• by Colin Kirkland , March 4, 2025

Snap aims to expand its creator offerings through a new partnership with Later, a company that manages social media and influencer campaigns in which creators receive commissions for posting sponsored content.

Through Snapchat's application programming interfaces (APIs), marketers will now be able to discover creator profiles within Later's influencer marketing platform, and access automated content scheduling and posting through Later's social media management platform.

Later recently acquired influencer platform Mavely for $250 million, giving the company access to data derived from a pool of 120,000 more creators who have driven one billion in gross merchandising volume for over 1,400 brands like Nike, Lululemon, Old Navy, adidas and Macy's.

Snapchat's collaboration with Later would make it possible for marketers to search the company's massive creator hub for Snapchat-specific influencers by keyword, topic and audience size.

According to Later, brands can also review creators' content across platforms, add creators to lists and manage campaign collaborations, and streamline the process of Snapchat creator partnerships.

In addition, marketers will be able to plan and carry out their Snapchat strategy alongside other social platforms via the newly enabled Later-based content and scheduling and publishing capabilities.

By integrating with Snapchat’s APIs, Later is also making its growth and monetization tools available to Snap creators, who can use the Later platform to manage their brand collaborations and leverage Later’s analytics, planning tools and customizable link-in-bio options.

Overall, Snap's decision to partner with Later could also help drive revenue for the social-media company.

Increasing creator content could drive higher user engagement and time spent on the platform; more efficient brand partnership opportunities could attract more advertising dollars, and enhanced analytics tools could improve ad targeting and performance metrics on Snapchat.

In a recent conversation with MediaPost, Later CEO Scott Sutton highlighted the importance of analyzing relevant data to help brands' creator strategies.

“More marketers want provable ROI,” Sutton told MediaPost. “Part of what we're trying to understand is which creators are good at using their content to drive which kinds of outcomes.”

According to Snap's Director of U.S. Revenue Partnerships, Fintan Gillepsie, Later's data-driven approach “aligns perfectly” with the social media company's desire to help creators build their businesses and help brands drive positive results.