Veritone One vs IMA

Why brands weigh Veritone One against IMA

When you start looking seriously at influencer marketing, two names often surface: Veritone One and IMA. Both help brands work with creators, but they do it in different ways, for different types of companies and goals.

Most marketers comparing them want clarity on three things: what each actually does day to day, which is a better fit for their budget and team, and how hands-on they’ll need to be with campaigns.

What each agency is known for

The primary keyword for this topic is influencer agency comparison. That’s exactly what’s happening when brands look at these two shops side by side.

Veritone One is often associated with large-scale media and audio-first creator campaigns, including podcasts, radio, and streaming. It sits within Veritone’s broader AI and media ecosystem.

IMA, also called Influencer Marketing Agency, is widely known for global social media influencer programs for consumer brands, especially in fashion, beauty, lifestyle, and retail.

Both work with creators and handle campaign management, but the channels, creative style, and “feel” of their work can look very different in practice.

Inside Veritone One’s services and style

Veritone One positions itself as a full-service agency that blends influencer work with broader media strategy. It leans heavily into audio, performance tracking, and scaling what works.

Core services

While exact offerings evolve, brands usually look to Veritone One for a mix of creator-led and media-focused services across audio and digital.

• Podcast and radio host-read sponsorships and integrations
• Influencer campaigns across YouTube, social media, and streaming
• Media planning and buying linked to creator partnerships
• Creative guidance for ad reads, brand talking points, and scripts
• Measurement and optimization focused on signups, downloads, or sales

This blend tends to attract brands that care about performance, long-term media testing, and scaling spend on winning shows or creators.

Campaign approach

In practice, Veritone One often starts with a clear performance target, like cost per acquisition or cost per order. From there, they identify creators and shows that match your audience.

You’ll typically see them test a wider mix of hosts or channels first. Then they push more budget into the placements and creators that actually drive results.

Campaigns often include detailed tracking, unique URLs or codes, and frequent optimization. The process can feel closer to paid media than pure brand storytelling.

Creator relationships

Because of their strong audio presence, Veritone One maintains relationships with podcast hosts, radio talent, and video creators who are open to ongoing sponsorships.

Many clients lean on them to handle outreach, negotiation, and scheduling. If your brand needs frequent mentions or evergreen host reads, this network can be a real advantage.

For social-led or visual campaigns, they’ll also work with influencers on platforms like YouTube, Instagram, and TikTok, but always with an eye on measurable outcomes.

Typical client fit

Veritone One tends to resonate with brands that treat influencer marketing as a performance channel instead of just a branding play.

• Direct-to-consumer brands willing to invest in podcast or audio ads
• Apps, subscription services, and tech companies focused on user growth
• Marketers comfortable with media-style testing and scaling budgets

If you already run paid media and want creator partnerships to plug into that mindset, this agency can feel like a natural extension.

Inside IMA’s services and style

IMA tends to be associated with polished, social-first campaigns that emphasize storytelling, brand image, and long-term relationships with creators.

Core services

Most brands turn to IMA for influencer work centered on visual social channels and global reach.

• Influencer strategy and campaign development for social media
• Creator sourcing and vetting across Instagram, TikTok, and YouTube
• Content production in collaboration with influencers
• Always-on ambassador or advocacy programs
• Reporting around reach, engagement, and brand lift

The focus is more on how your brand shows up in culture, and how creators can tell your story in a way that feels natural to their audience.

Campaign approach

IMA typically begins with your brand positioning, target audience, and desired image. From there, they develop a creative concept that informs creator briefs and content directions.

Campaigns often revolve around themes, launches, or seasonal moments, with creators posting coordinated content within a set timeframe.

Success is usually defined by reach, engagement, sentiment, and long-term brand relationships, sometimes paired with tracking links or discount codes.

Creator relationships

IMA works with a wide range of fashion, beauty, lifestyle, and luxury creators, often building campaigns that look like curated editorials across multiple feeds.

They may work repeatedly with the same influencers for different brands and seasons, which can make projects run smoothly for both sides.

The emphasis is on quality content, visual harmony with your brand, and fitting into the influencer’s usual style rather than hard-sell messaging.

Typical client fit

IMA is usually a strong fit for brands that care deeply about aesthetics, lifestyle positioning, and global reach across social platforms.

• Fashion and apparel labels targeting style-conscious consumers
• Beauty, skincare, and wellness brands
• Luxury and premium lifestyle companies
• Retailers wanting polished influencer storytelling across markets

If your primary goal is to build brand desire and cultural presence, IMA’s approach tends to align well.

Key differences in how they work

Even without going deep into industry terms, the differences between these agencies become clear once you look at channels, goals, and style.

Channel focus

Veritone One often leads with audio and media-style creator integrations, such as podcast and radio sponsorships. Visual content plays a role, but performance tracking usually comes first.

IMA leads with social and video storytelling. Instagram and TikTok content, along with YouTube integrations, are typically center stage, driven by visual branding and curated feeds.

Performance vs. brand emphasis

Both care about results, but they weight them differently.

• Veritone One leans heavily into measurable performance and scaling winners.
• IMA puts more weight on brand image, content quality, and audience perception.

If you live and die by acquisition metrics, the former can feel more at home. If you’re building long-term brand equity, the latter may resonate more.

Creative feel

Veritone One’s campaigns often feature hosts or creators speaking directly about your product, sometimes in a more direct-response style.

IMA’s work usually shows up as polished, lifestyle content that feels native to the influencer’s feed, with your brand woven into scenes and styling.

This creative difference affects not just visuals, but how audiences experience your brand in the creator’s world.

Pricing approach and how you’ll work together

Neither agency follows a public, one-size-fits-all price sheet. Costs depend heavily on your scope, creator types, and campaign length.

How agencies usually charge

You can expect a mix of creator fees and agency compensation. This often includes some blend of campaign budgets, management costs, and creative or strategy time.

• Custom quotes based on channels, markets, and number of influencers
• Retainer-style agreements for ongoing work
• Project-based pricing for specific launches or seasonal pushes
• Separate creator fees for posts, content usage, and exclusivity

Both shops typically manage negotiations with talent, then pass those costs through or wrap them into the broader budget structure.

What influences cost the most

Several variables matter more than which agency you choose.

• Size and fame of the creators you want to work with
• Number of posts, episodes, or content pieces
• Markets and languages covered
• Length of campaign or ambassador programs
• Any usage rights for paid ads or long-term content use

In audio-heavy work, frequent host reads and top shows can drive budgets up quickly. In visual social, high-profile creators and complex shoots do the same.

Day-to-day collaboration

Both agencies are designed for done-for-you execution, but your experience can feel different.

With Veritone One, you may spend more time on approvals for hosts, scripts, and tracking structures. Reporting can feel closer to media dashboards, even if you never touch software.

With IMA, collaboration often centers on creative concepts, mood boards, and content review. You’ll be more involved in visual direction and brand guardrails.

Strengths and limitations to keep in mind

Every agency comes with tradeoffs. Knowing them up front makes it easier to choose without surprises later.

Where Veritone One stands out

• Strong track record in audio and host-read content
• Performance mindset for brands focused on measurable results
• Comfortable working at scale with many shows or creators
• Good fit for brands already running paid media and direct-response ads

The flip side is that visually driven, fashion-style storytelling may not be its primary sweet spot compared to some more social-first shops.

Where IMA shines

• Polished, visual-first social content with strong brand alignment
• Global influencer networks in lifestyle, fashion, and beauty
• Experience building longer-term ambassador programs
• Focus on how your brand looks and feels on creator channels

For strictly performance-driven teams, the emphasis on visuals and branding might feel softer than an aggressive acquisition campaign.

Common concerns brands have

One frequent worry is not knowing exactly what results to expect before signing an agency contract. That’s normal with influencer work.

The best way to reduce risk is to clarify success metrics, test periods, and decision points for scaling budgets before committing too long term.

Another concern is losing control over brand voice. Clear briefs, examples of do’s and don’ts, and strong approval processes help avoid that.

Who each agency is best for

To make things more practical, it helps to picture what kind of marketer is likely to feel “at home” with each agency.

When Veritone One is a good fit

• You want podcast or radio hosts talking about your product regularly.
• You care deeply about cost per acquisition, signups, or orders.
• You’re comfortable running tests, then scaling what works.
• You already invest in media and see creators as another channel.

Examples of good fits include subscription apps, direct-to-consumer brands, and services that can easily track conversions from unique codes.

When IMA is a good fit

• Your brand lives visually: fashion, beauty, lifestyle, travel, or home.
• You want coordinated influencer content across markets and seasons.
• Brand image and aspirational storytelling matter as much as sales.
• You need polished content you can also reuse in your own channels.

Examples here often include fashion labels, cosmetic brands, global retailers, and luxury goods companies aiming to shape perception over time.

When a platform like Flinque is a better move

Full-service agencies aren’t the only path. Sometimes a platform-based route makes more sense, especially for teams that want control without agency retainers.

How Flinque fits into the picture

Flinque is an example of a platform that helps brands handle influencer discovery and campaign workflows themselves, instead of outsourcing everything.

Rather than working through an agency team, your marketing group uses the software to find creators, manage outreach, track content, and report on performance.

This can suit brands that are ready to build in-house influencer skills, but still want structure and tools to keep things organized.

When a platform may be better than an agency

• Your budget is limited, but you have time and people to manage campaigns.
• You want to test influencer marketing before committing to larger fees.
• You prefer direct relationships with creators instead of a middle layer.
• You’re comfortable learning by doing and improving over time.

In some cases, brands use agencies for big campaigns while running smaller, ongoing efforts through a platform to build an always-on presence.

FAQs

How do I decide between these two influencer agencies?

Start with your main goal. If you want performance-driven audio and media-style creator campaigns, Veritone One may fit. If you need polished, visual social content and lifestyle storytelling, IMA is more aligned. Then weigh budget, timeline, and your team’s preferences.

Can smaller brands work with these agencies?

It depends on your budget and scope. Both agencies generally focus on brands ready to invest meaningful amounts in influencer marketing. If your budget is limited, starting with a platform model or smaller pilot campaigns can be more realistic.

Do these agencies guarantee specific results?

Influencer agencies rarely guarantee exact numbers, because performance depends on many outside factors. They can estimate ranges based on past work, but it’s important to treat early stages as tests and refine based on what actually happens.

How long does it take to launch a campaign?

Timelines vary, but planning, creator selection, contracts, and content approvals usually take several weeks at minimum. Larger, multi-market programs can take one to three months to get fully underway, depending on complexity and internal review processes.

Can I work directly with influencers instead of using an agency?

Yes. Many brands start by reaching out directly or using a platform to manage everything themselves. Agencies become more valuable when you need scale, complex coordination, advanced negotiations, or simply don’t have the in-house time and expertise.

Finding the right fit for your brand

Choosing between these two agencies isn’t about which one is “better” in general. It’s about which one is better for what you’re trying to achieve right now.

If you’re focused on measurable growth, comfortable with media-style testing, and interested in audio or host-led content, Veritone One may be the stronger match.

If you want visually driven social content, global lifestyle storytelling, and long-term brand presence with creators, IMA will likely align more closely with your goals.

For brands with smaller budgets or a desire for more control, exploring a platform option such as Flinque can offer a middle path between DIY outreach and full-service retainers.

Clarify your goals, budget range, and how involved you want to be day to day. Then speak openly with each partner about expectations to find the setup that feels right for your team.

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.