As we all know Influencer marketing has become an integral part of all brands campaigns, with Instagram leading the way as the platform of choice, no wonder as there are now 800 million monthly active users.
It is predicted that in the coming years the global influencer space will become a $5-10 billion dollar industry with no signs of stopping.
As such, many new players are entering the market making daily, therefore it is more important than ever to distinguish between agencies and platforms, and to understand the benefits and disadvantages of each solution in order to recognise which one is right for your brand.
In this article we have broken down the function of agencies and platforms using the examples of existing solutions to help you make the right decision for your next influencer campaign:
Glem Features is an agency within the Dentsu Aegis network that specialises in ‘Digital-First’ talent, managing quality talent who are among the top social creators (Vloggers/Chefs/YouTubers) in the world and they measure their measure success from a metric of engagement.
FMCG / Beauty.
- Strong relationships and extensive talent expertise to find the right influencers for you.
- Negotiate rates and contracts,
- less time-consuming.
- less control
- not data led.
Summer is a talent agency part of PR outfit, B communications, 50,000 signed for use across multiple platforms in many different markets, their focus is mainly on beauty and lifestyle products, and many that work with their PR agency.
Luxury and fashion.
- Wide network,
- part of the wider agency
- PR led,
- Results not on data,
- Large signings low personal relationships
Influencer marketing platforms provide brands with a self-service solution, giving them full control to manage campaigns from start to finish. This requires a high level of brand involvement by managing content, and talent. On top of providing an opportunity for brands to learn and develop their acumen for influencer marketing, there are also no human fees to pay as campaigns are managed by the end user.
Tribe is an Influencer solution with a mass approach. Pride themselves as being a self-service marketplace, connecting brands with everyday people (+45,000 influencers) who have built up an established following all around the world.
FMCG, Sports, Alcohol
- Number of influencers,
- Mass approach not targeted,
- No human support on running campaigns,
- Influencer sets pricing.
Like most marketplaces, Takumi is a home to a large database of influencers who’ve opted into the platform, where the vetting process is based on basic influencer statistics (followers and engagement). Brands begin and build their briefs by defining objectives, timeline, budget etc and Takumi’s algorithm recommends the most suited influencers for the job.
FMCG, Alcohol, Travel
- One-off shout-outs,
- Good for quick brand awareness,
- The client selected influencers rather than another way around.
- Not focused on long-term campaigns or promotions,
- hard to handle products unless influencer has it.
Whalar is one of the first Influencer platforms also have an algorithm matching brands and campaigns with the most relevant influencers, the Influencers can then decide to be a part of the campaign or not.
Tourism, FMCG, Alcohol, Cuisine
- Pricing transparency,
- Number of influencers,
- Very much focused on content creation.
- Content rather than influencer led,
- Focused more on the quality of the picture than the audience it reaches.
With most of the players in the market focusing on one subsegment of Influencer marketing process, it still remains challenging for brands to choose between an agency and platform as both possess qualities and attributes tailored to certain industries.
THE SOLUTION: MODEL VILLAGE
We currently sit as a unique hybrid within the market, in-between an Influencer marketing platform and talent agency. In order to meet the high demands from brands, we have built a technology in-house which gives brands instant access to the most influential fashion talent with hyper-engaged audiences and produce extensive analytics on them.
Our pricing is not set by influencer but by how effective their content is, this means that brands are getting what they pay for, and this is bespoke to us. On top of our self-served tech platform, we have a dedicated account and Talent Team which provides a fully-managed service, facilitating an influencer campaign from start to finish.
Our ‘hybrid’ approach and extensive expertise is the perfect blend of talent and technology which has delivered successful and ongoing campaigns for a variety of clients including, H&M, LVMH, Chanel, Dyson and KIND.