The Goat Agency vs Obviously

Why brands weigh up these two influencer partners

Brands that are serious about creator marketing often find themselves choosing between different types of agencies. Two names that come up a lot are The Goat Agency and Obviously.

Both handle strategy, creator sourcing, and campaign execution, but they feel different in style, structure, and ideal client fit. You are likely looking for clarity on which path matches your goals, budget, and internal bandwidth.

What data driven influencer marketing really means

The primary idea behind data driven influencer marketing is simple. Instead of guessing which creators might work, agencies use real metrics, audience data, and past campaign results to plan and adjust.

Both teams emphasize numbers and performance, but they apply this mindset in slightly different ways, from reporting style to how aggressively they optimize for sales versus awareness.

What each agency is known for

Before diving into details, it helps to understand the broad reputation each group has built with brands and creators.

The Goat Agency in plain language

The Goat Agency is widely seen as a performance leaning influencer shop. It focuses heavily on tracking, testing, and proving measurable outcomes like sign ups, app installs, and sales.

Their work often spans social platforms such as Instagram, TikTok, YouTube, and more, with a particular focus on scaling repeatable creator programs for growing brands.

Obviously in plain language

Obviously is known for managing large, often global influencer programs with many creators at once. It frequently works with household name brands and enterprise teams.

The agency combines creative direction, influencer sourcing, and logistics to run campaigns that need structure across multiple regions, languages, and content formats.

Inside The Goat Agency

This section looks at what Goat actually does for brands day to day, beyond the buzzwords.

Core services you can expect

While exact offerings can change, Goat typically covers most parts of influencer activity for brands, including:

• Strategy for creator campaigns across social channels
• Influencer discovery, vetting, and outreach
• Campaign management and communication with creators
• Content briefing and approvals
• Paid social amplification of influencer content
• Reporting, tracking, and optimization over time

The focus leans toward campaigns that can be continuously improved through testing new creators, formats, and messaging.

How Goat tends to run campaigns

Goat has built its brand around performance thinking. It often treats influencer work more like a media channel than pure PR or gifting.

That usually means clear goals, frequent reporting, and decisions based on what actually drives clicks, conversions, or sign ups, not just likes and comments.

Creator relationships and network

Goat works with a wide range of creators rather than only a small closed roster. It often taps into many mid tier creators instead of betting everything on one big name.

This approach can give brands access to fresh faces and niche audiences, but it also means each campaign involves more moving parts across creators.

Typical client fit for Goat

Goat tends to resonate with brands that care deeply about measurable performance and ongoing testing. Common fits include:

• Digital first consumer brands
• Apps and tech products looking for installs or sign ups
• Ecommerce businesses focused on sales
• Brands ready to treat influencers as a core growth channel

These clients often have internal data teams or clear KPIs and want an agency that matches that mindset.

Inside Obviously

Next, let’s break down what work with Obviously tends to look like from a brand’s perspective.

Core services you can expect

Obviously offers end to end influencer management across multiple platforms. Core areas typically include:

• Campaign creative and concept development
• Influencer sourcing and relationship management
• Product seeding and logistics
• Content coordination and approvals
• Global and multilingual campaign execution
• Reporting against awareness and engagement goals

The team is often structured to handle many creators at once, especially for large brand launches or evergreen gifting programs.

How Obviously tends to run campaigns

Obviously often focuses on matching brand storytelling with the right creators, then handling the heavy logistics behind the scenes. It is comfortable with big, multi wave programs.

For many larger companies, this looks and feels like a fully outsourced influencer department, with clear timelines and structured communication.

Creator relationships and network

Obviously works with creators ranging from nano to macro, including those who participate in ongoing ambassador programs. It also runs large product gifting efforts at scale.

Because of its history with major consumer brands, it is used to vetting talent for brand safety, legal needs, and alignment with established brand guidelines.

Typical client fit for Obviously

Obviously often works with bigger, established companies that need structure and coverage rather than scrappy experimentation. Examples include:

• Global consumer brands launching in multiple markets
• Retail and beauty companies running ongoing seeding
• Household names planning seasonal or tentpole campaigns
• Marketing teams that value process and scale

These clients usually want a partner that can plug into internal teams, agencies of record, and global calendars.

How these agencies truly differ

When people mention “The Goat Agency vs Obviously,” they are usually trying to understand how each one actually feels to work with.

Overall approach and mindset

Goat tends to lean a bit more toward performance, frequent testing, and optimization loops. It often pushes brands to treat influencer content like ads that can be tuned.

Obviously’s centre of gravity often sits in large scale creator management, storytelling, and structured campaign workflows, especially for global brands.

Scale and complexity of campaigns

Both can handle large programs, but in practice they attract slightly different types of scale.

Goat may stack many mid sized creators around growth goals, while Obviously often manages complex rosters across multiple regions with tight brand rules and logistics.

Client experience and communication style

Working with Goat may feel more test focused, with frequent reporting on performance metrics and suggested shifts.

Working with Obviously can feel more like running a synchronized brand initiative, with timelines, creator waves, and a heavy focus on coordination and delivery.

Pricing approach and how work is scoped

Both agencies work as service based businesses, not plug and play software. Pricing is usually customized around your needs.

Common pricing structures

Most influencer agencies draw from a similar mix of pricing models, often including:

• Campaign based project fees covering planning and management
• Retainer agreements for ongoing work over several months
• Influencer fees for content creation and usage rights
• Paid media budgets to boost creator content

Exact structures depend on your scope, markets, and expected volume of creators and content.

What usually drives cost up or down

Key cost drivers include:

• Number and tier of creators you want involved
• Markets and languages included in the program
• Type and number of deliverables per creator
• How much paid amplification you plan to run
• Length of the engagement and level of reporting

Performance focused tests can sometimes start lean, while global brand launches almost always require higher budgets.

Key strengths and where each can fall short

Every agency choice involves tradeoffs. Understanding these up front can save you from disappointment later.

Where Goat usually shines

• Strong focus on measurable outcomes and testing
• Comfortable treating influencer work like a growth channel
• Good fit for brands that want to learn fast from data
• Flexible use of many mid tier creators for reach and variety

A common concern is whether this performance focus might overshadow pure brand storytelling.

Where Goat may feel limited

• May not be the ideal partner if you want only a few celebrity faces
• Data heavy reporting can feel intense for teams new to performance marketing
• Brands craving big TV style creative may want extra support from other partners

Where Obviously usually shines

• Strong at managing large, multi creator programs across regions
• Comfortable working with well known consumer brands and complex needs
• Robust processes for brand safety, approvals, and logistics
• Good match for product seeding and ambassador style programs

Some brands worry that heavy structure might slow down tests or quick experiments.

Where Obviously may feel limited

• Might feel more enterprise than some smaller brands want
• Campaign setup can be more involved for simple, fast tests
• Brands expecting scrappy, always changing experiments may feel constrained

Who each agency tends to suit best

Thinking about your own situation and internal resources will help you decide which direction fits better.

When Goat is likely a better fit

• You want influencer content to drive clear performance metrics.
• Your team is comfortable with testing, iteration, and data led decisions.
• You see creators as an ongoing growth channel, not one off PR.
• You are open to using multiple mid tier creators instead of only big celebrities.

When Obviously is likely a better fit

• You manage a well known brand with strict guidelines and approvals.
• You need campaigns running across several markets or languages.
• You want a partner to handle large scale seeding or ambassador work.
• Your internal team needs strong process, structure, and predictability.

When a platform like Flinque makes more sense

Full service agencies are not always the right answer. Some brands prefer more control and lower ongoing fees by using software.

How a platform approach works

Tools such as Flinque give you a way to find creators, manage outreach, and run campaigns using a platform instead of a full outsourced team.

You keep more direct contact with creators, control over briefs, and visibility into what is happening, while paying for access to technology rather than large retainers.

When to consider a platform instead of an agency

• You have in house marketers who can manage creators day to day.
• Your budget is not yet large enough for heavy agency fees.
• You want to build direct, long term creator relationships yourself.
• You prefer flexible, software style costs over service retainers.

For some brands, a hybrid approach can also work, using a platform for always on activity and agencies for big launches.

FAQs

Is one agency objectively better than the other?

No. Each has strengths that suit different types of brands and goals. The right choice depends on whether you value performance testing, global scale, creative structure, or hands on partnership most.

Can smaller brands work with these agencies?

In some cases, yes, if budgets and scope align. However, both often serve mid sized and larger brands, so smaller teams may find more flexibility with niche agencies or platforms like Flinque.

Do these agencies only handle Instagram and TikTok?

No. Both typically work across several channels, including Instagram, TikTok, YouTube, and sometimes other platforms, depending on where your audience spends time and what fits your product.

How long do influencer campaigns usually run?

Timelines vary. Many brands test for one to three months, then expand into longer programs or ambassadorships if results are strong. Larger brand launches may be planned over several months or more.

Can I keep creator relationships if I change agencies?

In many cases you can maintain relationships, especially if creators are not under exclusive contracts. It is wise to clarify this early and ensure expectations are clear in your agreements.

Conclusion: choosing the right fit

Deciding between these influencer partners comes down to your goals, resources, and appetite for experimentation. Both can deliver strong results, but in different ways.

If you are driven by measurable growth and constant testing, Goat may match your style. If you need large scale, structured campaigns across markets, Obviously may feel more natural.

Brands willing to manage more in house can also explore platform options like Flinque to reduce service fees and build direct relationships. Whichever route you choose, be clear about goals, budget, and how involved you want to be.

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.