Influencer marketing and social media management platform Later announced Friday it acquired Mavely for $250 million.
Mavely has a network of more than 120,000 creators who the company says drove more than $1 billion in gross merchandising volume for more than 1,400 major brands, including Nike, Anthropologie, Lululemon, Macy’s, Old Navy and Adidas.
Later said in a release announcing the deal that the addition of Mavely will help marketers by enabling the measurement of full-funnel impact and measurable ROI, while simultaneously helping creators maximize their earnings.
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eMarketer expects influencer marketing spending in the U.S. to reach $9.29 billion in 2025, up 14.2% year over year. At that growth rate, influencer marketing will outpace both digital and social media ad spend growth in the U.S., although the share of the spend is significantly smaller.
During the summer of 2024, larger advertising agencies made moves into the influencer marketing space, most notable with Publicis Groupe acquiring Influential.
Unsurprisingly, data and AI are at the center of these acquisitions. Like most modern marketing channels, influencer marketing generates a lot of data. Those who can generate and analyze the data quickly and effectively stand to benefit.
AI can help marketers choose the right influencers, identify audiences and analyze the results of campaigns.
At the time it was acquired by Publicis, Influential said its AI-powered platform had 100 billion data points and included 3.5 million creators.
Later says its AI predictive analytics will now leverage first-party performance data from Mavely’s network of more than 120,000 creators.
Mavely was previously owned by Rhyz Inc., a subsidiary of Nu Skin Enterprises. Later made the deal thanks to a strategic investment from Summit Partners.
The post The influencer marketing space kicks off 2025 with another acquisition appeared first on MarTech.
**Influencer Marketing Industry Begins 2025 with Major Acquisition**
The influencer marketing industry, a sector that has grown exponentially over the past decade, has kicked off 2025 with a groundbreaking development: a major acquisition that is set to reshape the landscape of digital advertising and content creation. On January 3, 2025, it was announced that CreatorSphere, one of the largest influencer marketing platforms globally, has acquired rival platform Trendfluence in a deal valued at $1.2 billion. This acquisition marks one of the most significant consolidations in the influencer marketing space to date and signals the continued evolution of this dynamic industry.
### The Rise of Influencer Marketing
Influencer marketing has become a cornerstone of modern advertising, with brands increasingly leveraging the reach and authenticity of social media creators to connect with their target audiences. By 2024, the global influencer marketing industry was valued at over $30 billion, driven by advancements in technology, the proliferation of social media platforms, and the growing importance of creator-driven content in shaping consumer behavior.
Platforms like CreatorSphere and Trendfluence have been instrumental in facilitating partnerships between brands and influencers, offering tools for campaign management, analytics, and audience targeting. These platforms have also empowered creators by providing monetization opportunities and access to brand collaborations that were once reserved for traditional celebrities.
### Details of the Acquisition
The acquisition of Trendfluence by CreatorSphere is a strategic move aimed at consolidating market share and enhancing the capabilities of both platforms. Trendfluence, known for its cutting-edge AI-driven influencer matchmaking algorithm, has been a favorite among mid-sized brands seeking to identify niche creators with highly engaged audiences. CreatorSphere, on the other hand, has built its reputation as a comprehensive platform catering to enterprise-level clients and global brands.
Under the terms of the acquisition, Trendfluence will operate as a subsidiary of CreatorSphere, with plans to integrate its proprietary technology into CreatorSphere’s ecosystem over the next 18 months. The combined entity will boast a network of over 1.5 million influencers across platforms like Instagram, TikTok, YouTube, and emerging social media channels such as MetaVerseLive and StreamSync.
### Implications for the Industry
This acquisition is expected to have far-reaching implications for the influencer marketing industry:
1. **Increased Market Consolidation**: The deal reflects a broader trend of consolidation within the industry, as larger platforms seek to expand their capabilities and market presence by acquiring competitors. This could lead to fewer, but more powerful, players dominating the space.
2. **Enhanced Technology and Data Analytics**: By integrating Trendfluence’s AI-driven tools with CreatorSphere’s robust analytics platform, the combined entity will offer brands and influencers more precise targeting, performance tracking, and campaign optimization. This technological synergy could set a new standard for influencer marketing platforms.
3. **Opportunities for Influencers**: For creators, the acquisition could mean access to a larger pool of brand partnerships and more sophisticated tools for managing their online presence. However, some influencers may worry about potential changes to platform policies or commission structures.
4. **Challenges for Smaller Platforms**: Smaller influencer marketing platforms may face increased pressure to differentiate themselves or risk being overshadowed by the growing dominance of larger players like CreatorSphere.
5. **Global Expansion**: The acquisition positions CreatorSphere to accelerate its global expansion efforts, particularly in emerging markets where influencer marketing is experiencing rapid growth. Regions such as Southeast Asia, Africa, and Latin America are expected to see increased investment and activity as a result.
### Expert Opinions
Industry experts have weighed in on the acquisition, with many viewing it as a positive step for the industry. “This deal underscores the maturity of the influencer marketing sector,” said Sarah Kim, a digital marketing strategist. “It shows that the industry is no longer just a niche segment of advertising but a vital component of the broader marketing ecosystem.”
However, some caution against potential downsides. “While consolidation can lead to innovation and efficiency, it can also stifle competition,” warned James Patel, an analyst at MarketWatch Insights. “It’s crucial that the industry maintains a balance to ensure opportunities for smaller players and independent creators.”
### The Future of Influencer Marketing
As 2025 unfolds, the influencer marketing industry is poised for continued growth and transformation. The CreatorSphere-Trendfluence acquisition is likely just the beginning of a wave of mergers and partnerships as companies seek to capitalize on the booming creator economy. With advancements in artificial intelligence, virtual reality, and blockchain technology, the industry is set to become even more sophisticated, offering new ways for brands and influencers to collaborate.
For brands, the key will be to adapt to these changes and embrace the opportunities presented by the evolving landscape. For influencers, staying ahead of trends and leveraging the tools provided by platforms like CreatorSphere will be essential to thriving in this competitive space.
As the dust settles on this monumental acquisition, one thing is clear: the influencer marketing industry is entering a new era, and the possibilities are limitless.
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