Industry Shift: Later’s Acquisition of Mavely Redefines Influencer Marketing Landscape

Later’s $250 million acquisition of Mavely marks a significant shift in the creator economy. In a bold move, the company is placing a large bet on “everyday influencers,” those creators with smaller but highly engaged audiences. This strategic decision highlights the growing recognition of these often-overlooked individuals as valuable assets in the marketing landscape.

The transaction brings together Later’s AI predictive analytics and Mavely’s extensive network of over 120,000 creators who have already demonstrated their worth by driving more than $1 billion in sales for major brands such as Nike, Anthropologie, and Lululemon. The merged entity will focus on providing tangible business outcomes for both marketers and creators.

The acquisition is a critical development in the creator economy’s evolution from vanity metrics to measurable ROI (Return On Investment) and attributable sales. This transformation reflects a crucial shift towards more transparent and accountable influencer marketing practices.

As a result, everyday influencers can now expect expanded opportunities for monetization through brand partnerships and e-commerce initiatives. With access to over 1,400 brands and retailers, creators will be able to earn commissions and secure lucrative deals with top-tier companies.

This move is a significant departure from the traditional approach of focusing solely on celebrity influencers or those with massive followings. Instead, Later and Mavely are embracing the power of niche creators who can drive real engagement and tangible results.

The combined strength of these two entities will allow for more effective campaign management and predictive analytics to ensure successful partnerships. By leveraging AI-driven insights and real-time performance data, marketers can now make data-backed decisions about their influencer marketing strategies.

As the creator economy continues to evolve, this strategic move by Later demonstrates a profound understanding of the importance of everyday influencers in driving authentic engagement and substantial business outcomes at scale.

Source: www.forbes.com