The creator economy is growing up. As brands shift billions in marketing dollars toward influencer partnerships, the industry is rapidly evolving from its roots in viral dance videos and product unboxings to a sophisticated, data-driven marketing channel, underscored today by Later’s $250 million acquisition of Mavely.
The acquisition comes at a pivotal moment in the evolution of the creator economy, where the focus is increasingly shifting from mere reach and engagement to tangible business outcomes. This transformation reflects a growing sophistication in how brands view and utilize creator partnerships.Wayne Osmond Dies: Founding Member Of The Osmond Singing Group Was 73
This focus on"everyday influencers" represents a significant shift in how the industry views creator partnerships."Everyday influencers and creators are the future of commerce," Sutton emphasizes."Real people have real influence. Mavely and Later will continue to unlock this at scale to drive real, tangible business outcomes.