• Introducing new ways for brands to connect with trusted voices and create content that drives real business results on LinkedIn
• Bringing creators and brands together in one place—so trusted voices can scale, and influence becomes real opportunity with Creator Marketplace
• Providing hands-on support to help marketers create LinkedIn content and custom campaigns that drive measurable results with BrandWorks

 

Today's buyers expect more from every interaction. In fact, 77% of B2B marketers say buyers need to trust and know a brand before they're willing to engage.* That's why we're introducing Creator Marketplace and BrandWorks: Creator Marketplace helps brands find and work with the right creators, while BrandWorks provides hands-on support to create content and custom activations for campaigns, all built for LinkedIn.

 

Why is LinkedIn Continuing to Invest in Creators?

 

With 82% of B2B marketers saying that creators increase credibility with decision-makers, brands are increasing investment in creator marketing this year.* Over the past two years, we've been building for this shift – introducing new ways for brands and creators to connect and grow together, including BrandLink, Top Voices 360, and Advice Sessions.

Now we're bringing LinkedIn's creator ecosystem into one place so brands can find and partner with trusted voices at scale, and creators can turn influence into real opportunity with Creator Marketplace.

 

How Can Marketers Use LinkedIn's Creator Marketplace?

 

Available within Campaign Manager, Creator Marketplace centralizes discovery, insights, and partnership tools so brands can:

• Find credible creators who influence buying decisions. Marketers can search for vetted creators by topic and content expertise, then quickly assess their profile for audience, performance, and fit.
• Turn creator conversations into paid impact. Brands can easily identify organic and sponsored creator content featuring their brand, then amplify with Thought Leader Ads to boost visibility and credibility with decision-makers.
• Move from discovery to partnership faster. Brands can access creator contact information to connect directly about potential collaborations.
• Extend campaigns with premium publisher and creator video content. Activate curated video inventory through self-serve BrandLink, placing your message alongside select editorial or creator video content.

 

What Does LinkedIn's Creator Marketplace Mean for Creators?

 

Creator Marketplace also unlocks new ways for creators to grow their business, secure partnerships, and monetize their expertise. Once creators opt-in to share their information with brands, they retain control over how they collaborate, including:

• Getting discovered by leading brands. Put their profile and content directly in front of brands, driving inbound partnership opportunities.
• Showcasing their best work. Handpick and feature specific content to stand out to the right partnerships for the right reasons.
• Choosing how brands reach them. Set their preferred email and include their management so they stay in control of every partnership conversation.
• Controlling how and when they collaborate with brands. Seamlessly evaluate incoming partnership requests and approve how their sponsored content is used.

 

What is BrandWorks:

 

As brands compete for attention and trust, they need more than great ideas. They need campaigns built for a decision-maker audience on LinkedIn. 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.

 

What Services Does BrandWorks Provide Marketers?

 

Through offerings ranging from brand strategy to creative production, BrandWorks collaborates with brands and their agency partners to:

• Turn audience insights into smarter strategy
• Create content aimed at how buyers engage
• Unlock more value from existing creative
• Connect creative to high impact opportunities

BrandWorks is already delivering results for customers, like SAP and Webflow, helping them turn strong creative into higher-performing campaigns that reach the right audiences and deliver measurable impact.

 

Why Does This Matter?

 

Reaching and influencing today's B2B buyers requires both credible expertise and content that stands out. According to our 2026 Global B2B Marketing Outlook*:

• The bar for differentiation is rising: 81% of B2B CMOs agree their organization needs to deliver in new ways, and 78% say they need to change how they show up to stay relevant.
• Credibility is overtaking polished messaging: 83% of B2B marketers say credibility matters more than traditional brand messaging.
• Creator discovery remains a key challenge: The biggest hurdle for brands running or considering creator campaigns is finding credible, relevant voices.
• Creators drive decisions: 70% of marketers say buyers rely more on peer voices and experts than brand-produced content, while more than half (56%) of B2B buyers depend on creator input in the last stage of the buying process to validate recommendations.

 

Customer and Creator Insights:

 

See what customers and creators are saying about today's news here.

 

Learn More:

 

You can learn more about how to drive impact with creators and stronger creative on LinkedIn:

• Announcement
• Video from Alex Josephson, Vice President, LinkedIn

 

Methodology

 

*Global B2B Marketing Outlook: This research was conducted by YouGov. Total sample size was 1,299 B2B marketers (aged 18+; middle management +) in the USA, UK, France, Germany and India. Fieldwork was undertaken between 14th January and 5th February 2026. The survey was carried out online.