Influencer applying mascara at home studio
The creator economy is on the rise. Brands are shifting significant marketing budgets towards influencer partnerships, leading to a shift from viral content to data-driven marketing channels. This shift is highlighted by Later’s acquisition of Mavely for $250 million.
Later’s AI marketing platform, combined with Mavely’s network of over 120,000 creators who have driven more than $1 billion in sales for brands like Nike and Anthropologie, is backed by Summit Partners. Scott Sutton, Later’s CEO, emphasizes the need for measurable results in influencer marketing for future success.
The acquisition reflects a shift towards tangible business outcomes in the creator economy. Brands are increasingly focusing on the impact and utilization of creator partnerships in innovative ways.
The acquisition aims to expand earning opportunities for creators of all sizes and democratize income streams through brand partnerships and commerce. Sutton highlights the potential for creators to work with over 1,400 brands and retailers through the Mavely platform.
The focus on “everyday influencers” marks a shift in creator partnerships, emphasizing real people with real influence. Mavely and Later aim to drive tangible business results at scale.
Later’s AI predictive analytics will now incorporate Mavely’s performance data to enhance matching creators with brands and predicting campaign success. The acquisition aims to provide transparent and comprehensive performance metrics from awareness to conversion.
Mavely’s CEO, Evan Wray, highlights the power of creators to drive authentic engagement and business outcomes, now enhanced by the collaboration with Later. This partnership promises value for creators and marketers alike.
The acquisition reflects key trends in the creator economy, including a focus on attributable sales, the value of “everyday influencers,” and the importance of first-party data and AI analytics.
Later’s investment positions them as a significant player in the creator economy ecosystem, offering more opportunities for creators and improved results for brands. The integration of technologies aims to provide enhanced services for both parties.
