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The influencer marketing and social media management platform announced later on Friday that it had acquired Mavely for $250 million.
Mavely has a network of more than 120,000 creators who the company says have generated more than $1 billion in gross sales for more than 1,400 major brands, including Nike, Anthropologie, Lululemon, Macy’s, Old Navy and Adidas.
Later, in a statement announcing the deal, the addition of Mavely will help marketers by enabling full-funnel performance measurement and measurable ROI, while helping creators increase their earnings.
Dig deeper: Why influencer marketing is critical in B2B
Influencer companies need data, artificial intelligence to compete with big agencies
eMarketer expects influencer marketing spending in the US to reach $9.29 billion in 2025, up 14.2% year over year. At this rate of growth, influencer marketing will outpace the growth of ad spending on digital and social media in the US, although the share of spending is much smaller.
During the summer of 2024. major advertising agencies have moved into the influencer marketing spacebest known for Publicis Groupe’s acquisition of Influential.
Not surprisingly, data and artificial intelligence are at the heart of these acquisitions. Like most modern marketing channels, influencer marketing generates a lot of data. Those who can generate and analyze data quickly and efficiently can benefit.
AI can help marketers select the right influencers, identify audiences and analyze campaign results.
At the time it was acquired by Publicis, Influential said its AI-powered platform had 100 billion data points and engaged 3.5 million creators.
Later says its AI predictive analytics will now use first-party performance data from Mavely’s network of more than 120,000 creators.
Mavely was previously owned by Rhyz Inc., a subsidiary of Nu Skin Enterprises. He later closed the deal thanks to a strategic investment from Summit Partners.
