Later, a leader in influencer marketing and social media management software, recently unveiled a wave of new features aimed at helping social media marketers boost creativity and achieve greater impact across platforms. These innovations were showcased during Later’s new quarterly event, The Drop, which gathers product experts to provide customers with firsthand insights into the latest enhancements and forthcoming tools on the Later platform.
Nicki Seaborn, Senior Vice President and Head of Later Social, emphasized the rapid pace of change in social media and the need for brands to stay ahead. “The Drop brings our innovation into one place, whether that’s how marketers should be leveraging emerging platforms like Threads and Snapchat, or delivering deeper insights through social listening and analytics. We unlock brands and creators to spend less time managing complexity, and more time building real connections with their audiences,” she said.
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Among the newest capabilities highlighted during The Drop are advanced analytics tools, including custom analytics and post tagging that enable teams to generate cross-platform reports tailored to their needs, reducing manual effort. To streamline collaboration, Later introduced an external approval workflow allowing clients and stakeholders to review and approve content seamlessly without logging into the platform.
Another standout feature, Brand DNA, provides marketers with insights into what drives their brand’s engagement, suggests ideal creator personas to collaborate with, and identifies data-driven content opportunities for accelerated growth. Competitive benchmarking tools offer side-by-side comparisons of key metrics such as engagement rates, follower growth, and posting frequency, giving brands a clearer view of their standing against competitors.
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Later also added scheduling and publishing support for Threads and Snapchat, allowing users to plan content across these rapidly growing social networks alongside established platforms like Instagram, TikTok, Facebook, Pinterest, YouTube, and LinkedIn. Enhancements to the Best Time to Post feature now offer tailored recommendations for Instagram Reels, feed posts, and Stories, helping marketers optimize reach and engagement. To simplify audience interaction, the Social Inbox centralizes direct message and comment management across platforms, enabling faster, more effective responses from one convenient hub.
The Drop exemplifies Later’s ongoing mission to equip small and medium businesses and creators with user-friendly tools that reduce complexity while keeping pace with the evolving social media landscape. By combining powerful analytics, collaboration, and platform integrations, Later continues to empower marketers to build meaningful connections in the digital world.
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