PopShorts vs IMA

Why brands weigh up PopShorts and IMA

When brands start looking at influencer partners, two names that often surface are PopShorts and Influencer Marketing Agency, usually shortened to IMA. Both run creator campaigns, but they work a bit differently and suit different types of teams.

Most marketers want clear answers on three things: what each agency actually does, what results they are known for, and what working with them feels like day to day.

The primary focus here is influencer marketing agencies as service providers, not software tools. That matters, because you are buying people, ideas, and execution rather than a dashboard.

What each agency is known for

Both agencies sit in the same broad space, but their reputations grew from slightly different roots. Understanding those roots helps you see which one naturally fits your goals.

The primary keyword for this page is influencer marketing agencies, and both firms are solid examples of that category, though with their own flavor and focus.

PopShorts in simple terms

PopShorts is often associated with high impact social campaigns, especially around short form content and culturally relevant moments. They lean into storytelling that feels native to each platform instead of looking like traditional ads.

They have worked with large consumer brands and entertainment companies, building buzz around launches, events, and brand stories that need punchy, shareable content.

IMA in simple terms

IMA, short for Influencer Marketing Agency, is known for more structured influencer programs, often across multiple markets. They tend to emphasize long term creator relationships, brand consistency, and cross channel planning.

Global and European brands often look at IMA when they want coherent creator work across several countries or want to build ongoing ambassador programs.

Inside PopShorts

PopShorts positions itself as a creative partner for social driven campaigns. Their work usually leans into entertainment, internet culture, and big moments that catch attention fast.

Services PopShorts typically provides

While offerings can change over time, PopShorts generally focuses on end to end influencer support. That means helping with idea development, talent selection, production, and reporting.

• Creative concepts tailored to TikTok, Instagram, YouTube and similar platforms
• Influencer casting, outreach, and contract handling
• Campaign management from brief to final content delivery
• Content production support, including guidance on scripts and formats
• Reporting around reach, engagement, and campaign outcomes

The team tends to work closely with brand marketing or social teams, often acting like an extension of your in house crew.

How PopShorts runs campaigns

PopShorts often starts from a strong concept that can be adapted by many creators. They like ideas that travel well, such as challenges, skits, or storytelling formats fans naturally share.

Instead of only chasing follower counts, they often look at audience fit and how well a creator can deliver a specific style of content that feels authentic.

Creator relationships at PopShorts

PopShorts works with a wide range of creators rather than locking into a small closed roster. They often tap into creators who understand trends and can move quickly.

This flexible network helps when you want variety of voices and content styles, especially for campaigns that need to feel fresh and of the moment.

Typical PopShorts client fit

PopShorts tends to resonate with brands that care deeply about social presence and creative impact. That often includes entertainment, gaming, lifestyle, and youth focused consumer brands.

It can be especially strong if you need a concentrated burst of attention around a product launch, premiere, event, or timely cultural topic.

Inside IMA

IMA presents itself as a full service influencer partner, with a strong focus on global coordination and structured brand building over time.

Services IMA typically provides

IMA usually works across the full influencer lifecycle, but with more emphasis on long range planning and multi country campaigns for larger organizations.

• Influencer strategy linked to broader brand goals
• Creator discovery and vetting across markets
• Campaign and program management for one off and ongoing work
• Ambassador programs and long term creator partnerships
• Measurement around brand lift and business impact where possible

This structure often appeals to brands that want clear processes, documentation, and scalable frameworks they can repeat over time.

How IMA runs campaigns

IMA tends to start by defining goals, audiences, and key markets, then mapping roles for different creator tiers. Campaigns often mix macro influencers with niche voices.

They generally plan flights, messaging pillars, and content schedules carefully, which can help larger brands keep messaging consistent globally.

Creator relationships at IMA

IMA usually works with a built up network of creators, including many who have done repeated brand work. They invest in relationships that last more than one project.

That long term view often suits brands that want steady, recurring content from known faces rather than constant rotation of new creators.

Typical IMA client fit

IMA often works with larger brands, including fashion, beauty, lifestyle, and consumer products with an international footprint. These companies tend to have defined brand guidelines and multiple internal stakeholders.

If you need coordination across several regions or want to build a long running ambassador program, IMA’s structure may fit well.

How the two agencies differ

Even though both are influencer marketing agencies, the way they feel to work with can be quite different. Much of that comes down to style, emphasis, and pace.

Creative flavor and content style

PopShorts often leans into fun, fast moving, internet native content. You might see more skits, meme driven ideas, or short form video that taps into current trends.

IMA tends to focus on content that fits more neatly into a broader brand story. The work may feel slightly more polished and consistent across creators and markets.

Scale and global reach

IMA is typically positioned strongly for global work, especially with European and multinational brands. They often highlight cross border coordination and structured reporting.

PopShorts may be better suited when you want impactful social work in key markets rather than tightly synchronized programs across many countries.

Speed and flexibility

PopShorts, with its culture driven focus, can appeal to brands that move quickly and want to jump on moments as they happen.

IMA’s more systematized approach can be great for planning, but may feel slower if you are chasing very fast cultural trends or last minute ideas.

Client experience and communication

With PopShorts, you may feel a strong creative partner vibe, brainstorming ideas and iterating until the campaign feels right for social feeds.

With IMA, the experience may feel more like working with a broader marketing partner, including structured check ins, timelines, and more formal documentation.

Pricing and ways of working

Neither agency shows fixed software style pricing, because costs depend heavily on scope, locations, and the creators you bring onboard.

How agencies usually charge

Both agencies typically operate through custom quotes rather than public rate cards. Expect costs to involve a mix of influencer fees and agency time.

• Campaign based fees for one off projects
• Retainers for ongoing programs and support
• Influencer payments based on reach, usage rights, and deliverables
• Management costs for planning, coordination, and reporting

Usage rights, paid amplification, and content production needs can also shift the total budget noticeably.

Budget expectations by use case

High profile campaigns with well known creators will require larger budgets with either agency. Multi market programs also tend to push costs upward quickly.

Smaller tests with mid tier creators are usually possible, but you still pay for senior time to design and run the work properly.

Engagement style and commitment

IMA often leans into ongoing relationships, such as yearly programs or multi wave ambassador efforts. That can mean longer term commitments but more continuity.

PopShorts may be more open to shorter bursts of work around launches or events, though long term partnerships are also possible by agreement.

Strengths and limitations

Every agency has trade offs. The goal is not to find a perfect partner, but one whose strengths match your priorities and whose limitations you can manage.

Where PopShorts tends to shine

• Strong sense of social culture and platform specific storytelling
• Good fit for attention grabbing launches and events
• Flexible creator casting that can adapt to new trends
• Suited to brands wanting content that feels fun and native

A frequent worry is whether this style will still match a more conservative brand voice; clear briefs and guardrails usually help.

Possible PopShorts limitations

• May feel less ideal for rigid, heavily controlled global rollouts
• Culture driven content can age quickly if reused for too long
• Best results often need trust in their creative instincts

Where IMA tends to shine

• Structured approach for multi market and long term programs
• Strong for brands wanting continuity and clear processes
• Experience with fashion, beauty, and lifestyle sectors
• Ability to coordinate many creators over extended periods

Many brands quietly wonder if this structure might slow them down when trends move quickly on TikTok or Instagram.

Possible IMA limitations

• Processes can feel heavy for quick, experimental ideas
• Smaller brands may feel overshadowed among bigger clients
• Complex setups may require more internal approvals and time

Who each agency is best for

Instead of asking which agency is “better,” it helps to ask which one better fits your stage, sector, and risk comfort.

When PopShorts may be the better fit

• Consumer brands wanting buzz around a new product, film, or game
• Teams that care about bold social content and are open to playful ideas
• Companies focused on a few key markets rather than many countries
• Marketers who want campaigns that feel very native to platforms

When IMA may be the better fit

• Global or regional brands needing unified work across markets
• Companies planning long term ambassador or creator programs
• Teams that value structure, documentation, and repeatable frameworks
• Brands with strict guidelines but still wanting creator led content

Questions to ask yourself before choosing

• How many markets am I targeting in the next year?
• Do I want a loud moment or a steady long term presence?
• How strict are my brand rules, and how playful can creators be?
• How involved do I want to be in day to day campaign work?

When a platform alternative makes sense

Not every brand wants or needs a full service agency right away. Some prefer to handle more of the work in house and use a platform to support them.

Where a platform like Flinque fits in

Flinque is an example of a software based option instead of an agency. It helps brands discover influencers and manage campaigns themselves, without paying for full service retainers.

This route suits teams that have time and skills to manage creators but want better tools for search, tracking, and communication.

When to pick a platform over an agency

• You have a small budget but a hands on marketing team
• You want to test influencer work before committing big funds
• You prefer owning relationships with creators directly
• You need ongoing activity but can’t justify agency fees monthly

A platform can also live alongside agencies, with software supporting small in house programs and agencies handling larger, high stakes work.

FAQs

How do I choose between these two influencer partners?

Start with your main goal, markets, and budget range. If you want high impact social moments in a few regions, a creative focused agency may work best. If you need structured, multi market programs, a more global oriented agency is often the safer choice.

Can smaller brands work with established influencer agencies?

Yes, but expectations must match reality. Agencies often prioritize projects with enough budget to cover creator fees and senior time. Smaller brands should be clear on minimum budgets and consider pilot campaigns or a platform based approach first.

How long does it take to launch a campaign with an agency?

Timelines vary, but most full service campaigns need several weeks for strategy, casting, contracts, and content approval. Fast moving launches are possible, but rushing can limit creator options and creative depth.

Do I keep relationships with creators after the campaign?

Usually, the agency manages creator relationships during the engagement. Ongoing access depends on how contracts are written. If direct relationships matter, raise that early and agree how future collaborations can work.

What should I prepare before speaking to any influencer agency?

Have clarity on your target audience, key markets, timing, rough budget, and what success looks like. Bring examples of content you like and dislike, plus any brand rules. This helps agencies respond with realistic ideas and costs.

Bringing it all together

Choosing between these two influencer marketing agencies is really about matching style, structure, and budget to your needs. Both can run strong creator campaigns, but they shine in slightly different situations.

If your priority is social led buzz with culture driven content, a creative heavy partner with flexible casting will likely fit well. If you need consistent, multi market programming and long term ambassadors, a more structured global setup may be wiser.

Consider how quickly you need to move, how many markets you must cover, how experimental you are willing to be, and whether you want an outside team driving strategy or mainly executing your own ideas.

Finally, remember that agencies are not your only option. If you have the internal bandwidth and want more control, a platform like Flinque can support you while keeping management in house. The best path is the one that aligns with your team’s reality, not just your ambition.

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.