Business Insider
US · 1 hrs ago
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The balance of power in influencer marketing is shifting
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Major social media platforms are capturing an increasing share of influencer marketing budgets as advertisers shift spending toward platform-boosted creator content rather than organic influencer promotion, driven by declining organic reach.
The balance of power in influencer marketing is shifting
Ciara performs at the TikTok Awards US 2025. TikTok and other platforms are getting a bigger piece of the creator economy.
Kevin Mazur/Getty Images for TikTok
Platforms like TikTok and Instagram are taking a growing chunk of influencer marketing budgets.
Ad spend to boost creator posts is expected to eventually surpass influencer content budgets, per EMARKETER.
The shift comes as organic views on influencer posts become harder to come by.
The way advertisers spend money on influencer marketing
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