TLDR Tech / Marketing
The balance of power in influencer marketing is shifting
Spending on boosting influencer posts is on track to overtake what brands pay creators for sponsored content by 2028. The trend is driven by shrinking organic reach on major platforms, which has made paid promotion essential for extracting ROI from influencer campaigns. Some agencies now operate on a performance model where brands promote creator content and track downstream actions like customer acquisition costs. Creators still hold leverage as the source of content brands need to amplify, but the economics increasingly favor those who can demonstrate consistent organic engagement.
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