Obviously vs Mobile Media Lab

Why brands look at different influencer partners

When you first explore influencer marketing, two names that often surface are Obviously and Mobile Media Lab. Both work with creators at scale, but in very different ways, which can feel confusing when you are trying to pick the right partner.

Most brand teams want clarity on a few simple things. Who actually handles the work, what kind of creators they can access, how flexible campaigns are, and how much support they will get from strategy through reporting.

Understanding modern influencer marketing agencies

The primary phrase many teams search for here is influencer agency comparison. At a basic level, both of these partners help brands turn social creators into a structured marketing channel instead of one-off collaborations.

They typically handle finding creators, negotiating deals, managing content approvals, tracking performance, and turning results into lessons for future campaigns.

Where they differ is in style. One leans heavily into data, scale, and ongoing programs across multiple channels. The other has roots in photography and Instagram storytelling, with a strong visual focus and polished creative.

What each agency is known for

Before diving into details, it helps to know what each name usually brings to mind in the market. That lens makes the rest of the differences easier to understand.

What Obviously is generally known for

Obviously is widely associated with large scale influencer campaigns. They often highlight big creator databases, detailed filtering, and the ability to manage hundreds or thousands of creators at once for global brands.

They are known for:

• Running always-on ambassador and seeding programs
• Working across Instagram, TikTok, YouTube, and emerging platforms
• Combining full service management with data driven reporting
• Handling logistics like product shipments at scale

What Mobile Media Lab is generally known for

Mobile Media Lab started with a strong focus on Instagram photography and visual storytelling. Over time, it evolved into a broader influencer partner with a strong creative and production edge.

They are often associated with:

• Hand picked creator casting rather than massive rosters
• High quality imagery and lifestyle visual content
• Campaigns that blur the line between influencer work and brand shoots
• Experiential concepts, from events to destination content

Inside Obviously

To decide whether Obviously fits your needs, you need to understand what they actually do day to day, how they treat creators, and which brands usually see the best results with them.

Services and campaign types

Obviously leans into full service influencer program management. They often position themselves as an extension of your marketing team rather than a one-off sourcing service.

Typical services include:

• Influencer discovery, outreach, and vetting
• Negotiating rates and deliverables
• Product seeding and sample distribution
• Managing content calendars and approvals
• Usage rights and whitelisting coordination
• Performance tracking and reporting

Campaign types range from single product launches to always-on ambassador programs that can last months or years.

Approach to creators and relationships

Obviously tends to work with large groups of creators instead of a small set of long term partners only. This helps clients get coverage across markets and demographics quickly.

They usually build systems to handle many creator relationships at once, with clear guidelines, FAQs, and support for questions around briefs or deliverables.

Because of the scale, the feel can be more structured than personal. Some creators may love the organization and clarity. Others might prefer smaller, boutique style interactions.

Typical client fit and use cases

Obviously often fits brands that need reach plus process. They are a frequent choice for established companies that have strict timelines, legal requirements, and multiple regions or product lines.

Typical good fits include:

• Global consumer brands looking for consistent influencer activity
• Companies wanting detailed reporting and benchmarks
• Teams that need help convincing internal stakeholders with data
• Brands testing new markets and languages via creators

They may also suit fast growing eCommerce brands that want to turn influencer work into a reliable acquisition and content channel.

Inside Mobile Media Lab

Mobile Media Lab feels different from large scale influencer shops. Its origin around mobile photography and Instagram shapes the way it thinks about creator work and visual output.

Services and creative focus

This agency emphasizes crafted storytelling over sheer volume. Instead of hundreds of creators posting similar content, you are more likely to see smaller, carefully curated groups.

Key services usually include:

• Strategic concepting for visual campaigns
• Casting photographers and lifestyle creators
• On-location shoots and experiential trips
• Social content production and editing
• Influencer management and coordination
• Usage rights for brand-owned channels

It sits somewhere between a production company and an influencer agency, especially for highly visual projects.

Approach to creators and storytelling

Mobile Media Lab tends to favor creators with a distinct style and storytelling approach. The relationship feels closer to hiring an artist than hiring an ad unit.

Creators may be involved earlier in the ideation stage. The goal is often to keep content feeling real and personal, even when it supports brand goals.

Because of this, brands should be comfortable giving some creative freedom, especially around framing, editing, and narrative choices.

Typical client fit and use cases

Mobile Media Lab tends to work best with brands that care deeply about visuals, aesthetics, and lifestyle positioning rather than only performance metrics.

Common fits include:

• Travel and tourism organizations
• Fashion and lifestyle brands
• Design driven consumer products
• Brands needing social-first content libraries

If you want your campaign to feel like a lookbook, coffee table book, or travel magazine brought to life on social platforms, this style can be powerful.

How the two agencies really differ

On paper, both companies offer influencer services. In practice, the experience and outcomes can look quite different. Thinking about the contrast in plain language helps.

Scale and structure vs craft and curation

Obviously is designed for scale. Its value shows when you need many creators posting quickly across geographies, product categories, or audience segments.

Mobile Media Lab is designed for craft. Its value shows when you want a tighter group of creators producing standout imagery and stories over time.

Data and systems vs visuals and experiences

Obviously tends to spotlight data, dashboards, and workflow. Their reporting often leans into metrics, reach, and aggregated performance across many posts.

Mobile Media Lab typically leans into what the content looks and feels like. Reports matter, but so does the creative legacy of the project, from hero images to short films.

Client experience and involvement

With Obviously, you may feel like you are working with a structured team that can plug into your existing planning, especially if you already buy media and run digital campaigns at scale.

With Mobile Media Lab, the experience can feel closer to working with a creative studio. There may be mood boards, location scouting, and creative reviews alongside influencer tasks.

Neither is better overall. The right fit depends on how your team likes to work, how you report success internally, and how much you value visual identity.

Pricing and how work is structured

Influencer agencies rarely show price lists, because each campaign is highly customized. Still, there are common patterns worth knowing so you can budget better.

How influencer agencies usually charge

Most influencer partners combine several cost elements into a single proposal. These typically include internal management fees plus pass-through creator costs.

Common pieces include:

• Strategy and planning fees
• Day-to-day campaign management
• Influencer fees and usage rights
• Content production or editing costs
• Travel and event expenses when relevant

Some projects are structured as one-off campaigns. Others run on a monthly retainer with set scopes and rolling creator activity.

Pricing tendencies for scale driven partners

With a scale-focused partner like Obviously, overall budgets often rise with the number of creators, platforms, and markets involved. You are paying for both reach and the systems to manage it.

Management fees may cover things like vetting many applications, fraud checks, content reviews, and handling logistics for samples or shipments across regions.

It becomes more efficient when you plan sustained programs rather than one short burst, because your learnings and logistics can be reused.

Pricing tendencies for visually led partners

For a visually driven studio style partner such as Mobile Media Lab, budgets tend to be heavily influenced by production complexity rather than creator count alone.

Costs can rise with:

• Number of shoot days and locations
• Travel and accommodation for creators
• Specialist equipment or production crews
• Extended usage rights across brand channels

The line between influencer marketing and content production can blur, which can sometimes be more efficient than running both separately.

Strengths and limitations to weigh

No partner is perfect for every situation. Being clear eyed about benefits and trade offs matters more than marketing claims.

Strengths you might value

• Scale focused agencies can handle thousands of posts, detailed reporting, and complex logistics better than most in-house teams.
• Visually focused partners can produce content that elevates your brand image far beyond standard sponsored posts.
• Both types save your internal team from endless back-and-forth with individual creators.

Limitations to keep in mind

• High touch support and human expertise come with higher minimum budgets compared with do-it-yourself tools.
• Smaller brands may feel overshadowed when working with agencies that mostly serve global clients.
• Some teams worry they will lose direct relationships with creators when everything goes through an agency.

It helps to ask how each partner collaborates with your team, how transparent they are about creator selection, and how flexible contract terms can be.

Who each agency is best for

Instead of asking which agency is “better,” it is more useful to ask which one is better for a specific type of need, brand stage, and budget.

When a scale oriented influencer partner fits best

• Mid-market and enterprise brands needing multi-country coverage
• Companies running frequent launches and seasonal pushes
• Teams that report heavily on measurable marketing outcomes
• Brands wanting to test many creators quickly, then double down on top performers

When a visual storytelling partner fits best

• Brands where image and lifestyle positioning are core to strategy
• Tourism boards, travel brands, hotels, and destination marketing organizations
• Design led fashion, home, and beauty labels
• Teams wanting a content library as much as influencer reach

In some cases, large companies use both types of partners over time: one to run ongoing ambassador programs, another to handle standout brand moments or hero shoots.

When a platform alternative may fit better

Not every brand is ready to commit to full service agency retainers. Some prefer to keep control of creator relationships and learn the craft themselves while using software to handle the heavy lifting.

Where a platform like Flinque fits in

Flinque is an example of a platform based alternative. It is designed for teams that want to run influencer discovery, outreach, and campaign tracking in-house without relying on an external agency.

Instead of white glove management, you get tools to find creators, organize campaigns, and measure results yourself, often with lower ongoing fixed costs.

This can make sense when:

• Your budgets are still modest but growing
• You want to build direct relationships with creators
• You already have a marketing team willing to learn influencer operations
• You prefer to experiment and iterate quickly without formal retainers

Many brands start on platforms to prove value, then bring in agencies later for bigger campaigns or complex regions.

FAQs

How do I choose the right influencer partner for my brand?

Start with your main goal: reach, content quality, or sales. Then look at budget, how involved you want to be, and deadlines. Shortlist partners whose strengths match those priorities, and ask for case studies close to your industry.

Can smaller brands work with well known influencer agencies?

Sometimes, but not always. Larger agencies often focus on clients with bigger budgets and ongoing work. If your budget is limited or you want to test the channel first, consider a smaller shop or a platform based solution instead.

What should I ask during an influencer agency pitch?

Ask who will be on your account, how creators are selected, what reporting looks like, and how success is defined. Request examples from your category, clarity on fees versus pass-through costs, and how they handle underperforming collaborations.

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

Initial results from a single campaign may appear within weeks, but building a reliable channel usually takes several months. Always-on programs with repeated collaborations generally perform better than one-off posts over the long term.

Should I let influencers have creative freedom with my brand?

Within reason, yes. Creators know what resonates with their audience. Provide clear guidelines on brand safety, claims, and key messages, but allow room for their voice, style, and format to keep content feeling genuine.

Making your decision

Your choice between a scale driven influencer partner, a visually led studio style agency, or a platform like Flinque should come down to three things: goals, budget, and how hands-on you want to be.

If you need reach, detailed reporting, and ongoing programs, a scale focused agency may be stronger. If you want standout imagery and storytelling that defines your brand, a visually centered shop might be worth the investment.

When you are still proving the channel or prefer tighter control, a platform can help you learn without long commitments. Map your internal resources, growth targets, and risk tolerance, then choose the model that best supports how your team actually works.

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.