Later acquires Mavely for $250 million: A revolution in influencer marketing and social commerce.

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Later , a leader in social media management and influencer marketing software and services, has acquired Mavely, the leading platform for everyday influencers, in a deal valued at $250 million. This acquisition represents a major turning point in the progress of digital marketing and social commerce, opening up new possibilities for both brands and content creators.

Effect on the digital advertising funnel

The agreement between Later and Mavely has the potential to revolutionize the digital marketing funnel, enabling brands and creators to increase their return on investment in social media:

1. Awareness Process (TOFU): Mavely’s vast network of over 120,000 creators dramatically increases initial reach for brands.
2. Evaluation Phase (MOFU):  Later's technology, combined with Mavely's performance data, will facilitate more accurate segmentation and more relevant content.
3. Transformation Phase (BOFU): Obtaining direct information on sales produced by creators will enhance the attribution and optimization of campaigns.

Advantages for brands and writers

In relation to trademarks:

• Access to a network of producers who have produced over $1 billion in gross value of goods.
• Ability to carry out campaigns based on ROAS (return on advertising spend) with anticipated results.
• Comprehensive insights into creator performance across a variety of products and categories.

For those who write:

• New possibilities for monetization and the creation of sustainable companies.
• Direct access to a network of more than 1,400 businesses and retailers.
• Instruments optimized for monitoring and improving performance.

Innovation and Leadership

The merger creates a strengthened leadership team . Scott Sutton, CEO of Later, highlights that this acquisition will transform the way marketers and creators work together. Evan Wray, CEO of Mavely, joins the Later team , bringing his perspective on creators’ ability to foster genuine engagement and tangible business results.

The future of influencer marketing

This acquisition positions Later as the corporate leader in social media management and influencer marketing . The addition of Mavely’s skills to Later’s platform has the potential to provide:

• Predictive analytics powered by artificial intelligence 
• First-hand, direct performance information.
• More productive agreements between brands and designers 
• Optimized evaluation and attribution of influencer campaigns. 

In a world where social commerce and influencer marketing continue to rise,  the merger of Later and Mavely symbolizes a significant step towards a more unified and effective ecosystem for everyone involved in the digital marketing funnel.

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