The Goat Agency vs IMA

Why brands look at these two influencer marketing agencies

Brands weighing up The Goat Agency vs IMA are usually trying to answer a simple question: which influencer partner will actually move the needle for my business? You want clear expectations on results, workflow, pricing, and how closely they work with creators.

Both are established influencer marketing agencies, but they grew up in slightly different worlds. One leans harder into always-on performance and social-first content. The other has deep roots in lifestyle storytelling and polished brand image.

To help you make sense of the choice, this page focuses on how each team runs campaigns, who they usually work with, and what might suit your goals, budget, and internal resources.

What “global influencer marketing partners” really means

The primary focus here is global influencer marketing partners. Both agencies present themselves as full-service collaborators that can take a brief, turn it into a creator strategy, and manage everything from outreach to reporting across multiple markets.

Instead of selling software seats or self-serve tools, they mostly sell expertise, relationships, and a process that reduces risk for brands entering or scaling creator campaigns.

What each agency is known for

Both teams work with well-known brands. They share a lot of overlap in services, but their reputations come from slightly different angles and histories.

The Goat Agency in simple terms

This London-born agency is widely associated with data-driven influencer campaigns, especially on social platforms like Instagram, YouTube, and TikTok. They speak the language of performance, measurable results, and always-on social activity.

They often highlight case studies showing follower growth, signups, or sales attributed to creator content, and they have worked with brands in gaming, finance, tech, and consumer goods.

IMA in simple terms

Based in Amsterdam, IMA (Influencer Marketing Agency) has long positioned itself as a specialist in lifestyle and premium brand storytelling. Their work often leans into fashion, travel, beauty, and luxury-focused campaigns.

They tend to highlight crafted, visually consistent content that aligns tightly with a brand’s aesthetic, often across multiple regions and languages.

Inside Goat’s style and services

Although details can evolve, Goat is usually seen as a performance-minded partner that merges creative content with measurable goals. Their clients often want both reach and conversions, not just pretty posts.

Typical services from Goat

The agency generally offers a full stack of influencer and social services that may include:

• Influencer strategy tied to specific business goals
• Creator sourcing and relationship management
• Content planning and creative direction for social channels
• Campaign management and optimization during live flights
• Paid media amplification of creator content
• Reporting, insights, and recommendations for future campaigns

They often position themselves as an extension of your in-house marketing, helping to link creators to your broader digital strategy.

How Goat tends to run campaigns

Goat usually emphasizes testing, iteration, and a data loop. That may mean working with a wider pool of creators early on, then doubling down on those who perform best for your brand or product.

They lean into short-form content and platform-native formats, encouraging creators to produce posts that feel natural to each channel instead of heavy brand ads.

Creator relationships and talent style

Goat collaborates with a wide mix of creators, from large influencers to smaller niche profiles. The focus often sits on creators whose audiences respond strongly to recommendations, not only on top-line follower counts.

They typically prioritize creators who are comfortable with direct response style content, clear calls to action, and promotional integrations that still feel authentic.

Typical brands that fit Goat

Brands that often connect with Goat’s approach include:

• Direct-to-consumer products wanting measurable sales impact
• Apps and tech platforms seeking installs or signups
• Fintech and online services needing trust and education
• Gaming and entertainment companies targeting younger audiences

If you care deeply about tracking performance metrics and running consistent creator activity across the year, Goat’s mindset is usually a good match.

Inside IMA’s style and services

IMA has built its reputation around curated influencer programs, particularly in lifestyle, fashion, and premium brands. Their work often feels more like editorial collaborations than direct ads.

Typical services from IMA

Their offering typically covers end-to-end campaign support, such as:

• Brand and influencer positioning for lifestyle audiences
• Creator casting and relationship management worldwide
• Concept development for visually cohesive campaigns
• Campaign execution across multiple social platforms
• Content usage planning, including whitelisting and repurposing
• Measurement and reporting on reach, engagement, and impact

IMA’s messaging often stresses brand fit, visual storytelling, and long-term ambassador relationships rather than one-off sponsored posts.

How IMA tends to run campaigns

IMA usually takes a more curated, design-led approach. Instead of starting with a huge volume of creators, they may carefully select a group that fits your brand’s world and brief.

The result often looks like a coordinated content wave tied to launches, seasonal moments, or brand campaigns with offline elements, such as events or shoots.

Creator relationships and talent style

IMA is associated with fashion-forward, travel, and lifestyle creators, often with highly polished feeds and strong visual identity. They also work with mid-tier and macro influencers that align with luxury or premium positioning.

Content from these creators tends to be aspirational, well-produced, and aligned with a brand’s overall image and tone.

Typical brands that fit IMA

Brands likely to be attracted to IMA’s approach include:

• Fashion and apparel companies building global presence
• Beauty and skincare brands targeting style-conscious consumers
• Travel, hospitality, and tourism boards
• Luxury and premium lifestyle brands

If your main goal is brand desirability, visual consistency, and long-term brand equity in lifestyle categories, IMA’s way of working tends to feel very natural.

How the two agencies really differ

Both agencies run influencer campaigns across major social platforms, but their foundations are different. That shapes how they talk, plan, and measure success with you.

Mindset and starting point

Goat often starts from a performance and growth angle. They may talk early about cost per acquisition, funnel stages, and test-and-learn cycles.

IMA usually begins with brand world, audience, and visual direction. They are more likely to focus on narrative, aesthetic, and long-term associations with particular creator segments.

Scale and execution style

Goat is generally comfortable activating many creators at once and optimizing on the go. That suits brands that want scale quickly and are open to experimenting with many profiles.

IMA tends to favor more curated casting and carefully choreographed drops of content. This helps create a premium feel but can be less about rapid, high-volume testing.

Client experience and communication

With Goat, you may experience more frequent performance updates and optimization suggestions during a campaign, often focused on hitting numerical targets.

With IMA, you may see more attention given to creative direction, mood boards, casting rationale, and how campaigns will look as a cohesive whole across markets.

Pricing approach and how work is scoped

Neither agency publicly sells simple off-the-shelf plans because most influencer work depends on scope, markets, and level of support. Expect custom quotes based on your needs.

How influencer agencies typically charge

In practice, both teams often combine several cost elements:

• Agency fees for strategy, management, and reporting
• Influencer fees paid directly or via the agency
• Production support, where needed for higher-end shoots
• Paid media budgets if content is boosted or whitelisted
• Retainer fees for ongoing, always-on work

Budget ranges depend heavily on the number of creators, regions, and content pieces, as well as whether you’re doing one campaign or a long-term program.

Engagement styles you might encounter

Goat often promotes ongoing partnerships with brands, where they handle continuous influencer activity tied to performance targets. That can involve retainers plus campaign-based add-ons.

IMA may work on both one-off launches and longer-term brand ambassador programs, sometimes linking digital campaigns with events, lookbooks, or seasonal activations.

In both cases, you will usually start with a discovery phase, a proposal, and then a negotiated scope that sets expectations and cost.

Strengths and limitations of each option

No agency is perfect for every brand or stage. Each comes with strengths and natural trade-offs you should weigh against your goals.

Where Goat often shines

• Strong focus on measurable outcomes and performance
• Comfortable running high-volume, always-on social activity
• Good fit for brands that need to prove ROI quickly
• Experience across categories like gaming, finance, and tech

A common concern is whether heavy performance focus might sometimes sacrifice brand storytelling or visual consistency.

Where Goat may feel less ideal

• Luxury and heritage brands seeking slow-burn image building
• Projects where offline experiences are central
• Teams wanting extremely tight art-direction of every post

That said, performance-led and brand-led work are not mutually exclusive; the key is how you frame the brief and success metrics.

Where IMA often shines

• Curated casting with strong brand fit and visual alignment
• Experience in fashion, beauty, travel, and lifestyle sectors
• Global, multi-market campaigns for premium brands
• Long-term ambassador relationships and polished storytelling

A frequent concern is whether this curated approach delivers the same direct, short-term performance as more test-heavy models.

Where IMA may feel less ideal

• Brands wanting aggressive experimentation with many creators
• Products focused mainly on conversions and quick wins
• Very tight budgets with little room for premium production

For some brands, the trade-off is worth it for the elevated look and feel. Others might prioritize efficiency and immediate performance signals.

Who each agency is best for

In practice, the “right” partner depends on what you sell, how you market, and how quickly you need to see results.

When Goat is likely the better fit

• You’re a digital-first or ecommerce brand chasing clear growth metrics.
• You want to run multiple campaigns each year with structured testing.
• Your team expects regular performance reports and optimizations.
• You are comfortable with diverse creator styles if they convert.

If your CEO or leadership team keeps asking, “What did we get for this spend?” then a more performance-minded partner can make internal reporting easier.

When IMA is likely the better fit

• You’re building a premium or aspirational brand identity.
• Your focus is on long-term positioning, not only quick sales.
• You care deeply about visual consistency and aesthetic control.
• You operate in fashion, beauty, travel, or lifestyle sectors.

If your brand is carefully designed and you see creators as part of your “world-building,” then IMA’s curated approach may feel more comfortable.

When a platform like Flinque might make more sense

Not every brand needs a full-service influencer agency. Some companies prefer to keep strategy and relationships in-house, but still need help with discovery and coordination.

This is where a platform-based option, such as Flinque, can be worth exploring. It is positioned as a way to manage influencer discovery and campaigns without long agency retainers.

Situations where a platform can fit better

• You already have a social or influencer manager on your team.
• Your budgets are modest, but you want to run consistent activity.
• You prefer direct relationships with creators instead of middlemen.
• You want more transparency and control over negotiations and briefs.

With this style of tool, you trade some done-for-you service for higher control, lower ongoing management fees, and the ability to build your own internal playbook over time.

FAQs

Is one agency clearly better for small brands?

Neither is specifically built for very small budgets. Both typically work with brands that can fund multi-creator campaigns. Smaller companies may find more flexibility using a platform or running limited tests with micro-influencers.

Can I work with both agencies at the same time?

It’s possible but can create overlap and confusion. If you do, clearly define scopes: for example, one agency for performance campaigns and the other for brand-led launches or events, with separate briefs and success metrics.

How long should I commit to see results?

Expect at least one to three months for initial learnings and three to six months to judge consistent performance. Brand-building work can take longer, especially in premium categories where awareness and affinity grow slowly.

Do these agencies only work with big influencers?

No. Both use a mix of creator sizes. Macro influencers bring reach, while micro and mid-tier creators often drive stronger engagement and more focused communities. The right mix depends on your budget and goals.

Should I prioritize brand fit or performance data?

Ideally, you want both, but your priority should match your main business need. If you’re launching or repositioning, prioritize brand fit. If you must prove revenue impact fast, lean more heavily into performance data and testing.

Conclusion: choosing the right influencer partner

Choosing between these influencer agencies is less about who is “best” and more about who is best for you. Start by writing down your top two or three goals: sales, awareness, or brand image.

If you need measurable, repeatable performance and rapid testing, a performance-minded agency like Goat may feel right. If you want crafted lifestyle storytelling and premium positioning, IMA’s curated approach can be powerful.

Also be honest about budget and internal capacity. Full-service agencies reduce workload but come with higher management fees. Platform options give more control but require more hands-on work from your team.

Whichever path you choose, push for clarity on scope, reporting, creator selection, and what success will look like before you sign anything. That alignment matters more than the name on the contract.

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.