Running a campaign in Later Influence™ (formerly Mavrck) allows you to collect all the content created by your influencers in one place. Most content, and the associated performance data, are automatically collected in the platform through a mechanism called content binding. 

In this article:

• What is content binding?
• What is required to bind content automatically?
• How often is content bound?
• What information is available about content?
• What kinds of image and video files are available?
• Are metrics continuously updated after content is bound?
• Do metrics include organic and/or paid performance?
• Can influencers self-report their own content? Can I manually bind content?
• Content Binding Details by Content Type

What is content binding?

Content binding refers to the process of collecting the posts created by influencers for campaigns and rendering them in the platform. 

Through integrations with social networks and the use of binding hashtags, Later Influence is able to automatically bind content from Instagram, Facebook, Pinterest, and Twitter, as well as manually bind content from a variety of other networks and formats.

Later Influence is able to automatically bind content from TikTok using the Creator Marketplace API, which is currently in Beta. Before activating creators on TikTok, please see TikTok Creator Marketplace Integration Overview.

For additional detail on each social network integration and the functionality that supports influencer account authentication and automatic content binding, please see Social Network API Integrations & Apps.

What is required to bind content automatically?

Content is bound to campaigns automatically when: 

• A campaign with a Create Content requirement is set Live, and
  • the posting influencer is a participant in the campaign workflow, and
  • the binding hashtag is used, and
  • the influencer's social account connection is active, and
  • the campaign’s due date (if applicable) has not yet passed
    

To enable the platform to automatically bind content from a given social network, an influencer must connect their account with the platform. If the account connection expires before content is created, the influencer must refresh the connection to ensure the content is bound automatically. 

If a campaign has a due date set and it passes, content will stop binding automatically. You’ll see an in-app notification in your campaign’s content tab:

To resume automatic content binding, move the campaign’s due date to the future.

How often is content bound?

The platform is continuously searching for new content from relevant influencers. Most content types, including Instagram posts and Stories, are bound within two hours of being posted. 

For most content types, the platform will also continue to update performance metrics automatically after the content has been bound to the platform.

See the table below for details for each type of content.

What information is available about content?

When content is bound, image and video files are available in the platform to view and export, alongside captions and performance data.

Content performance data may include likes, comments, shares, views, and impressions. Impressions or views may be verified by the social media platform or estimated by Later Influence.

Given the unique specifications set in place by each social media platform, performance data varies between content types, as detailed in the table below. 

What kinds of image and video files are available?

When content is bound automatically, the image or video files from the social media platform are available in Later Influence to view and export. Content files are available at the same resolution as they appear on the social media platform where they were posted.

All images are converted to PNG format and all videos are converted to MP4 format. Filters, stickers, backgrounds, and other editing tools used on posts are included.

The specific image and video details vary by type of content.

• Instagram Posts: Videos or photos, multiple aspect ratios
  • Photos: Width between 320 and 1080 pixels
  • Videos: Minimum resolution of 720 pixels
• Instagram Reels: Videos, fixed aspect ratio
  • 1080 pixels x 1920 pixels, 9:16
• Instagram Stories: Videos or photos, fixed aspect ratio
  • 1080 pixels x 1920 pixels, 9:16
• TikTok: Videos, fixed aspect ratio
  • 1080 pixels x 1920 pixels, 9:16

For access to higher-resolution files not affected by social media platform compression, ask influencers to self-report original files as image or video content types. 

Additionally, influencers participating in Instagram campaigns should enable high-quality uploads in their Instagram account settings to reduce the compression when they post Instagram posts or Reels. Instructions for influencers are available here: Enable high-quality uploads on Instagram

Are metrics continuously updated after content is bound?

The platform continues to update performance data for content that has been bound automatically to ensure the most accurate metrics are included in reporting.

Given the unique API specifications set in place, the available data and timeframes vary between content types, as detailed in the table below.

Do metrics include organic and/or paid performance?

The metrics returned for automatically bound content that has been boosted or promoted through a paid media campaign depend on the relevant social network's API and the data they make available.

• Instagram: The Instagram Graph API provides only organic performance metrics.
• TikTok: The TikTok Creator Marketplace API provides aggregate organic and paid performance metrics. 

Can influencers self-report their own content? Can I manually bind content?

Any content type that is not supported by automatic content binding must be self-reported by the influencer, or manually bound. The availability of automatic content binding for various content types is detailed in the table below.

Metrics are not continuously updated for content that was not bound automatically. Self-reported content and manually bound content metrics are not updated automatically but can be edited in the platform at any time. 

If a campaign utilizing paid content boosting is also capturing self-reported content, influencers should be instructed to include the metrics that are captured by automatic content binding for the relevant content type for consistency.

Once a piece of content has been self-reported or manually bound, the platform will not automatically bind the same post again.

Details by Content Type

Note: Business and Personal refer to Instagram account connection types, detailed below the table.

*Instagram posts with hidden likes are labeled in Later Influence with "Likes hidden by influencer".

**Carousel posts can be bound automatically from all account types. Business connections provide all frames of the Carousel and Personal connections provide only the first frame.

***Pinterest clicks are not counted as campaign clicks unless separately recorded by a tracking link.

Estimated Impressions and Views

For content types where impressions or views are not available from the social network API, Later Influence estimates impressions as a function of the creator's audience size and the content's engagements (likes and comments).

Instagram Account Types

Instagram provides two different APIs that enable the platform to bind content automatically. The two APIs support different types of Instagram accounts and provide different amounts of data.

Business Connection - Graph API - Business accounts and certain Creator accounts

• Verified content impressions
• Automatic binding of Story content
• Bind all frames of Carousel posts

Personal Connection - Basic API - Personal accounts and certain Creator accounts

• Verified content impressions are not available; impressions are estimated by Later Influence
• Story content cannot be bound automatically; influencers must self-report
• Only the first frame of Carousel posts bound

For these reasons, we encourage influencers to use Business accounts as much as possible. For more information and instructions for influencers, see Instagram Account Types.

Instagram Collabs (Joint posts)

Instagram's Collabs feature enables two accounts to co-author posts that appear on both of their profiles. While a joint post can appear on two profiles, it is only one post with one URL. Within Later Influence, joint posts can only be bound to one influencer in one campaign, and their metrics are only counted once.

Influencers can co-author posts with a brand handle, if desired, without affecting campaign reporting. Joint posts co-authored by two influencers participating in your program are not recommended, as the content and metrics can only be attributed to one of the influencers.

Related Articles

• Collecting Campaign Content
• Manually Binding Campaign Content
• Self-Reporting Content
• Instagram Account Types
• Understanding Workflow Stage Setup and Logic
• Instagram Carousel Posts