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 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.…