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Exciting Developments from Later at 'The Drop'

On September 25, 2025, Later—a renowned leader in influencer marketing and social media management—unveiled a suite of new features designed specifically for social media marketers during its quarterly showcase known as "The Drop." This showcase served as a platform for marketers to engage directly with the experts behind the innovations and to explore enhancements intended to boost creativity while maximizing impact.

Key Developments
The landscape of social media is constantly evolving, and staying ahead requires tools that can adapt rapidly. Nicki Seaborn, the Senior Vice President and Head of Later Social, emphasized the company's commitment to helping clients navigate this changing landscape effectively. "The Drop not only showcases our innovations but also equips brands and creators with the necessary tools to manage less complexity in their processes and foster genuine connections with their audiences," she stated.

These new capabilities aim to provide social media marketers with comprehensive insights and tools that enhance collaboration and effectiveness. The enhancements span various areas, including analytics, competitive benchmarking, and external workflow approvals. By leveraging the vast data available from millions of user interactions, Later aims to shed light on how social media trends are developing, giving brands such as Fashion Nova and Kylie Cosmetics a competitive advantage in anticipating trends and engaging their audiences proactively.

Highlighted Features
Several exciting features were featured in The Drop, which promise to streamline the social media management process:

• - Custom Analytics & Post Tagging: Marketers can now utilize powerful cross-platform reporting tools that allow for flexible performance tracking tailored to their specific needs. This reduces manual reporting time, enabling teams to focus on impactful strategies.
• - External Approval Workflow: This new feature simplifies the approval process, allowing clients and stakeholders to provide feedback on content without requiring any logins. This approach streamlines the pathway from content creation to publication.
• - Brand DNA Insights: Marketers can discover key engagement drivers and identify ideal creator partners. This data-driven capability helps brands find content growth opportunities tailored to their unique identities.
• - Competitive Benchmarking: This feature allows brands to assess their performance against competitors, facilitating comparisons on metrics like engagement rates and follower growth.
• - Scheduling for Threads and Snapchat: Marketers can now plan and publish content for the latest trending platforms right alongside Instagram and LinkedIn, all from one centralized location.
• - Best Time to Post Enhancements: Utilizing data-backed recommendations, marketers can now optimize their posting schedules specifically for Instagram Reels, feed posts, and Stories, eliminating guesswork.
• - Social Inbox: Manage DMs and comments across multiple platforms seamlessly from a unified hub, creating a more efficient engagement process with audiences.

With these advancements, Later aims to continue leading in the rapidly changing sphere of social media marketing. Those interested in exploring these new features can register for The Drop, which launched at 2:00 PM PDT and is available on-demand for viewing.
For more details about Later's unique offerings and how they can revolutionize your social media strategies, visit Later.com.

Conclusion

Later's commitment to innovation is underscored by these enhancements designed to empower social media marketers and brands to achieve their goals with greater efficiency and creativity. With a firm grasp on the evolving trends and user needs, Later continues to bridge the gap between creativity and performance in the influencer marketing landscape.