1) The Big-Idea Creative Agency
Focus
Branded storytelling and “hero” influencer moments
What It Looks Like
Headline-worthy campaigns. Typically, a small number of well-known influencers, possibly with high reach.
Integration into a grand brand narrative. Influencer content is more polished and tied to big creative concepts—like you’d see in a TV commercial or billboard.
Best For: When brand perception or big cultural moments are the priority, or when you’re launching a top-tier brand idea that needs to feel cohesive across channels.
Key Takeaway
Big creative agencies excel at brand storytelling but often treat influencer work as high-visibility “brand ambassador” campaigns. This can be great for awareness but may require more spend relative to the reach delivered.
2) The Media Agency “Volume” Approach
Focus
Maximizing reach and scale
What It Looks Like
Mid-level or micro influencer networks. A large roster of mid-tier influencers, each producing content to amplify brand messaging.
Media-like tactics. Think systematic outreach, tight alignment on brand guidelines, and standardized content deliverables.
Best For: If your objective is broad-based awareness for general-market or mainstream consumer products—especially when that mass coverage is critical.
Key Takeaway
Media agencies treat influencers like another distribution channel. They’ll manage big rosters and standardized briefs, and you’ll usually see broad exposure at relatively predictable (though not always super-engaging) metrics.
3) The Digital or Social “Creator-Led” Agency
Focus
Authentic, strategic content that resonates and performs—often with a performance or e-commerce angle.
What It Looks Like
UGC-style or niche content. Creators—often micro or niche—who can produce relatable content with real personality.
Always-on iteration. Content is tested quickly in paid social or for organic traction, to see what “wins.”
Best For: When you need agile, authentic storytelling from smaller creators who can do more than wave a product around—they can drive real conversions with the right synergy of content + paid distribution.
Key Takeaway
Digital agencies see influencer content as “fuel” for your social or paid strategy. Rather than prioritizing the biggest influencer or a huge volume of micro-influencers, they focus on content that can be iterated, tested, and quickly scaled in performance environments.
Why This Matters for Brands
Expectations
A purely “brand ambassador” mindset differs from an always-on digital approach. Brands that clarify goals—big awareness plays vs. deeper engagement or conversions—set themselves up for better results.
Budgets
Creative agency influencer fees can run high for a smaller stable of big names. Media agencies might add volume-based line items. Digital agencies may propose flexible budgets focusing on ROI and iterative testing.
Measurement & ROI
Each approach measures success differently: brand health metrics, total impressions, or tracked conversions. Decide which matters most before you partner with an agency.
Influencer marketing can’t all be stuffed under one label. A big creative idea, high-scale distribution, or strategic content engine can each solve different marketing problems. As budgets tighten and marketing must prove its ROI, understanding this “triptych” of influencer approaches becomes even more vital. By choosing the agency style that matches your brand goals—and clarifying how you’ll define success—you’ll be better equipped to reap real business results from your influencer partnerships.