Managing Social In-House
With hundreds of thousands of brands using Later to power their content strategy, it only makes sense that we do the same. As the team behind Later, we rely on our own platform to power everything we do on social, from campaign planning to community engagement.
So, who are we? We’re Chantal Hermetz, Social Media Manager, and Kayla Monis, Brand Marketing Manager. Together, we manage content for both Later and Mavely, and Later Social helps us keep everything aligned across two distinct brand voices, multiple platforms, and a fast-paced calendar.
In a typical month, we schedule over 200 pieces of content across six channels–all within Later Social.
“Having everything in one place — content, analytics, scheduling — is a huge time-saver. Later Social helps ensure our messaging stays consistent across channels, even as we move fast.”
Kayla Monis
Brand Marketing Manager at Later
Listening First
Before we plan a single post, we turn to Later Social’s social listening insights. By monitoring conversations and content trends in the industry, we’re able to identify emerging themes and understand how creators, customers, and competitors are showing up online.
Right now, we’re actively tracking over 20 competitors, which keeps our content differentiated and culturally relevant.
“Social Listening helps us gut-check our ideas. Are people actually talking about this? Is it resonating? It’s a key part of how we stay plugged in.” – Chantal Hermetz, Social Media Manager at Later
These insights help shape everything from campaign direction to content tone, ensuring our voice feels timely, relevant, and reflective of the social landscape.
“Beyond just tracking our own mentions, I use Social Listening to see how competitors and creators are showing up online. It’s super valuable for spotting gaps and making sure Later’s brand stays differentiated and culturally relevant.”
Chantal Hermetz
Social Media Manager at Later
Planning with Purpose
We kick off every quarter with a brainstorm, bringing in insights from marketing, product, and social listening research. From there, we map out campaigns directly in the Later Social Calendar, layering in tentpole moments like launches, cultural trends, and influencer content.
Because everything is mapped out visually, we’re able to plan an entire month of content in just one day–and still stay flexible enough to pivot when needed.
“We use the calendar to plan at a high level but also day-to-day. It’s our source of truth.” — Chantal Hermetz, Social Media Manager at Later
Creating Content that Connects
Content creation is truly collaborative, especially when we’re juggling campaigns across 6+ social channels. We script, design, and review everything in batches, using the Media Library to keep assets organized and accessible for both brands.
We also use Saved Captions and Best Time to Post to streamline publishing and maximize reach across Instagram, TikTok, LinkedIn, and Pinterest.
Community is Key
One of the best parts of running Later’s social is connecting with our audience, and Social Inbox makes that sustainable. We can stay responsive, build real relationships and avoid missing anything important.
“Engaging with our community is one of the best parts of our job — and Social Inbox makes it so much easier to keep up. We can reply to comments, jump into conversations, and stay organized without it feeling overwhelming.”
Chantal Hermetz
Social Media Manager at Later
Testing, Learning, and Leading by Example
Using Later Social internally means we get to test features, refine workflows, and lead with real experience. It also means we know exactly what our customers need, because we use it too.
$16,600 in annual time savings using Auto Publish and Social Inbox
200 pieces of content scheduled monthly across Later and Mavely
1 month of content planned in 1 day
20+ competitors tracked with Competitive Benchmarking
6+ social channels planned, published, and monitored at once