Sway Group vs Glean

Why brands look at Sway Group and Glean

When you start weighing influencer partners, Sway Group and Glean often end up on the same shortlist. Both help brands work with creators, but they do it in different ways and at different scales.

Before choosing, you probably want to know who handles what, how involved you need to be, and what kind of results to expect.

What Sway Group and Glean are known for
Sway Group: services and style
Glean: services and style
How the two agencies really differ
Pricing and how work is structured
Key strengths and limitations
Who each agency is best for
When a platform like Flinque makes more sense
FAQs
Conclusion: choosing based on your needs
Disclaimer

What Sway Group and Glean are known for

The primary keyword for this page is influencer agency comparison. That’s exactly what most marketers are trying to do when they look at these two names side by side.

Both are service-based influencer partners. Each designs campaigns, manages creators, and reports back on performance. But their reputations and sweet spots are not identical.

Sway Group is widely tied to organized, large-scale creator programs, especially with a focus on storytelling and content quality. They lean toward comprehensive campaign handling from start to finish.

Glean tends to be associated with more targeted influencer efforts, helping brands tap into specific communities or niches rather than always going for big volume. Their work often feels more tailored and selective.

To decide between them, it helps to look at how they run campaigns, the kinds of creators they rely on, and what type of brand usually gets the best value.

Sway Group: services and style

Sway Group is a full-service influencer marketing agency that handles most of the heavy lifting. Brands often come to them when they want a team to take ownership of planning and delivery.

Core services Sway Group usually offers

While details change by client, Sway Group generally focuses on end-to-end execution. That means they are not just sourcing creators; they’re also building the whole program.

Strategy and campaign planning for short and long term efforts
Influencer discovery, vetting, and negotiation
Creative direction and content guidelines
Campaign management and creator communication
Paid amplification using influencer content
Reporting tied to reach, engagement, and sometimes sales signals

For many brands, this level of support is appealing because it compresses decision making into one partner relationship instead of many small moving parts.

How Sway Group tends to run campaigns

Sway Group is known for organized workflows. Campaigns typically start with a clear brief and a structured approach to matching creators to goals.

You can expect a step-by-step process: initial planning, creator shortlists, approvals, content drafts, live dates, and final reporting. This can be very reassuring if internal bandwidth is stretched.

They often lean into storytelling and brand-safe content, making sure creators understand key messages and legal guidelines. For regulated industries, that matters a lot.

Creator relationships under Sway Group

Sway Group maintains relationships with many different types of creators, from bloggers and Instagram creators to TikTok and YouTube talent. Their network supports both niche and wide-reaching campaigns.

Because they manage a lot of campaigns, they tend to have repeat relationships with reliable creators. That can cut down on risk and last-minute surprises.

On the flip side, some brands may feel the creator pool is more curated than experimental. If you want edgy, untested creators, you may need to push for them.

Typical Sway Group client fit

Brands that do well with Sway Group usually have clear goals but limited internal time. They want a partner to manage complicated logistics across many influencers.

Well-suited clients often include:

Consumer brands needing national or multi-region reach
Companies with strict messaging or legal requirements
Marketing teams that value detailed project management
Brands open to multi-month or ongoing creator programs

Smaller teams can find comfort in handing off execution to a partner that knows how to scale efforts without losing control of brand tone.

Glean: services and style

Glean, also operating on the services side, focuses on connecting brands with creators in ways that feel authentic and focused. They may not always aim for huge volume, but they work to get the right audience fit.

Core services Glean usually offers

Glean’s support tends to look similar at first glance: strategy, influencer matchmaking, and campaign coordination. But they often emphasize smaller, sharper activations instead of giant creator armies.

Influencer strategy aligned to a clear target audience
Careful creator sourcing based on fit and relevance
Briefs and content direction that leave room for creator voice
Day-to-day campaign coordination and timeline control
Measurement focused on engagement and quality of interaction

If your team values depth of connection in a niche space over the biggest possible reach, this approach can be appealing.

How Glean tends to run campaigns

Glean often leans into more selective casting and scaled-down but precise efforts. Instead of 200 creators, you might see 10 to 30 carefully chosen partners.

This style can encourage more hands-on collaboration with each creator. Content may feel more personal, especially if the brand wants story-driven pieces or thoughtful reviews.

Because things are smaller in scale, timelines can be flexible, but brands still need to plan ahead for approvals and edits.

Creator relationships under Glean

Glean tends to work closely with creators who care about their communities and authenticity. Rather than purely chasing follower counts, they often favor fit and influence within a specific space.

That can mean fewer megastars but a stronger connection with the audience you actually care about. It also helps with credibility, especially in categories like wellness, parenting, or B2B niches.

If you want massive celebrity endorsement, you may need to clarify that up front to see if it matches their strengths.

Typical Glean client fit

Glean aligns well with brands that value precision and depth, and that are comfortable not always chasing the loudest signals like sheer impressions.

Brands that often benefit include:

Startups and growth brands with clear niche audiences
Companies wanting detailed creator storytelling, not just quick posts
Teams willing to co-create briefs and messaging closely
Marketers who want the same creators back for multiple efforts

For these groups, a more intimate, focused program can sometimes outperform a broader but shallow push.

How the two agencies really differ

Although both are influencer agencies, their feel and focus can be quite different. Thinking in terms of scale, structure, and style helps clarify the choice.

Scale and volume of work

Sway Group often feels built for bigger, more complex initiatives. They are comfortable handling multi-channel, multi-creator efforts and lining everything up with strict schedules.

Glean can absolutely handle larger programs, but their reputation leans toward more selective work, sometimes focusing on depth over huge volume.

Campaign structure and process

With Sway Group, you’re more likely to experience a highly structured process. There are clear milestones, documented next steps, and a strong emphasis on organization.

Glean is typically structured too, but the creative process can feel a bit more fluid. There may be more room for back-and-forth with creators and less rigid templates.

Creative tone and brand control

Sway Group tends to keep a tight handle on messaging to protect brand standards. Content is still creative, but guardrails are usually firm.

Glean often places slightly more weight on creator voice and audience expectations. You may see more personal storytelling and less polished, corporate-feeling content.

Client experience and communication

Both will assign account contacts, but Sway Group is often praised for strong project management and frequent updates. This helps when internal teams are juggling many priorities.

Glean may feel more like a creative partner who wants conversation about brand story and audience nuance. For some marketers, that closeness is a big benefit.

Pricing and how work is structured

Neither agency usually lists hard prices, because costs depend heavily on scope, creator fees, and timeline. Instead, they provide custom quotes based on your brief.

How Sway Group typically prices work

Sway Group often works through campaign-based budgets or ongoing retainers. You pay for strategic planning, project management, and the actual influencer fees.

Costs can rise with larger creator counts, more content pieces, and integrated paid media. Heavier reporting needs or complex usage rights can also add to the quote.

Many brands see this as an investment in peace of mind, since a seasoned team is steering the whole process end to end.

How Glean typically prices work

Glean usually structures work around agreed campaign budgets, often at a smaller or more targeted scale. Fees cover planning, creator sourcing, and campaign oversight.

Pricing shifts based on influencer tier, content formats, and how involved the agency is in creative development. Long-term partnerships with the same creators may spread costs more effectively.

While you should not expect bargain pricing, narrower campaigns can keep investment focused where it matters most.

What usually drives cost up or down

Regardless of agency, a few common levers shape total spend:

Number and size of influencers included
Platforms used: TikTok, Instagram, YouTube, podcasts, blogs
Type and volume of content: posts, videos, Stories, Reels, Shorts
Usage rights and length of time the brand can reuse content
Paid boosting or media buying on creator content

Clear priorities help lower wasted spend. If top goals are awareness, conversions, or content assets, say so early and structure budgets around those outcomes.

Key strengths and limitations

Both agencies can run strong influencer campaigns, but each has advantages and tradeoffs depending on what you value most.

Where Sway Group tends to shine

Handling large or multi-wave influencer pushes comfortably
Keeping campaigns tidy, on-time, and fully documented
Working with brands that need strong message control
Delivering consistent quality even when many creators are involved

A common concern for brands is whether bigger campaigns will become chaotic; Sway Group’s structure helps ease that worry.

Where Sway Group may feel less ideal

Smaller brands with very tight budgets may struggle to justify full-scale programs.
Teams wanting highly experimental, riskier creator choices might find the approach a bit cautious.
Brands hoping for heavy in-house involvement may feel the process is more agency-led.

Where Glean tends to shine

Campaigns aimed at specific, well-defined audiences
Work that values deep storytelling over sheer post volume
Programs where creator input shapes the message and format
Brands seeking genuine-feeling content in tight-knit communities

Many marketers quietly worry that influencer work will feel fake; Glean’s emphasis on fit and authenticity helps counter that.

Where Glean may feel less ideal

Brands wanting huge creator rosters or national blitzes
Teams that require strict, corporate-level message control
Marketers who mainly want content assets at scale rather than deeper relationships

No agency is perfect for every situation. The real question is which strengths map closest to your priorities right now.

Who each agency is best for

Think less about which agency is “better” and more about which one feels built for your stage, budget, and internal setup.

Best fit scenarios for Sway Group

Mid-size and large brands planning national or multi-region launches
Companies that want one partner to handle strategy through reporting
Marketing teams with limited internal staff for day-to-day management
Brands needing lots of content pieces and wide creator coverage
Organizations in regulated or sensitive fields needing tight oversight

If your main concern is reliability at scale, the more structured style is usually an asset.

Best fit scenarios for Glean

Brands with very clear audience definitions and tight positioning
Teams that want a smaller set of highly aligned creator partners
Marketers who care deeply about long-form storytelling or thoughtful reviews
Startups or growth brands testing focused influencer efforts first
Organizations that want collaborative creative conversations with the agency

If you care most about depth, nuance, and a close link between creator and community, Glean’s style will likely feel more natural.

When a platform like Flinque makes more sense

Some brands reading this are not actually sure they want an agency at all. They might prefer more control, or they may not be ready for agency-level budgets.

In those cases, a platform-based option can be worth exploring. Flinque, for example, lets brands discover influencers, manage outreach, and run campaigns directly.

Instead of paying for full-service management, you’re paying for software that supports your team’s own work. This can suit marketers who are willing to handle creator communication themselves.

Situations where a platform can be a better fit include:

Very lean teams that are still comfortable doing hands-on management
Brands testing influencer work with small budgets before going bigger
Companies that want ongoing access to a discovery engine, not just set campaigns
Marketers who like experimenting and iterating quickly without agency layers

If you reach a point where coordination becomes overwhelming or strategic guidance is needed, you can always graduate to agency support later.

FAQs

How do I decide between these two influencer agencies?

Start with your goals, budget, and capacity. If you want large-scale, highly organized campaigns with strong guardrails, Sway Group is often a fit. If you prefer targeted, deeply aligned creator partnerships, Glean may suit you better.

Can smaller brands work with these agencies?

It depends on budget and scope. Smaller brands can sometimes work with either agency if they focus on a narrow campaign and set clear expectations. However, some very early-stage companies may find platform solutions more budget friendly.

Do these agencies only work with certain social platforms?

Both generally operate across major platforms like Instagram, TikTok, YouTube, and sometimes blogs or podcasts. The exact mix will depend on your audience and goals. Discuss platforms during early calls so the plan matches your priorities.

Will I have control over which influencers are chosen?

Most agencies present a shortlist for your review. You can typically approve or reject creators, and share preferences before sourcing begins. The level of control varies, so ask about this process during initial discussions.

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

Timeline varies by campaign. You may see early engagement within days of content going live, but clearer brand impact often needs several weeks or repeated efforts. For long-term brand lift, many marketers plan multi-month programs.

Conclusion: choosing based on your needs

The right partner is the one that fits your goals, not just the one with the loudest reputation. Think about what matters most: scale, control, authenticity, or experimentation.

If you need large, tightly managed programs, Sway Group may map well. If you want precise, community-focused storytelling, Glean might be the better fit.

Also consider whether you actually want a full-service partner at all. If hands-on control and flexible spending feel more comfortable, a platform like Flinque could be a smarter first step.

Whichever route you choose, go into conversations with a clear sense of budget, timelines, and success metrics. That clarity will help any partner build stronger influencer work for your brand.

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.