The influencer marketing industry has seen another shakeup, with Later, a well-known social media management platform, acquiring Mavely, a commission-based shopping platform for creators, in a deal worth $250 million.
This acquisition highlights the growing trend of merging tools for social media management and e-commerce, as brands and creators seek easier ways to monetise content and streamline collaborations.
Later’s move signals an evolution in the influencer marketing ecosystem, where creativity, commerce, and community increasingly intersect. For influencers, marketers, and brands, this could be a game-changer.
What is Mavely, and Why Does it Matter?
Mavely is a platform designed to help influencers earn commissions by promoting products through their content. It simplifies the affiliate marketing process by connecting creators directly with brands, providing tools for tracking sales, and offering fair payment systems.
The platform stands out because it caters to micro- and mid-tier influencers, a growing segment of content creators who boast smaller but highly engaged audiences. These creators often drive more authentic connections, making them valuable to brands looking for targeted outreach.
By integrating Mavely into its offerings, Later can now provide a complete suite of tools for content creators, from scheduling posts to earning commissions. This end-to-end solution makes it easier for influencers to manage their businesses and helps brands find creators who align with their values.
Why This Acquisition is Important
This acquisition is more than just a financial deal – it’s a reflection of where influencer marketing is heading.
- Simplifying Monetisation: One of the biggest challenges for creators has been managing multiple platforms and processes to monetise their content. With Mavely now part of Later, influencers can manage everything from content creation to affiliate partnerships in one place, reducing friction and saving time.
- Focus on Authenticity: Brands are increasingly turning to smaller influencers who can offer authentic engagement with their audiences. By prioritising these creators, Mavely has positioned itself at the heart of the future of influencer marketing. Later’s acquisition ensures that these creators have the tools they need to succeed.
- The Rise of Social Commerce: Social shopping is becoming a central part of the online shopping experience, and platforms like Mavely play a crucial role in linking creators with products. Later’s entry into this space underscores how vital social commerce will be in the coming years.
How Brands and Influencers Benefit
For influencers, this merger is a welcome development. Combining Mavely’s monetisation tools with Later’s scheduling and analytics capabilities allows creators to focus on what they do best: making engaging content.
For brands, it’s a win as well. The ability to identify influencers, collaborate seamlessly, and track results in one platform simplifies campaigns and reduces the logistical headaches of working across multiple tools.
This integration also helps smaller brands compete. Access to Mavely’s network of mid-tier influencers means these companies can launch targeted campaigns without needing the budget for celebrity partnerships.
The Bigger Picture
Later’s acquisition of Mavely is part of a larger trend of consolidation in the influencer marketing industry. As platforms mature, the lines between content creation, e-commerce, and marketing tools are blurring. Companies are realising that offering a one-stop solution is the best way to meet the needs of creators and brands.
We’re also seeing a shift in how affiliate marketing works. Traditionally associated with blog posts and static links, affiliate marketing is now embedded into the fast-moving world of social media. Short videos, livestreams, and even casual posts can drive sales, making tools like Mavely essential for tracking these interactions.
What’s Next for Influencer Marketing?
The influencer marketing landscape is evolving rapidly. This deal hints at the future, where platforms that combine content management and monetisation will dominate. As creators continue to grow their influence, companies like Later are stepping in to make their lives easier—and more profitable.
For marketers, this acquisition should serve as a reminder of the importance of staying ahead of trends. The demand for authentic, creator-driven campaigns isn’t going anywhere. With tools like Mavely and Later coming together, the potential for growth in this space is enormous.
Later’s $250 million investment in Mavely isn’t just a financial move – it’s a bet on the future of influencer marketing, one where creativity and commerce go hand in hand. This integration is set to transform the way creators and brands collaborate, and it’s only the beginning of what’s possible.
