Later, a social media management and influencer marketing software provider, has partnered with Snap to integrate Snapchat’s Creator Discovery API and Public Profile API into its platform. 

The integration allows marketers to discover Snapchat creator

s and schedule content directly through Later’s tools.

Later has become the first platform to combine both Snapchat APIs in a single system, enabling brands to search for creators using keywords, topics, and audience metrics. Marketers can now review creator content across platforms, manage campaign collaborations, and streamline Snapchat creator partnerships alongside other social channels.

New Revenue Opportunities for Creators

Snapchat creators gain access to Later’s suite of growth and monetization tools through this partnership. Creators can join Later’s network to connect with brands for campaigns and leverage Later’s analytics and planning tools. The integration also provides creators with customizable “Link in Bio” functionality to optimize their presence and drive revenue.

“With Snapchat’s high reach among Gen Z and Millennial audiences, we’re bridging a critical gap between brands and creators,” Scott Sutton, CEO at Later, said in a press release.

Snap’s Director of U.S. Revenue Partnerships, Fintan Gillespie, added that the integration “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.”

The companies plan to expand their partnership by adding audience insights and reporting capabilities. This development aims to capitalize on Snapchat’s global reach of over 850 million monthly active users and immersive ad formats.

Source: LinkedIn

In Q3 2024, Snap reported revenue of $1.37 billion, up 15% year-over-year, as daily active users grew to 443 million, up 9% year-over-year. Net loss improved by 58% to $153 million compared to 2023. Users open the Snapchat app nearly 40 times daily, generating almost 15 billion daily interactions between creators and their audiences.

As for Later, the company started the year strong with a $250 million Mavely acquisition, adding 120,000 creators to its network and enhancing direct sales attribution capabilities.