Comparing social media agencies: what should you look for?

When comparing social media agencies, five things weigh more heavily than the monthly price: exactly what is included in the amount, who does the work, in whose name your accounts and ad accounts are, what the reporting looks like and how you can end the collaboration. Two quotes of € 599 per month can therefore be completely different services. Below are twelve checkpoints, the questions you ask every agency and the disadvantages of outsourcing that an honest agency names itself.

Why the monthly price tells you little

A quote states an amount and a package name. What is usually missing is the number of original posts, the number of channels, whether video is included, how many revision rounds you get and whether replying to messages is included. With us that is set out: Zichtbaar costs € 349 per month for 2 channels and 8 original posts, Groei € 599 per month for 3 channels and 12 posts, Impact € 899 per month for 4 channels and 16 posts, all excluding 21% VAT and with a one-off € 199 onboarding. Ask every agency for the same breakdown; only then are you comparing like with like.

Checklist: twelve points to look for

1. What is included in the monthly amount?

Ask for a list with numbers: posts, carousels, Reels or videos, story sets, channels, revision rounds. Also note what is deliberately not included. An agency that cannot write this down does not know it precisely either.

2. In whose name are the accounts?

Your Instagram account, Facebook page, LinkedIn company page and above all your ad account have to be yours. The agency gets access as an administrator or partner, not as owner. Meta and LinkedIn offer roles for that; use them. On departure you withdraw the access and nothing else changes.

3. Who does the work?

Do you speak to the person making your content, or only to an account manager? Is the work done in house or passed on to third parties? Both can be fine, but you want to know.

4. How does approval work?

Do you see content in advance, in a calendar or in a portal, and can you reject something without hassle? With us nothing goes live without your agreement. An agency that publishes "on your behalf" without review also publishes your mistakes.

5. Is AI used, and how?

Almost every agency uses AI to work faster; that is not a problem. The question is whether a person checks every text and every visual before you see it. Ask explicitly. We use AI internally to speed things up, and everything is written or checked by a person before it reaches you.

6. What does the reporting look like?

A monthly overview of reach, followers, interaction and, where relevant, enquiries and clicks to your website. Ask for a sample report. Note whether it also explains what the figures mean and what will be different next month.

7. What about advertising costs?

Two items: the advertising budget and the fee for managing it. You should pay the budget directly to the platform from your own ad account, so you always see what has been spent. Management is a separate service; with us from € 349 per month for Meta, and not included in the standard packages. Be alert to agencies that put budget and management on one invoice without a breakdown.

8. What is the term and the notice period?

A minimum term is normal, because the first months are build-up. With us that is three months, after which you can cancel monthly with one month's notice. Be cautious about annual contracts without a trial period or automatic renewal for long terms.

9. What happens on termination?

Do you get all content, files and access handed over properly? Is that on paper? This point determines how free you really are.

10. Is there a data processing agreement?

An agency that has access to your messages, client data or advertising audiences processes personal data on your behalf. The Dutch Data Protection Authority explains when a processor agreement is required. An agency that does not offer one as standard does not have its affairs in order.

11. Does the agency know your sector?

Ask about experience with businesses that resemble yours and for examples of content for that sector. An installation company needs different content than a law firm. Be critical of cases without context: attractive figures without an explanation of budget, period and starting position say little.

12. How does the start-up go?

What happens in the first month, who do they need from your side and when is the first content ready? A clear start-up plan prevents a silent first month you do pay for.

The disadvantages of outsourcing that an honest agency names itself

An agency that lists only advantages does not help you choose. These are the disadvantages we name ourselves in every introductory conversation:

• You are still needed. Without input from your side, content becomes general. Expect a few hours a month for approval and for sharing what is going on.
• Distance from the shop floor. You make the spontaneous photo better than we do. The best results come from a combination.
• Fixed costs in a quiet month. A package continues. That is the price of continuity.
• Build-up time. The first month is learning and setting up. Anyone expecting results in week two will be disappointed, with us and with any other agency.
• No guarantees on figures. Reach and enquiries also depend on your offer, your website and your market. An agency that guarantees a particular number of followers or leads deserves distrust.

Questions to ask in the first conversation

1. Can you break the monthly amount down into numbers and channels?
2. Who makes my content and do I speak to that person?
3. In whose name will the accounts and the ad account be?
4. How do I approve content and what happens if I reject something?
5. What does your reporting look like; may I see an example?
6. What is the term, the notice period and what do I take with me on departure?
7. Do you have a data processing agreement ready?
8. What do you expect from me in the first month?

On our page about how we work you can read how we answer those questions ourselves, step by step.

How to compare two quotes fairly

Put both quotes side by side in a table with the same rows: channels, posts per month, video, revisions, replying to messages, reporting, strategy call, term, notice period, onboarding and advertising management. Only fill in what is in writing. Whatever you cannot fill in, you ask about. Then divide the monthly price by the number of original content items; that gives a rough but fair price per post you can compare. Finally, weigh what does not fit in a table: how the conversation felt, how quickly they responded and whether you trust the person you spoke to. Our packages are written out in full, so you can make that comparison straight away.

Conclusion

Compare agencies on content, ownership, people, reporting and the ways out, and only then on price. An agency that answers all twelve points clearly, names its own disadvantages and guarantees no figures is almost always the better choice over an agency that is only cheaper.