How Later Runs on Later Social

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.

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.

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. This visibility allows us to plan a full month of content in just one day, while staying nimble.

And when a post performs well, we act fast. Our transparency marketing Reel earned 181K views and 4.4K engagements–5x our average performance. Thanks to Later Social, we repurposed it across other platforms in seconds, driving 230K+ total organic views.

“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

We create content for 6+ social channels across both brands. Our process includes scripting, design, approvals, and scheduling, all handled through Later Social using tools like Saved Captions, Best Time to Post, and the Media Library.

Carousel-style content is a top performer for us. Our analytics show it generates 2x the average engagement rate per post, especially for our ongoing series like Brand Campaigns, where we spotlight standout campaigns from across the industry.

That same strategy inspired us to start featuring individual brands we think are crushing it. A great example? Our ELF campaign breakdown Reel earned 1.4K engagements and 29K views, driven by great timing and strong storytelling.

Later Social makes this kind of reactive content easy to execute, and more importantly, easy to scale across platforms.

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.

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