Finding the right platform to manage those relationships is key if you want to level up your content creation game with influencer partnerships. Later Influence™– formerly Mavrck until its January 2024 rebranding– has specialized influencer marketing and social media management tools that can change how you work with creators and distribute your content.
The Later app offers both free and paid plans that vary based on user needs. Its mobile version is highly functional compared to the desktop, making it ideal for on-the-go social media management with features like the library and trends to enhance user engagement.
As a video editing service that works directly with content creators, we, at Vidpros, know the value of platforms like Later. These tools handle the heavy lifting of influencer collaboration and social media management so you can focus on what you do best– creating awesome videos.
Why Influencer Marketing Platforms?
These platforms aren’t just another subscription service to add to your monthly bills, they’re a strategic investment that can massively simplify your content creation workflow.
For content creators and social media managers, platforms like Later give you the following:
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Access to the right influencers who match your brand voice and audience demographics.
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Simplified communication, collaboration, and payment processes– three of the most time-consuming parts of influencer management.
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Robust tools to organize campaigns and track performance metrics.
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Analytics dashboards to measure results and make data-driven decisions.
What is Later?
Later (formerly Mavrck, rebranded as Later Influence™ in January 2024) is a key player in the creator economy. The platform sits at the intersection of social media, influencer marketing, and culture, with a mission to help brands achieve full-funnel growth by using trusted creator voices. Later also allows users to manage multiple platforms and other accounts like Facebook, Twitter, and Pinterest, simplifying social media management for teams.
The numbers speak for themselves: Later’s platform has generated 53 million engagements across 6,886+ campaigns for 570+ brands, including big names like Walgreens, Crayola, Method, GoPro, Mondelez International, and Pottery Barn.
Later Main Products
Influencer Marketing
Later’s main focus is on this, providing a comprehensive suite of tools to discover, recruit, vet, and collaborate with creators. The platform simplifies every step of the creator relationship and delivers predictable, full-funnel results that translate to tangible business outcomes.
Social Media Management
For brands with multiple social profiles, Later offers tools to create, edit, and schedule unlimited posts, with smart features like post optimization and in-depth performance analytics. Also, Later facilitates Instagram scheduling and allows users to manage and plan their Instagram stories seamlessly.
Social Listening
Many social listening tools overwhelm you with too much information. Later takes a different approach by providing carefully selected, valuable insights that you can act on. These focused social listening capabilities help you build stronger communities around your brand while giving you an advantage over competitors.
With Later, social listening becomes simpler and more effective, allowing users to focus on what truly matters rather than getting lost in excessive data.
Later Influencer Marketing Platform: Key Features
Creator Discovery and AI-Powered Matching
Finding the right influencers for your brand is like finding a needle in a haystack. With Later, this process became more manageable, with access to millions of influencer profiles enhanced by AI-powered matching.
Also, the platform offers hashtag suggestions to enhance user engagement by providing automated recommendations based on the generated captions. This feature aids users in selecting relevant hashtags, which can effectively increase the reach and visibility of their posts across various social media platforms.
It categorizes creators into different influence tiers:
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Micro. Content creators with a side hustle who want to become macro-influencers.
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Macro. Professional content creators who make a living through content creation.
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Mega. Celebrity-level, superstar influencers who require big budgets.
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Advocates/Referrers/Loyalists. Consumers and employees within your existing relationships.
What sets Later apart is its combination of AI technology with human expertise, which allows you to connect with creators who really match your brand image and values.
Campaign Creation and Management
You’re not limited to the number of campaigns you can run through their platform licenses. The system supports multiple campaign types to fit your goals:
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Consumer research
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Seasonal UGC
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Ambassador programs
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Ratings and reviews
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Product seeding
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Affiliate programs
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Pinterest posts: Users can select boards for these posts while customizing their social media strategies
Each campaign has custom application pages where creators can connect their accounts and provide relevant information, making the onboarding process smooth for both sides.
Communication and Collaboration
Managing a small group of influencers can get overwhelming without the right systems. Later simplifies end-to-end influencer program management with automated creator communication through templated messages at every campaign touchpoint.
Their draft review feature adds another layer of quality control, allowing content approval before publishing with options for internal comments and consolidated feedback sharing.
Analytics and Reporting
Data drives influencer marketing, and Later delivers near real-time authenticated performance metrics across:
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Impressions
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Engagement (likes, comments)
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Engagement rates
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Additional platform-specific metrics from social network APIs
The platform’s ROI measurement capabilities cover multiple goals, including content creation, reach, research, or direct sales so you can track what matters most for your objectives. The media library enhances content management by organizing and utilizing images and videos efficiently.
Affiliate Link Management
For sales-driven campaigns, Later has tools to create and share affiliate links and track campaign performance through these links.
Platform Experience
Later aims to “simplify and automate your influencer management,” so user-friendliness is a top priority. The platform uses data-driven benchmarking to help marketers hit their goals at each stage of the funnel. New users receive on-boarding support to reduce the learning curve and get to value quickly.
Creator Experience with Later
Creators enter the Later network through two main paths: either they are invited by a brand to a campaign, or they create a discoverable profile so that brands can find them when looking for collaborators.
Application and Vetting Process
Brands can create custom application pages where creators can connect their social accounts and provide helpful details. This includes practical info like clothing sizes, allergies, or other preferences– simplifying the process of gathering information from creators before the campaign launch.
Benefits for Creators Using Later
Creators using Later can enjoy several benefits:
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Exposure to Brands. Work with multiple brands and expand their reach.
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Streamlined Communication. Clear communication with brands through the platform.
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Fair Compensation. Seamless payment processing.
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Content Approval. Submit draft content for approval to ensure brand guidelines are met.
Campaign Types
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Content Creation. Content creation campaigns are partnerships with creators to produce engaging and authentic content that resonates with the target audience. These campaigns help brands scale their content production and reach by leveraging creators’ creative skills and existing audience.
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Ratings and Reviews. Building trust has never been more critical in today’s distrustful market. These campaigns increase credibility and brand loyalty through influencer product/service reviews. By collecting and showcasing absolute ratings, brands can potentially boost search engine rankings and social proof.
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Ambassador Programs. Ambassador programs build communities of influencers with strong brand affinity who create new social content. Unlike one-off collaborations, these programs build long-term relationships and a steady stream of content creation.
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Seasonal UGC Campaigns. Seasonal UGC campaigns drive sales during specific holidays or events. These campaigns encourage influencers to create and share timely, relevant content that capitalizes on seasonal consumer interests and buying behavior.
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Research Surveys. Data-driven decisions require quality data. Later, it enables brands to use influencers to gather valuable consumer insights and feedback. According to Later, loyalist followers will provide feedback regardless of incentives.
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Affiliate Programs. These performance-based programs give influencers unique affiliate links to promote products or services. Creators earn commissions on resulting sales, creating win-win relationships where compensation matches results.
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Product Seeding. Product seeding involves sending new products to influencers and brand fans to generate buzz, increase awareness, and drive initial sales. These campaigns introduce products to the market through trusted voices in relevant communities.
Analytics and Tracking
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Available Metrics and KPIs. Later Influence has a full suite of performance metrics and KPIs to measure campaign success:
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Impressions
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Engagement (likes, comments)
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Engagement Rate
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Clicks
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Conversions
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Sales
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Earned Media Value (EMV)
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TikTok posts (tracks interactions and comments on TikTok posts)
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- Real-Time Authenticated Performance Data. The platform provides near real-time authenticated performance data so you can see campaign impact as it happens. Data is sourced directly from social network APIs for accuracy and reliability.
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Content Approval Workflow. Later has a structured content approval process where influencers can submit draft content and captions for review before publishing. The draft review system allows you to:
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Share drafts with stakeholders.
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Write internal comments.
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Provide feedback to creators.
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- ROI Measurement. Later has flexible ROI measurement options based on different success metrics:
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Content creation
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Reach and awareness
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Research outcomes
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A direct sales platform provides key performance indicators (engagement, clicks, conversions, sales, and EMV) to prove the campaign’s success at the campaign and program levels.
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Benchmarking Against Industry Standards. Later has over 10 years of data and expertise to help brands get predictable ROI. The platform uses proprietary performance data to give recommendations for each marketing funnel stage.
Later Influencer Marketing Pricing
Later has three service tiers to match different organizational needs and resources:
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Platform Only. Later’s Platform is for in-house influencer programs. This tier includes:
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End-to-end campaign management tools.
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Unlimited users, campaigns, and creator partnerships.
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Built-in automation and performance tracking.
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Complete control over creator marketing strategy.
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Key benefits include discovering and vetting creators, automating campaign workflows, tracking performance, viewing recommended incentives, driving sales through social commerce, sourcing authentic ratings and reviews at scale, and monitoring brand health and sentiment with social listening.
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Platform + Services. This mid-tier combines the platform with expert guidance and creative strategy. In addition to everything in the Platform tier, it includes:
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Launch campaigns twice as fast.
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Access to best practices developed over a decade.
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Run 63% more campaigns with streamlined processes.
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Save up to 30% on creator fees through expert negotiations.
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Reduce brand safety risk with additional oversight.
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- Full-Service. Later’s Services tier is complete management from creative strategy to execution. This includes everything in the Platform tier plus:
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Turnkey campaign management for increased efficiency.
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Creative excellence to achieve tailored KPIs.
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Enterprise-grade expertise without hiring costs.
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Comprehensive creator vetting for brand safety.
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Leadership-ready analytics and reporting.
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Value for Creators
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Individual creators/small businesses. Later’s social media management tools can help with content scheduling and management. The platform also helps with managing brand partnerships for those new to influencer marketing.
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Small to medium-sized businesses with marketing teams. The “Platform” option provides tools to manage influencer campaigns in-house.
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For larger companies with complex needs or limited resources. The “Platform + Services” or “Services” options offer expert guidance and full-service management.
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Pricing varies for each option. Request a quote.
Pros and Cons for Creators
Pros
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Creator Discovery. Access to millions of influencer profiles makes it easier to find creators who align with your brand audience
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AI-Powered Matching. AI technology matches the right influencers based on niche, demographics, and other relevant factors
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Campaign Management. Simplifies end-to-end influencer program management with automated communication, content review, and payment processing
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Comprehensive Analytics. Near real-time authenticated performance data including impressions, engagement metrics, and ROI
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Affiliate Marketing Tools. Functionality to create, share, and track affiliate links for sales-driven influencer marketing
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Full-Funnel Results. Connects brands with influencers to create viral content and measurable outcomes
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Multiple Campaign Types. Supports various campaign formats for different marketing goals
Cons and Drawbacks
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No Free Trial. Later doesn’t offer a free trial, so you can’t try before you buy
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Pricing. Request a quote for pricing details so it’s harder to assess cost
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Brand-Centric. The platform is more brand-focused, which raises questions about creator benefits.
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Limited Integration Info. No detailed info on integrations with other tools and platforms
Best Use Cases
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Established Creators Looking for Brand Partnerships. Perfect for creators actively looking to partner with brands on sponsored content
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Agencies Managing Multiple Influencers. Ideal for agencies managing creator relationships, campaigns, and payments
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Creators Running Affiliate Programs. Good for creators expanding into affiliate marketing and need link creation and performance tracking
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Brands Seeking Long-Term Influencer Relationships. Features to establish and manage ambassador programs
How Vidpros Clients Can Use Later for Content Distribution
Vidpros clients can use Later in several ways to amplify their video content:
- Collaborate with Influencers. Partner with creators to promote and distribute video content across relevant social media channels.
- Manage Campaigns. Organise influencer marketing campaigns, track performance, and measure ROI to get video content to the target audience.
- Affiliate Marketing. Create and share affiliate links through Later to incentivize influencers to promote video content and track campaign effectiveness
- Social Calendar. Utilize the social calendar to plan and schedule posts, providing an overview of the social media queue and visual planning for scheduled posts, enhancing the efficiency of social media strategies.
FAQs
What is Later?
Later is an all-in-one platform that connects social media, influencer marketing, and cultural trends. Since rebranding from Mavrck in January 2024, Later has offered a full suite of influencer marketing, social media management, and strategic services. Their platform helps brands find, collaborate with, and pay creators while tracking campaign performance across channels.
How much does Later influencer marketing cost?
It has three pricing tiers for its influencer marketing platform: Platform-only, Platform + Services, and full-service options. While pricing isn’t publicly available and requires contacting its sales team, the platform uses a “Request Pricing” model that customizes costs to your business.
Pricing will vary based on campaign volume, creator partnerships, and whether you need managed services from their team.
What is Later used for?
Later is used for three primary purposes:
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Influencer Marketing. Find, vet, and collaborate with creators from micro-influencers to mega-influencers, manage campaigns, facilitate payments, and measure results.
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Social Media Management. Create, edit, and schedule posts across multiple social profiles using analytics and the best time-to-post recommendations.
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Strategic Services. Access to Later’s team for strategy, creative development, and complete campaign execution for brands that need extra support.
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Social Platforms. Schedule posts and manage content across multiple social platforms like Instagram, Facebook, and TikTok.
How many influencers does Later have in their database?
According to Later, their platform has millions of influencer profiles across social networks. Their database includes creators with a few hundred to millions of followers, micro-influencers, macro-influencers, and mega-influencers.
Can I use Later to work with creators I already partner with?
You can work with creators you already partner with through Later. During onboarding, Later shows brands how to create custom application pages for their creators to connect accounts and add relevant information like sizes, preferences, and other details to centralize their creator management.
What types of campaigns can be run on Later’s platform?
Later, it supports various campaign types, including consumer research surveys, seasonal UGC campaigns, ambassador programs, ratings, reviews campaigns, product seeding campaigns, and affiliate programs.
Capping off
Influencer marketing platforms like Later provide the tools to connect with creators and distribute your content. But the success of these partnerships depends on the content you’re sharing.
That’s where Vidpros comes in. Our professional video editing service is the perfect companion to Later’s platform, giving you high-quality video content that stands out in overcrowded social feeds and drives real engagement.
By combining Later’s influencer management with Vidpros’ video editing expertise, you’ll have a content system that delivers results for your brand. We take care of the technical side of video production so you can focus on growing your audience and building authentic creator relationships. Book a call with Vidpros today!
