The Growing Power of Influencer Marketing: A New Era for Later and Mavely

News Summary

Later has announced a remarkable $250 million acquisition of Mavely, enhancing its influencer marketing capabilities. With Mavely’s robust sales-tracking tools and a network of 120,000 creators, Later aims to deliver better ROI for brands. This shift emphasizes the importance of measuring performance in influencer marketing, showcasing the evolving landscape of social media marketing.

The Growing Power of Influencer Marketing: A New Era for Later and Mavely

Big changes are afoot in the world of social media marketing! Later, a leading player known for managing social media and influencer campaigns, has announced that they are joining forces with the influencer marketing firm Mavely in a jaw-dropping $250 million acquisition. This move aims to ramp up their capabilities, particularly when it comes to tracking sales generated by campaigns, and it shows just how serious brands are about getting the best return on their marketing investments.

The Players: Who Are Later and Mavely?

Later, backed by private equity firm Summit Partners, has established itself as a go-to service for brands trying to get a grip on their social media presence. They focus mainly on influencer campaigns where creators earn commissions simply by posting sponsored content. Sounds easy, right? Well, it can be, but there’s a lot of strategy that goes into it!

On the flip side, we have Mavely, a firm with an impressive network of 120,000 creators who collaborate with around 1,400 brands and retailers, including industry giants like Nike and Macy’s. They have been invaluable in providing sales-tracking tools that brands can use to monitor how much revenue is coming in from their influencer campaigns. This particular capability caught Later’s attention, leading to the momentous acquisition.

Why Now? The Need for Sales Tracking

As marketers adjust to an economy that demands more accountability, there’s a noticeable shift towards understanding “bottom-of-funnel outcomes.” What does that mean? In simpler terms, brands are increasingly focused on being able to measure their return on investment (ROI) for every marketing dollar spent. Scott Sutton, the CEO of Later, emphasized this growing demand, stating that while brands have often relied on metrics like brand awareness, there’s a pressing need for performance data—especially in the realm of influencer marketing.

Interestingly, Mavely was previously owned by beauty and wellness company Nu Skin Enterprises, which acquired it just two years ago. This acquisition illustrates a broader trend in the influencer marketing world, where companies are eager to offer a comprehensive suite of services—from talent acquisition all the way to performance measurement. Recently, we saw Publicis Groupe acquire another influencer marketing firm, Influential, for about $500 million, showing that the industry is hot right now!

Micro-influencers and the Importance of Diverse Collaborations

The conversation around influencer marketing is evolving. Marketers are becoming smarter by blending their performance ad budgets with influencer collaborations. Sutton noted a fascinating point: while big-name celebrities can garner attention, it’s often the micro-influencers with more focused audiences that can deliver superior results.

Later has executed over three million influencer campaigns and relies on proprietary AI for performance modeling. With Mavely’s sales data, Later aims to supercharge their predictive analytics capabilities, which are crucial for increasing ROI for advertisers. In today’s advertising landscape, first-party data—data collected directly from consumers—is becoming more crucial than ever.

What Does This Mean for the Future?

This acquisition is about more than just numbers; it’s a pivotal moment for both Later and Mavely. As they work to enhance their services, they pave the way for brands to become even more sophisticated in their influencer marketing strategies. By focusing on balancing collaborations with creators of various sizes, they’re set to make an impact that could redefine the influencer marketing sector.

So, whether you’re a brand looking to tap into the power of influencers or a creator hoping to expand your reach, keep an eye on how Later and Mavely’s newfound partnership unfolds. The future of influencer marketing is not just bright—it’s shining ever so brilliantly!

Deeper Dive: News & Info About This Topic

HERE Resources

Digital Silk Releases Its 2025 Digital Trends Guide
INNOCEAN Launches INNOCEAN S to Revolutionize Global Social Media Marketing
Later Acquires Mavely for $250 Million: A New Era in Influencer Marketing
Discover the Top 29 Social Media Management Tools for 2025!
2024: A Year of Transformation for Email Marketing
The Rise of Voice Search Technology in Online Shopping
Lawsuit Challenges Northville Downs Redevelopment Project
Exploring the World of Social Media Management
Facebook Marketing Strategies for 2025: Enhancing Organic Reach and Engagement
Transformative Trends in Media and Marketing: What to Expect by 2025

Additional Resources

• Adweek: Later Acquires Mavely for $250 Million
• Wikipedia: Influencer Marketing
• Axios: Later Announces Acquisition of Mavely
• Google Search: Influencer Marketing Trends
• Encyclopedia Britannica: Influencer Marketing
• Forbes: How Later is Responding to Sales Tracking Needs