SmartSites vs Creator

Why brands weigh up two influencer agencies

When you’re under pressure to grow faster on social, choosing the right influencer partner can feel risky. You want genuine creator relationships, clear reporting, and campaigns that actually move sales, not only likes.

That’s why many brands compare agencies like SmartSites and Creator, trying to work out which one fits their goals, budget, and team capacity.

What “influencer marketing partner” really means

The primary keyword here is influencer marketing partner. When brands look for this, they’re usually not after a simple shoutout. They want a team that can plan campaigns, find the right creators, negotiate fees, and track results like real media spend.

Instead of just counting followers, the right partner helps you connect with people who can genuinely influence buying decisions in your niche.

What each agency is known for

Both SmartSites and Creator sit in the broader world of performance-focused marketing. Each, however, has a different angle in how they use influencers and content creators for growth.

Here’s how they generally show up in the market based on their services and positioning.

SmartSites at a glance

SmartSites is largely recognized as a digital marketing agency with strong roots in paid media, search, and web design. Influencer work, when offered, tends to sit inside broader growth campaigns focused on lead generation or ecommerce revenue.

This usually means influencers are treated more like one of several channels, not the only growth lever.

Creator at a glance

“Creator” as an agency label typically describes teams built directly around talent and content production. These shops often focus more heavily on social storytelling, creator casting, and long-term collaborations with individual personalities.

In this setup, influencers often sit at the center of the strategy, not just as a supporting piece.

SmartSites: services, style, and ideal client

SmartSites is best understood as a full-service performance agency that may use influencers as part of a larger digital growth plan. That matters if you’re looking for someone who can connect influencer traffic to things like search, email, and retargeting.

Services you can typically expect

While service menus change over time, brands often look to SmartSites for a mix of digital performance and creative support, including influencer work when relevant to the growth plan.

Paid search and social ad management
Website and landing page design
Conversion-focused copy and creative testing
Analytics setup and performance tracking
Influencer outreach tied to performance goals

Influencer campaigns in this context are usually designed to push a clear action, such as signups, demos, or purchases.

How SmartSites tends to run campaigns

Because the agency leans into performance marketing, influencer strategies are often structured like media buys. Campaigns may involve a brief, tracking links, negotiated deliverables, and tight timelines.

You can expect data-driven decisions on which creators to keep working with and which to pause based on results, not purely on aesthetics.

Creator relationships and talent style

In performance-first environments, creator relationships typically revolve around clear expectations and repeatable structures. The agency is likely looking for creators who can consistently drive clicks or conversions, not only engagement.

This can sometimes favor mid-tier creators who know how to sell, rather than only elite names.

Typical brands that fit SmartSites well

SmartSites often suits brands that already treat marketing like an investment with clear goals and tracking. You’ll benefit most if you have budgets for ongoing testing and are comfortable with data-led decisions.

Growing ecommerce brands wanting to tie influencer spend to sales
Service businesses focused on lead generation
Brands wanting influencers folded into broader ad and content plans

Creator: services, style, and ideal client

Agencies that brand themselves around “Creator” language usually lean into the culture of social platforms. They care about storytelling, personality, and building ongoing relationships between brands and individual creators.

Services common to creator-first agencies

While every firm is different, a creator-centered agency typically prioritizes social-first execution and talent partnerships anchored in content.

Influencer discovery and casting across social platforms
Creative concepts tailored to each creator’s style
Content production and editing for multi-channel use
Campaign management and brand safety checks
Contracting and negotiation with talent and managers

These agencies often help you build creator-led assets you can reuse in ads, on site, and in email.

How creator-first teams usually run campaigns

Expect a more collaborative, content-led process. Strategy is often built around themes, series, or storylines, rather than pure performance targets.

Metrics still matter, but there’s usually more room for experimentation and influence that might pay off over a longer period.

Creator relationships and community feel

Because talent is central, these agencies often cultivate deeper ties with their creator rosters or informal networks. That can mean easier access to specific niches, from beauty and gaming to wellness and finance.

Creators may feel more like partners and less like media placements, which can improve authenticity.

Typical brands that fit creator-centric agencies

Creator-led shops can be a strong fit if storytelling, brand love, and social presence matter as much as short-term sales.

Consumer brands relying heavily on Instagram, TikTok, or YouTube
Startups trying to build awareness and trust from scratch
Lifestyle, beauty, fashion, and CPG brands seeking cultural relevance

How these two agencies truly differ

Mentioning SmartSites vs Creator one time helps frame the decision, but the differences really show in how each creates value. The key distinctions usually come down to emphasis, process, and what “success” looks like.

Channel mix versus creator-first focus

One side treats influencer work as part of a larger channel mix. The other tends to put creators at the center of the plan. That difference shapes everything from briefs to how much time is spent sourcing talent.

If you want integrated media, you might lean toward the former. If you want social storytelling, the latter may fit.

Performance rigor versus narrative depth

Performance-driven agencies often focus on detailed tracking, split testing, and optimizing creator mix. Creator-centric shops might chase deeper storytelling and brand affinity, even when results take longer to show.

Neither is “better,” but one will align more closely with your current priorities.

Client collaboration and communication style

Performance-focused teams usually speak in metrics, dashboards, and clear performance reviews. Creator-first teams often talk in content calendars, mood boards, and social angles.

Your internal comfort with each style should influence your choice, especially if leadership expects specific kinds of reporting.

Pricing approach and how work usually runs

Influencer agencies rarely price like software. You’re paying for strategy, relationships, and execution. Costs depend on who you want to work with and what you expect them to produce.

How agencies commonly charge for influencer work

Project-based campaigns with defined scope and creator counts
Monthly retainers for ongoing strategy and management
Creator fees, including usage rights and content repurposing
Management or coordination fees on top of creator payments

The exact mix will depend on volume, markets, and whether you want long-term partnerships or one-off activations.

What usually affects your final budget

Several practical factors push budgets up or down. Understanding these early helps you avoid surprises when quotes arrive.

Number of creators and platforms involved
Audience size and niche of chosen talent
Content formats: stories, short-form video, long-form, or live
Usage rights, such as repurposing content in paid media
Geographic focus and any in-person requirements

Engagement style and level of support

Performance-heavy agencies may build more structured, retainer-based relationships, especially when campaigns tie into ads, SEO, or email. Creator-first agencies might combine retained strategy with flexible campaign projects as you test new angles or verticals.

Ask each team how they prefer to start: pilot project, full launch, or ongoing partnership.

Strengths and limitations on both sides

No agency is perfect. You’re choosing which strengths matter most and which trade-offs you can live with. Thinking clearly about both sides will save you time and potential frustration.

What performance-leaning agencies tend to do well

Tie influencer traffic to clear business outcomes
Integrate creators with paid media, search, and lifecycle marketing
Use data to refine which creators and formats work best
Provide leadership-friendly reporting and budgeting structure

A common concern is that performance shops may limit creative freedom in the name of control.

Where performance-leaning agencies may fall short

Campaigns can feel less spontaneous or “native” to social platforms
Creators might feel constrained by strict briefs or heavy tracking
Niche communities and culture sometimes take a back seat to scale

What creator-centric agencies often excel at

Building authentic, on-brand content that fits each creator’s style
Finding niche or emerging voices in specific communities
Developing longer-term relationships with talent
Creating assets that brands can reuse across marketing channels

Where creator-centric agencies may be weaker

Reporting can be lighter if systems aren’t deeply performance-oriented
Campaigns might prioritize creative experiments over strict ROI
Scaling beyond certain niches or markets can take time

Who each agency is best for

By this point, you probably have a sense of which style feels closer to what you need. It helps to spell this out in simple terms so you can align internal stakeholders.

When a performance-led agency is likely your match

You must show clear revenue or lead growth from influencer spend.
Your leadership expects dashboards, attribution, and tight forecasting.
You want creators woven into a broader media strategy, not isolated.
Your team is comfortable with structured processes and testing.

When a creator-centric agency makes more sense

Your top priority is brand awareness and cultural presence.
You care deeply about the creative output and social storytelling.
You want to build ongoing relationships with a set of creators.
You’re open to softer metrics like sentiment and share of voice.

Questions to ask yourself before choosing

Do we need quick, measurable returns or long-term brand equity?
Which internal stakeholders must be convinced and how?
How comfortable are we letting creators speak in their own voice?
What can we realistically spend for at least six to twelve months?

When a platform like Flinque might fit better

Sometimes neither full-service direction is ideal. If you have internal marketing talent but lack tools and reach, a platform can bridge the gap.

What a platform alternative generally offers

Tools like Flinque give brands a way to search for creators, manage outreach, and track performance without signing up for a full agency retainer.

Your team stays in control of strategy while the software handles discovery, workflows, and measurement.

Situations where platforms often win

You already have social or influencer staff in-house.
You want to test creator collaborations before scaling spend.
You need transparency into every conversation and contract.
Your budget is better suited to tools plus internal labor than agency fees.

This route asks more of your team but can give you more flexibility and control.

FAQs

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

Share your main business goals, target audience, key products, rough budget, and timing. Include examples of creators or content you like and any non-negotiable brand rules. Clear direction up front avoids misaligned concepts and wasted time.

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

Awareness and engagement can show within days of content going live. Sales impact and repeat purchase data usually require several weeks or months. Plan for at least one to three months before judging performance fairly.

Should I prioritize follower count or engagement rate?

Engagement and audience fit matter more than raw follower numbers. A smaller creator with a tight, relevant community often drives better results than a larger account with weak interaction or broad, unfocused followers.

Can I reuse influencer content in my ads and website?

Usually yes, but only if usage rights are clearly included in contracts. Make sure you specify where and how long you want to use the content. Extended usage or paid media rights often require higher fees.

What internal resources do I need to work with an agency?

You’ll need someone to own the relationship, approve briefs and content, coordinate product samples, and align internal teams. Even with a full-service agency, campaigns still require timely feedback and decision-making from your side.

Conclusion: how to choose with confidence

Choosing an influencer marketing partner comes down to honest reflection about your goals, budget, and team. Performance-led agencies suit brands chasing measurable growth; creator-centric ones shine when storytelling and cultural relevance matter most.

Clarify what “success” looks like, how you want to work, and how much control you want over day-to-day execution before you sign anything.

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.