Influencer agency or platform: which choice should you make for your influencer marketing campaigns?
Posted: Tue Jan 21, 2025 6:39 am
It's a fact. Over the past ten years, influencer marketing has become one of the most powerful strategic levers for brand performance. And the numbers confirm this, as its return on investment per dollar invested is now, on average, $6.5, and the budgets of professionals dedicated to it continue to grow. In a phase of growth and structuring, influencer marketing is attracting more and more professionals from all sectors who fully integrate it into their communication strategies. So, in this dynamic, should you use an influencer marketing agency or internalize your campaigns through an influencer platform? What are the concrete advantages of internalization? What are the costs? We explain.
Influencer marketing platform vs. specialist agency: what are the differences?
When you know that the influencer marketing market is expected to be worth $15 billion by 2022 according to Business Insider Intelligence , and when you know the range of possibilities to activate this lever, it is essential to know where to position yourself. By positioning we mean, of course, choosing the most appropriate and effective solution to launch and integrate campaigns into your strategy. While some brands entrust the task to specialized agencies, others prefer to do it internally, using solutions and platforms dedicated to influencer marketing.
What is an influencer agency?
Companies that decide to entrust the management of their KOL marketing campaigns to agencies are often new to the sector and want support. Activated punctually or throughout the year, they become the intermediary between the brands that request them and the influencers.
In tune with the latest market trends and mastering the codes of social networks and KOLs (Key Opinion Leaders), agencies make their experience and support network available to professionals in:
– The definition of a clear influence strategy in line with your objectives,
– Operational execution of campaigns : identification of activated profiles, drafting vp media email database of briefs, etc.
– Optimization of campaigns throughout their deployment,
– Measure campaign results and performance .
To ensure optimisation, control of codes and industry practices and therefore the success of a KOL Marketing campaign, it may be wise to call on a specialised agency. However, in a context where social platforms are evolving rapidly and content creators are multiplying, many of them are often limited in their actions. Faced with this situation, they often turn to influencer marketing platforms to support them in identifying profiles, configuring devices and reporting on campaigns in real time.
But how much does it actually cost? It is important to understand that an agency is not an influencer marketing tool, but a service provider that provides and sells a service. And when we talk about a specialized service provider, we are also talking about costs and margins that must be taken into account in the budget allocated to a KOL marketing strategy. An element to take into account and include in the different costs that a campaign may (already) have in order to create an appropriate budget.
Influencer marketing platform vs. specialist agency: what are the differences?
When you know that the influencer marketing market is expected to be worth $15 billion by 2022 according to Business Insider Intelligence , and when you know the range of possibilities to activate this lever, it is essential to know where to position yourself. By positioning we mean, of course, choosing the most appropriate and effective solution to launch and integrate campaigns into your strategy. While some brands entrust the task to specialized agencies, others prefer to do it internally, using solutions and platforms dedicated to influencer marketing.
What is an influencer agency?
Companies that decide to entrust the management of their KOL marketing campaigns to agencies are often new to the sector and want support. Activated punctually or throughout the year, they become the intermediary between the brands that request them and the influencers.
In tune with the latest market trends and mastering the codes of social networks and KOLs (Key Opinion Leaders), agencies make their experience and support network available to professionals in:
– The definition of a clear influence strategy in line with your objectives,
– Operational execution of campaigns : identification of activated profiles, drafting vp media email database of briefs, etc.
– Optimization of campaigns throughout their deployment,
– Measure campaign results and performance .
To ensure optimisation, control of codes and industry practices and therefore the success of a KOL Marketing campaign, it may be wise to call on a specialised agency. However, in a context where social platforms are evolving rapidly and content creators are multiplying, many of them are often limited in their actions. Faced with this situation, they often turn to influencer marketing platforms to support them in identifying profiles, configuring devices and reporting on campaigns in real time.
But how much does it actually cost? It is important to understand that an agency is not an influencer marketing tool, but a service provider that provides and sells a service. And when we talk about a specialized service provider, we are also talking about costs and margins that must be taken into account in the budget allocated to a KOL marketing strategy. An element to take into account and include in the different costs that a campaign may (already) have in order to create an appropriate budget.