SmartSites vs NewGen

Why brands weigh up these influencer agencies

When brands compare SmartSites vs NewGen, they are usually trying to decide who can turn creator buzz into real sales without wasting budget or time.

Some teams want an agency that handles everything. Others care more about testing quickly, learning fast, and keeping control of their brand voice.

To make a good choice, you need to understand how each partner works with creators, how they report results, and what kinds of brands they usually help.

What “influencer marketing strategy” really means

The primary idea behind an effective influencer marketing strategy is simple: find the right voices, tell the right story, and track whether that story leads to action.

Agencies like these typically help you move from “we should do something with creators” to specific campaigns built around clear goals, budgets, and audiences.

Instead of chasing every popular creator, they focus on the mix of reach, trust, and content style that fits your brand and your product.

What each agency is mainly known for

Both groups work in influencer marketing, but they lean into it differently, and many brand teams feel that difference right away once talks start.

How SmartSites tends to be seen

SmartSites is often viewed as a performance-minded marketing partner that uses creators as one piece of a wider digital engine.

They usually lean heavily on measurable outcomes, traffic growth, and sales results, linking influencer activity to paid ads, search, and landing pages.

This can appeal to brands that care deeply about return on ad spend and clear numbers in regular reports.

How NewGen tends to be seen

NewGen is usually associated with fresh creator storytelling, strong social presence, and a feel for online culture and trends.

They often stand out with content-first thinking, tailored creator partnerships, and campaigns designed to feel native on TikTok, Instagram, or YouTube.

Brands that value cultural fit and buzz often look closely at NewGen for this reason.

Inside SmartSites as an influencer partner

While widely known as a broader digital marketing agency, SmartSites can work with influencers as part of a larger performance stack.

Services SmartSites usually offers around creators

SmartSites typically combines creator work with their core services, so campaigns rarely happen in a vacuum.

• Influencer sourcing and outreach
• Campaign planning and messaging
• Content briefs and creative direction
• Tracking links, landing pages, and analytics setup
• Paid amplification of creator content
• Ongoing optimization and reporting

The focus is not just getting posts live, but making sure those posts plug into your wider marketing efforts.

How SmartSites tends to run campaigns

Campaigns with SmartSites are often structured around specific performance goals, like lead generation, ecommerce revenue, or app installs.

You might see them test several creator groups, refine based on early results, and then double down on the partnerships that actually drive action.

They often blend creator storytelling with search ads, social ads, and conversion optimization to stretch each piece of content further.

Creator relationships and talent selection at SmartSites

SmartSites usually builds creator lists by combining manual research with existing relationships across major social platforms.

They look for alignment with your buyer, not just large follower counts, paying close attention to engagement rates and comment quality.

They may also help manage long term creator relationships so strong partners can become recurring ambassadors instead of one-off posts.

Typical SmartSites client fit

SmartSites can suit brands that treat influencer work like one part of a bigger growth plan rather than a one-time experiment.

• DTC ecommerce brands looking for sales lift
• Service businesses needing high intent leads
• Established companies adding creators into existing funnels
• Smaller teams that want agency help across several channels

If you want clear tracking and tight integration with your ad spend, this type of partner can be a strong match.

Inside NewGen as an influencer partner

NewGen tends to lean more toward culture, trend awareness, and creator-first content when shaping influencer work for brands.

Services NewGen usually focuses on

While details vary, NewGen typically emphasizes services that revolve around storytelling, vibe, and community impact on social channels.

• Influencer scouting and casting tied to culture
• Concept development for creator campaigns
• Short form video planning for TikTok and Reels
• Content review and brand safety checks
• Social calendar support around creator drops
• Reporting on reach, engagement, and sentiment

Their work often aims to make your brand feel like it belongs in the current social conversation.

How NewGen tends to run campaigns

NewGen campaigns usually start with a strong creative concept that feels native to the platform where creators will publish.

Rather than leading with technical funnels, they often prioritize shareable ideas, formats, and hooks that match current audience behavior.

From there, they refine creator casting, posting schedules, and calls to action so each piece feels natural yet still commercial.

Creator relationships and talent selection at NewGen

NewGen generally works very closely with social natives, from emerging micro creators to more established personalities.

They often favor talent who know how to write, film, and edit for a specific platform instead of just leaning on celebrity status.

These relationships can create content that looks less like an ad and more like a recommended find from a friend.

Typical NewGen client fit

NewGen often appeals to brands that care as much about brand perception and social buzz as immediate sales.

• Consumer brands targeting Gen Z and young millennials
• Fashion, beauty, lifestyle, and entertainment businesses
• Emerging brands that need awareness fast
• Teams willing to be flexible and playful with content

If you want to show up boldly in social feeds and lean into trends, this type of partner can feel very natural.

How the two agencies truly differ

These agencies can both get creators talking about your brand, but they usually differ in emphasis, process, and how they define success.

Mindset: performance focus versus culture focus

SmartSites often talks in terms of numbers, conversions, and measurable funnels, where influencer work is a lever in a larger machine.

NewGen usually talks in terms of creative angles, story lines, and fitting into online culture, using metrics more for validation than origin.

Both mindsets matter, but depending on your goals one may feel more aligned with how you already think.

How deeply they tie into other channels

SmartSites tends to blend creator content with search engine marketing, paid social, email flows, and optimized landing pages.

NewGen generally keeps its center of gravity inside social platforms, leaning more on organic impact and social-first experiences.

If you want creators tied closely to your existing growth machine, that often points you toward a performance leaning shop.

Client communication and speed

Performance-led agencies can be more structured with timelines, testing plans, and recurring reporting routines.

Culture led teams might move quickly with creative pivots, platform trends, and content ideas that take advantage of viral moments.

Think about whether your internal team prefers detailed roadmaps or flexible, opportunistic moves when something starts trending.

Pricing approach and how work is structured

Neither agency works like a self serve tool where you buy credits; both typically build custom programs based on your needs.

How pricing usually works with SmartSites

SmartSites often looks at your full marketing plan, then builds a combined budget where influencer work sits alongside other services.

You might see a base management fee for planning and reporting, plus creator fees tied to the number and size of influencers.

Additional costs can come from paid promotion of creator content and creative production help such as editing.

How pricing usually works with NewGen

NewGen tends to price around creative scope, number of influencers, content formats, and campaign duration.

You are likely to receive a custom quote that includes campaign development, talent management, and reporting, plus pass through creator costs.

Larger or more exclusive creators, multi platform shoots, and tight timelines can raise the overall investment.

Engagement styles to expect

Both partners may offer one off projects, pilots, and longer retainers for continuous support across many months.

If you want ongoing creator programs or ambassador systems, a retainer can smooth planning and talent relationships.

For smaller tests, a single campaign engagement can help you understand fit, workflow, and impact before scaling.

Strengths and limitations side by side

Every agency tradeoff comes down to what you value most and what your internal team can handle on its own.

Where SmartSites tends to shine

• Integrating influencers into a wider growth strategy
• Connecting creator content with tracking and analytics
• Helping brands that want clear, data backed reporting
• Coordinating influencer work with paid ads and search

A common concern is whether performance led teams will still allow enough creative freedom for creators to feel authentic.

Where SmartSites may feel limiting

• Creative ideas can sometimes feel more structured than spontaneous
• Best suited to brands already investing in digital channels
• Smaller “brand only” awareness plays may feel secondary

Your team should confirm how much experimentation and looser content the agency is willing to support alongside performance.

Where NewGen tends to shine

• Creating campaigns that feel plug and play with culture
• Working with social natives who understand platform trends
• Helping brands look modern and relatable to younger audiences
• Leaning into short form video and experimental formats

This can be especially effective for products that rely on taste, style, or community buzz more than heavy education.

Where NewGen may feel limiting

• Sales attribution can be trickier if tracking is not deeply integrated
• Brands with strict guidelines may feel tension with trend driven content
• Heavily regulated industries might need deeper compliance structures

Make sure to ask detailed questions about brand safety, review rights, and how performance is measured beyond surface metrics.

Who each agency tends to fit best

Your ideal partner depends on how you define success, how flexible your brand is, and how involved your team wants to be.

Best fit scenarios for SmartSites

• You already run paid search or social and want influencers tied into that system.
• Your leadership expects clear numbers, dashboards, and reports each month.
• You sell online and care more about sales and leads than pure buzz.
• You prefer one agency handling several digital channels together.

Best fit scenarios for NewGen

• You are building a brand for younger consumers living on social platforms.
• You want bold, creative content that does not feel like ads.
• You are comfortable with some experimentation and trend chasing.
• You value organic reach and cultural relevance, even if sales tracking is softer.

When a platform like Flinque makes more sense

Not every brand needs a full service agency. Some teams simply want better tools so they can drive their own influencer marketing strategy.

Flinque is a platform based option that lets brands discover creators, manage outreach, and run campaigns without long term agency retainers.

This can make sense if you already have internal marketing staff, want to test small budgets, or prefer hands on control.

You handle direction and relationships, while the platform helps with discovery, workflow, and basic reporting at a software style cost.

FAQs

How do I know which influencer partner is right for my brand?

Start with your main goal. If you want measurable sales tied to broader digital channels, a performance minded agency helps. If you care more about social buzz and modern brand presence, a creator first team usually fits better.

Can I test influencer marketing without a large budget?

Yes. Many brands start with a small pilot using a handful of micro influencers. You can work through a lean project with an agency or manage it yourself using a platform that simplifies discovery and coordination.

Should my brand focus on big influencers or smaller creators?

For most brands, a mix of mid tier and micro influencers works best. Smaller creators often bring higher engagement and trust, while a few larger names can help with credibility and reach, especially during key launches.

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

Awareness and engagement can appear within days, but meaningful learning usually takes several weeks. For ongoing revenue impact, plan for at least one to three months of testing, refining messages, and repeating with top performers.

What should I ask an agency before signing?

Ask about past work in your category, how they pick creators, how content approvals work, how they measure success, and who will manage your account day to day. Clear answers on these topics reveal whether the partnership will run smoothly.

Conclusion: choosing the right influencer partner

Your decision should come down to fit, not just reputation. Think about your goals, how you like to work, and how quickly you need results.

If you want creators plugged tightly into ads and analytics, a performance leaning team will likely suit you better.

If you want a powerful social presence that feels culturally fluent, a creator led group built around storytelling may be the better match.

For hands on teams with tighter budgets, a platform alternative can provide flexibility while keeping control close to your internal marketers.

Whichever route you take, be clear about expectations, budget, and timelines before launching so every creator you pay for helps move your brand forward.

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.