TL;DR: Later's 2025 by the numbers
1.8 billion impressions on Later influencer campaigns
37 million engagements driven by Later creator campaigns
$1.4 billion in GMV through Mavely links
$250 million in lifetime creator payouts
28 million posts scheduled with Later
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When we talk about the creator economy, it's easy to get lost in the abstract. However, 2025 brought something different: tangible, measurable impact that proved creator marketing has evolved beyond experimental tactics into a channel driving real business outcomes at scale.
We spent the year powering thousands of brand and creator partnerships, and the results speak to something bigger than platform milestones. They point to a fundamental shift in how marketing works, how audiences engage, and how commerce happens in the digital age.
1.8 billion impressions tell a story about attention
Later influencer campaigns were seen 1.8 billion times in 2025. This level of reach represents a staggering volume of attention, but more importantly, it came from audiences who actively chose to engage with creator content rather than passively encountering traditional advertising. These weren't passive billboard impressions or interruptive pre-roll ads. These were moments where creators held audience attention long enough to make an impression, spark interest, and often drive action.
The reach itself is impressive, but what matters more is the context. These impressions came from audiences who chose to follow, engage with, and trust the creators delivering your message. That voluntary attention is what separates creator-driven campaigns from traditional advertising. Your brand isn't interrupting someone's day. It's becoming part of the content they actively sought out.
37 million engagements prove audiences care
While reach provides scale, engagement reveals whether your message actually resonated. Later creator campaigns drove 37 million engagements in 2025, which means audiences didn't just see the content. They liked it, commented on it, shared it, and saved it for later. They participated in the conversation your brand started.
This level of engagement reflects the trust and authenticity creators bring to brand partnerships. When the fit is right and the creative execution resonates, audiences respond. They become advocates, not just viewers. For brands, this creates a ripple effect that extends well beyond the initial campaign. Each engagement is a signal that your message landed, and often, that someone is one step closer to becoming a customer.
$1.4 billion in GMV shows creators drive commerce
Through Mavely links alone, creators drove $1.4 billion in gross merchandise value in 2025. These are trackable, attributable revenue numbers that flowed directly from creator recommendations to completed purchases, demonstrating the direct commercial impact of strategic creator partnerships.
The numbers reinforce what savvy marketers already know: creators build awareness and drive conversions in equal measure. When a trusted voice recommends a product, their audience listens and often takes action, moving from consideration to purchase. The ability to connect creative storytelling with measurable commerce outcomes is what makes creator marketing one of the highest-performing channels available to brands today.
$250 million in creator payouts fuels the ecosystem
Later and Mavely have paid out $250 million to creators to date. This milestone matters because a thriving creator economy depends on creators being able to build sustainable businesses. When creators earn meaningful income from brand partnerships, they can invest more in their content, grow their audiences, and deliver even better results for the brands they work with.
For marketers, this creates a positive feedback loop. The more creators can professionalize their work, the more reliable and impactful your partnerships become. Every campaign becomes an investment in a channel that gets stronger and more sophisticated with each collaboration.
28 million posts scheduled means consistency wins
Brands and creators scheduled 28 million posts with Later in 2025. Consistency is the foundation of social media success, and these numbers reflect the disciplined approach required to stay visible, relevant, and top-of-mind in increasingly crowded feeds.
Whether you're managing an in-house social strategy or coordinating multi-creator campaigns, the ability to plan, schedule, and optimize content at scale is what separates good execution from great results. The brands winning on social aren't posting randomly. They're building content calendars that align with business goals, cultural moments, and audience behavior.
Looking ahead to 2026
The creator economy isn't slowing down. If anything, 2025 proved that we're still in the early stages of understanding what's possible when brands and creators collaborate strategically. The infrastructure is maturing, the measurement is getting sharper, and the opportunities are expanding across every platform and category.
For brands ready to invest in creator marketing with intention, 2026 is the year to move beyond experimentation and build programs that scale. Whether you're launching your first creator campaign or optimizing an existing program, Later's platform and services team can help you navigate what's next.
Ready to make 2026 your biggest year yet? Book a call with our team to explore how Later can power your creator marketing strategy.
