The balance of power in influencer marketing is shifting

• 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 is heading toward a tipping point.

For the past few years, most of the spending by brands has gone toward paying influencers to post about their products on social media. Marketers have spent a smaller amount with social platforms to boost those posts.

The pendulum is swinging toward boosting, though, according to EMARKETER, a sibling company of Business Insider. The firm forecasts the two forms of spending will be roughly even in the US next year at $14.2 billion. It also projects that in 2028, brands will spend $16.1 billion to amplify creator content on social media (excluding YouTube), surpassing their spending with creators to produce sponsored content ($15.71 billion).

That means more money going to TikTok and Instagram ads and relatively fewer dollars entering creators' pockets.

"It speaks to the often-unspoken-about and very-felt performance problem in influencer marketing," said James Nord, founder of the influencer-marketing firm Fohr. "The content generally is not performing as well as it should for how much it's costing, and so increasingly brands are forced to use paid [boosting] to extract ROI and value out of their influencer content."

The free-lunch era of social is over

The shift comes at a moment of flux in the social media industry.

While apps like TikTok previously offered influencers and brands regular opportunities to go viral for free, it's now become much harder to get organic views as algorithms become hyper-personalized. Getting attention often requires paid amplification.

Joe Perello, CEO of Props, a performance-based creator marketing agency, said the formula of brands paying influencers for endorsements worked until platforms — starting with Meta-owned Facebook and Instagram — began to choke off organic reach for sponsored content.

"That was the beginning of the erosion of finding influencers based on their followers," he said. "There's no free lunch."

Nord added that there's "no reason to go work with a big influencer if you can get the same reach and performance from a smaller one whose content you're boosting."

Perello's firm works with brands like AAA to line up creators who produce stories and videos relevant to the brand. The brand promotes creators' posts on social media to drive viewers to take an action, such as visiting the brand's website.

Perello said the brand can see how well the posts perform through data, including the cost to acquire a new customer. He said this approach is increasingly being adopted by brands that are less established in performance marketing, including consumer packaged goods and regional banks.

For influencers who want to preserve their edge with brands, the key is to show they can still drive views on their own accounts with some consistency.

"We encourage them to figure out what's working in their feeds and do more of that," Nord said.

The bottom line for creators

How does the shift affect creators' bottom lines?

Industry insiders said some of the increased social-media ad spend often trickles down to creators through a separate fee.

Anders Bill, CPO at the influencer-marketing platform Superfiliate, said a common approach is for brands to pay creators a fixed amount on top of the content budget. He said creators can negotiate for a bigger cut, though.

"I don't see a lot of creators talking about it, and I think it's a big opportunity," Bill said.

It's true that most of this social network ad spending is going to platforms, not creators, though.

Still, Reza Izad, co-CEO of the management firm Underscore Talent, doesn't see this as a negative because brands still need content to promote. EMARKETER's forecast indicates that spending on sponsored content will also continue to grow, though at a slower pace than spending on amplification.

"If the content is part of the media mix, they have to spend money on content," Izad said.

With the influencer category growing overall, it may not be a winner-take-all proposition.

"The increase in paid amplification is not a decrease in spending directly to creators but instead bringing more dollars into creator marketing from less effective channels," said Scott Sutton, CEO of the influencer-marketing firm Later.

Strong creative assets are still important in a world where more spending goes toward paid amplification, according to Olivia Cripps, global paid media director at the influencer firm Billion Dollar Boy.

That said, the platforms are flexing their muscle by making it harder for brand content to spread organically.

Tyler Chou, a creator-focused lawyer and advocate, said the shift shows why it's important for influencers to develop revenue streams less reliant on major platforms. She's encouraging clients to build their own apps, for example.

"There's more and more that realize that these platforms are taking a lot of our revenue," she said.

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