Obviously vs Ykone

Why brands look at two different influencer agencies

When you compare influencer agencies, you are usually trying to answer a few simple questions. Who will actually move the needle for my brand, who understands my market, and who will be easiest to work with day to day?

The choice matters because influencer work touches brand voice, customer trust, and long term growth.

Here, we will look at two well known influencer partners and unpack how they run campaigns, who they suit best, and where each may fall short.

Influencer marketing agency choice

The primary question behind most brand research is simple: how do I pick the right influencer marketing agency for my goals, budget, and market position?

Both agencies in focus here are full service partners. They help with strategy, creator sourcing, content planning, contracting, and performance tracking across social channels.

They differ, however, in scale, culture, and the kind of brands that usually get the most value from them.

What each agency is known for

On a high level, the two players are both built around social creators, but they tend to be recognized for different things in the market.

What Obviously tends to be recognized for

This agency is widely associated with structured influencer programs that can scale across many creators, especially for consumer brands.

They are often linked with data driven processes, clear reporting, and the ability to manage complex logistics like product seeding to hundreds of influencers at once.

Their footprint includes work in beauty, fashion, lifestyle, technology, and consumer goods, often with a strong presence on Instagram and TikTok.

What Ykone tends to be recognized for

This agency is often associated with premium positioning, especially within luxury, fashion, beauty, and travel.

They are known for shaping visually polished campaigns with strong art direction and storytelling, particularly on platforms like Instagram and YouTube.

Many marketers see them as specialists in high end, image driven projects where brand perception is as critical as direct sales.

Inside Obviously as a partner

To understand whether this agency suits you, it helps to look at what they actually do when they take on a campaign.

Core services you can expect

• Influencer strategy and planning
• Creator scouting, vetting, and outreach
• Product seeding and logistics at scale
• Campaign management and communication
• Content approvals and feedback loops
• Reporting on reach, engagement, and conversions
• Ongoing ambassador or long term partner programs

They typically act as a full extension of your marketing team, taking over most of the heavy lifting with influencers.

How their campaigns usually run

Campaigns tend to start with a structured brief and clear goals, such as awareness, content creation, or sales.

They often build out lists of creators that fit your audience, then handle outreach, negotiations, and coordination.

You can expect clear timelines, standardized communication flows, and regular updates on performance.

Creator relationships and network

This agency works with a wide range of creators, from micro influencers to larger personalities.

Because of their focus on scale, they usually maintain large databases and ongoing relationships across many verticals.

They tend to be strong at repeatable programs, such as ongoing product gifting, seasonal pushes, or evergreen ambassador work.

Typical client fit

Brands that often find a good fit here include mid market and enterprise consumer companies that need structured, repeatable influencer campaigns.

Examples of this style of brand might include beauty labels selling through Sephora or Ulta, direct to consumer wellness brands, and technology gadgets.

They are often a better match when you want broad reach and measurable outcomes rather than niche storytelling only.

Inside Ykone as a partner

The second agency is better understood through the lens of style and brand image, where creative direction plays a central role.

Core services you can expect

• Influencer strategy focused on brand image
• High end creator scouting and casting
• Creative concepting and content direction
• Campaign management and coordination
• Production support for shoots and events
• Measurement around awareness and brand lift
• Support for celebrity or macro influencer partnerships

The team often functions like a hybrid between a creative agency and an influencer specialist, especially for visual storytelling.

How their campaigns usually run

Projects frequently begin with a strong creative idea that connects brand heritage, visuals, and locations.

They might focus on key hero influencers, layered with smaller creators, to tell a cohesive story across channels.

Execution often includes polished image sets, video concepts, and curated event moments for social coverage.

Creator relationships and cultural reach

This agency tends to cultivate ties with fashion forward, travel, and lifestyle creators who match luxury or aspirational aesthetics.

You may see more emphasis on macro and upper mid tier influencers, though smaller voices can still play a role.

They often shine when a brand wants to look at home in global cultural hubs like Paris, Milan, New York, or Dubai.

Typical client fit

Brands that click with this partner often include luxury houses, premium beauty labels, upscale hospitality, and design driven lifestyle brands.

Think of names that care deeply about image, heritage, and visual storytelling, sometimes more than immediate direct response sales.

They can be a strong match when you have a clearly defined brand world and want influencers to bring that world to life.

How the two agencies really differ

On paper, both agencies offer influencer strategy, sourcing, and management. In reality, they feel different when you work with them.

Approach and mindset

One agency leans harder into process, data, and scalability, which suits repeatable campaigns across many creators.

The other leans more into creative direction and curated casting, which suits image led projects and storytelling assignments.

Both care about results, but the way they frame success and design the work often reflects these mindsets.

Scale versus curation

If you want hundreds of smaller influencers talking about a new product launch, the more operationally focused partner may feel more natural.

If you want a dozen carefully chosen names associated with a premium drop or runway moment, the more curated partner may stand out.

Think about whether “many voices” or “fewer, highly specific voices” fits your current priority.

Client experience and collaboration style

With a more process driven team, you are likely to see standardized communication, clear templates, and consistent reporting.

With a more creative led group, you may spend more time upfront on concepts, mood boards, and visual direction.

Neither is better by default; the question is whether your team wants a precise machine, an idea studio, or a mix of both.

Pricing approach and how work is scoped

Influencer agencies almost never follow simple software style pricing. Instead, costs are shaped by scope, markets, and talent.

How full service fees are usually structured

Both agencies tend to work on custom quotes built around your goals and deliverables.

Typical components include a management or agency fee, influencer fees or product value, production costs, and sometimes paid media or boosting budgets.

For ongoing work, retainers are common, especially when they manage always on programs rather than one off pushes.

What mainly drives budget up or down

• Number of influencers involved
• Size and fame of those influencers
• Markets and countries you want to reach
• Content formats and production needs
• Use rights and length of usage
• Need for in person events or travel

Premium positioning, especially on the luxury side, can also mean higher expectations for production quality and creative resources.

How to talk about budget with either partner

Most agencies appreciate when brands share a realistic budget range rather than asking for a number out of thin air.

Being clear on priorities, whether reach, content, or sales, helps them decide how to allocate spend across talent and management.

Ask to see how much of your budget goes to influencers versus agency work so you understand the investment breakdown.

Strengths and limitations to keep in mind

Every influencer agency has areas where they shine and areas where they are less ideal. Understanding both sides protects your investment.

Common strengths you might notice

• Structured strategy instead of random influencer outreach
• Time savings for your team on sourcing and communication
• Better creator vetting and fraud checks
• More consistent measurement and reporting
• Access to established creator relationships

These strengths are particularly useful if your internal marketing team is small or already stretched thin.

Where agencies can fall short

• Limited flexibility once campaigns are in motion
• Potential misalignment with very niche communities
• Creative ideas that feel slightly generic if briefed poorly
• Longer timelines compared with doing small tests in house

A frequent concern from brands is losing some control over direct relationships with influencers when everything runs through an agency.

Specific watchouts when choosing between these two

If you are a highly premium brand, confirm that process driven efficiency will not override the need for careful curation and aesthetics.

If you are a mass market brand, confirm that creative polish will not lead to campaigns that are too small or too image focused to impact sales.

In both cases, ask for case studies that match your budget and market segment, not just the highlight reel.

Who each agency is best for

It helps to think concretely about what kind of marketer tends to be happiest with each agency’s style.

When a more scalable, operations focused partner fits

• You want to activate dozens or hundreds of influencers per wave.
• Your category is consumer focused and sold across many markets.
• You care about measurable outcomes like signups or sales.
• Your team prefers structured processes and frequent reporting.
• You see influencers as both content creators and distribution.

When a more curated, luxury leaning partner fits

• Your brand story and image are central to your value.
• You operate in fashion, luxury, premium beauty, or travel.
• You prefer fewer, more carefully chosen influencers.
• You are comfortable with strong creative direction and art focus.
• You value cultural relevance and aesthetics as much as sales.

Questions to ask yourself before reaching out

• Do I want reach, content assets, brand prestige, or all three?
• Is my budget closer to test and learn or full scale launch?
• How involved do I want to be in daily approvals and logistics?
• Is my category mass, premium, or luxury, and in which markets?

Your honest answers will usually nudge you clearly toward one agency style or the other.

When a platform like Flinque makes more sense

Sometimes neither full service agency is the right move, especially if your team wants more control or you are still testing influencer marketing.

What a platform style option offers

Tools like Flinque are built so brands can discover influencers, manage outreach, and track campaigns without long term retainers.

Instead of outsourcing everything, your internal team handles strategy and relationships while the software supports workflow and data.

This can be appealing if you have marketers who enjoy hands on creator management.

When a platform alternative is worth considering

• Your budget is limited and you want to stretch spend toward creators.
• You already know your audience and niche communities well.
• You want to build direct, long term relationships with influencers.
• You are comfortable learning tools and running experiments in house.

You can also blend approaches, using a platform for some markets while engaging an agency for high stakes launches.

FAQs

How should I brief an influencer agency for the first time?

Share your brand story, past wins and failures, target audience, key products, markets, timelines, and a clear budget range. Include examples of content you like and dislike so they understand your taste and risk tolerance.

Can smaller brands work with well known influencer agencies?

Sometimes, but not always. Many top agencies focus on clients with certain minimum budgets. If you are small, be transparent about your spend and consider phased projects, or start with a platform driven approach.

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

Awareness and engagement can appear quickly, often within weeks of launch. Consistent sales impact usually takes several cycles of testing, refining creators, and optimizing messaging over a few months or more.

Should I prioritize celebrity influencers or many smaller creators?

It depends on goals. A few large names can boost prestige and reach, but many smaller creators often drive deeper trust and better cost efficiency. Many brands blend both, anchored by relatable mid tier influencers.

What should I ask agencies before signing a contract?

Ask about past work in your category, team structure, reporting cadence, influencer vetting methods, content approval process, usage rights, and how they handle underperforming creators or campaigns that miss targets.

Conclusion and how to decide

Your choice of influencer partner should mirror your brand’s reality, not someone else’s success story.

If you need structured, scalable programs and clear metrics, a more operationally focused agency may give you confidence and consistency.

If your brand lives or dies on image and cultural edge, a creatively driven, curated partner may be worth the extra time and investment.

For teams that want control and flexibility, especially with tighter budgets, a platform such as Flinque can be a better starting point.

List your goals, budget, and desired level of involvement, then speak openly with potential partners. The right choice will feel aligned with how your team already works, not forced.

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.