Buy Boosts Influencer Analytics for Later

In the States, influencer marketing and social media software company Later has acquired influencer platform Mavely for around $250m, and says it will now collect data from Mavely's 120,000 social media creators to fuel its AI-based predictive analytics and help creators maximise earnings and measure ROI.

Influencer marketing platform Mavrck acquired social media marketing and commerce platform in April 2022, helped by a $135m investment from equity investor Summit Partners; and a year ago the two companies united under the acquired firm's brand name. Mavely was until now owned by Rhyz Inc., a subsidiary of Nu Skin Enterprises, and its leadership team - including CEO Evan Wray, CTO Sean O'Brien and CFO Kevin Kenefick - will now be merged with Later's leadership team.

The latest deal was also backed by Summit, and Wray (pictured) says it will benefit Mavely's creators as well as marketers working with Later, and should help to fire creator-driven marketing conversations. On its web site, the firm stated: 'We're committed to continuing our focus on innovation, enhancing creator collaboration, and helping marketers plan, budget, forecast, and deliver measurable results with greater confidence'.

Web site: www.later.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.