Social Listening Release Notes

Brand DNA is now available in Later Social. Powered by AI, it gives you an on-demand analysis of how your brand shows up on Instagram, including your identity, voice, content opportunities, and the creators best suited to amplify it.

Why it matters

Instead of piecing together your brand's Instagram presence manually, Brand DNA gives you a clear, structured picture in seconds. You can also run a side-by-side comparison with a competitor to see how you stack up, making it a sharper, faster way to inform your content strategy and creator partnerships.

What to expect

Brand DNA is available now for all Later admins with Social Listening enabled. Head to your dashboard to generate your first report.

We’ve introduced AI-powered explanations for trending hashtags, turning raw data into clear, contextual insights. This feature helps you understand why a hashtag is gaining traction—not just that it is. Just hover over the hashtag to invoke the modal!

Why it matters

You can now move beyond surface-level metrics and tap into the narrative behind the trend. It's one more step toward turning social listening into actionable intelligence.

What to expect

Each trending hashtag will now include a short, AI-generated explanation. In rare cases where data is insufficient, no explanation may appear—but we expect this to be the exception.

Managing multiple competitors across different brands

Managing multiple competitors across different brands was previously a challenge with a single shared list. Our updated navigation bar makes it easier to create, view, and manage separate competitor sets for your distinct brands.

What’s new

• New navigation bar to switch easily between views
• Create and manage multiple competitor lists (up to 5) for your different brands
• Clone competitor lists to jump-start new comparisons

How this helps you

Segmenting competitor analysis by brand unlocks clearer strategic insights. Quickly compare performance across industries or market positions without rebuilding lists each time.

Try it in your workflow

Use this when pitching strategies to different clients or when tracking multiple brands you manage. Duplicate a list to adapt it quickly to a new market segment.