LinkedIn is developing more options to help B2B marketers find relevant creators to work with, in order to tap into the value of creator credibility to boost their promotions and solidify decision-maker interest.
And with 63% of B2B buyers now relying on creators for research and insights early in their buying process, per LinkedIn, finding the right creator could be a valuable consideration for B2B outreach.
To help, LinkedIn is testing a new Creator Discovery element within its Creator Marketplace platform, which will provide marketers with more search filters to home in on the right creators for their campaigns.
As explained by LinkedIn: “The new Creator Discovery beta (general availability anticipated in early 2027) introduces new search filters, including content type, creator industry and job function, audience demographics, and Top Voices to make it faster and easier for teams to source and vet creators for upcoming campaigns.”
Selecting the right creators plays a key role in amplifying brand messaging, while LinkedIn has also highlighted its Thought Leader Ads and BrandLink promotions, which are driving stronger response of late.
LinkedIn reports that Thought Leader Ads drive a 252% higher click-through rate when compared to conventional single image ads targeted at B2B buyers. LinkedIn advertisers running Thought Leader Ads saw a 45% higher CTR rate at the awareness stage, and 48% higher at the conversion stage, compared to advertisers not running Thought Leader Ads during the same period.
Meanwhile, BrandLink promotions, which enable brands to run pre-roll ads on approved creator and publisher content, see a 130% higher video completion rate, on average, compared to in-feed ads.
Finally, LinkedIn said that its Top Voices 360° offering, which connects brands with exclusive-to-LinkedIn Shows, are also driving strong performance for brands.
As per LinkedIn: “Trust has become a critical driver of B2B buying decisions. Buyers don’t just want product pitches, they want validation from credible subject matter experts and practitioners with real experience. This shift has made creator marketing essential for B2B strategies.”
These evolving offerings provide a way for marketers to tap into this element, and utilize the trust built up by creators to boost their promotions.
