Photo Source: pexels.com
Later, a top influencer marketing and social media management platform, is shaking up the industry with a new partnership with Snap Inc. The collaboration brings forth an innovative integration, designed to transform how brands and creators engage on Snapchat.
A New Era of Influencer Marketing on Snapchat
Later’s new partnership with Snap Inc. makes it the first platform to integrate both Snapchat’s Public Profile API and Creator Discovery API into its system.
These integrations equip brands and marketers with advanced tools to identify influencers, manage collaborations, and streamline content scheduling on Snapchat. The announcement underscores two key capabilities now accessible through Later’s platform.
- Enhanced Creator Discovery – Marketers can now search for Snapchat influencers using advanced filters such as keywords, topics, and audience size, streamlining the process of finding the right creators for their brand campaigns.
- Automated Content Scheduling – Brands can now schedule and publish Snapchat content seamlessly, ensuring a consistent and optimised presence across multiple social media platforms.This integration creates a one-stop solution for brands looking to execute effective influencer marketing campaigns while providing creators with new opportunities for visibility and collaboration.
Benefits for Brands and Marketers
This partnership introduces a more effective, data-backed approach to influencer marketing. Marketers now have access to an extensive creator database, providing them with the ability to:
- Review multi-platform influencer content to ensure brand alignment
- Curate influencer lists and manage brand-creator relationships from within Later’s platform
- Optimise campaign execution to improve the workflow efficiency across social media channels
Scott Sutton, CEO at Later, emphasised the significance of this collaboration, stating:
“Our partnership with Snapchat represents the future of creator marketing. With Snapchat’s high reach among Gen Z and Millennial audiences, we’re bridging a critical gap between brands and creators. By integrating with Snapchat’s APIs, we’re making it seamless for brands to tap into the unique influence and trust Snapchat creators have built with their audiences, while giving creators the tools to both monetise and maintain authentic brand partnerships.”
A Game-Changer for Snapchat Creators
The integration not only benefits brands but also offers new opportunities for Snapchat influencers aiming to expand their careers. By joining Later’s creator network, influencers can:
- Connect with top brands and unlock new monetisation opportunities.
- Manage brand collaborations and track engagement metrics.
- Use advanced tools such as analytics, planning features, and a customisable Link in Bio to drive traffic and revenue.
Fintan Gillespie, Director, US Revenue Partnerships at Snap Inc., highlighted the impact of these integrations, stating:
“Later’s dedication to innovation and data-driven influencer marketing aligns perfectly with our commitment to help creators build their business and brands drive real results. We’re thrilled to announce these integrations, which will unlock new opportunities for creators and brands to collaborate seamlessly and effectively within Later Influence and enable them to publish content to Snapchat via Later Social.”
Industry Significance and Future Outlook
Later and Snap Inc. have announced a new partnership that integrates influencer discovery and automated content scheduling into Snapchat. This move strengthens Snapchat’s position as a leading platform for brand collaborations, particularly with Gen Z and Millennial audiences.
The partnership lays the foundation for future advancements, with deeper integrations between the two companies likely to provide brands and influencers with even more powerful tools.
The collaboration promises to redefine influencer marketing, simplifying how brands and creators connect, collaborate, and succeed on Snapchat.