Later

Original content just got a platform advantage. Instagram is now limiting reach for accounts that primarily repost others' content. For brands running creator programs, the implication is direct: genuine creative partnership outperforms content redistribution. In this article: → What Mosseri's announcement means for your creator strategy → The data behind creative latitude and campaign performance → How leading brands are already making the shift Read below👇

You've got seconds. Maybe less. We asked creators and our friends at TikTok how fast people ACTUALLY decide whether to keep watching your content. These answers might make you rethink your next opening frame. Stay tuned for more of our conversations in the Creator Cab 👀 Vin Matano 🐝 Kai S. Esme Lean Kimberly W. Mike Westgate

The creator economy moves fast. Here's what we tracked in April. 👇 This month made one thing clear: the top brands and platforms are all betting on creators. What campaigns or trends stuck with you this month? Let us know in the comments.

The path to purchase starts with trust. 🤝 At POSSIBLE, Later brought together top marketing leaders for a private dinner and fireside chat with Omnicom Media. One theme kept coming up: creators play a central role in how products are discovered and bought. When a creator posts from their favorite store or tags a specific retailer, it moves people from discovery to purchase in real time. Our CEO Scott Sutton put it plainly: brands that over-prescribe the creative brief get content that feels like an ad. Brands that brief on the outcome get content that feels like a recommendation from a friend. Thank you to everyone who joined us and helped shape the conversation. ❤️🔥

Large brand participation in food and beverage influencer marketing is up 95% since 2025. 📈 When every brand has a presence and a creator roster, standing out takes more than volume. We broke down five campaigns from Habit Burger & Grill, Chobani, Tapatio Ramen, bibigo Europe (CJ Foods), and Totino's: what they did, why it worked, and what enterprise marketers can take into their next brief. Read the full breakdown in the comments. 👇

Becoming a creator can be life-changing. For A.K. Hudani, Principal Product Manager at Later, the impact of what we build is deeply personal. 💬 “Building for creators means knowing this work changes lives. It is a side hustle to become independent. It is the first brand deal that pays bills. It is the shift from hoping it might work to knowing it will. When we get it right, we help creators turn possibility into something real and lasting.” We’re proud of what we build at Later. But we’re even more proud of who we’re building for. This is Life at Later. ❤️🔥   Keep following along to meet the people behind every post, campaign, and customer success story. 

Miami, we’re coming. 🌴 And we’re bringing some of the top leaders in influencer marketing with us. Together with Omnicom Media, we’re hosting a private dinner and fireside chat at POSSIBLE on how leading teams are evolving their approach to creator partnerships, from how they evaluate creators beyond reach to how they think about brand suitability and long-term impact. As creator marketing scales, the gap between reach and relevance is only getting wider. This conversation is about how top teams are closing it. We’ll be sharing insights from Miami all week, so stay tuned. Heading to POSSIBLE? Let us know in the comments, we’d love to connect. 👇

Your creator economy catch-up for the week is here: 🤳 Netflix is launching a vertical video feed  🎤 Keke Palmer is hosting a Twitch talk show  👰 A 75-year-old bridal brand just made influencer marketing its largest campaign investment Plus, meet the creators working with brands like Bissell, Tapatio, and Southwest Airlines who prove why niche depth beats broad reach every time. The Influence is live. Check it out. 👇 #creatoreconomy #influencermarketing