Obviously vs INF Influencer Agency

Why brands weigh up these two influencer agencies

When you start looking for outside help with influencers, two names often appear together: Obviously and INF.

Both work as full service influencer partners, but they feel very different once you dig into how they run campaigns and support brands.

Most marketers want to know three things before choosing either agency.

First, which one will actually move the needle on sales or signups, not just likes and views.

Second, how hands on they are, and how much work still lands on your plate.

Third, what type of brands they fit best, from fast moving consumer goods to luxury or B2B.

In this overview, we will use the primary keyword phrase influencer agency services to frame the differences in style, scale, and support.

What these agencies are known for
Obviously agency overview
INF agency overview
How the two agencies differ in practice
Pricing and how engagements usually work
Strengths and limitations
Who each agency is best for
When a platform like Flinque makes more sense
FAQs
Conclusion: choosing the right partner
Disclaimer

What these agencies are known for

Both agencies focus on influencer agency services across social platforms like Instagram, TikTok, YouTube, and sometimes blogs or podcasts.

They help brands plan campaigns, recruit creators, manage content, handle logistics, and report on results.

On the surface, they may look similar in scope.

Once you look closer, you will see differences in scale, the types of creators they lean on, and how tightly they hold your hand through the process.

Obviously tends to be associated with higher volume campaigns and data driven processes.

INF is often linked with more curated, relationship led programs and tailored collaborations.

Both partner with well known brands, but their style and culture can feel very different from the inside.

Obviously agency overview

Obviously is widely seen as a large, global influencer marketing agency that can handle complex, multi market campaigns.

They often highlight their technology, creator database, and ability to manage many influencers at once.

For brands, this usually translates to structured processes, strong reporting, and clear timelines.

Services typically offered by Obviously

Obviously promotes a full range of influencer services from early planning to end of campaign reporting.

Common offerings include:

Strategy and campaign planning
Influencer discovery and vetting
Contracting and negotiations
Content coordination and approvals
Product seeding and fulfillment support
Paid amplification and whitelisting support
Performance tracking and reporting
Long term ambassador program management

Not every brand needs every service, but most larger programs bundle several of these pieces under one engagement.

How Obviously tends to run campaigns

Obviously usually emphasizes structured workflows powered by internal tools and infrastructure.

They keep most coordination, messaging, and content logistics inside their team rather than asking brands to chase creators.

Campaigns often start with a clear creative brief and defined performance goals or key metrics.

Because they manage a large network, they can spin up campaigns with dozens or hundreds of creators when budgets allow.

For brands, this can feel like working with a partner that has clear playbooks and established processes.

Creator relationships and talent style at Obviously

Obviously works with a wide variety of creators from nano influencers to major talent.

Their model often leans on scalable outreach supported by their database and systems.

This can be useful when you want reach across many small and mid sized creators in different regions.

However, brands who want deeply personal, long running relationships with a small group of influencers should discuss how that looks in practice.

Typical client fit for Obviously

Based on publicly available case studies, Obviously often works with:

Global consumer brands launching in several markets at once
Retail and ecommerce companies looking for steady content and reach
Apps and tech products wanting performance minded campaigns
Brands needing frequent campaigns across multiple product lines

Companies with internal marketing teams but limited influencer expertise often lean on Obviously for end to end management.

INF agency overview

INF is also an influencer focused agency, but it is typically perceived as more boutique and relationship driven.

Their work often highlights strong creative direction and deeper collaboration with selected creators.

Rather than maximizing scale, they are more likely to prioritize fit, storytelling, and tailored partnerships.

Services generally offered by INF

INF also offers influencer agency services across strategy, execution, and measurement.

Common elements include:

Campaign strategy and creative concepts
Shortlisting and recruiting suitable influencers
Negotiating deliverables and content rights
Managing content feedback and revisions
Coordinating posting schedules and brand alignment
Monitoring performance and reporting insights
Setting up brand ambassador or long term deals

The difference is often less about what they do and more about how they do it and at what scale.

How INF usually runs campaigns

INF tends to keep programs more curated, focusing on influencers who really match the brand’s tone, values, and audience.

Instead of working with hundreds of creators at once, they may concentrate on fewer, more involved partners.

This style can result in tighter creative control and more authentic storytelling.

Brands often feel like they are working with a team that is closer to a creative agency than a pure volume player.

Creator relationships and talent style at INF

INF typically invests in relationship building, often working repeatedly with the same influencers where fit is strong.

This can lead to more loyal advocates and a more organic feel for the audience.

For categories like beauty, fashion, lifestyle, or niche interests, this approach can be valuable.

On the other hand, it might not be ideal if you need very rapid scale across many markets at the same time.

Typical client fit for INF

Public examples suggest INF often resonates with:

Brands focused on image, storytelling, and style
Emerging labels wanting to grow with specific creator communities
Companies launching hero products needing standout content
Marketers who value close collaboration on creative direction

It suits teams who care about nuance and are willing to invest time in shaping the story, not only the numbers.

How the two agencies differ in practice

At a distance, both partner with influencers and deliver campaigns across major platforms.

In practice, brands notice several meaningful differences between the two.

Scale and speed

Obviously is often better known for handling high volume programs with many creators and deliverables.

This can be helpful for major launches, seasonal pushes, or large ecommerce calendars.

INF usually keeps rosters smaller for each campaign, favoring quality of match over sheer numbers.

If you want wide coverage fast, the larger scale approach may appeal.

If you prefer depth of collaboration, the curated style might be right.

Creative approach and control

Obviously tends to operate with structured briefs and standardized workflows, while still allowing creator creativity.

INF may spend more time shaping each partnership and refining the storytelling angle creator by creator.

Brands who want a consistent, repeatable structure might lean toward Obviously.

Teams seeking highly bespoke, art directed content might find INF more appealing.

Reporting and data focus

Obviously strongly highlights data, dashboards, and measurable outcomes in their messaging.

INF also reports on performance, but external perceptions often link them more with creative outcomes and storytelling.

If your leadership cares most about reach, conversions, and clear metrics, the more data centric agency may align better.

If brand building, positioning, and content quality matter more, the creative led style may feel stronger.

Client experience and communication

Obviously’s structure can feel like working with a larger agency, with defined roles, processes, and timelines.

Communication may be formal and scheduled around your campaign calendar.

INF, being more boutique in feel, may provide a closer relationship with senior staff guiding your campaigns.

Some marketers like the structure of a large partner, while others prefer a smaller, more direct team.

Pricing and how engagements usually work

Neither agency publishes fixed prices because influencer programs vary widely by scope, region, and creator level.

Instead, both usually work with custom quotes or retainers based on your needs.

How budgets are usually structured

When you talk with either team, you can expect to discuss several budget buckets.

Campaign budget for paying influencers and covering content rights
Agency management fees for planning, coordination, and reporting
Potential retainer if you want ongoing monthly support
Extra costs like paid boosting, whitelisting, or additional content edits

Both agencies will normally build a proposal that blends these elements according to your goals.

Factors that influence cost

Key drivers of cost are typically similar for both agencies.

Number and tier of influencers you want to work with
Platforms involved and length of the campaign
Regions or countries included
Type of content, such as video versus static posts
Usage rights for paid ads or long term licensing
How much strategy and creative direction you require

Obviously may be better set up for large budgets stretched across many creators.

INF may focus more budget into fewer high impact collaborations.

Engagement style and commitment

Both agencies tend to prefer longer relationships because influencer work compounds over time.

That said, trial projects or smaller pilots can sometimes be arranged, depending on scope and timelines.

Expect to sign a services agreement, review scopes of work, and commit to timelines for approvals and feedback.

Strengths and limitations

Every agency has areas where it shines and places where it may not be the perfect fit.

Understanding these helps you match your expectations to what each team does best.

Where Obviously often shines

Handling complex, multi market campaigns with many influencers
Providing structured processes and clear project management
Offering strong data and performance reporting
Scaling up quickly when you need lots of content and reach

For brands used to working with larger agencies, this can feel familiar and reassuring.

Potential limitations of Obviously

May feel less personal for brands seeking intimate, boutique attention
High volume campaigns can risk some content feeling less unique
Creative experimentation may be constrained by standardized workflows

Some marketers worry that large scale partners may not fully grasp their brand’s subtle details.

Where INF often shines

Curated, brand aligned influencer selection
Close creative collaboration with talent and brand teams
Building deeper relationships with a core group of creators
Producing content that feels highly tailored and storytelling driven

This can be powerful for lifestyle, fashion, and niche communities where authenticity is paramount.

Potential limitations of INF

May not be ideal for very high volume, global programs
Deeper creative work can require more time and brand involvement
Smaller rosters might limit ultra rapid scaling across new regions

Marketers needing quick, large scale activations may find this approach slower or more deliberate than desired.

Who each agency is best for

The right choice depends on your goals, timelines, budget, and how involved you want to be.

Brands that often fit best with Obviously

Large or fast growing consumer brands planning frequent launches
Companies needing influencers in several markets or languages
Teams that value robust reporting and data storytelling
Marketers who prefer clear, repeatable processes and strong project management
Brands wanting to test many creators before locking in ambassadors

Brands that often fit best with INF

Brands for whom visual identity and storytelling are central
Smaller or mid sized companies wanting high touch support
Marketers who care more about depth of relationship than scale
Teams comfortable collaborating closely on creative direction
Brands in lifestyle, fashion, beauty, or niche communities

Questions to ask yourself before deciding

Is my priority reach, or storytelling and positioning?
Do I need one or two countries, or a global footprint?
How much internal time can my team devote to these campaigns?
Am I more comfortable with a large structured partner or a boutique feel?

When a platform like Flinque makes more sense

Full service influencer agencies are not the only option.

Some brands want more control and are willing to run campaigns themselves if they have better tools.

This is where a platform based alternative, such as Flinque, can fit in.

How a platform style solution differs

Flinque is positioned as a platform that lets brands handle influencer discovery and campaign management directly.

Instead of paying for a full agency team, you use software to find creators, track outreach, manage content, and measure results.

This typically suits teams ready to be hands on with the work.

When a platform may be a better fit

You have in house marketers ready to manage influencer programs day to day
Your budget is limited, and large retainers feel out of reach
You prefer direct relationships with influencers without a middle layer
You want to test influencer marketing before committing to big agency fees

In these cases, software support can offer efficiency without the full service price tag.

FAQs

Do I need a big budget to work with these agencies?

Both agencies usually work better with meaningful budgets, since they manage strategy, influencers, and content. If your budget is very small, starting with a platform or testing a few direct partnerships may be more realistic.

Can I test with a small campaign before committing long term?

Many agencies are open to pilot projects, though they still require minimum budgets and clear scopes. When speaking with each team, ask specifically about test campaigns and how they evaluate success.

How long does it take to launch an influencer campaign?

From brief to go live, expect several weeks to a few months, depending on complexity and number of influencers. Time is needed for strategy, selection, contracting, content development, and approvals.

Should I work with one agency or several at once?

Most brands start with one partner for clarity and consistency. Working with several at once can create overlap and confusion unless responsibilities are clearly divided by region, product line, or objective.

How do I measure if an influencer agency is working for me?

Agree on clear goals before starting, such as sales, leads, reach, or content assets. Then track performance against those goals, not just vanity metrics. Regular reviews and transparent reporting are essential.

Conclusion: choosing the right partner

Choosing between Obviously and INF really comes down to your priorities, not just their brand names.

If you want large scale reach, strong processes, and robust data, the more structured, high volume partner may fit better.

If you value deep creative collaboration, curated talent, and storytelling, the boutique style agency may be a stronger match.

Consider your budget, internal bandwidth, and how quickly you need results.

Talk with each team, ask for relevant case studies, and be candid about what success looks like for you.

If you prefer to stay more hands on and avoid full service retainers, exploring a platform like Flinque can be a smart middle path.

Ultimately, the best influencer partner is the one whose way of working matches your goals, culture, and appetite for involvement.

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.