15 May Should You Do Influencer Marketing In-House Or Work With an Agency?
This question comes up a lot for brands who are new to influencer marketing: Is it better to do Influencer Marketing in-house or should I enlist the help of an agency? There’s no one right answer to this question; it all depends on your brand’s needs and circumstances. Let’s break down some of the biggest factors and give you the tools to assess for yourself which path is right for your brand.
Project Size & Frequency
Are you planning a small one-off campaign or several large ongoing campaigns? Most of the time, if you do not plan on doing ongoing campaigns, you are going to want to go with an agency. An agency brings with it the tools, knowledge and experience, eliminating the learning curve. Additionally, the time and effort it takes to get started in influencer marketing probably will not be worth it if you won’t be continuing with regular campaigns. Since you won’t want to hire a new head count for one-off projects, we recommend using an agency in these situations.
If you are ready to invest in regular ongoing influencer campaigns, enough to make it worth hiring an experienced employee, it might make sense to bring your influencer marketing in house. You might still find it helpful to engage with an agency for larger campaigns along the way.
Consider how big a role Influencer Marketing is going to play in your overall marketing strategy. If you are ready to make it a large part of your marketing strategy, you can justify hiring or training someone to get it done in-house. If you just want to try it out, or you anticipate it being a very small part of your larger strategy, outsourcing it might be the better way to go.
Size of Budget
As always, budget is a major factor when it comes to marketing strategies. Unfortunately, there’s no easy answer for whether in-house or agency work will fit your budget better. For in-house, the factor you need to consider is mainly the cost of hiring or training employees and paying for tools. Agencies, on the other hand, can vary widely in cost, though you can expect to pay at least a few thousand dollars for a single campaign. If you’re on the fence, it’s probably worth shopping around at a few agencies to get a sense of the cost, and compare that cost to what you’d have to pay to acquire the resources (human and otherwise) to do the same work in-house.
Importance of Speed
As we touched on above, the timeline of your campaign can be a factor in the in-house vs. agency debate. In-house marketing will entail more time-consuming efforts up-front, including hiring and/or training. However, once that’s all set up, in-house influencer marketing can take less time to execute because there is less need for continuous back-and-forth with external parties.
Importance of Convenience
This can be a major factor when choosing between in-house and agency marketing. Agencies provide a lot of convenience for brands. They select and manage influencers, establish a timeline, set up payments, and take care of a lot of details both major and minor, all so that you don’t have to. If convenience is your biggest factor, working with an agency is typically the best way to go.