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Later Bets Big On ‘Everyday Influencers’ With $250 Million Mavely Acquisition

Jan 03, 2025 - forbes.com
The creator economy is evolving as brands increasingly allocate marketing budgets toward influencer partnerships, transitioning from simple engagement metrics to data-driven, measurable business outcomes. This shift is highlighted by Later's $250 million acquisition of Mavely, backed by Summit Partners. The merger combines Later's AI-powered marketing platform with Mavely's network of over 120,000 creators, who have generated over $1 billion in sales for major brands. This acquisition aims to democratize earning opportunities for creators of all sizes, emphasizing the role of "everyday influencers" in driving commerce. By integrating Mavely's attribution capabilities with Later's campaign management tools, the platform seeks to provide comprehensive performance metrics, enhancing transparency and proving return on investment.

The acquisition underscores several trends in the creator economy: a focus on attributable sales over vanity metrics, the rising importance of smaller, engaged audiences, and the critical role of first-party data and AI analytics in influencer marketing. The combined entity plans to enhance services for both marketers and creators, offering more brand opportunities and better monetization tools for creators, while promising brands more predictable and measurable results from their influencer marketing efforts.

Key takeaways:

  • The acquisition of Mavely by Later marks a significant evolution in the creator economy, focusing on measurable business outcomes rather than just reach and engagement.
  • The combined platform aims to democratize earning opportunities for creators of all sizes, emphasizing the importance of "everyday influencers" in driving commerce.
  • Later's AI predictive analytics and Mavely's first-party performance data will create a sophisticated approach to matching creators with brands and predicting campaign success.
  • The integration of Mavely's attribution capabilities with Later's tools promises more transparent and comprehensive performance metrics, addressing the challenge of measuring ROI in influencer marketing.
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