentation
• Very edgy, unconventional brands might feel constrained

Who each agency is best for

Instead of asking who is best overall, focus on who is best for your specific situation.

When a NewGen style partner usually fits

• You sell to Gen Z or young millennials on social first channels.
• Your brand voice is playful, direct, or informal.
• You’re comfortable with creators shaping the story.
• You want to try newer platforms or formats quickly.
• You can handle some creative risk in exchange for fresh ideas.

When Sway Group often makes more sense

• You’re a CPG, family, or lifestyle brand.
• Messaging must be accurate and tightly reviewed.
• You value structured timelines and predictable delivery.
• Your stakeholders expect detailed reporting and guardrails.
• You want long term relationships with trusted creators.

When an influencer platform might make more sense

Sometimes the best influencer marketing agency choice is actually not hiring an agency at all, especially if you have an in house team.

Platform based tools like Flinque offer another route.

How a platform like Flinque is different

Flinque is positioned as a software platform, not a service agency. It gives brands tools to:

• Search for and evaluate influencers directly
• Manage outreach, briefs, and content workflows
• Track performance and organize reporting in one place

You handle strategy and relationships, while the software supports the process.

When a platform could be better than an agency

• You already have marketing staff who can manage creators.
• You want more direct control over influencer choices.
• You prefer to invest in long term internal capability.
• Your budget fits software plus creator fees, but not big retainers.

If you’re new to influencer marketing or short on time, an agency may still be the safer place to start.

FAQs

How do I know if I need an influencer agency or a platform?

If you want experts to run everything for you, an agency is better. If you have team capacity and want to own relationships, a platform gives you tools while keeping control and costs in your hands.

What should I ask in my first call with an agency?

Ask about past work in your category, how they choose creators, how approvals work, average timelines, and how they measure success. Request real examples that match your goals and budget level.

Can small brands work with these agencies?

It depends on your budget. Some agencies focus on mid sized and large brands, while others take on test campaigns. Be transparent about spend early so no one wastes time.

How long does it take to launch an influencer campaign?

For most agencies, four to eight weeks is common from kickoff to first posts. Timelines depend on creator availability, approvals, and how complex the brief is.

What metrics should I focus on when judging results?

Align metrics with your goals. Awareness campaigns look at reach and views. Engagement campaigns focus on saves, comments, and shares. Performance campaigns track clicks, signups, or sales with clear tracking links.

Conclusion: choosing the right partner

Instead of searching for a winner, match each agency’s style to your needs. Think about your audience, how much control you want, and how experimental you can be with creative.

If you need structure and safety, a more established, polished partner likely fits. If you want trend driven, fast moving content, a newer, social native approach might win.

And if you have a capable internal team, a platform option like Flinque can help you build influencer programs without long term agency commitments.

Start by clarifying your goals, budget range, and comfort with risk. Once those are clear, the right choice usually becomes much easier to see.

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.