SmartSites vs IMA

Why brands weigh these two influencer partners

When you start shortlisting influencer partners, two names often show up side by side: SmartSites and IMA. Even though they come from different backgrounds, both help brands get in front of new audiences through social creators.

Most marketers want to know who will understand their brand, who can actually move the needle on sales, and what kind of hands-on support they’ll get day to day.

This page focuses on influencer agency services rather than software. Think of both as service providers that plan, run, and optimize campaigns with creators, not tools you log into yourself.

What each agency is known for

Before picking sides, it helps to understand how each agency is usually positioned and what type of marketing work they’re most recognized for in the market.

SmartSites at a glance

SmartSites is widely recognized as a digital marketing agency rooted in performance marketing. While web design and paid media are core strengths, many brands also lean on them for influencer outreach tied closely to traffic and conversion goals.

Their influencer work tends to be part of broader campaigns, where social content supports landing pages, ad funnels, and email flows rather than sitting alone.

IMA at a glance

IMA, often referred to as the “Influencer Marketing Agency,” is recognized specifically for creator-driven campaigns. Their reputation centers on matching brands with social talent and managing everything from concept to reporting.

Clients often look to IMA when they want big storytelling across multiple creators and countries, especially on platforms like Instagram, TikTok, and YouTube.

SmartSites and its influencer focus

SmartSites is best known for digital performance, but many brands now expect influencer support bundled with paid search, paid social, and web experiences.

Services SmartSites usually brings together

Influencer work here is rarely isolated. It is commonly tied into other marketing activity so content can be reused, tracked, and optimized across channels.

• Influencer campaign strategy tied to traffic and sales goals
• Creator research and outreach in relevant niches
• Content briefing and brand alignment checks
• Performance tracking alongside ads and landing pages
• Ongoing optimization of creators and content angles

This setup appeals to brands that want a single team owning both the creators and the conversion funnel.

How SmartSites tends to run campaigns

Because of its performance heritage, SmartSites is likely to treat influencer work almost like another media channel, with testing and data at the center.

• Start from business targets, such as leads or online sales
• Outline audiences and choose platforms that match them
• Find creators with reach into those audiences
• Test content formats, messaging, and offers
• Retain top performers for longer term partnerships

The advantage is clear measurement. The tradeoff is that pure brand storytelling can sometimes take a back seat to direct-response style content.

Creator relationships under this model

SmartSites is usually not presented as a talent agency. Instead, it tends to work across broad creator pools, chosen campaign by campaign.

That means access to a wide mix of micro, mid-tier, and sometimes macro creators, but fewer ultra-exclusive relationships with single stars.

For many brands, that is a plus because creators are selected based on fit and performance rather than pre-existing rosters.

Typical brands that fit SmartSites

SmartSites often appeals to brands that think of influencer activity as one piece of a larger digital engine.

• Direct-to-consumer brands focused on online sales
• B2B firms wanting thought leaders plus lead generation
• Local and regional businesses that still rely on search
• Companies with strong paid media programs already running

If you’re already investing in Google Ads, Meta Ads, and conversion rate optimization, a performance-minded influencer approach will usually feel natural.

IMA and its influencer focus

IMA is more directly rooted in influencer marketing as its main craft, with storytelling, creator relationships, and multi-market campaigns at the heart of what they do.

Services IMA is usually known for

Where a performance agency might treat creators as another media line, IMA tends to put them at the center of the marketing plan.

• Influencer strategy with narrative and creative focus
• Creator sourcing, vetting, and relationship management
• Creative concepts and content direction
• Campaign coordination across multiple markets and channels
• Reporting on reach, engagement, and impact

The emphasis is often on brand fit, cultural relevance, and the long term power of creator storytelling.

How IMA tends to structure campaigns

Campaigns often start with a big idea or message that can run across different creators and formats.

• Agree on brand story, values, and desired perception
• Identify creators with authentic alignment to that story
• Co-create content that feels native to each platform
• Stage rollouts for impact, peaks, and sustained buzz
• Gather performance results and insights for future waves

This approach often suits launches, rebrands, and moments when you need attention more than direct conversions.

Creator relationships and network

Because influencer work sits at its core, IMA is often associated with deep networks of influencers and content creators.

They are likely to maintain ongoing ties with creators across segments, from lifestyle and fashion to tech, gaming, and more niche communities.

Those relationships can speed up casting, negotiation, and content coordination, especially for global or multi-language campaigns.

Typical brands that fit IMA

IMA tends to align with brands that see creators as long term brand partners, not just one-off traffic drivers.

• Consumer brands focused on lifestyle, fashion, or beauty
• Global brands needing consistent messaging across markets
• New products needing buzz and social proof at launch
• Brands that value storytelling and cultural relevance

If success for you looks like memorable brand moments and social visibility, this kind of partner can feel more natural than a pure performance shop.

How the two agencies differ

Even though both support influencer outreach, they usually show up with different strengths, backgrounds, and ways of working with brands and creators.

Mindset: performance versus storytelling

SmartSites usually comes from a numbers-first angle. Success is measured in leads, sales, and clear cost-per-result. Creators are viewed as a lever inside that system.

IMA typically leans into audience connection and brand love, where success includes conversation, sentiment, and long term perception as much as short term sales.

Place in your marketing mix

SmartSites is often the right fit when influencer work is woven tightly into web design, paid search, and paid social campaigns already running.

IMA often sits closer to brand and communications teams, integrating more with PR, social, and creative agencies than with performance media teams.

Scale and style of campaigns

SmartSites may lean toward smaller, tightly targeted creator groups that can drive measurable action for specific funnels.

IMA is more likely to coordinate large casts of creators, global rollouts, and platform-spanning activity when a brand wants cultural presence.

Client experience and communication

With SmartSites, your main touchpoints are often account managers and performance specialists who translate creator output into measurable results.

With IMA, your closest partners are likely strategists and creative producers who shape narratives, casting decisions, and content executions.

Pricing and engagement style

Neither agency typically offers one-size-fits-all pricing. Expect custom quotes based on your goals, timelines, and markets.

Common pricing elements for both

Regardless of which partner you choose, expect three main cost buckets related to influencer work.

• Agency fees for strategy, management, and reporting
• Influencer fees for content, usage rights, and bonuses
• Production or content costs when shoots or edits are needed

On top of that, if you choose to boost creator content as ads, you’ll have separate media spend managed alongside the campaign.

How SmartSites often structures work

SmartSites may blend influencer services into broader retainers, especially if you’re also using them for ads, SEO, and web design.

In that setup, influencer planning can be part of monthly retainers, while creator fees and extra production are passed through or separately estimated.

This style suits brands wanting one integrated budget for “digital growth” rather than many small line items.

How IMA often structures work

IMA tends to build scopes around clear campaign waves or ongoing retainers dedicated to influencer work.

You might see separate estimates for creative concepting, talent casting and management, on-the-ground production, and reporting.

Influencer fees are usually defined per creator, including deliverables, usage rights, and potential travel or event involvement.

Factors that influence cost

Whichever agency you choose, four main factors tend to drive budget ranges.

• Number and size of creators you want to activate
• Platforms used, such as Instagram, TikTok, YouTube, or Twitch
• Countries and languages involved in the rollout
• Length of usage rights and whether you’ll boost content as ads

*Many brands underestimate how much usage rights and multi-market licensing can add to creator fees.* Build that into your early planning.

Strengths and limitations

No partner is perfect for every situation. It helps to look honestly at what each typically does well and where you may feel limited.

Where SmartSites tends to shine

• Strong alignment between influencer output and performance goals
• Integrated view across ads, website, and creators
• Clear tracking and reporting on leads and sales
• Suitable for brands already invested in digital performance

*A common concern is that content might feel too “ad-like” if performance metrics completely overshadow creative freedom.*

Possible limitations with SmartSites

• Less emphasis on high-concept brand stories or global brand fame
• Creator relationships may be more transactional than long term
• May feel less natural for fashion or culture-first brands

If you want an iconic lifestyle launch, you may need to add external creative partners or push harder for storytelling.

Where IMA tends to shine

• Deep focus on creators, culture, and storytelling
• Ability to manage large, multi-market creator casts
• Strong fit for launches, rebrands, and awareness moments
• Helpful for brands wanting long term creator partners

*Some marketers worry that brand buzz will not always translate into direct, trackable revenue quickly.* Align expectations and measurement early.

Possible limitations with IMA

• May require more coordination with your own performance team
• Measurement can lean toward brand impact more than hard sales
• Campaigns can be complex to approve when many creators are involved

If your leadership team expects weekly sales dashboards, make sure reporting and attribution are discussed before you sign.

Who each agency fits best

Both can drive strong outcomes, but your ideal choice depends on your goals, category, and how you run marketing inside your company.

SmartSites: when it usually makes sense

• You want influencer content to fuel performance campaigns and landing pages.
• Your main goal is leads, sales, or measurable signups.
• You prefer one partner to manage ads, website, and creators.
• You have to report on return on ad spend and cost per acquisition.

In these cases, a performance-driven influencer approach can slot neatly into your existing funnels and analytics.

IMA: when it usually makes sense

• You care most about brand visibility, desirability, and buzz.
• You’re planning high-profile launches or global campaigns.
• You want strong creative concepts tailored for each platform.
• You see creators as long term partners, not one-off ads.

Here, a creator-first partner can build a consistent brand story across countries and communities, even if results are not only immediate sales.

When a platform alternative like Flinque makes sense

In some situations, neither a full service performance shop nor a full service influencer agency is the perfect answer. You may want direct control over creator relationships without a large retainer.

How a platform-based approach differs

Tools like Flinque give brands a way to discover creators, manage outreach, and run campaigns in-house instead of outsourcing everything.

Instead of paying ongoing agency management fees, you invest time from your own team while using software features to stay organized.

Situations where a platform may fit better

• You already have marketers or social managers ready to run campaigns.
• You want to build your own long term relationships with creators.
• Your budget is limited, but you’re willing to invest internal effort.
• You prefer visibility into every message, contract, and performance metric.

In these cases, an influencer marketing platform can sit between no support and full agency support, giving you flexibility and control.

FAQs

How do I decide between a performance-focused and creator-first agency?

Start from your main goal. If you must prove sales or leads quickly, lean toward performance-focused partners. If you are launching or repositioning your brand and need buzz and cultural relevance, creator-first agencies usually fit better.

Can I work with both types of agencies at once?

Yes, but coordination matters. Some brands use a creator-first team for big ideas and a performance team to repurpose content into ads. Clarify roles, creative ownership, and who reports on which metrics to avoid overlap.

How long should I test influencer marketing before judging results?

Plan at least one full campaign cycle, usually two to three months, before making strong conclusions. You’ll need time to test creators, content angles, and offers. Longer term partnerships often improve performance as creators learn your brand.

What channels should I prioritize for influencer campaigns?

It depends on your audience. Beauty, fashion, and lifestyle often lean on Instagram and TikTok. Education and in-depth reviews usually thrive on YouTube. Gaming and live engagement may suit Twitch. Choose platforms where your customers naturally spend time.

Do I need a big budget to see value from influencer work?

No, but your budget shapes your options. Smaller budgets can still work with micro influencers and focus on a single platform. Larger budgets open up multi-market, multi-creator waves and the ability to run paid support behind top performing posts.

Conclusion: choosing the right partner

Choosing between these two influencer-focused partners really comes down to your goals, timelines, and how you define success inside your company.

If you want creators to plug directly into your performance machine, the performance-minded route typically feels more comfortable and measurable.

If you want big creative ideas, cultural moments, and a cast of creators representing your brand, a creator-first partner will often serve you better.

And if you’d rather own creator relationships directly, a platform solution like Flinque can give you flexibility without a full service retainer.

Before you decide, write down your top three business goals, your must-have metrics, and how involved you want to be day to day. Then speak openly with each potential partner about those expectations.

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.