The Shelf vs SmartSites

Why brands look at these two influencer partners

Marketers often find themselves comparing influencer marketing agencies that feel similar on the surface but work very differently once a campaign starts.

When people put The Shelf vs SmartSites side by side, they’re usually trying to understand who will actually move the needle for their brand, not just who has a nicer pitch deck.

You might be asking questions like: Who handles more of the work? Who is stronger in creative? Who understands my industry? And who will give me real, trackable results instead of vanity metrics?

What influencer campaign services really mean

The primary phrase worth focusing on here is influencer marketing agency services. That sounds simple, but it can cover very different realities depending on which partner you choose.

Some teams behave like full creative studios plus media buyers. Others lean toward performance marketing, treating creators as one more channel inside a broader digital strategy.

Understanding what sits behind that one phrase helps you figure out whether you need a storytelling powerhouse, a conversion focused team, or a blend of both.

What each agency is known for

Both businesses work with brands that want to tap creators instead of relying only on paid ads. However, they’ve built reputations in slightly different corners of the market.

The Shelf in simple terms

The Shelf is widely recognized for creative, story driven influencer campaigns. They often highlight detailed campaign concepts, mood boards, and carefully chosen creator lists.

They tend to emphasize personality, aesthetics, and narrative, especially across Instagram, TikTok, and YouTube. Their work often looks like a blend of content studio and influencer management.

SmartSites in simple terms

SmartSites is generally known first as a digital marketing and web design agency with strong roots in performance channels like search and paid media.

When they lean into influencer work, it usually sits within a broader mix of traffic growth, site design, and conversion optimization. The focus is often on leads, sales, or bookings, not just reach.

Inside The Shelf and how it works

Core services offered

The Shelf focuses on end to end influencer campaign development, from idea to final reporting. Typical service areas include:

• Campaign concept and creative direction
• Influencer discovery and vetting
• Contracting, briefs, and approvals
• Content coordination and scheduling
• Usage rights and whitelisting setup
• Reporting and insights after campaigns

They often function as a dedicated extension of your marketing team, taking over most of the day to day work with creators.

Approach to campaigns

The Shelf typically leads with the story first. They build overarching ideas, then find creators whose style fits that direction instead of the other way around.

Campaigns may include multi wave content, such as teaser posts, main features, and follow ups, sometimes combined with giveaways or challenges.

The emphasis is often on brand perception and emotional connection, even when there are conversion goals attached.

Relationships with creators

The Shelf works with many types of influencers, from nano creators to larger personalities, across fashion, beauty, lifestyle, parenting, and more.

They often highlight research driven matching, digging into audience data, engagement quality, and content style, rather than just follower size.

Relationships tend to be curated for each project, with extra attention paid to creative freedom alongside brand safety.

Typical client fit

Brands that lean toward The Shelf usually care strongly about visual identity and storytelling. They want campaigns that feel on brand and polished, sometimes even cinematic.

Categories often include:

• Beauty and skincare
• Fashion and accessories
• Consumer lifestyle products
• Parenting and family brands
• DTC brands seeking awareness and buzz

These clients often value unique, memorable concepts over purely performance driven posts.

Inside SmartSites and how it works

Core services offered

SmartSites’ roots are in web and performance marketing, so influencer campaigns often sit alongside other channels. Service areas may include:

• Website design and landing pages
• SEO and content marketing
• PPC and paid social management
• Influencer outreach and campaign execution
• Analytics and conversion tracking

Influencer efforts are usually tied closer to measurable actions, like form submissions, e‑commerce sales, or calls.

Approach to campaigns

Rather than beginning purely with aesthetics, SmartSites tends to start from goals and numbers. They map out funnels, then layer in creators as a way to drive qualified traffic.

Content is designed to connect with landing pages, retargeting, and email flows. Creators become part of a fuller digital ecosystem instead of a standalone project.

Relationships with creators

SmartSites may not position itself as a classic influencer talent network. Instead, they look at creators as traffic and trust sources integrated into an overall strategy.

They prioritize clarity on tracking, call to action, and alignment with campaign goals. Creator selection often leans toward partners whose audiences convert well.

Typical client fit

Brands working with SmartSites tend to be very focused on measurable growth. They often want influencer work that connects tightly with their website and paid ads.

Common types of clients include:

• E‑commerce brands needing revenue growth
• Local and service businesses seeking leads
• B2B or niche companies focused on demos and calls
• Established brands overhauling their websites and funnels

These marketers often care less about award winning creative and more about clear return on spend.

How the two agencies actually differ

On the surface, both options work with creators and promise results. Underneath, their centers of gravity feel different.

Creative depth versus performance blend

The Shelf leans heavily into campaign ideas, visual storytelling, and curated creator casts. The emphasis is on how your brand feels and looks in the feed.

SmartSites leans toward traffic, leads, and sales, weaving influencers into a bigger digital puzzle that includes SEO, PPC, and conversion optimization.

Standalone campaigns versus integrated marketing

Projects led by The Shelf often stand on their own as big moments, hero launches, or brand awareness pushes. They can be repurposed, but the core is the campaign itself.

SmartSites typically positions influencer efforts as one piece within an ongoing marketing system, optimized and tweaked alongside paid media and on site changes.

Type of collaboration with your team

Working with The Shelf may feel like having a creative agency deeply focused on social content and creators. You collaborate on concepts and vibe, then they manage execution.

Working with SmartSites usually feels more like partnering with a digital growth team. You align on KPIs, give brand context, and then review performance data together.

Pricing approach and how work is structured

Neither business typically offers simple one size fits all pricing. Costs depend heavily on your goals, timeline, and the level of support you need.

How influencer campaigns are usually priced

For both sides, budgets often break into a few main pieces:

• Agency strategy and management fees
• Influencer fees and content costs
• Production support, if needed
• Paid amplification or whitelisting spend

Some engagements are project based for a set campaign. Others shift into ongoing retainers for brands running creator content year round.

What influences the total cost

Several factors raise or lower your final quote:

• Number and size of influencers involved
• Platforms covered, such as TikTok plus YouTube
• Content volume, including main and extra posts
• Regions or languages targeted
• Length of engagement and reporting depth

SmartSites may also factor in website work, PPC management, or SEO when building a broader digital plan.

Strengths and limitations of each partner

Every agency has strong spots and blind spots. Knowing these ahead of time helps avoid frustration later.

Where The Shelf stands out

• Strong creative concepts and storytelling
• Attention to aesthetics and brand fit
• Detailed creator selection and campaign planning
• Good fit for brands wanting buzz and cultural moments

A common concern is whether heavy focus on creative can make performance tracking feel secondary for some brands.

Where SmartSites stands out

• Deep roots in web design and digital performance
• Clear focus on measurable outcomes and tracking
• Ability to tie influencer work into SEO and ads
• Useful for brands needing a complete digital overhaul

On the flip side, some marketers may find their influencer offering feels less like a specialized creator studio and more like a supporting channel.

Potential limitations to keep in mind

With The Shelf, you might find that if your main goal is strict cost per acquisition, you’ll need clear discussions about attribution and performance metrics.

With SmartSites, you may need to push harder on creator selection nuance, brand tone, and content feel so campaigns don’t come across as purely transactional.

Who each agency is best suited for

Your choice should lean on brand stage, goals, and how much creative versus performance support you need.

Brands that may fit best with The Shelf

• Consumer brands launching new products that need buzz
• Beauty, fashion, and lifestyle companies prioritizing aesthetics
• DTC brands wanting memorable, shareable moments
• Marketing teams that value creator storytelling and visual polish

These teams often already have some sales traction and are ready to invest in awareness and brand love.

Brands that may fit best with SmartSites

• Companies needing both website improvement and influencer support
• Businesses focused on leads, bookings, or e‑commerce revenue
• Brands wanting one partner to handle wider digital efforts
• Teams that prioritize dashboards, tracking, and optimization

For these marketers, influencers are one lever within a broader growth machine rather than the entire focus.

When a platform alternative may fit better

Sometimes, neither path is perfect. You might want more control than a full service agency gives, but more structure than ad hoc outreach offers.

Why a platform based approach can help

If you have internal marketing staff ready to manage creators but lack discovery tools and workflow support, a platform can fill that gap.

Tools like Flinque let you search for creators, manage outreach, track deliverables, and measure results without paying for a full creative or performance team.

Situations where platforms shine

• In house teams comfortable with campaign planning
• Brands running frequent, smaller influencer pushes
• Companies wanting to build direct creator relationships
• Marketers testing influencer efforts before large retainers

In these cases, platform fees can be easier to justify while you learn what works, then later decide if you need agency level support.

FAQs

How do I decide between a creative heavy or performance heavy influencer partner?

Start with your main goal this year. If you need brand awareness and social buzz, a creative heavy partner fits. If you must hit revenue or lead targets, choose a team deeply tied to performance and site optimization.

Can I use multiple agencies for influencer work?

Yes, some brands split projects between partners, but it can create overlap and confusion. If you do this, set clear roles, channels, and goals so each agency knows where they lead and how success is measured.

How long should an influencer campaign run to see results?

Short launches can work, but most brands benefit from at least several weeks to a few months. This allows time to test creatives, adjust messaging, and extend winning content through paid amplification.

Do I always need exclusive contracts with influencers?

Not always. Exclusivity raises costs and isn’t necessary for every project. It makes more sense when competitors are direct and you’re investing heavily in a creator’s content or long term partnership.

What should I have ready before talking to an influencer agency?

Come with a rough budget range, clear goals, target customer profiles, key markets, and any brand guidelines. Sharing past wins and failures with creators also helps partners quickly understand what to repeat or avoid.

Making the right choice for your brand

Your best partner depends on whether you want standout storytelling, tight performance tracking, or a mix of both. The key is matching strengths to your main business problem.

If you crave bold, memorable social moments, a creative driven influencer team could be ideal. If you need traffic, leads, and revenue tied closely to your site, a performance rooted partner may be smarter.

And if your internal team is ready to run the show but needs better tools, a platform first approach can give you control without big retainers.

Clarify your goals, budget, and appetite for involvement. Then ask each potential partner tough, specific questions about how they’ll get you there.

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.