LinkedIn is taking the next steps in empowering creators to make money from their in-app presence, with a new Creator Marketplace that will enable brands to connect with creators who can help them reach their target audience.
LinkedIn’s Creator Marketplace includes all the usual creator discovery features, including audience size info, insights into each creator’s audience make-up and reach notes.
As explained by LinkedIn: “Marketers can search for vetted creators by topic and content expertise, then quickly assess their profile for audience, performance, and fit.”
LinkedIn’s Creator Marketplace, which will initially be launched to users in the U.S. and Canada, will be available via LinkedIn’s Campaign Manager via a new section under “Content and Assets.”
That will become the key home for LinkedIn’s content partnership programs, including the option to sponsor creator posts.
Eligible creators will be able to sign up via a new Monetization tab, which will link through to the sign-up flow for marketplace listing.
LinkedIn said the Creator Marketplace will make it easier for brands to find relevant voices to partner with, which can boost campaign messaging.
At the same time, the platform is also launching a new program that will provide direct guidance on campaign approaches in the app.
“As brands compete for attention and trust, they need more than great ideas. They need campaigns built for a decision-maker audience on LinkedIn,” LinkedIn said. “That’s why we’re launching BrandWorks — a team of experts across brand, creative, content, and events that delivers hands-on strategy and creative support to help B2B marketers create higher-performing campaigns.”
The combination of Creator Marketplace and BrandWorks will help Linkedin provide broader support for brands looking to launch more effective campaigns in the app.
LinkedIn has been steadily working to build out its creator monetization options as it looks to keep its top voices posting and providing engagement opportunities for its 1.3 billion members.
In May 2025, the platform announced an expansion of its BrandLink content sponsorship option, which enabled brands to place their video ads alongside posts from popular LinkedIn influencers and premium publisher content.
LinkedIn also sponsored podcasts with selected partners, and is reportedly planning to run live-stream events with creators. The app also tried out various creator-focused tools, including Creator Mode for profiles and its own creator accelerator initiative.
The benefit of creator partnerships is two-fold. First, the partnerships align with evolving consumer trust trends, with LinkedIn’s own data showing that creator-led promotions drive better response. Second, they enable LinkedIn to funnel revenue share to creators as an incentive to keep them posting.
That, ideally, will help LinkedIn maximize in-stream engagement, providing more opportunities for ad exposure.
In some ways, LinkedIn has derived significant benefits from the shift in business discussion away from Twitter, with a lot of that chatter now seemingly migrating to LinkedIn.
Creator incentives will help LinkedIn build on this. In addition, creator content helps to boost the platform’s exposure via artificial intelligence-based search, with LinkedIn now being one of the most cited websites in AI chatbot answers.
