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Later Acquires Mavely: A Game Changer in Influencer Marketing

In a move that promises to reshape the landscape of influencer marketing, Later has acquired Mavely for an impressive $250 million. This significant acquisition comes as Later looks to solidify its position as a leader in social media management and influencer partnerships. The integration of Mavely, known as the Everyday Influencer Platform®, supercharges Later’s capabilities, allowing for a comprehensive approach to marketing that spans the entire purchase funnel.

Strategic Objectives and Benefits

The primary motivation behind this acquisition is clear: Later aims to enhance its offerings to marketers while empowering creators to optimize their revenue streams through social commerce. The acquisition is backed by strategic funding from Summit Partners, a prominent global growth equity investor. By leveraging Mavely's existing network of over 120,000 creators, Later will be positioned to achieve measurable returns on investment (ROI) for marketing campaigns.

Scott Sutton, CEO of Later, emphasized the significance of this acquisition, stating that it marks a pivotal advancement in the collaboration between marketers and creators. He noted, "Mavely brings incredible technology, expertise, and a shared vision," suggesting that the merger creates an ecosystem where both parties can thrive. As marketers seek innovative ways to connect with their audiences, Later is keen on offering campaigns that are based on return-on-ad-spend (ROAS), facilitating a predictable revenue outcome.

Enhanced Technology and Creator Engagement

With Mavely’s robust platform, Later is now able to provide tools that not only improve creator collaboration but also aid marketers in strategizing their campaigns efficiently. Mavely has already demonstrated immense potential, driving over $1 billion in gross merchandising volume across more than 1,400 major brands, including globally recognized names like Nike and Lululemon. This capacity to influence substantial sales is crucial for creating a relationship of accountability between creators and marketers.

As part of the merger, Mavely’s co-founders, including CEO Evan Wray, will join Later’s leadership team. Wray expressed the belief that combining forces with Later allows Mavely to further its mission: to place creators at the center of the marketing ecosystem. This partnership is anticipated to generate new and enriching opportunities for creators, assisting them in building sustainable income streams while effectively engaging consumers.

Future Implications for the Marketing Sphere

Moving forward, Later plans to remain focused on enhancing its clients' influencer marketing strategies by merging the strengths of both platforms. The ultimate goal is to deliver a seamless experience for clients—an endeavor that not only generates significant results but also fosters a creative environment for marketers and creators alike.

This acquisition signals a critical shift in the influencer marketing landscape, suggesting that companies that adapt to new methods of creator engagement while delivering measurable results will hold a competitive advantage.

As marketing continues to evolve with the rise of social commerce, Later’s ambition to redefine relationships in this sector through Mavely is a noteworthy development. It illustrates a growing trend toward harnessing the power of influencers not just for brand visibility, but for tangible business outcomes that resonate deeply with audiences.

With the ever-growing creator economy, this strategic acquisition is poised to benefit not just internal stakeholders, but the broader community of marketers and creators alike, ultimately shaping the future of digital marketing.

For further insights into Later’s offerings and the future of influencer marketing, visit Later's official website.