Obviously vs PopShorts

Why brands weigh up these two agencies

When brands look at Obviously and PopShorts, they are usually trying to understand which partner can turn creator relationships into reliable business results.

Some want massive scale and always-on content. Others want cultural buzz and social storytelling that feels truly native.

In both cases, the goal is simple: pick an influencer partner that understands your brand, your audience, and how to turn social attention into sales.

Table of Contents

• What each agency is known for
• Obviously: services and client fit
• PopShorts: services and client fit
• How the two agencies really differ
• Pricing approach and engagement style
• Strengths and limitations to keep in mind
• Who each agency is best for
• When a platform alternative may make more sense
• FAQs
• Conclusion: choosing the right partner for you
• Disclaimer

What each agency is known for

The primary keyword for this page is influencer marketing agencies, because that is exactly how most brand teams think about both companies.

Obviously has become known for scaling influencer programs across many creators and channels, especially for consumer brands with broad audiences.

PopShorts is better recognized for social-first creative, often around big moments, entertainment tie-ins, and formats like TikTok, Reels, and YouTube Shorts.

You are not choosing “good” versus “bad.” You are choosing between different strengths, processes, and comfort levels with risk and experimentation.

Obviously: services and client fit

Obviously is a full-service influencer agency that leans into data, systems, and repeatable workflows to run large, ongoing campaigns.

It often appeals to marketing teams that want predictability, structure, and a steady flow of creator content rather than one-off viral hits.

Core services brands usually get from Obviously

While every scope is customized, most brand relationships with Obviously revolve around several core services.

• Influencer discovery and vetting across Instagram, TikTok, YouTube, and other channels
• End-to-end campaign planning, briefs, and timelines
• Creator negotiations, contracts, and ongoing communication
• Content approvals and brand safety checks
• Reporting on reach, engagement, and basic performance metrics
• Long-term ambassador and seeding programs

For larger brands, the appeal is that these services are all handled by one team that has done it many times before.

How Obviously tends to run campaigns

Obviously usually emphasizes systematic campaign structure over experimental chaos.

They often start by learning your goals, then mapping creators against audience fit, brand safety, and content quality benchmarks.

Briefs are typically clear and detailed. That can be helpful for legal and brand teams, though sometimes creators may feel more boxed in creatively.

Content goes through approvals, then launches according to plan. Data from earlier waves can inform later waves, especially in always-on setups.

Creator relationships and style of collaboration

Because Obviously works with many creators at once, relationships can feel more procedural than personal, especially on large programs.

On the positive side, this means predictable expectations, clear guidelines, and smoother coordination for busy creators.

However, some creators may see the work as more transactional and less about long-term brand partnerships, especially when campaigns are short.

Brands that want extremely tight message control often like this more structured relationship style.

Typical client fit for Obviously

Obviously tends to fit brands that want reliable scale more than risky experimentation.

• Mid-market and enterprise consumer brands
• Companies that need multi-market or multi-language campaigns
• Teams that require clear approvals and compliance steps
• Brands that want high volumes of content for paid amplification
• Marketing departments that are short on in-house influencer expertise

If you are under pressure to prove that influencer marketing “works” inside a larger company, this structured style can feel reassuring.

PopShorts: services and client fit

PopShorts positions itself as a social-first creative and influencer partner, often working on more culture-driven or entertainment-focused campaigns.

They are especially associated with short-form video, social storytelling, and work that feels very native to platforms like TikTok.

Core services brands usually get from PopShorts

PopShorts offers many of the same building blocks as any influencer shop, but with heavier emphasis on creative angles and social trends.

• Influencer discovery and casting with a focus on fit to concept
• Creative development and social-first campaign ideas
• Short-form content planning for TikTok, Reels, and Shorts
• Creator negotiations, production support, and coordination
• Launch planning around specific moments, drops, or premieres
• Performance tracking and learnings for future campaigns

Many brands come to them when they want to feel more relevant to younger or entertainment-driven audiences.

How PopShorts tends to run campaigns

PopShorts typically starts from a creative angle rather than from spreadsheets.

They might shape a hook, challenge, or storytelling concept first, then search for creators who can bring that idea to life in their own style.

Briefs can be looser, giving creators more room to adapt to their audience and current trends.

This can produce content that feels more organic, though it may come with a little less messaging control.

Creator relationships and creative freedom

Because PopShorts often leads with creative ideas, they usually gravitate toward influencers who care about storytelling and style.

Creators may feel more involved in shaping the direction instead of simply following a rigid checklist.

Brands who are comfortable with some improvisation tend to enjoy the resulting content, which can feel less like an ad and more like entertainment.

However, legal or compliance-heavy brands might find this approach a bit nerve-racking.

Typical client fit for PopShorts

PopShorts tends to fit teams that care more about buzz, vibe, and cultural relevance than strict process.

• Entertainment companies, studios, and streaming platforms
• Consumer brands chasing Gen Z or young millennial audiences
• Marketers launching new products, drops, or timed events
• Brands that want to lean into memes, trends, or social storytelling
• Teams willing to give creators meaningful creative freedom

If your main goal is to spark conversation or fandom, this style may feel closer to what you need.

How the two agencies really differ

You only need to mention Obviously vs PopShorts once to see that they serve similar needs, but the paths they take are not the same.

Think of one as more operations-driven and the other as more creatively driven, with some overlap in the middle.

Approach to structure and control

Obviously often leans into structure: tight briefs, defined steps, clear reporting, and consistency across many posts.

PopShorts leans more into creative adaptation: ideas tuned to each platform, with room for creators to experiment and react to trends.

If your internal team needs predictable approval flows, a more structured partner may feel safer.

If you care more about surprise and freshness, you may accept more creative looseness.

Scale versus storytelling depth

Obviously is generally optimized to run bigger, repeatable programs with many influencers at once.

PopShorts is more often associated with focused, story-driven pushes around specific moments or cultural beats.

Neither approach is “better,” but each is stronger for certain goals and timelines.

Client experience and communication style

With Obviously, you may experience more formal account management, planned reporting cycles, and reusable frameworks.

With PopShorts, conversations may feel more like creative sessions, especially when shaping TikTok-first concepts or entertainment tie-ins.

Your team’s working style matters: process-minded marketers may favor predictability, while creative leads may prefer brainstorm-heavy partners.

Pricing approach and engagement style

Both agencies work on custom pricing. There are no public, simple “packages” because costs depend heavily on scope.

Expect pricing to flex with creator fees, number of posts, content usage rights, and the level of strategy or production support needed.

Typical pricing factors to expect

• Number of influencers and follower tiers
• Platforms involved and content formats
• Length of campaign or retainer term
• Geographic reach or market coverage
• Usage rights, whitelisting, and paid media plans
• Extra services like content editing, production, or localization

Most brands can expect a mix of influencer fees plus agency management or strategy costs, wrapped into a campaign or retainer budget.

Engagement style and commitments

Obviously often works on longer-term programs or multi-campaign relationships, especially when brands want always-on creator content.

PopShorts may be brought in for more event-based or seasonal pushes, though they also support ongoing programs.

In both cases, more committed relationships usually unlock deeper learning, better creator matches, and smoother execution.

Strengths and limitations to keep in mind

Every agency has strong points and trade-offs. Your job is to decide which trade-offs you are comfortable with.

Where Obviously tends to shine

• Handling big, complex programs across many creators and regions
• Maintaining consistent brand standards at scale
• Delivering large volumes of content you can reuse in paid media
• Supporting teams that need clear documentation and approvals
• Working smoothly with legal, compliance, and procurement groups

A common concern is whether large influencer programs can still feel authentic to everyday viewers.

Where Obviously may feel less ideal

• Brands seeking very experimental or risky creative swings
• Teams that want loose, fast-moving social content with minimal approvals
• Small companies that cannot commit to meaningful budgets
• Projects where only a handful of handpicked creators are needed

Where PopShorts tends to shine

• Campaigns built around TikTok, Reels, or YouTube Shorts
• Entertainment-related launches, premieres, and fandom building
• Moments where social storytelling matters more than strict control
• Brands that want to feel culturally relevant and trend-aware

Many marketers quietly worry that highly creative campaigns might not translate into clear, trackable sales.

Where PopShorts may feel less ideal

• Heavily regulated brands that require strict messaging control
• Companies that prioritize scale and process over creative experimentation
• Teams that want evergreen, always-on content factories
• Brands that are not comfortable with fast-changing social trends

Who each agency is best for

Sometimes the easiest way to decide is to look at which type of brand typically feels “at home” with each partner.

When Obviously is usually a better fit

• You need a partner who can manage hundreds of creators, not just a few.
• You report into leadership that expects clear processes and predictable updates.
• You want influencer content for both organic posts and paid amplification.
• Your brand is in multiple markets or categories with strict brand rules.
• You value consistency over wild creative swings.

When PopShorts is usually a better fit

• You care most about impact during specific launches, events, or cultural moments.
• Your brand skews younger or leans into entertainment and fandom.
• You want to prioritize creative hooks, humor, or storytelling.
• Your team is comfortable giving creators meaningful freedom.
• You are chasing buzz, awareness, or engagement more than strict efficiency.

When a platform alternative may make more sense

For some brands, neither agency model feels quite right.

You might have an in-house social or creator team, but you still need better tools for discovery, outreach, tracking, and reporting.

In those cases, a platform-based option can sit between doing everything manually and outsourcing everything to a full-service firm.

How a platform like Flinque fits in

Flinque is an example of a platform built to let brands run influencer programs themselves without hiring a full agency.

Instead of paying for retainers, you typically pay for software access while your internal team handles strategy and creator relationships.

This model can work well if you want more control, have time to manage campaigns, and would rather invest in internal capability than outsourcing.

If you lack internal bandwidth or experience, though, an agency partner can still feel much safer.

FAQs

How do I choose between these two influencer agencies?

Start from your goals. If you need scale, structure, and repeatable programs, one agency style may fit better. If you want social-first storytelling around key moments, the other may feel more natural.

Can smaller brands work with these agencies?

Some smaller brands do, but budgets need to match expectations. If your funds are very limited, starting with a smaller pilot or a platform-based approach may be more realistic.

Do these agencies work only with big influencers?

No. Both often use a mix of creators, from nano to macro. The exact mix depends on your budget, goals, and whether you prioritize reach, content volume, or niche authority.

How long does it take to launch a campaign?

Timelines vary, but most brands should expect several weeks for planning, casting, contracts, and content creation. Tight deadlines are possible, but they usually reduce options and flexibility.

Should I use an agency or build my own influencer team?

If you need speed, expertise, and immediate structure, an agency can be faster. If you have time, budget, and headcount, building in-house can create long-term control and institutional knowledge.

Conclusion: choosing the right partner for you

Your decision should start with how you like to work, not just which agency looks more impressive on paper.

If you want high structure, predictable delivery, and ongoing scale, a systems-driven partner can feel more aligned.

If you crave social-first creativity and culturally tuned storytelling, a creative-led team may serve you better.

Your budget and internal bandwidth also matter. Big ambitions with tiny budgets rarely pair well with full-service agencies.

Be honest about your risk tolerance, reporting needs, and how much creative freedom you are truly willing to give creators.

From there, speak openly with each agency, ask for real examples, and choose the partner whose way of working feels sustainable for your team.

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.